How to improve your content marketing strategy in 2022

Improving Your Content Marketing Strategy in 2023: Key Insights

Table of Contents

Content Marketing Strategy is one of the essential parts of digital marketing. This article will teach you how to improve your content marketing strategy in 2023.

How to Create a HighPerformance Content Marketing Strategy 

Content marketing is no simple task. It’s a lot harder than it used to be. But if done correctly, it can be a powerful tool for any business.

And the good news is that you don’t have to do it alone. You can partner with a content marketing agency like us and get the help of an expert team who will work on your behalf. We’ll create a high-performing content marketing strategy that will deliver results.

Boost Your Content Marketing in 2023

Focus AreaTips
Content Creation– Create more evergreen, informative content like how-tos and guides – Optimize content for voice search with natural language and keywords – Produce more engaging video and audio content
Content Promotion– Prioritize search engine optimization (SEO) with keyword research – Leverage social media and email marketing to distribute content – Guest post and syndicate content to expand reach
Content Analysis– Use analytics to identify and create more of your best-performing content – Monitor engagement metrics like shares, dwell time, and conversions
Audience Building– Create detailed buyer personas for your target audience – Provide personalized, relevant content tailored to personas – Foster community with social media groups and live events

What Is Content Marketing?

Content Marketing is a type of marketing where you create valuable information about your company, product, service, or industry for others to consume. The goal is to provide helpful information to your customers, rather than just selling them something. We call it “content marketing” instead of “advertising.”

What is Content Marketing and How to improve your content marketing strategy in 2022

You’re probably already familiar with some types of content marketing:

  • Video – YouTube, Vimeo, Vine…
  • Newsjacking – using current events to engage people
  • Email – newsletters, email blasts
  • Social Media Advertising – Facebook ads, LinkedIn ads, Instagram ads
  • Blogging – creating detailed articles and publishing them regularly

But what else could you include? Here are 10 ideas to get you started:

1. Case Studies

2. Interviews

3. Podcasts

4. White Papers

5. Ebooks

6. Infographics

7. Webinars

8. Online Courses

9. Articles

10. SlideShares

Now let’s take a look at how these strategies can benefit businesses.

Why should I use content marketing?

The best thing about content marketing is that it provides multiple benefits to businesses. By providing valuable content to your audience, you’re helping them solve their problems. And when they see value in what you offer, they’re more likely to buy from you. It also improves SEO because having unique, quality content helps Google understand what your page is about. Finally, by making yourself available to answer questions, you build trust with potential customers.

Here are some examples of ways that businesses use content marketing:

1. Improve Search Rankings

When people search online for products or services related to your business, they want to find specific and helpful information. They don’t want to click around aimlessly. So, if you write long blog posts about topics related to your business, you increase the chance that people will find those pages when they search.

2. Increase Sales

People love finding answers to their questions. If you publish guides and eBooks about topics relevant to your business, people will come back to check out new updates. They may even become loyal customers!

3. Build trust

When people read your content, they gain confidence in your brand. And once they feel confident in your brand, they’re more likely to make purchases from you.

4. Generate Leads

If people visit your website and see that you’ve published recent blog posts, they’re more likely to sign up for emails and other offers.

5. Create Loyal Customers

Once someone becomes a customer, they often continue buying from you over time. As long as you keep producing great content, they’ll stick around.

6. Get More Traffic

More traffic means more leads, which equals more sales. Plus, when people share your content on social media, it spreads virally.

7. Help People Find You

When people search for information about your business, they want easy-to-find results. Most websites have an About Us section, FAQ section, Contact Us section, etc. Having precise contact info is important because it makes it easier for people to reach out to you.

8. Make Your Business Look Professional

Having a professional-looking site makes people think that your company has credibility. Plus, it shows that you care about your appearance.

9. Give Back

Giving something away for free can be a win-win situation. Not only do you help people learn about your business, but you also create goodwill among your followers.

10. Grow Your Audience

As your audience grows, so does your influence. You can speak directly to them through blogs and videos with many followers. This allows you to provide valuable tips and advice.

11. Reach New Markets

As your audience gets more extensive, you can start targeting different markets. For example, if you sell shoes, you might target women who like fashion.

