Whether you’re just starting out with content marketing or you’ve been using the same approach for a while, it never hurts to revisit your content strategy plan – to make sure it’s up-to-date, innovative, and engaging for your customers, no matter when or how they intend to buy. And with 2025 just around the corner, it’s time to start planning so you’re ready to go come January 1st.
Adequate planning is key – after all, you’ve got more competition than ever. According to Siege Media, 54.5% of businesses plan to increase their content marketing budget in 2025 compared to 2023. This is a continuation of a trend seen in their 2023 report where they found 47.6% of businesses planned to spend between $5,000 and $25,000 on content marketing in 2024, with 19% allocating $1,000–$3,000 and 20% budgeting $3,000–$5,000.
The first step to getting a leg up on the competition — and actively engaging your audience — is to have a solid, smart content marketing plan in place. In our three-part blog post series, we’re providing a roadmap for building out a strategic plan. Part one will cover the basics behind a content strategy and help you answer your most pressing questions when it comes to laying the foundation for your plan.
If you’re having trouble planning for the upcoming year or need some fresh ideas to include in your plan, read on.
What is content strategy?
Content strategy involves overseeing all types of media your company creates and owns, including written, visual, and downloadable materials. It’s a crucial part of your marketing plan, consistently showcasing your identity and the expertise you offer in your industry.
You’ve probably heard about the significance of content creation for business growth, but as you’ll discover in this post, it’s essential to have a clear and strategic purpose behind it.
When crafting your content strategy, there are a few key questions to address:
- Who will be reading your content?
- Who’s on the receiving end of your content? Are you targeting one audience or multiple groups? Just as your business may serve various customer segments, your content strategy can cater to different readers or viewers. By using a mix of content types and channels, you can engage each audience effectively and ensure that every segment of your market feels connected to your brand.
- What problem will you be solving for your audience(s)?
- Your product or service is designed to tackle specific problems, and your content should guide your audience through these issues. Whether your audience is still discovering their challenges or is already using your solution, your content should reinforce how your offerings help them overcome their hurdles and become more adept users.
- What makes you unique?
- With competitors offering similar products, it’s crucial to highlight what sets yours apart. Content plays a pivotal role in showcasing your unique value proposition. To convince potential customers to choose you, you need to demonstrate why you’re not just another option, but a standout choice.
- What content formats will you focus on?
- What forms will your content take? Infographics, videos, blog posts? Once you’ve pinpointed the topics you want to cover, decide on the formats that best convey your message and fit your budget. The right formats will help you express your ideas most effectively and engage your audience.
- What channels will you publish on?
- Different content formats require different distribution channels. Whether it’s your website, blog, or social media platforms like Facebook and X (formerly Twitter), you’ll need to choose where to publish your content. We’ll dive deeper into social media content strategies in the step-by-step guide later in this article.
- How will you manage content creation and publication?
- Coordinating content creation and publication can be a challenge. A solid content strategy outlines who is responsible for creating each piece, where it will be published, and when it will go live. By organizing your content calendar around specific topics, you can keep your messaging consistent and position yourself as an industry leader over time by focusing on what’s most important to readers. This also provides a strategic anchor that both leadership and team members can easily reference and trust.
Why marketers need to create a content marketing strategy
Content marketing enables businesses to secure reliable and cost-effective sources of website traffic and new leads. A single blog post that attracts steady organic traffic can continuously drive leads through embedded links to e-books or free tools, providing ongoing value long after publication.
With a steady stream of traffic and leads from evergreen content, you gain the flexibility to explore other marketing strategies, such as sponsored content, social media ads, and distributed content. Additionally, your content will not only draw in leads, but also educate your target audience and boost brand awareness.
Should marketers use AI in content marketing?
Absolutely, using AI in content marketing can be a game-changer. AI tools can streamline various aspects of content creation, from generating blog posts and social media updates to analyzing audience behavior and optimizing SEO. By leveraging AI, you can automate repetitive tasks, personalize content at scale, and gain valuable insights into what resonates with your audience. This can lead to more efficient processes, better-targeted content, and ultimately, a higher return on investment.
However, it’s important to use AI as a complement to human creativity rather than a complete replacement. While AI excels at handling data-driven tasks and providing analytical insights, human touch is crucial for crafting authentic and engaging narratives. Balancing AI-driven efficiency with human creativity ensures that your content remains both relevant and compelling, fostering deeper connections with your audience.
You’ll learn more in the next blog post in our series how AI can help you generate content topic ideas. Part two also tackles specifics for how to create a content marketing strategy, including defining your goals and determining your target audience.
Come back to our blog to learn more in part two.