What is a Content Strategy and Why Do I Need One?
Written by Sue Mysko on May 12th 2021
Content marketing has exploded. And so have the opportunities for small business owners who understand that good content isn't good enough. You need great content that's aligned with your strategy and creates engagement with your audience.

But as a small business owner with many demands on your time, content strategy sounds like an expensive luxury. The truth is that it’s a critical piece of your overall marketing plan - and one that will pay for itself many times over. That’s because content strategy is more than just clever words on paper- it’s the strategic framework about why you create the kind of content that you do, who you are making it for (and how they will measure success), plus where and when to distribute your message so people can find them.

However, only 42% of marketers have a documented content strategy according to the Content Marketing Institutes' recent research. B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2021
While this number is up 9% from the year below, it's still shockingly low. Your content strategy is the roadmap that can help you understand what you want to say, who you want to reach, what content you're going to create, what goals you are looking to achieve, and which channels should be leveraged.

So when you start to think about your content strategy, think about what do you want to achieve. Do you want to establish your authority as an expert in your niche? Build awareness of your services? Grow your audience? Increase audience engagement? Move prospects along the path to purchase? Grow and scale your business? All of the above? By having a clear content strategy in place all of these goals can be achievable.

Your content answers your audience's questions, but you will also help build a rapport where they will trust your authority, but feel like they know you and want to engage with you.

There are three key tools in your content toolkit. Search, social and push/outbound. Think about it as a Venn diagram with content at the center. How do you get to the top of the search rankings? Content. How do you deliver value and build an audience on social media? Content. How do you deliver your push/outbound call to action that has high response rates? Content. Content is at the heart of search, social and outbound marketing.

Your content strategy is the foundation of all your messaging that will guide your tactical decisions. A content strategy lays out the goals you want your content to achieve, what type of content is best suited to achieve those goals, and how you’re going to create, distribute, and measure the performance of it. But it's not about creating more content, but producing the right type of content, with the right messages, that’s targeted at your ideal avatar. It's about using content to take your customer along a journey of exploration and you are holding the map. Its up to you to decide where you want to take them and what messages you want them to take away.

The good news is that with time and experience, content marketing becomes easier. I’ve spent the past 20+ years developing content marketing strategies for both small and large service-based businesses, so I’ve had first-hand experience learning what works and what doesn't.

I hope that this article has helped reinforce the importance of having a content strategy in place. When you have a solid content strategy - a real foundation - you will be able to create content that drives demand, much faster and with less stress.

However, if it's left you more overwhelmed about your content strategy and the gaps in your content plan, click this link and we can get on the phone and do a 20 minute content audit to help get you on track for success.

About the Author: Sue Mysko

Sue takes a practical and no-nonsense approach to marketing strategy and content generation. As founder of StudioSBX, she has more than two decades helping organizations build and deliver strategic marketing plans that deliver results. A life-long competitive athlete and coach, Sue is no stranger to hard work, and understands balancing multiple priorities. High energy and highly engaged, she has a passion for helping clients fast track business results.
Sue Mysko
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