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How to Create a Content Marketing Strategy That Converts

Modupe Ogundiran

Content marketing

Modupe Ogundiran

Consumers convert when they’re ready. It’s that simple. But a content marketing strategy enables you to be there at the moment a prospect decides to buy. Strategy often separates the content marketing winners from those who never manage to reach their audiences.

With a strategy in place, you’ll know the following:

  • Which keywords to target
  • The voice to use in your content
  • When to mention your product
  • How to deliver a slam-dunk call to action

You don’t just want people to read your content. You want them to take the next step

We’ve created a step-by-step guide you can follow to make sure you’re reaching as much of your audience as possible.

Step 1: Research Target Keywords

When someone types a search string into Google, they use keywords even if they’re not aware of it. You have to figure out what keywords will appeal to searchers.

Step 2: Find Related Keywords

You don’t want to rely exclusively on a single keyword. To help Google understand your content, mix in related keywords.

Ubersuggest can help. Just keep typing in keywords related to your topic and writing down related keywords that would make sense to your audience.

Step 3: Design a Spreadsheet For Each Topic

Create a master spreadsheet you can use as a template. That way, you can copy it for each piece of content you create.

Step 4: Outline the Content You’ll Create

An outline helps you organize your ideas and structure your article so it provides maximum impact, both for SEO and for readers.

Step 5: Create a Draft of Your Content

Each piece of content starts in draft form. You can use Microsoft Office, Google Docs, or any other program with which you’re comfortable. Alternatively, write your drafts in WordPress or your preferred content management system.

Step 6: Design a Publication and Promotion Schedule

You can decide how often you want to publish your content. Consistency matters more than frequency.

Step 7: Conduct Influencer Outreach

When you mention people or brands in your content, reach out to them and ask them to share your content.

Step 8: Set Aside Time for Internal Linking

Internal linking helps your content rank better in the SERPs and keeps people on the page.


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Oti is a vastly experienced digital media and marketing professional with over 10 years of industry experience. He has worked across Agency, Brand, Publisher and Marketing Technology sides of the industry in various capacities.

Driven by a strong commitment to continuous innovation, Oti has managed so many successful digital projects across Africa and Europe for brands like Coca-Cola, Nestle, Guinness, Kellogg’s, EA Games, Sony Entertainment, etc., and advises senior management of global brands on data-driven marketing and digital transformation.

Consumer insights in marketing: Oti

Oti currently heads Product at Terragon Group, Africa’s leading data aggregation, enrichment, and activation company, where he is responsible for developing innovative data-driven marketing solutions for SMBs and Enterprises across Africa.

Oti is the current President of Association of Digital Marketing Professionals (ADMARP), the foremost professional body for digital marketing practitioners in Nigeria. He is also a communications consultant to the African Union in areas of youth engagement and digital interactions. A known public speaker, teacher and trainer, Oti has facilitated several conferences and digital events, and was recognized by Marketing Edge Magazine as an Outstanding Digital Marketing Personality of the year 2021.