12. Promote Your Brand

You can promote your business using various methods, such as paid ads, sponsored tweets, and sponsored links. However, these options cost money. Instead, it would help if you focused on creating high-quality content.

13. Be Found Easier

Search engines are constantly changing how they rank sites. The best way to ensure that you stay at the top of Google is by publishing fresh content regularly.

14. Become Known as an Authority

An authority is someone who others look to for guidance. Once you establish yourself as an expert in your field, people will seek you out instead of searching for information elsewhere.

15. Boost Conversions

Conversions happen when people take action after viewing your content. You need to add call-to-action (CTA) buttons to your website to boost conversions.

16. Improve SEO

SEO stands for Search Engine Optimization. It’s the process of optimizing your site to increase its ranking in search engine results pages (SERPs).

17. Gain Social Media Followers

Social media platforms like Twitter, Facebook, and LinkedIn allow businesses to connect with potential clients. By gaining followers, you’ll appear more trustworthy.

How to Develop a Content Marketing Strategy

A content marketing strategy should be based on your target market and business goals. The first step is to identify your ideal customer and your ideal customer, then create buyer personas for each segment. Next, determine what information they need and want about your company, product, or service. Finally, develop a plan for how you’ll provide them with that information.

1. Identify Who You Want to Target

Who are your target customers? Are they male or female? Do they live near you or far away? What age group do they fall into? If you don’t know much about your target market, use tools like Google Analytics to find demographic data.

2. Create Buyer Personas

Once you understand your target audience, you can begin developing buyer personas. A persona is a fictional character designed to represent one type of customer. Think of it as a blank canvas: Every piece of content you create must reflect the needs of your buyer personas.

3. Determine What Information They Need

Once you’ve identified your target audience, you should think about what information they need from you. What questions do they ask themselves when making buying decisions? How often do they search online? What problems do they struggle with?

4. Plan Out Your Content

Now that you know what information you’re going to share with your customers, you have to figure out how to deliver it. This may involve writing blog posts, creating videos, or starting a podcast.

5. Evaluate Results & Adjust

As your content marketing efforts progress, evaluate their effectiveness. Use tools like Google Analytics to track how many people visit your site, where they come from, and what they click on. Then, adjust your approach accordingly.

6. Repeat Steps 1–5

The goal of any good content marketing campaign is a repeatable success. So make sure you follow these steps every time you launch a new initiative.

7. Measure ROI

Finally, measure your return on investment (ROI). How much money has your content generated? How many leads did it develop? Which pieces were most successful? Make adjustments to future campaigns based on this data.

8. Share Learnings With Others

Share your learnings with other marketers so they can benefit from your experience. Start a community around your content marketing efforts by sharing your best practices and lessons learned.

9. Stay Focused On Goals

While there will always be room for improvement, remember that your main goals are to get off to an excellent start and stay focused on your objectives.

10. Don’t Be Afraid To Try New Things

Don’t feel limited to just traditional methods of content creation. Experiment with new infographics, white papers, ebooks, video presentations, and podcasts.

Set Your Content Marketing KPIs

Set Your Content Marketing KPIs

The first step you need to do when setting up your content marketing plan is to set your KPIs. This includes how much traffic you want to drive to your site, what percentage of those visitors should convert into leads, and how long you want them to stay on your website. Once you know these numbers, you can work backward to figure out how much money you need to spend on each campaign to reach your goals.

Create Your Content Strategy Document

A content strategy document is a roadmap for how you plan to create content. This includes defining your target market, what they want from you, where you’re going next, and why you need to do it. The document should also include keywords that describe your content and any other information about your business that might help search engines find you. 

Optimize Your Content

If you want to optimize your content, you need to know what keywords drive traffic to your site. To find out which keywords to focus on, use Google Adwords Keyword Tool. This tool allows you to enter any keyword you like, and it will show you how much competition there is for each keyword. The higher the number of competitors, the less likely they will rank well for your search terms. Add them to your ad groups once you’ve found some keywords that you think would be useful. Then, create ads using those keywords. 

Format Your Blog Posts

A blog post should be formatted like any other article. Use bullet points for lists, bold text for important information, and italics for emphasis. Be consistent with how you format your articles across all platforms.

