Digital Marketing

How to Create an Effective Content Marketing Strategy

Are you looking to design and implement a new content marketing strategy? Not sure where to start or need help with your project? If yes, then this article may just be the ticket.

When it comes to a core content marketing strategy, it can be broken down into the four key components of substance, structure, workflow, and governance. Don’t turn off just yet, as we’ll explain what each of these terms means and how to combine them to build a successful content marketing strategy.


The first of the basic terms is substance, which is self-explanatory. Substance refers to the type of content you need, such as the topics you will be addressing and the style of the content.

One of the areas to investigate in substance is what messages you are trying to communicate to your audience. Is this information aimed at attracting your business, or just to advise and help? Determining this will help you shape your content, making it an effective marketing or communication tool.


The next step is the structure, which refers to how the content is organized, formatted and finally displayed. This is another term that can have a very different meaning, depending on the type of content you are creating.

If you are creating internal communication between a team of employees, for example, you may want to ensure that the metadata and communication planning are included, allowing all users to access, edit, and view the content as needed.

Ensuring essential infrastructure is in place will not only protect your content, but also make it much easier to access, collaborate, and use.

Work flow

Third, the basic principles of our content marketing strategy are the workflow, which includes the tools used and the process in which the content is successfully produced. Designating the human resources required for each type of content helps ensure that each user knows their task.

A good example of an efficient workflow is dividing your content into different areas and assigning a certain area to a particular user or group, allowing them to have access and responsibility especially in this sector. This allows for a greater degree of accountability and helps ensure that quality is maintained and content is managed effectively.


Last, but certainly not least, in our content marketing strategy, the quartet is the imposing area of ​​governance. With a comprehensive overview, governance refers to how high-level decisions of content marketing strategy are made, along with how the various disruptions are transmitted through the lines of communication.

Without an efficient governance system, the entire content marketing strategy is in jeopardy as it becomes a liability vacuum. Key decisions must be made and communicated effectively, quickly and efficiently.

By mastering the four principles detailed above, your content marketing strategy should put you in great shape to create and maintain high-quality content.

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