Tip Tuesday: How To Choose Topics and Set Goals for Your Content Marketing Strategy

A successful content marketing strategy comes down to consistency. Having a uniform strategy starts at the beginning when the marketer is setting goals. These goals should be assigned based on how they fit into the bigger picture. For instance, if you are looking for lead generation, the content should have the goal to get the customer to click through to the contact form or to the point of purchase.

Of course, getting a contact or purchase isn’t the only goal that can be set for content. When a company already has a base of customers that visit the social media pages or are signed up for a mailing list, content should also be geared for interaction with those customers. For instance, an organizational goal is engagement. This type of content should be shareable in nature, such as an infographic or tip from the industry. By using shareable content, the existing customer base can lead to more potential customers.

Setting these goals is the first tactic for content marketing. The second tactic is matching with the buying cycle. Simply put, the content creator should put themselves in the shoes of the customer and gear content toward their point in the buying experience. This pairs with the third tactic, which is choosing topics based on the customer’s needs. For instance, doing a quick search as the persona of someone who needs a service will show what the customer sees on the search engine and will lend better to choosing a topic to approach what isn’t being given to them yet.

The fourth tactic is balancing these different personas and the different stages in the buying cycle. A good content strategy uses the different types of content in a well-segmented and thought out editorial calendar. The fifth, and possible most important, tactic is to be intentional with format. With the different personas and points in the buying cycle balanced, the content creator should now consider which format is best. For instance, something with a lot of talking points would likely make a better webinar while a small piece of industry news would likely make a better social media post.

At the end of the day, good cohesive strategy comes down to foresight and understanding what goals are being reached. Creating an editorial calendar based on balancing good content topics that capture the buying experience of the current and potential customers and tracking metrics that show how effective each piece of content performs will keep content marketers on track to meet their strategy goals.


Lauren Wainwright applies her extensive backgrounds in both journalism and content writing to creating content for Commexis clients. When she isn’t reading and writing blogs, she is spending time with her cat and playing with other people’s dogs.

Lauren Wainwright

Content Writer

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