Tips and Tricks

How do I create a content marketing strategy?


We have defined nine steps that you can follow to arrive at a content marketing strategy. These steps are detailed in an infographic. Download the infographic for a content marketing strategy. 


These nine steps are further elaborated on below.


Step 1: Determine content marketing objective

Before you get started with content marketing, you must first determine why you are going to do this and what you want it to deliver. By regularly posting new content, your company will get better visibility and you will be found better in the search engines. In addition, by creating useful content you can show what knowledge your company has. At the same time, you work on a good name and increase the reliability of the company within your sector.


Of course you want content marketing to pay for itself in the short term, but that is not always the case. Good content can generate leads and be demonstrably responsible for sales. But content marketing is also an investment in which the results are only visible in the longer term.


If you want to measure what content marketing delivers, you can use KPIs (Key Performance Indicators).


An overview of KPIs with examples can be found in the free ebook ‘Getting started with Content Marketing. 


Step 2: Capture content marketing themes


In this phase, determine which topic you want to create content about and describe this topic in detail. This will help you better determine what you do and don’t want to write about during the process.


There are 4 ways to determine topics. One is to look at laws and regulations. When important matters change in your sector due to legislation, you can explain this change in law and information about the possible consequences in an explanatory article. In this way you help your customers to make good decisions.


You can read how to determine topics for content in the free ebook ‘Getting started with Content Marketing’. 


Step 3: Determine target audience for content marketing

In this phase, you should consider who you are creating the content for. Make an accurate description of your target group and define it. You often think you know your target group, while you don’t. In addition, it is often the case that colleagues from the sales, customer administration or finance department actually have a completely different view.


You can draw up a ‘buyer persona’ to find out the right target group for your company. This is a detailed profile of a fictitious customer representing your target audience. In this profile, in addition to personal and demographic characteristics, you also include information about the customer’s purchasing process. It is especially important in a B2B environment to draw up an extensive profile, because the purchasing processes here are often more complicated and lengthy.


You can read how to create a buyer’s personal details in the free ebook ‘Getting started with Content Marketing’. 


Step 4: Capture information needs for content marketing


If it is clear for whom you are going to write the content, it is important to record the information requirement. What information do the persona need in the customer journey? So not only in the decision-making phase, but also at the time of orientation or the generation of ideas.


We already talked about the customer journey (see page 5); the journey that (potential) customers make from the moment they first come into contact with a product until its purchase. This customer journey provides a good insight into which contact moments there are and what information your target group needs at that moment. 

As mentioned, we distinguish four phases in the customer journey: ideation, orientation, choice and retention. In each phase of the customer journey, the customer has different information needs and therefore also wishes to receive different content.



An architect likes to create a pleasant, light environment in his design. In the ideation phase, he searches for information about light output in buildings. A white paper on the light reflection of ceilings could help him with this. In the orientation phase, he looks for what types of ceilings there are and what their advantages and disadvantages are (for example, an infographic with the advantages and disadvantages explained). In the selection phase, he mainly needs confirmation that his choice for product X is the right one (for example, blogs with examples of producer X in which the expertise of this company comes to the fore). In the last phase, the retention phase, an architect decides whether to apply the product again. For example, positive user experiences can play an important role in this.

Read more about the information needed in the customer journey in the free ebook ‘Getting started with Content Marketing’. 


Step 5: Inventory media and knowledge in company

In step 5 you make an internal analysis of the available knowledge and media in the company. The question in this phase is from whom you will ‘retrieve’ the knowledge and which media are available within your organization to disseminate this knowledge.

Available knowledge

In step 2 you have determined the topics about which you want to write. Now you need to find resources that can fill this topic or theme further. 


Internal: do you have colleagues who have specific knowledge that could be

of interest to your customers?

External: is there research data that supports the importance of your subject or theme?

Available media channels

You want to distribute the content to your target group. Which media channels will you use and where can you place the content? Media can be divided into paid, owned, and earned media.


Read more about paid, owned, and earned media in the free ebook ‘Getting started with Content Marketing.