Will these 5 Questions Help You Draft a Winning Content Strategy?

Using content to promote your business is an outstanding way to increase customer engagement and traffic to your website.

Far too often businesses rely on creative content, videos, and infographics to enhance their website – but very few ask questions to create a solid core strategy.

Creating a good game plan should be the top priority of your inbound marketing campaigns.

 Strategy is critical to sustained success with inbound marketing.

This isn’t the kind of strategy that gets created and then sits on the shelf.

According to CMI,”69% of B to B marketing leaders think the atmosphere changes too quickly to keep strategies current.”

An inbound marketing game plan needs to be ever engaged and ever improving, based on weekly results.

Will these 5 questions help you draft a winning content strategy?

We think they will.

1. Are you posting quality articles? 

Running and maintaining an online business is challenging enough, and mastering the art of content writing can take weeks, even months to do.

You may have customers with different interests, demographics, and age groups, who will want to read content that is relevant to their needs.

An example of a quality article is one that is interesting, informative, has pictures and/or videos, and is easy to read.

Creating content is an important low-cost marketing strategy to generate traffic.

And a website with a lot of content can help search engine robots understand more about the topic or niche for your small business.

In addition, it will give you a higher conversion rate, and a lower bounce rate. A low bounce rate means visitors are clicking on other pages on

your site and staying on your site for a longer period of time.

Some of the following aspects can help you create content that people want to read:

How-to articles

List articles

Informational articles


Videos, pictures, charts, and graphs

Latest news articles

When articles are published, the next step is promoting your articles so people can read them.

2. What is your content strategy? 

Whether you have a new product, service, or interesting news about your small business, a press release can spark interest and generate sales.

Who better to explain a new product or service to generate sales than you?

It's important to realize that some content will generate more traffic than others - and it doesn't mean that the content isn't informative or useful.

Therefore, it's good to test out content through multiple platforms to see what works.

The key goal is creating content that generates not only traffic, but sales, subscribers, and customer engagement as well.

3. Is your content updated regularly?

Time may get in the way of writing articles because it can require hours of research and crafting words to engage your audience.

However, if nothing new is updated on your site, visitors will eventually stop coming back.

Often, many business owners and bloggers will send out emails and newsletters to update customers with information and sales promotions.

4.Have you tested your content through multiple social media channels? 

Is your website easy to find on search engine sites?

Whether visitors access your website from a search engine, social media site, PPC advertisement, or from a reference in another article, you can test which marketing channels are most effective. 

5. Does your content have a purpose?

Keeping track of different marketing channels might be overwhelming.

Whether your goal is to gain more email subscribers or increase sales, you can achieve more customer awareness and goal-oriented results by using Contact Records Management software.

You can include social media buttons for people to contact you and share information with others.

According to Content Marketing Institute's B2B Small Business Marketing: 2015 Benchmarks, Budgets and Trends - North America survey, the top three goals of businesses were: 

  • Lead generation   
  • Brand awareness
  • Engagement

According to the article, lead generation beat sales rankings by 12%. 

Perhaps the most difficult part of developing a marketing game plan is verbalizing your marketing goals.

Smart Marketing goals are important because they turn dreams and aspirations into tangible objects which require commitment and action. 

They can also be used for measuring performance, increasing revenue and meeting business challenges.

Goals should ideally include specific guidelines, details and outline the resources necessary for attainment.

Whether you have short-term or long term marketing goals we believe in using the acronym SMART when developing those goals.

SMART stands for Specific, Measurable, Attainable, Relevant and Time-Bound. We offer a brief white paper that explains these elements in more depth.