Creating content that stands out above competitors isn’t easy. Funneling clients through the buyer’s journey takes creativity, strategy, and consistency.
An effective content strategy is a core part of your company’s overall marketing plan since it drives lead generation, customer engagement, and communicates your brand’s values and voice. In 2025, marketers increasingly understand the importance of a well-planned and executed strategy, with 61% reporting improvements and 74% attributing them to refining their strategy (Content Marketing Institute, 2025).
As more marketers refine their approach, now’s the time to strengthen your own strategy with a clear, actionable plan.
4 Steps to Create Your Content Strategy
1. Define your audience & goals: Understand your overall goals, objectives, and target customers before you decide what content to create. By developing buyer personas, you can gain a deep understanding of what content your customers need at each stage of the buyer’s journey. This insight helps ensure that every piece of content your team creates helps guide customers from awareness to action.
2. Create journey-based content: Videos, blogs, and podcasts all play a role in an effective content strategy. Map each type of content to the stages of the customer journey—awareness, consideration, and decision—to ensure your topics and formats align with both customer preferences and your overall goals (Adobe for Business).
3. Use the right channels: Where do customers go to find information? Develop a distribution plan that prioritizes the right channels for your customers, whether that’s a mix of newsletters, Instagram, Facebook, or LinkedIn posts, or paid Google ads. For example, if your target audience prefers short-form videos on TikTok, align your content strategy accordingly (SproutSocial, 2025). Don’t forget to leverage paid channels to boost your visibility and reach.
4. Measure & refine: Like any strategy, your content plan should evolve with your customers’ preferences. Regularly measure performance, analyze results, and refine your approach to ensure your content continues to meet overall business goals and audience needs.
Schedule a free strategy session with our team and discover how a focused content plan can elevate your brand’s impact.
