What Is a Content Strategy?

What is a content strategy, you ask? In this article, we’ll explain what a content strategy really is. Plus, we’ll give you answers to other questions about content strategies that marketers and business owners like you often ask.

In this article:

  1. What Is a Content Strategy?
  2. Why Does My Business’ Marketing Plan Need a Content Strategy?
  3. Who Makes the Content Strategy?
  4. When Developing a Content Strategy, What Things Should I Consider?
  5. How Do I Create a Content Strategy?

What is a Content Strategy | 5 FAQs Answered

1. What Is a Content Strategy?

A content strategy is a more specific part of your business’ overall marketing plan. It is your company’s way of creating and managing the digital media assets you publish online.

Having a sound content strategy can help you come up with unique, branded content that best shows off your business. In an increasingly competitive market, having exclusive content can really help you stand out.

Here’s a list of branded digital assets you can produce with a well-planned content strategy:

  • blog articles
  • infographics
  • downloadable e-books
  • white papers
  • trend reports

2. Why Does My Business’ Marketing Plan Need a Content Strategy?

A sound content strategy won’t just make it easy for you to create unique, branded content for your business. It also helps you plan content that nurtures traffic and delivers leads in the long run.

For example, you’re able to publish an informative article that delivers a steady amount of traffic. If you embed an opt-in email form in that post, you’ll be able to generate leads and grow your email list in no time.

Having a content strategy in place also benefits your audience. Properly planned content ensures that what you’re publishing is informative and up-to-date. This educates your audience and builds awareness for your brand.

3. Who Makes the Content Strategy?

As the business owner, you’re probably in the best position to craft your company’s content strategy. You know the ins and outs of the business, so you’ll also know what your customers need and want to read about.

But if you don’t think you’re up to making one, you can hire a content marketer to help craft one for your business.

You can also partner with a content marketing agency and outsource your content strategy to them. If you decide to do this, make sure you’re clear on your business goals. This way, the agency can create a content strategy that guarantees a return on your investment.

What is a Content Strategy? | Ape-X, Content Writing Sevices

4. When Developing a Content Strategy, What Things Should I Consider?

When making a content strategy, you’ll need to consider these three key aspects:

Consideration #1: Know Your Audience

The key to creating a solid content plan is to craft one with your audience in mind. Tailor your content to fit your customer’s needs. Know who they are and what problems they have. As soon as you know these, you’ll be able to make the content they’ll want to consume.

Consideration #2: Choose Which Channels to Prioritise

Knowing where to publish your content comes hand-in-hand with understanding your audience. Make sure your blog and social media management plans align with your audience’s most-used channels.

Choose channels that your audience is frequently on so you can maximise the exposure of your digital assets.

Consideration #3: Publish and Manage Your Digital Assets

Figuring out how you’ll publish and manage the content you’ve created can get overwhelming real quick. It gets challenging as soon as you get into the groove of churning out content.

At this point, you might want to consider using a content management system (CMS)—an application that helps you organise your content. Using a CMS also lets you do the following:

  • Draft and edit posts in real-time
  • Allow multiple contributors to edit content
  • Schedule posts in advance
  • Optimise assets to fit specific online platforms

5. How Do I Create a Content Strategy?

There are six steps to creating a content strategy:

  1. Set Your Goals. Determine your key performance indicators (KPIs) so that you can align your goals with your content strategy.
  2. Identify Your Audience. After you’ve set your KPIs, you then have to get in-depth knowledge of your audience. Knowing your audience helps you create relatable content that will get them reading.
  3. Audit Your Current Digital Assets. Reviewing the content you currently have is also a good way of starting a new content strategy. From the audit, you can identify which posts can be recycled and which ones should be archived for good.
  4. Create Your Content. Brainstorm on what kind of content you’ll want to produce. During this step, keep your audience in mind. Align your choice of platforms and formats with your audience’s behaviour.
  5. Publish and Manage Your Content. Use a CMS to organise and publish the assets you created.


With that, you now know the answer to the question, “what is a content strategy?” More importantly, you also understand why it’s an essential part of your business’ marketing strategy. When it comes to creating a content strategy for your business’ online presence, always keep your audience in mind. This way, you’ll be able to create content that your audience will definitely consume.


Do you have more questions about creating a content strategy for your business? Contact us today for an obligation-free chat about how we can get one working for your business. You can also find us on all your favourite social platforms - check out the links below, reach out and say hi!