Content Marketing

How to Create a Winning Content marketing strategy

Content marketing strategy

Best practices,  tips, and methods that work for digital marketers. It is an open secrete that every successful online campaign needs a working content marketing strategy to maximize results and generate more leads.

Best practices,  tips, and methods that work for digital marketers. It is an open secrete that every successful online campaign needs a working content marketing strategy to maximize results and generate more leads.

In this article, we will intimate you with some of the best ways you can reach your audiences better and convert more sales with the tools you have at your disposal.

9 ways to create a winning content marketing strategy

1.            Define Audience

Content is just like speaking, You don’t want to write content that no one is interested in reading, you have to write for a particular audience. To do this you need to get very important data about who your visitors are, what are their interests, and their demographics.

It is very important to know who your audience is for you to successfully perform content marketing. Remember the shoes do not necessarily need to fit everyone.

How to define your target audience?

You can define your audience using one of the following tools:

Google Analytics

E-mail subscribers

Social media followers & their interests- Facebook, Twitter, Linkedin, Instagram, Pinterest, etc.

2. Segmentation of audience:

You need to break your audience into different blocs and categories based on interests and target your content based on these segments. For example, if you have visitors who are interested in swimsuits and they form a good number then you should create contents that appeal to their interests be it products or services.

How to segment your audience?

This can be broken down into:


Can be a range e.g 18-24, 24-34, or 44-54years whichever group they fall into they will have specific interests that can help you target them and this information and others are available on google analytics, Twitter, and Facebook for free.


Getting an idea of who visits your site more often whether males or females will help you write content that meets the needs of the gender.

For example, males won’t probably be interested in Lingerie except is a surprise gift package for their special someone and this comes once in a blue moon.

Also if your website is in the sports niche you should probably expect more male visitors same way products targeted at makeup and beauty will have more females.

This data can be obtained using any of the different ways we mentioned earlier for defining your audience. Once you master using the demographics of visitors you have succeeded in 60% of your content marketing strategies.


You can also try to understand the educational level of the visitors and followers. Twitter has a rich supply of this data. It can tell you if your audience is graduates, postgraduates, or people with a secondary level of education.

This will help you serve contents that meet their needs. Remember when we described the 5s of digital marketing and we talked about “Serve” as a key element of the process the same rule applies here.

Visitors who come from LinkedIn a particularly professionals so if a large chunk of your visitors are from redirects from LinkedIn then you should produce well-researched contents that meet the needs of professional people.



New buyers vs old buyers

Returning users vs Old visitors

3. High-quality content:

The old saying referring to content as king and digital marketing as queen is still very true. Make a firm decision to always create contents that are very high quality and abide by it always. Different google algorithm changes in recent times are targeted at high-quality content over quantity.

Have you ever been in search of any useful information online and stumbled on some scrapped content or what we call thin content? How did it make you feel? Like someone who just wasted his time and data? Exactly, I know how it feels because I have been in that field over and over.

Part of my work as a blogger is to do research before churning out content and often times I run into bloggers who try to do it the old way of using keyword stuffing or the old clickbait pattern with little or no information that meets your search queries and I felt very bad.

In a number of cases, I have also met some high-quality content that left me with goosebumps and I couldn’t hold back my love for the authors.

Often times I know bloggers make money when people perform ads to click on their sites so I willingly do as much as I can to help them including sharing to my social media users so more people can get to see what they have to offer.

There are countless things having high-quality content can do for your website, content marketing, infographics, or blogs.

As a brand you can let people know more about you by offering useful content, having more persons share your content on social media, better search engine ranking, decreased bounce rate and ultimately more leads and product sales.

If you have high-quality content people have this feeling that you know what you are talking about. This is what every digital marketer should aim to achieve.

How to create high-quality content?

Research, brainstorm, and choose your topic wisely.

Don’t neglect the power of google keywords planner and keyword research tools, that’s an easy way to know what other people are searching for, search volume, etc. Also, use google search suggestions to get a broader overview of the topic and what people are asking about it.

Make sure your contents are original, with the advent of AI a lot of people tend to use machine learning to create plagiarized content or content with no human element. This is wrong in every sense if you must win this game.

If you have stayed long enough in this game then you should already be able to identify articles and content written with AI and usually they are shallow when you compared them to products written by low some AI software tools.

Pay attention to your headlines, it must be compelling enough to attract a click.

