QUICK SUMMARY:
Struggling to craft a winning content marketing strategy? This guide walks you through 10 key steps—from understanding your audience to tracking performance—so your agency delivers results that are tailored to each client's unique needs. Learn how to create strategies that truly resonate.
Marketing strategy is at the core of what your agency does. You're the experts, and yet, that blank page is intimidating when it's time to craft a brand new content marketing strategy for a client. If you need a refresher–or just a gut-check–you've come to the right place.
This article covers the key elements of what makes a great content marketing strategy, the risks of a copy-and-paste (or chatGPT-generated) approach, and the 10 steps of crafting a winning content strategy for your clients. Let's get into it.
What Are the Key Elements of a Content Marketing Strategy?
To build a successful content marketing strategy for your clients, your agency needs to go beyond the basics. A well-rounded content strategy isn't just about publishing blog content or social media updates. It should be like an ecosystem, where all the pieces work together to achieve business goals. For different clients, that could mean lead generation, more sales, brand awareness, customer retention, or some combination of these factors.
So what does it take to manage a client's content marketing efforts effectively? Here are some key things every client's plan should include:
Documented Strategy: A clear, well-organized plan outlining your client's content marketing objectives, target audience, content formats, channels, and tactics. Each client should have a documented content marketing strategy that guides their efforts.
Content Pillars and Topic Clusters: Organize content around key themes (pillars) and create topic clusters that support SEO and audience engagement.
Target Audience Research: Information about your client's potential customers like their pain points, interests, and where they spend time online. This serves as the foundation upon which the content strategy is built, and informs everything from how you create content to where you distribute it.
Persona Development and Buyer’s Journey Alignment: Develop buyer personas and map content to different stages of the buyer’s journey, including awareness, consideration, and decision-making.
Content Calendar: A plan for when and where your client will publish content. A reliable calendar helps manage content production workflows, supports consistent outputs, and helps align the content strategy with other business functions and relevant holidays and events.
Content Creation and Governance: Define the roles and responsibilities in the content creation process, with clear editorial standards and content workflows.
SEO Guidance: Creating content with a focus on search engine performance is essential–and not just for blog content. SEO guidance helps content appear in search results on other sites, whether you're creating YouTube videos or implementing a Reddit content strategy.
Content Repurposing Strategy: Maximize the value of high-performing content by repurposing it into multiple formats and across different channels.
Distribution Process: Relying on organic traffic alone is so retro. Modern content marketing strategies should incorporate multiple distribution methods, from social media to influencers and industry experts, video marketing, email marketing and newsletters, podcasts, and PR, there are a ton of ways to get your client's content into the hands, eyes, and ears of their target audience.
Established KPIs: Your content strategy should have clearly defined key performance indicators (KPIs) that align with your clients’ goals. Being able to measure the business impact your agency makes for your clients is essential to proving your ROI and building loyal, fruitful client relationships.
Tracking and Reporting: Beyond deciding on key performance indicators, you also need to track them. Having the tools in place to measure and report on performance metrics from your content marketing strategy is essential to demonstrating the impact of your work.
Content Lifecycle Management: Treat content as a living asset. Regularly audit, refresh, and update content to ensure it remains relevant and valuable. Plan for content retirement or repurposing when it no longer serves its original purpose, helping to keep your content ecosystem healthy and focused on current business objectives.
These elements are essential for building a strong content marketing strategy, but they'll come to life differently for every client. Next, we'll dig into why it's important not to rinse and repeat the same content strategy for multiple clients.
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Is It Necessary To Create a Unique Content Marketing Strategy Framework for Each Client?
The answer is absolutely yes. Every client is different, and so is their target audience and competitive landscape. Not only that, but most clients feel strongly about taking a unique approach to their marketing, whether it's outbound or inbound marketing, product-led or sales-led, an SEO or social media strategy, or something else.
A rinse and repeat content marketing framework might save time in the short term, but it won’t deliver the results that will truly set your agency apart. The most effective content marketing strategies are custom tailored for each client's context.
Risks of Using a One-Size-Fits-All Approach
What’s at stake if your agency decides to apply the same strategy to every client?
A generic content marketing strategy often results in missed opportunities, because it overlooks specific market nuances and audience insights.
Content that isn’t tailored to the client’s business context is likely to be less effective, leading to lower engagement and fewer leads.
A copy/paste content strategy lacks the flexibility to adapt to a client’s evolving goals or changing market conditions, limiting long-term results.
A one-size-fits-all approach to content marketing could damage client retention and your agency's reputation if clients are expecting personalized solutions.
