How to Create a Content Strategy That Actually Works

Most content marketing plans fall short because they focus on output, not impact. The truth is, it’s not about churning out blog posts and social media updates — it’s about the story you’re telling, who you’re telling it to and when you tell it. A strong content strategy builds connections, nurtures leads and, ultimately, turns engagement into action. Here’s how do it right:

Start with Clear Goals That Actually Matter

You wouldn’t start a road trip without knowing where you’re going — the same goes for content marketing. Set goals that are specific, measurable and tied to business growth.

Maybe you want more brand awareness, better leads or a higher conversion rate. Whatever the case, don’t settle for vague targets like “get more traffic.” Instead, aim for something concrete like “increase organic traffic by 25% in six months” or “boost email sign-ups by 15% this quarter.”

When your goals are dialed in, every piece of content has a purpose — and that’s where the magic happens.

Know Your Audience (Like, Really Know Them)

If your content isn’t connecting, there’s a good chance you’re not speaking your audience’s language. Dive deep into who they are, what they care about and how they make decisions.

Start by creating detailed personas. Use demographics, pain points, content habits and buying behaviors to build them. Then, go beyond and map out a journey from “just browsing” to “ready to buy.”

At each point, deliver content that makes sense for where they are:

  • Awareness Stage: Blog posts, social videos and guides that introduce key ideas and solve problems.
  • Consideration Stage: Case studies, product comparisons and expert insights that help them weigh their options.
  • Decision Stage: Testimonials, demos and clear calls-to-action that nudge them toward a purchase.

Content that feels personal wins every time. Make sure yours does.

Audit Your Existing Content

Before creating anything new, take stock of what you’ve got. You might have killer content that just needs a refresh or gaps you need to fill. A content audit doesn’t have to be complicated as long as you follow these steps:

1. Take Inventory

Get a snapshot of what’s working and what’s just taking up space by listing all your existing content (blog posts, case studies, videos, social content, infographics). Then organize by:

  • Content type
  • Topic
  • Keywords
  • Publish date
  • Target audience

2. Measure What Matters

Use tools like Google Analytics, SEMrush or Ahrefs to dig into performance. Look at:

  • Traffic: Are people actually finding your content?
  • Engagement: Are they spending time on it, sharing it or bouncing immediately?
  • SEO Performance: Is it ranking for the right keywords and pulling in organic visitors?
  • Conversions: Is it doing its job — whether that’s sign-ups, leads or sales?

3. Find the Gaps

If you’ve got a ton of top-of-funnel content but nothing that helps close the deal, that’s a problem. Or maybe your old content isn’t ranking anymore and just needs an update. Spot the gaps and create a plan to fill them.

Build a Content Plan That Works for You

Once you know where you stand, it’s time to prepare for what’s next. Your content plan should be detailed enough to keep you on track but flexible enough to adapt when needed. A solid plan includes:

  • Content Types: Blog posts, videos, podcasts, case studies and infographics.
  • Key Themes: Topics that align with your brand and solve real problems.
  • Editorial Calendar: Where your content will go live so you stay consistent.
  • SEO Details: Optimized meta titles, descriptions and keyword targeting for every piece of content.

A plan that’s organized but adaptable keeps your content strategy running smoothly.

Make Sure You Have an SEO Plan

Even the best content won’t do much if no one sees it. That’s where SEO comes in — giving your content a better chance to rank well in search engines so the right audience finds it.

But an SEO strategy isn’t just about stuffing keywords into your website — it’s about structuring your content in a way that helps users and search engines understand it. A strong SEO approach includes on-page optimizations that improve readability and technical tweaks that ensure search engines can crawl your efficiently.

On-Page SEO Must-Haves:

  • Keyword Optimization: Identify the right keywords using tools like Google Keyword Planner or Semrush. Place them naturally in your title, headers, body copy and meta descriptions without overstuffing.
  • Content Structure & Readability: Use clear headings, short paragraphs and bullet points to make content easy to scan. Prioritize reader experience — search engines favor well-structured, user-friendly content.
  • Internal Linking: Link to related pages within your website to guide users through relevant content and help search engines understand page relationships.
  • Utilize Media: Use images, videos and infographics to enhance content, but make sure they’re optimized — use descriptive alt text, compress file sizes and include relevant keywords in file names.
  • Engaging Meta Information: Write compelling title tags and meta descriptions that encourage clicks. Keep title tags between 50-60 characters and descriptions between 150-160 characters.

Technical SEO Matters Too:

  • Site Speed & Mobile Optimization: Slow pages lose visitors fast. Make sure your site loads quickly and looks good on any device.
  • Internal Linking: Guide users through your content with smart internal links to relevant pages.
  • Crawlability: Keep your site clean and easy for search engines to index. There’s only so much crawl budget allotted, so don’t waste the crawler’s time.

Get Your Content in Front of the Right People

Creating great content is one thing but getting people to see it is another. Distribution is just as important as creation. Always use a mix of:

  • Owned Channels: Your blog, email list, social media — where you already have an audience.
  • Earned Channels: Guest posts, influencer partnerships, backlinks — anywhere you can get outside exposure.
  • Paid Channels: Social ads, Google Ads, sponsored posts — sometimes a little budget can give your content the push it needs.

Track Performance and Keep Optimizing

Content marketing isn’t a “set it and forget it” game. You have to track results, learn what’s working and tweak what’s not. Keep your eyes on important metrics:

  • Traffic: How many people are visiting your site, and where are they coming from?
  • Engagement: Are they sticking around, clicking through and interacting?
  • Keyword Positioning: Are the keywords you identified actually helping you get found?
  • Conversions: Are people taking the action you want them to?

Use Google Analytics, HubSpot and Sprout Social to measure impact and adjust your approach.

A Strong Content Strategy Evolves with Your Business

In the end, content marketing isn’t about cranking out posts. It’s about delivering the right message to the right audience at the right time.

Set clear goals, understand your audience, have a strategy for SEO and track your progress. Keep refining as you go. When done right, content marketing isn’t just something you “do” — it’s a key driver of business growth.

Looking to elevate your content marketing strategy? Swanson Russell’s Digital Experience, Creative and Social Media teams can help craft a plan that drives real results. Take a look at the work we’ve created, get to know our approach — then, contact us to see how we can help.