Offer value to your readers, the kind of content that visitors ordinarily would have paid to have. Make sure your contents are engaging enough and can bring out creativity in the reader. Don’t let readers leave without fulfilling their requirements.

Use images where necessary, people tend to understand better when you explain using images don’t forget to observe a logical structure in your contents, structure your different headings and subheadings using the appropriate “H” tags.

Write shorter paragraphs to make your content more user-friendly and engaging.

Don’t forget to include resources from useful sites and references accordingly. Make it a point of duty to always give original owners of any idea their due credits.

Use Grammarly and other tools to edit grammar and avoid grammatical flaws even when English isn’t your first language. Some of these tools will even help you fine-tune your tone to a particular language style, emotion, and audience.

Lustrate your ideas with perfectly scripted examples and case studies, and make your contents appeal to readers.

Every good content should in the end have a clear call to action.

Lastly, regularly update your content and remove outdated content, make sure you cover evergreen content always and this is only possible when you update.

4. Utilize A/B Split testing:

Sow two or more versions of your website to different readers at a time to determine which one converts better. This can be applied to images, content length, Call To Action (pay with your color and tones), and Sign up forms (Long or short).

You can get this done free of charge using google optimizer. For sites with less bounce rate, you might benefit from posting longer content, and the reverse for higher bounce rates.

5. Analyze your competitors

Identify which content is doing well on your competitors and what they doing and see what you can do to beat the competition.

For this, you can use data from Facebook, LinkedIn, and even your google search engine.

For each keyword or topic search on Google and find out which sites rank top and what they did to attain that ranking, this can be in the way they used metatags and structure.

You can also use Moz rank, Semrush , Ubersuggest, and Ahref to analyze your competitors

6. Content Format

Decide the type of content that meets your marketing needs it’s not always enough to just write, you must follow a format that works and can help you achieve your ultimate goals.

The ideal format for you may be a blog post, ebook, infographic, case study, podcast, or video. You have to choose what best fits your digital marketing needs.

If you are trying to get people to buy for the first time using videos can go a long way, you might need to incorporate youtube videos for your content strategy. Most people watch video reviews of products first before going ahead to make purchases.

On the contrary, if you want to clarify different points you can do well with an Infographic. A blog post can also cover all these grounds say video, articles, and images but make sure you offer real value to readers and incorporate share buttons.

Ebooks are more of a long-format article and should be done more frequently. Again it should solve problems, the same should apply to case studies.

Podcast formats should be engaging enough and interactive.

6. Pick the perfect content management system.

The perfect system should allow you to plan, create, manage, produce and evaluate your results. A lot of options out there like Hubspot, WordPress, Blogspot, and Bydner.

7. Email marketing:

This is a good way to do a follow-up with your audience. The email helps keeps the relationship between you and your readers, you can use that to inform them of new products and services and also get them to take action.

Emails should also follow the rules described earlier about the targeted audiences and segmentation based on interests.

Email that you can send can include automated messages, newsletters, promotional and seasonal emails, and even blog posts with links pointing back to your blog.

8. Use native ads close to matching contents:

If native ads are better optimized and placed close to the content that falls into a similar category they have greater chances of getting clicked and converting better than banners that may be unrelated to the category.

 9. Appraise your performance

Using google analytics, Facebook insights, and youtube analytics can help you measure how well your content is doing. To do this you must use the right metrics; it can be users and page for blog visitors, unique views and sessions, bounce rate and dwell time, location, traffic source, medium, search engine traffic, etc.

For example, if more people are downloading your ebook it is a good predictor that your content marketing is on the win-win side.

Checklist for content marketing:

Have an editorial calendar to help you keep track of publication

Are your contents worth reading?

Are you curating your content?

Are you guest posting on big blogs

Have you shared your content on SlideShare

Do your contents include statistics, quotes, and numbers?

Have you shared your published content on social media?

Do you have your testimonial available?

Are you promoting your blog enough? Are your SEO strategies working?

Do you have tones for different users and audiences?

Are you serving the right content?

Are your “H” tags and metadata (title &meta description) properly arranged? one H1 and Multiple H2.

Does your article have a detailed title and summary?

Is there room for comments and questions from the audience?


A good content marketing strategy is the product of time and effort. It involves defining your audience and categorizing them into segments, producing high-quality content for optimum engagement, and testing different formats of your content to see what works best.

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