If you want to be seen as a trusted partner and build long lasting relationships with your clients, providing them with their own strategy is the best way to go. A content strategy that's customized to your client's needs (and your agency's content creation process) not only helps them achieve their goals, it also demonstrates your agency's expertise.
Your agency wins when your clients win, and when they see strong ROI from your work, they'll become loyal, long-term partners and champions of your agency's brand.
Agency Tip:
It's important to know the difference between a content marketing template and a playbook. You don't want to give every client the same generic content strategy, but it's perfectly okay to have some tried and true tactics and frameworks to pull from to create a content marketing strategy that's bespoke.
In fact, this is a great way to compile some strong content marketing examples to share with clients during discovery meetings. Just be sure to show how these examples apply to your client's context, and how you could customize them to create high-quality content that matches their brand and goals.
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10 Steps To Create a Content Marketing Strategy
How do you build a winning content strategy for each client, keeping it fresh yet demonstrating your ability to achieve results?
Here’s a step-by-step guide to help your agency develop an effective content marketing strategy for each and every client:
1. Get to Know Your Client’s Target Audience
To create content that resonates, you need to start by understanding your client’s target audience. Gather any research your client has done (or conduct your own) on their potential customers' demographics, interests, pain points, and behaviors.
Get to know what content channels they frequent and their habits of content consumption. The more detailed the research, the better equipped your team will be to tailor content that attracts, engages, and converts.
Agency Example: If you're working with an ecommerce client who wants to reach Gen Z, you might start by analyzing their brand's social media engagement and customer feedback from the younger demographic. Beyond that, you could look at broader research about Gen Z's content habits. This way you'll have data to back up decisions you make for the client's content marketing strategy, like choosing to focus on short-form videos and influencer partnerships.
Before even creating a new piece of content, I'd say it's important to think about originality. When people are so driven by SEO and only want to write content that they can pack a great number of keywords into, they sometimes forget about the importance of creating content that is original.
Think about whether people will actually find value in what you're writing. Will they have heard the same information before, or will what you're writing provide unique value to them?
Jessica Tappana, Founder of Simplified SEO Consulting
2. Define Clear, Measurable Goals for Success
Defining clear, measurable goals gets your agency and your client on the same page about what you're seeking to achieve through your content marketing efforts. Is the primary goal to drive website traffic, increase brand awareness, convert leads, or improve customer loyalty?
To set goals that stick, consider using the MASTER goal setting framework:
Establishing KPIs for each objective (such as SEO metrics or social media analytics) helps you track progress and prove the value of your content strategy. This also helps keep your team focused, and provides the content marketing metrics needed to demonstrate ROI to clients.
Agency Example: Say you're working with a local retailer looking to boost brand awareness. You might set a goal of gaining 2,000 new social media followers in three months, then detail how you'll achieve it by creating content that's hyper-localized, like community stories or behind-the-scenes features. You could further amplify the content by combining your organic efforts with targeted Facebook or Instagram ads to increase your client’s visibility within their local audience.
3. Select Topics That Will Resonate
With an established audience and set goals, you're ready to pick content marketing topics that speak to your client's target buyers and find them at the right stage of the buyer’s journey. Consider your client’s industry trends, frequently asked questions, and pain points to select valuable content themes.
Write for the user, but back up your content with evidence. The landscape of informative content is ever-changing, but with the proper tools like Semrush or AgencyAnalytics, you have the data you need to make informed decisions.
Don't ever JUST trust your gut about an article that you think will perform well, do your research about what IS performing well, whether it's a powerful high volume low competition keyword, a long tail question that is begging to be answered, or a blog from a competitor that you could write better, all of these things are available for you to write useful, strong content that informs and empowers your readers, you just need to know where to look.
Rachel Jackson, Lead SEO Specialist, Wit Digital
From there, conducting a content audit lets you assess your client's existing content to spot their greatest strengths and identify any gaps. With that knowledge your team will be ready to create content plans that amplify what's already performing, and tap into topics your client hasn't covered yet.
Agency Example: For a B2B financial client, you might identify topics where your client could offer unique insights as a thought leader, like emerging trends in risk management. If they're already coming up at the top of organic search for terms like “managing business budgets”, that could be an opportunity to cover more trending topics like budgeting during tough economic times.
4. Decide on Content Formats
Once you’ve determined the topics, decide on the most effective content formats to communicate those ideas. Written content is an important part of any content marketing strategy, but gone are the days when a simple blog post would suffice.