The first paragraph of a blog post is the most crucial part. It’s what will catch the reader’s attention. Make sure it has an interesting topic sentence that draws them in and builds on that idea.

Your first paragraph should also include keywords that are relevant to the content of the rest of the post. This helps search engines find your site when someone searches for those words.

Write short paragraphs. Longer paragraphs make it harder for readers to scan through your posts quickly.

Make sure every word counts. You don’t have to write perfectly if you’re trying to convey your point effectively. If you’re not clear enough, try rephrasing your sentences until you understand exactly what you’re writing about.

Use images and videos whenever possible. They give your content more visual appeal, and they allow you to provide additional information or context that isn’t available in text alone.

Add links to related sources wherever possible. This shows people that you did your research before creating your content.

Use headers to organize your blog posts. Headings separate different sections of your post to appear on their page.

Publish frequently. When you publish regularly, you let potential customers know that there’s new content available for them to read. And as I mentioned earlier, this makes it easier for search engines to find you.

Research your competition

Step Research your competition

When researching your competitors, try to find out what they’re doing right and wrong. This way, you’ll be able to create a plan for how you can beat them.

You can check out the analytics reports of your competitors’ sites to see what types of content get the most views. This will help you decide which topics to cover in your future content.

Start by checking out their homepage, blogs, and social media accounts. What kind of content does each platform host? How often do they update their content? Are they posting unique content?

Once you’ve got an idea of what your competitors are doing, look at their top-performing pages to see what type of content performs best. Do they feature infographics? Lists? Videos?

Once you’ve identified the types of content that perform the best, you can start creating similar pieces yourself.

Look at the success of others

There’s no better way to learn than from the successes of others. Learn from their mistakes and take note of their successes.

For example, if one of your competitors is having trouble getting people to subscribe to their newsletter, you could use that knowledge to create a great offer that would entice subscribers to signup.

If another competitor is struggling to attract followers, perhaps you can figure out why they aren’t succeeding and apply that knowledge to your brand.

Incorporate customer feedback into your content creation process. Ask your customers what they like about your products and services.

This will help you develop new ideas for your business that you wouldn’t otherwise think of on your own. 

Step Optimize your videos to get views.

The first step to optimizing your video is researching what works best for your niche. There are different ways to create videos, such as screen capture, video editing software, or even a webcam. Then, it would help if you decided how long you want your video to be.

Next, determine whether you want to upload your video to YouTube, Vimeo, Facebook, etc. Each has its pros and cons.

Finally, make sure your video includes calls-to-action (CTAs) to encourage viewers to share your content with friends.

Here are some tips for optimizing your videos:

Have a clear call-to-action

Your CTA should clearly state what you want visitors to do next after watching your video. For example, if you sell shoes online, your CTA might say, “buy my shoes now.” If you sell clothes, your CTA might be something along “shop our collection.”

Be consistent

Your CTA shouldn’t change over time. You don’t want to confuse your audience because you keep changing your CTAs. Instead, stick with one CTA throughout all of your videos.

Make sure your CTA is visible.

Visibility is critical to encouraging users to click on your CTA button. Make sure it’s easily accessible so that users can find it while viewing your video.

Use text

You can also include text links in your video. They’re easy to read and allow users to navigate away from your page without leaving your video.

Keep it short

Videos should be less than 2 minutes. The longer your video gets, the more likely people will lose interest.

Do keyword research

Keyword research helps you find out which keywords are famous for your product/service and how much competition there is for them. This information is essential when writing copy for your website and optimizing your web pages.

What Is Keyword Research?

Keywords are a way of categorizing search terms into groups or categories. For example, if I wanted to buy an iPhone 6S Plus in Australia, the keyword “iPhone” would be too broad – it wouldn’t help me narrow my results down to just that phone model. Instead, I could use the following keywords:

  • iPhone 6S Plus
  • Apple iPhone 6S Plus
  • iPad Pro 2016
  • iPad Pro 2016

That way, I know I’ll only see relevant results for iPhones and iPads.

Many tools are available for keyword research, including Google AdWords Keyword Planner, SEMRush, and WordStream. These tools give you access to data on monthly searches, average CPCs, and the number of competing websites.

