How to Create a Content Strategy

Anne Thomsen
Content Lead

Safe to say that content marketing has grown during the past years. A strong content strategy goes hand in hand with a successful marketing strategy. A content strategy include everything related to reaching your marketing goal.

Having a content strategy is basically for all companies who’s intend is to be present, relevant and strengthen their brand perception out in the market. A content strategy help you with:

  • Ensuring you have a coherent tone-of-voice on all your platforms. One brand – one voice
  • Knowing exactly who is responsible for with part of the content strategy
  • Measuring the impact of your marketing activities. By setting the KPIs for the strategy, you will know what to measure
  • Evaluating the content
  • Aligning your content across marketing activities
  • Identifying your audience, and how to approach them on different platforms

In this blog post you will learn about:

  • What a content strategy can do for you and your brand
  • How to create a content strategy
  • What is required from you and your team

How to create a content strategy

Through thoroughly insights in different platforms, media, data, partnerships and influencers in the market, you can gather information, which will help you shape the final content strategy. Data and insights are fateful in regards of making clever content.

Using all of the knowledge that you have gathered will help you find your ‘point of uniqueness’. This is where the competitors can’t reach you! The thing(s) that makes your brand that special someone to someone – your target audience. By turning this unique selling point into your strongest asset, it can help you differentiate your brand from its competitors.

Before turning to the specific content production, you should consider KPI’s. What is your goal with content marketing? Do you want people to pay attention to your brand or products, or perhaps more traffic to your website? Maybe you would want to generate more conversion or sales or an engaging audit? Do you want people to watch your video content? As you can see, there can be many different goals for your content, so it is important to consider these things before producing it.

The Hero, Heart and Baseline Model

Next up, you will now need to be more precise on, what your content should look like and what tone-of-voice your brand should have. You’ve already had a lot of insights in what the audience resonate with. Still, this might not answer the question on what works. That’s where A/B-testing comes in. Go with a visual style and a tone of voice you believe in and test it! Making small changes to the content and take note of the changing performance on the chosen platform (Facebook, Instagram, LinkedIn etc.). In order to do so, this will require a small media budget, but it gives you a more correct answer. Thus, no more groping in dark. And remember to just test one thing at the time.

Incorporate the model in your content strategy

Following the above, now you know what kind of content to go with. Produce content from a perspective of wanting to brand your company/products by making hero-content. This is the content you use a lot of resources on – usually it is a video or a branding platform which communicates the main message. Heart content is the engaging part. The content where you go into detail about the brand message(s) and engage with the audience.
Therefore, baseline helps you drive conversion and build advocates. This is the more tactical part and should reach the people who have already shown interest in your brand or products. Done right, the baseline content will be the last step before turning the user into a customer.


“To drive engagement and preference, being kind and generous, entertaining and above all… Relevant (at the right moment and touchpoint), is the single best trigger for any content- and community marketing strategy!”

David Ledstrup
Content Strategy Director
Marvelous Nordics

Thus, working with hero, heart and baseline helps you create a strong message and brand perception. You still need to be very consistent with visuals, tone-of-voice and community management in order to have a common thread through the strategy.

Therefore, when implemented you will experience success in doing content marketing and become better at measuring ROI. You will be able of keeping track of knowledge and resources, experience better cooperation between marketing- and sales departments. On top of that, you will use an increased part of your marketing budget on content marketing and paid/sponsored content (for the better).


Done! What now?

A content strategy require you to continuously analyze, plan, produce, publish, evaluate (follow up) and optimize on your content. In other words: content is not for free – done right it will become a valuable asset to your business.

Once, you have worked with your content strategy for a while and you start see results of your efforts, it might help you to look into DYCE. DYCE is a content management tool and can help you keep track of all the cool, innovative and engaging content you have made. It is your helping hand when it comes to structuring and sharing content across stakeholders before being set free into the real world.