Consider how you might incorporate interactive, visual content like surveys or polls, or where video content would better convey the message. User-generated content is also an important piece of a winning content strategy, so find ways to amplify what your client's customers are already saying in your content marketing efforts.
Agency Example: If one of your clients is a fitness brand, you might decide to create a series of workout videos for YouTube, with blog posts breaking down the exercises to help them perform on search engines. Meanwhile, user-generated content like client success stories or clips of people doing the workouts at home with a branded hashtag could dominate your client's social media platforms. This effectively contributes to lead generation, ongoing customer engagement, and long-term brand loyalty.
5. Prioritize High-Impact Topics
Prioritization allows your team to focus on high-impact topics that align with your client's current business goals and respond to timely market opportunities. Consider how topics fit into the buyer’s journey and whether they address top-funnel awareness, mid-funnel education, or bottom-funnel conversions.
You'll also want to take into account if there are any trending topics that are important to your client's audience that your client should be covering as a thought leader or industry expert.
Agency Example: Say you're working with a travel client. Your team could use Google Trends or travel forums to spot seasonal trends, like "warm winter vacations" or "spring break for families", and make sure you're covering those in a timely fashion. Meanwhile, you could also look for evergreen topics to cover during downtime between travel booms. Finding that balance is what will lead to content marketing success.
6. Build a Content Calendar
A content calendar is essential for organizing the production and distribution process across your client's key content channels. Mapping out a publishing schedule (even if you just use page titles as a placeholder) helps maintain a healthy cadence and ensure you don't miss timely opportunities, like holiday posts on social media sites.
Plus, having a planned content creation calendar in advance frees up time for your team to jump on trends, think ahead for the future, and optimize existing content.
Agency Example: A food delivery service client will likely want to align their content calendar with major events and holidays. For example, your team could plan a Super Bowl-related content marketing campaign weeks in advance, highlighting party-friendly meals and special promotions. With that campaign handled, your social media managers will be able to focus on creating content based on Super Bowl events as they happen, interacting with their followers, and reposting user-generated content live throughout the event.
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7. Bring the Content Marketing Plan to Life
The execution phase involves creating content for your client based on the calendar you’ve developed. Whether it's writing blog posts, producing video content, or designing infographics, every piece of content should align with the established goals and embody the defined tactics, channels, and brand identity.
The content needs to be useful, meaning it answers a user's question in a thoughtful, well written and concise manner. It needs to feel natural, like you're explaining to a friend or family member, but it also needs to have keywords woven throughout it.
These keywords are based on what users are actually searching, even if they feel a little clumsy at times. Remember that you can write the most beautiful and informative article ever created, but if you don't signal to Google that you're talking about what people are asking for, no one will ever see it.
Finding good keywords is a balance between what is most popular (highest volume & highest competition), and what is most transactional (lower volume, longer tail, including phrases and questions).
Typically you want to write content around one or two specific related keywords, with the mindset that you are answering the user's question & call. That yields the most natural sounding, keyword rich content.
Rachel Jackson, Lead SEO Specialist, Wit Digital
You'll need to make sure your marketing team has the right mix of specialists to execute effectively, which might include a copywriter, graphic designer, digital marketer, ad specialist, web developer, and other types of experts.
As you scale, you might also consider white label content creation with a third party for more efficiency in your content marketing operations.
Agency Example: If you’re working with a fashion client launching a new product line, you might line up content production to be in sync with the launch. Your team could film behind-the-scenes videos, establish influencer partnerships, and schedule social media posts as the client builds towards the launch with some teaser content going out ahead to build up hype.
8. Amplify Content Through Promotion
Effective content marketing is about so much more than getting a web page live and hoping for results. A digital marketing promotion strategy is essential to ensure the content you create reaches your client's target audience.
90% of content marketers rely on social media to distribute their content, according to Semush's top content marketing statistics for 2024. Social media channels are a popular way to distribute content, but it shouldn't stop there.
Email campaigns, influencer marketing, and media outlets are all great ways to extend the reach of each content piece. Paid campaigns and partnerships are also effective to boost visibility on search engines and social media platforms in a more targeted way.
Agency Example: Say you've launched a podcast for a client as the main element of their content marketing strategy. As you're creating the podcast, promotion should be top of mind. Whether that means taking notes of key quotes and soundbites to turn into social posts or filming the recordings to create short-form video content, there are tons of ways to maximize on the content and get more reach for the podcast. You could also advertise the podcast on other podcasts with overlapping audiences, or run a PR campaign to get the word out.
