How to create a content strategy step by step

I was at the #CongresoSM celebrated in Cartagena, Colombia. It was simply a wonderful experience, I met incredible professionals and the audience could have not been better, to the 800 people (online and present) I dedicated my last talk of the year about content marketing. I gathered in hundreds of slides everything they could strategically do with content marketing. Today through this post I will share step by step how you can create content strategies focused on obtaining good results. Are you ready?

How to create a content strategy

content strategy

Besides having the graph that summarizes everything visually, I invite you to see all the things you can do with each step.

1 – How to analyze your current situation

current situation

2 – How to define your objectives

Your objectives need to be SMART (specific, measurable, achievable, realistic and defined in time). Also I recommend that you have three types:

  • Business objectives
  • Marketing objectives
  • Aspirational objectives (these are my favorite)

If you want some objective ideas here I share some with you:

  • Increase community
  • Increase online conversions
  • Increase branding and brand recognition
  • Improve SEO
  • Increase web or blog traffic
  • Increase the number of leads
  • Increase sales
  • Maintain customer loyalty

3 – How to define your audience

Lets leave behind the conventional things about the audience of age and gender, lets talk more about behaviors and about audience groups. What you have to do is divide your audience in different groups. For example, audience of buyers, audience of new customers, and so on. After dividing into groups, analyze the following:

  • Your audience’s interests
  • Their preferences
  • What channels they prefer
  • What type of content they like

4- How to create content strategies

When you want to create a content strategy you will have to consider three things:

  • The content your brand needs
  • The content your audience wants
  • The content you already published (you can recycle)

Types of strategies

The truth is there are different strategies, but if we divide them in groups, I could say that you can cover all these with good content:

  • Healing
  • Copywriting
  • Design
  • Public Relations
  • Customer support
  • Sale
  • Email Marketing
  • Loyalty

 Ideas to create content strategies

  • Create content related to sales in the blog
  • Educate customers through content of interest
  • Use email marketing as a sales channel
  • Make prescribers generate content for the brand
  • Create content to maintain loyalty and obtain repetitive sales

5 – Content strategy tactics

Tactics are actions that you need to execute your strategy. The following is an example:

Objective: Increase sales

Campaign: New payed e-book

Strategy: Create content related to sales


  • Create a promotion landing page
  • Create a post with extracts from the e-book
  • Send the free version of the e-book to all the subscribers community
  • Make and publish in the blog a promotion banner for the new e-book

6 – How to create content

After you have your content strategy clear you will have to create content, through this graph I summarize the process rapidly.

create content

Also I want to share a content matrix, where I have divided according to the objective the content you can create. This could give you an idea.

content matrix

7 – How to promote content

It is not worth having the best content strategy in the world with the most effective content if you are not able to promote it. The following is a graph I share with you that explains perfectly the different channels that you have of promotion, owned, earned, and paid.

types of media

Here I also leave you ideas of things that you can do according to the type of media.

Owned media

  • Write a post
  • Make a landing page
  • Add a tweet with Twitter Card
  • Upload a picture with text to Facebook
  • Upload pictures to Instagram
  • Upload an explanatory video to Youtube
  • Create an e-book and launch it in the blog

Paid media

  • Facebook campaign to promote the product
  • Twitter Ads campaign to promote the product
  • Adwords campaign to position words related to the product
  • Youtube Adwords campaign for explanatory video
  • Banner in specialized media for promoting the product

Earned media

  • WOM for good service/product
  • Publications in specialized media (Press releases)
  • Affiliate marketing

8 – How to analyze your actions 

Last and not least important we have the topic of metrics, I want to share some tips that can help you:

  • Make your links traceable (
  • Generate personalized links (
  • Use personalized discounts to know which works better
  • Create different lists for your subscribers
  • Use the free heat map of to know which works best and worse
  • Analyze in Google Analytics the behavior of your readers and your conversions

To conclude I facilitate a table that will help you measure the ROI of Content Marketing.

table 1

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