How to Develop a Content Strategy for Your Business

In this digital era, running a business means prioritising getting your message across to your target audience at the right time. It requires a solid advertising plan to ensure your success, meaning you have to find ways to promote your brand online. One effective way to do this is to develop an effective content strategy for your business.

Creating a content strategy involves content planning and production. It also needs you to tell a story that resonates with your audience to establish your authority, create a trustworthy image, and build a strong human connection. It can help you meet your business goals, but you have to pull off a successful execution. Here are some ways to start putting your content strategy into action:

Set concrete goals for your Content Strategy

A content strategy serves as your roadmap to your goals. To achieve the success you have always dreamed of, you should first set concrete goals so you can have a short-term motivation and long-term vision. Otherwise, you will be trying to move forward without knowing your destination.

Determine what you want to achieve and how it can be attained. Make sure that these goals should be realigned with the SMART criteria (Specific, Measurable, Attainable, Relevant, and Time-Bound). 

Run a content audit

SEO Audit
SEO Audit

Identifying gaps and opportunities allows you to convert your leads into paying customers. To do this, you need to audit and assess your initiatives and assets. You can conduct a content audit, which requires you to search through your sales collateral, worksheet, guides, and other assets, then document them. It enables you to see available resources and save hours of content creation time, especially in the long run.

You can also perform an event-based audit. It involves your event-based initiatives and considering upcoming events that will need content creation. This way, you can determine the content that will support these initiatives.

Identify your buyer’s journey

Knowing and understanding your audience means producing more relevant content specifically catered to them. In other words, they have better chances of being converted into paying customers. You can do this by identifying the buyer’s journey for your buyer personas.

Your buyer personas are a representation of your ideal customers. They are based on data and educated guesses about their behaviours, demographics, motivations, and goals. On the other hand, your buyer’s journey is the process consumers go through, leading them to make a purchase.

Choose a content management system

WordPress CMS
WordPress CMS

Invest in a reliable content management system (CMS) that lets you create, manage, and track your content. It should contain content creation, content publication, and content analytics. You can choose from HubSpot's CMS, WordPress, and more. Pick one that works best for your needs, preferences, and requirements.


Creating a content strategy seems more complicated than you might think. The good news is you now have a better idea of what you should do and the tools you need to use to create an up-to-date, relevant, and creative content strategy. 

Follow the tips listed in this guide to help you enjoy having a reliable and cost-effective source of new leads and website traffic. You also have the option to partner with a trusted marketing agency like ours to help you develop a content strategy that suits your business needs.

Converge Marketing is a marketing company in Queensland that offers marketing strategy and planning, digital marketing and production, training, and presenting. Contact us to learn more about how we can help you!