9. Track and Report on Content Metrics
One of the most important aspects of content marketing is tracking performance and applying the insights you uncover. From monitoring search engine performance to tracking ad spend and conversion rates, content marketing reporting and monitoring key metrics on behalf of your clients is essential.
This helps clients understand the business impact of their content marketing strategy, and helps your team find opportunities to drive even stronger results. Providing clients with a content marketing dashboard lets them keep an eye on their results independently, and keeps you on the same page when you have reporting meetings.
Agency Tip: With multiple clients, channels, and campaigns to manage, content marketing reporting quickly becomes complex for marketing agencies. AgencyAnalytics is an agency reporting software that pulls data from Google Analytics, email marketing software, ecommerce platforms, and other sources together for simplified tracking and reporting. The content marketing report template helps you create a customized, client-specific content marketing report quickly.
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10. Iterate Based on Content Performance
A successful content marketing strategy is never static. Remaining agile and open to change allows your team to refine its approach and drive business value for clients, whether they want to improve brand awareness, earn traffic through organic search, or upsell to existing customers.
The key is to track results and iterate based on the findings. Depending what you see, you might tweak content topics, adjust the content calendar, or experiment with different content types.
Agency Example: If you notice your client’s case studies are driving more qualified leads than their other content types, that's a great insight to inform the content marketing strategy. Your team might adjust the strategy to focus on producing more case studies, and launch redistribution campaigns on existing ones in the meantime. This would also be a good opportunity to test-run a campaign encouraging existing customers to create user-generated content like product reviews or unboxing videos.
Perfection is the killer of productivity. Do your best to get it right but do not get hung up on perfect. Nothing is ever perfect out of the gate. Be prepared to track, monitor and adjust as needed. Listen to user feedback.
They are who you are writing the content for, so if it needs to be changed, change it. If the content is not complete enough for the topic or question, add more depth or add assets such as video.
Kristen Ewen, Director of SEO, Property Manager Websites
Agency Tip: Don't forget to work on a content marketing strategy for your own site. After all, sometimes the proof of your agency's ability to create killer content is in the pudding.
Leverage Data-Driven Insights to Optimize Content Strategies
To truly make content marketing strategies stand out, it’s not just about tracking performance metrics–it’s about interpreting those metrics and applying data-driven insights to optimize content continuously.
Rather than relying on intuition, data reveals trends, content gaps, and opportunities for scaling your clients' efforts effectively.
Data Sources to Consider:
Content Engagement Metrics: Dive deeper into metrics like time on page, bounce rates, and social shares to assess what resonates most with your client's audience.
Customer Journey Mapping: Analyze how different pieces of content support various stages of the customer journey. Use tools like Google Analytics or heat maps to understand user flow and adjust content placement.
AI and Predictive Analytics: Leverage AI tools to predict content performance based on historical data, enabling more targeted content production.
Competitor Analysis: Regularly assess your client's competitors for emerging trends and content opportunities that your content strategy may have missed.
Agency Example: Say your client’s blog posts are underperforming on conversion goals but performing well in terms of engagement (high time on page, shares). With these insights, your agency can test different calls to action (CTAs) or adjust the placement of lead forms to drive better conversions. Data like this ensures your team continually refines content marketing efforts for stronger results.
Make Every Content Marketing Strategy a Winner
As an agency, your role goes beyond simply delivering content–you’re a trusted partner in your clients' success. Balancing expertise with collaboration is key to creating strategies that not only meet but exceed client expectations.
A winning content marketing strategy always reflects the unique context, goals, and brand identity of each client. It’s not just about following a formula, but about leveraging insights, creativity, and data to craft something truly original.
Use your clients' user research and performance data as a foundation, but go beyond the basics. Think strategically–how can your content marketing plan not just achieve short-term wins, but drive sustainable, long-term growth?
Adaptability is key. The strongest strategies evolve over time, using real-time data and performance insights to continually refine and improve.
By following the steps outlined in this guide, your agency will be well-equipped to develop customized content marketing strategies that deliver measurable results, build lasting relationships, and position you as a critical driver of your clients' success.
Whether you’re focusing on lead generation, brand awareness, or customer retention, your agency has the tools and expertise to turn every content marketing initiative into a true competitive advantage.
Written by
Kyra Evans is the Manager of Content Marketing at AgencyAnalytics. She has over 15 years of experience writing content for SaaS, tech, and finance brands. Her work has been featured by HuffPost and CBC, and she serves an engaged social media readership of over 30,000 community members.
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