How To Use Keyword Research In Your Content Marketing Strategy

Once you know which words are most important for your target market, you can start creating content around those topics. When you write blog posts, articles, or social media updates, always include these keywords in the title, introduction, body, and conclusion.

This will ensure that your content ranks well in search engines like Google and Bing. It will also increase the likelihood that readers will click through to your landing page.

Respond to comments

Don't neglect to respond to comments

If someone has commented on one of your articles, respond to them. This shows that you care about what they say. If you don’t reply, people may think you’re not interested in what they have to say.

Commenting back increases engagement, too. People who comment on your site tend to stay on your page longer, visit other parts of your website, share your content, and even subscribe to your email list.

Get feedback

Ask your customers to leave feedback on your products and services. This gives you valuable insights into what works and what doesn’t work.

It also lets you know whether or not people enjoy using your products and services.

For example, let’s say you run a travel agency and sell cruises. You might ask your clients to fill out surveys after their cruise to tell you what worked and didn’t work. That way, you’ll know exactly what changes need to be made so that future cruises go smoothly.

Include customer testimonials

Customer testimonials are great because they prove that your company does what it says.

When you post videos on YouTube, Facebook, Instagram, Twitter, etc., add a link to your website. This makes it easier for viewers to get more information about your business.

When writing your reviews, mention any features that set your product apart from others. Also, avoid giving away secrets by saying things like “We’ve been testing this feature for months now…” or “Here’s why our competitors’ products suck.”


What are the most important elements of a content marketing strategy?

The most important elements of a content marketing strategy include: defining your goals and KPIs, researching your target audience personas, auditing existing content, mapping content themes and types, documenting processes, promoting content across channels, and analyzing performance.

How often should you update your content marketing strategy?

You should revisit your content marketing strategy at least quarterly. Annually is also common. The cadence depends on your business – high growth businesses may need to update strategy more frequently. The key is continuously analyzing data and optimizing based on learnings.

What types of content work best for content marketing?

Some of the best types of content for marketing include blog posts, videos, ebooks, case studies, guides, whitepapers, webinars, interactive tools, and more.testing a mix of formats allows you to engage users in different ways across the buying journey.

How do you track and measure content marketing results?

Important metrics for tracking content marketing success include website traffic, lead generation, social engagement, sales pipeline impact, SEO rankings, and marketing qualified leads (MQLs). Use web analytics, social listening tools, CRM data, and surveys to collect insights.

What skills do you need for successful content marketing?

Key skills for content marketing include writing and editing, content strategy, audience research, data analysis, graphic design, SEO, social media marketing, email marketing, and more. Leverage a cross-functional team or agency to master all required disciplines.


You’re already pretty good at writing articles for your blog! Now keep going. If you don’t already know everything there is to know about marketing, then you need to learn some new things.

As for now, however, these are some of the most common things we see happening in digital marketing today. You’ll start recognizing and predicting which trends will be most important for your business when creating content.


1. The Ultimate Guide to Content Marketing in 2023 – HubSpot Blog

Content Marketing Strategy 1. Find your target audience. 2. Set SMART goals. 3. Determine your KPIs. 4. Decide on the type of content and content formats. 5. Choose your content channels. 6. Set a budget. 7. Create a content publishing schedule. 8. Create and distribute the content.

2. 7 Content Marketing Best Practices In 2023 – Search Engine Journal

Use the customer’s voice. · Create content using the hub & spoke content marketing model. · Optimize your content for result types. · Always …

3. Your 6-Step Guide to Building a Content Strategy in 2023 | Semrush

A content strategy is a road map you follow to reach your business goals using content marketing. Explore this ultimate guide to build it …

4. The top 10 content marketing trends for 2023 – Adobe Experience Cloud

The top 10 content marketing trends for 2023 · Short-form video · Empathy and human-focused content · Strategic SEO · Content-powered revenue · Value …

5. Trends Shaping 2023 Content Marketing Strategies – Linchpin SEO

In 2023, content marketing trends are shifting toward a better content experience by being part and parcel of the consumers’ universe. You can …

6. How to build a ‘helpful’ content strategy for 2023 – Search Engine Land

Problem aware: Empathize with your audience by articulating their problem in a clear, differentiated way. · Solution aware: Present your audience …


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