How to develop a content strategy for your business in 2024

Building a content strategy might sound like something only big companies do, but it's actually useful for any business—big or small. Think of it as a roadmap to attract the right audience, keep them engaged, and help you hit your business goals. Here’s how to make it happen.

Set clear goals

First, you need to figure out what you want your content to do for your business. Do you want more people to know about your brand? Are you trying to get more email subscribers or boost your sales? Setting clear goals will give your content direction.

For example, if you want more website visitors, your goal could be to increase traffic by 20% over the next three months. If you’re focused on sales, your goal could be to increase purchases by 10% using content that promotes your products. Whatever your goal is, make sure it’s specific so you can measure your progress.

Understand your audience

To create content that really resonates, you need to know who you’re talking to. What are their interests, struggles, and needs? Use tools like Google Analytics, social media audience data or simple surveys to gather information about the people who visit your site or follow you on social media. The more you know about your audience, the better you can tailor your content to help them.

Focus on your niche

There’s a lot of content out there and so to stand out you need to focus on what makes your business unique. Narrowing down your focus to a specific niche can help. For instance, if you’re in the fitness industry, instead of offering general fitness advice, you could focus on “quick workouts for busy professionals.” This not only makes your content more targeted but also helps you attract the right audience who are more likely to engage with your content.

Choose the right content formats

Not all content works for every audience, so think about what will resonate with yours. Blog posts are great for helping people find your site through search engines, videos are good for social media engagement, and infographics are ideal for breaking down complex information in a simple, visual way.

Pick the formats that your audience prefers and that you’re able to create consistently. If you’re not sure where to start, try mixing things up with a combination of blog posts, videos, and social media content to see what works best.

Plan with a content calendar

A content calendar is your go-to tool for staying organised and consistent. It helps you plan out what content you’re going to publish, when you’re going to publish it, and where you’ll share it.

You might decide to post a new blog every Monday, for example, and follow it up with a related video or infographic later in the week. A calendar keeps you on track and ensures you’re delivering content on a regular basis, which helps build trust with your audience.

Promote your content

Creating content is only half the battle. You also need to make sure people actually see it. Don’t just publish and hope for the best—actively promote it! Share your content on social media, send it out in email newsletters, and optimise it for search engines so people can find it when they’re looking for answers.

If you’ve got the budget, consider using paid ads on platforms like Google or Facebook to boost your reach. The more places your content shows up, the more likely people are to see and engage with it.

Track your results

You’ve put in the effort to create and share your content, so it’s important to see how it’s performing. Use tools like Google Analytics to track key metrics, such as how many people are visiting your site, how long they’re staying, and whether they’re taking any actions (like signing up for your newsletter or making a purchase).

If something isn’t working as expected, don’t be afraid to tweak your strategy. Sometimes small adjustments can lead to big improvements.

Keep improving

Your content strategy isn’t set in stone—it’s something you can adjust as you learn what works best for your audience. If a certain blog post does really well, consider turning it into a video or podcast. If something doesn’t resonate, try a different approach.

The more you refine your strategy, the better your results will be. Just stay flexible and keep testing new ideas until you find what works.

You’ve got this!

Developing a content strategy doesn’t have to be overwhelming. With clear goals, a good understanding of your audience, and a plan to consistently create and promote your content, you’ll be well on your way to reaching your business goals. Keep things simple, stay consistent, and enjoy the process of creating content that helps both your business and your customers!