What is a good content strategy?

Content makes your company visible: it’s a flexible marketing tool, and you can tailor channels, formats, and topics to different phases of the customer journey, ensuring that you always reach your target audience at exactly the right point. Instead of actively seeking customers, business partners, or applicants, your company is found by your target audience.

Good content informs users, entertains them, introduces them to a company and its products/services, builds trust, and attracts and retains customers. Your content is oriented towards the specific needs, problems, and questions of your target audience and offers an action-oriented approach to solving them. This way, your company convinces with its expertise and establishes itself as an industry expert.

The best part: the effects of a good content strategy add up. Every piece of content –whether text, video, infographic, podcast, or webinar – brings visitors and potential customers to your website in the long term. Over time, a knowledge database is created, which becomes a sustainable and cost-effective marketing channel. In addition, the content of a thoughtful content strategy can be used cross-medially and serve as a basis for other marketing channels or the sales department.

To ensure that the invested time and resources pay off, it is important that your content strategy is built along the customer journey, clear processes are defined, and there is a framework that the created content aligns with. Only then do all content activities complement each other, do the contents speak to the right target groups at the right time, and positively impact your business goals.

And this is where we come in: together, we’ll develop a comprehensive content strategy and answer the following questions for it:

  • What (business) goals do you want to influence through content marketing?
  • Which target groups do you want to address?
  • Which content, channels, and formats are suitable for this?
  • Which topics are relevant for companies and the target audience?
  • How is the content structured on the website?
  • What resources (personnel, tools, agencies…) do you need?
  • How does the content reach the target audience?
  • What is performance, and how is it measured?
  • How is content continuously optimized?
  • Who is responsible for which steps, and how can we support you with them?

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B2B Content Marketing

The B2B content marketing strategy holds a special position. Typically, B2B is more complex, as decision-making paths are longer and involve multiple individuals.

Therefore, content must be created that addresses users at different stages of decision-making and meets their respective needs. For example, a company developing HR software may have four target groups:

  1. The employees of the HR department want to know how to use the software optimally.
  2. The management wants to know how the software supports its own employees.
  3. The employees of the IT department want to know how to implement the software.
  4. The employees who independently enter their personnel data into the software.

All stakeholders require specific information and have different requirements for the content. As a result, the content ranges from concrete instructions to abstract organizational models. Furthermore, the content must be available in easily shareable formats such as downloadable PDFs so that the target groups can exchange information with each other.

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Crossmedia content strategy: social media, newsletter & ads

Content strategies extend far beyond a company’s own website online: channels in the form of social media platforms such as Instagram and LinkedIn can be just as relevant as newsletters and paid advertisements.

Content planning for such channels is considered in a comprehensive content strategy. On the one hand, this allows us to reuse content cost-effectively across different platforms. On the other hand, linking the content together enables us to guide users from various sources to relevant content deliberately.

Content strategy and SEO

In general, content strategy is closely linked to SEO strategy because the produced content should ultimately be found by users. Detailed keyword research and appropriate search engine optimization measures are therefore important components of the content strategy. Here you can learn more about how we approach SEO projects concretely.

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Developing a content strategy: what is our process?

We want to collaboratively develop sustainable content strategies that will advance your business in the long term. For optimal collaboration, at the beginning of a project, we discuss with clients the expectations regarding the content.

Defining Content Strategy Objectives: Content is only successful when it positively impacts business objectives. Therefore, the goals of the content strategy should align with these objectives. Concrete metrics are derived to assess the content’s performance based on the influence it should have on these metrics.

Content Audit: This involves an analysis of the current state, identifying your current target audiences, product portfolio, and other potentials. Based on this, we research topic areas depending on search engine relevance and competition. We also assess existing content and any existing content strategy – how do they contribute to your overarching goals? What optimization opportunities does the existing content offer?

Collaborative Workshop: We discuss the results with you in a workshop to refine and prioritize content goals and action plans together. Once the approach and relevant topics are defined, we develop central keywords based on extensive keyword research that should be focused on across individual pages. This guides content planning.

Briefings & Content Creation: Based on keyword research, individual pages are specified in terms of content and SEO via content briefings. The final content creation is based on these briefings and can be implemented by your internal marketing team, an external agency, or by us (see: Content Creation). We are happy to collaborate with your colleagues or coordinate with already engaged agencies and freelancers. You can always clarify questions about the content process with us.

Content Distribution & Promotion: Creating content is not enough. It must also be clear how the content reaches your target audience. Long-term content strategies typically rely on search engines to generate sustainable traffic. Paid ads in search engines and social media can also yield short-term effects. Channels like newsletters are suitable for directly reaching users who are further along in the customer journey. We identify the appropriate distribution channels and advise you based on the previously established content strategy.

Monitoring: Individual content pieces need to be continuously adjusted and updated to address new trends and keep information current – but the entire content strategy must also adapt to changing business needs. In monitoring, we look at the direct impact of content on primary metrics and objectives. However, we also examine metrics such as dwell time, bounce rate, and number of pages visited to monitor the performance and quality of individual content pieces. Targeted dashboards and reports are best suited for this purpose.

Success stories

Learn more about what we do with and for our partners, how we develop strategies that help them reach their goals, and how we support their digital journey.

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Team SEO and Content

Ann-Sophie Speck
Henning Richters
Lena Dupont
Sinah Bäcker