A content strategy is the basis for successful and sustainable content marketing. But companies often still lack this insight. Content is created according to current needs, successes are not checked and potential is ultimately wasted. A well thought-out strategy solves these problems.

With good content, one can not only position oneself and one’s company as an expert in a field, but at the same time also improve the brand image and credibility of one’s brand or make the company attractive as an employer. It contributes to customer loyalty as well as to the acquisition of new customers.



However, most companies do not yet manage to carry out content marketing successfully.

Content is often created without defining goals, it does not build on each other and is neither aligned with the target group nor with the channel through which it is to be distributed later. Within the company, the creation of content is not properly coordinated and thus potentials that are actually available remain unused.

The right content strategy

What is often missing is a consistent content strategy. There is no awareness of it or it is considered too time-consuming or too complicated. Yet it is the basis for successful content marketing.

The content strategy ensures that the planning, creation and distribution of content are coordinated. It involves all departments of a company – from the management to the marketing department to developers, designers and editors – and defines exactly who is responsible for which areas.

It makes it possible to monitor the success of the implemented measures. This is the only way to identify potential and optimise processes. A good content strategy is characterised by the fact that it is cross-channel. In many companies, online and offline departments work separately. But they should complement each other and create synergies.

8 tips for your content strategy

1. Define and prioritise goals – Content marketing is first and foremost one thing: marketing. That means you want to sell something. Whether it’s a concrete product, a service or an idea, it doesn’t matter at first. Nevertheless, you should be clear in advance what the goals of your content strategy are and also define these goals. This is the only way you can check at the end whether your measures were successful, where (thinking) errors have crept in and where there is still a need for optimisation.

2. What content already exists on the website? – At the beginning of your content strategy is the content audit. This is necessary if a website with content already exists. Save yourself the time of creating completely new content and first evaluate the content you already have.

3. Target group analysis – Only if you know who your target group is can you address them specifically with content. So determine who your potential users are. Find out what they are interested in, where they get their information online and offline and what their interests are.

4. Topic analysis – When you compare the completed topic analysis with the content audit, you can determine which content is still missing on your website, which should be optimised and where there is duplicate content that you can combine.

5. Create an editorial plan – From the topic analysis you can now create an editorial plan with all relevant content. Not all content has the same priority. In order to approach the whole thing in an orderly manner, you should determine exactly when which content is to be created by whom. The revision of existing content should also be recorded here.

6. Create and optimise content – Then it’s time to start creating new content and optimising existing content. Following your editorial plan, it is now time to prepare content in a way that is appropriate for the target group and the respective channel.

7. Increase reach – Creating content is not the end of the story. After all, it should also be brought to the people. There are various ways to do this, e.g. via social networks or advertising. Ideally, you should have already determined the measures that will be used to distribute your content when you created your editorial plan.

8. Success control – Once you have created and distributed your content, it is important that you check whether you have achieved your goals. This will not only help you to compare effort and benefit. It also allows you to plan your future actions.