The four steps to effective content marketing

The four steps to effective content marketing

No matter how good you are at strategic thinking, no content marketing strategy will succeed if you don’t produce effective content when implementing your plan.

At contentgroup we pride ourselves on the strategies we deliver for clients – but we take greater satisfaction at seeing the suggested content perform effectively in the real world.

There are four clear steps to effective content marketing.

Here’s how good strategy meshes with great content for successful marketing.


The content strategy phase defines your goals and objectives, the audiences you are seeking to influence and the personas that define them.

There are a range of tasks that must be completed as part of this process including defining your message, agreeing on the topic and type of content you want to produce and the publishing path and channels you need to use to reach and influence your target audiences and personas.

The content strategy phase must guide all your future work.


The content development phase determines the type of content you need, including video, podcasts, still images, graphics and text.

It also identifies the resources required to implement your agreed plan.

The implementation of an editorial calendar determines what content to publish, at what time, on which platform, allowing you to be strategic and not reactive. The plan can be applied on a daily, weekly and monthly basis.


Producing content is a fine art form – and whether controlled by an internal or external resource – it needs to be done by a qualified content producer in order to achieve maximum outcome.

Ensuring that your text, images, video, podcasts and graphics are of the highest quality will ensure your brand messaging and objectives are adhered to.


The final vital part is the access to analytics. The listening tool, Google analytics, and the website data will allow you to assess the effectiveness of your publishing efforts. In the new digital age you can track total online mentions, website visits, search engine visits, referring site visits, total conversions, clicks on blog posts, email subscribers, blog subscribers, number of blog posts, downloads and submissions. Over time this data will give you a clear sense of what your audience is responding to, resulting in greater control over your publishing and marketing.

Image: contentgroup

David is the Head of Consulting at contentgroup and possesses a love of writing. While he could write and talk about sport all day, his focus is now on helping public-sector clients tell their stories.

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