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Creating a Content Marketing Strategy in HubSpot

Develop an effective content strategy, from goal setting to content promotion to lead follow-up, with tips from HubSpot Academy’s best practices.
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When it comes to inbound marketing, we all know Google calls the shots. This can make creating content that meets Google’s criteria and attracts the right prospects feel like trying to hit a moving target. To improve your odds of hitting the Google algorithm sweet spot, you need a cohesive content marketing strategy that seamlessly applies tactics such as SEO and link building to content such as blogs, e-books, and pillar pages that you can leverage via Google to attract new leads.

Creating a content marketing strategy that appeals to Google and attracts the right prospects is challenging. SmartBug's content marketing guide provides a comprehensive overview of the process, from goal setting to execution to results gathering. The guide covers everything from research and HubSpot setup to content promotion and lead follow-up, and it includes tips from HubSpot Academy’s best practices. With this guide, marketers can learn how to leverage Google and other tools to create an effective content strategy that helps them reach their goals.

This guide covers:

  • SMART goals
  • Content Creation
  • HubSpot campaign implementation
  • Promotion strategies
  • Follow-up campaigns
  • Appropriate metrics measurement


What is a content marketing strategy?

A content marketing strategy is a plan for creating, publishing, and distributing content with the goal of engaging customers and promoting a business’s products or services. It includes a mix of content types (such as blogs, videos, infographics, whitepapers, and e-books), channels (such as social media, email, and search), and tactics (such as SEO, influencer marketing, and paid advertising) to reach and engage the target audience, retain a clearly defined audience, and ultimately, to drive profitable customer action. 

How do I create a content marketing strategy?

1. Analyze your audience. Before you create a content marketing strategy, you must understand who your target audience is and what their needs are. This means knowing your buyer personas and, if you don’t have personas, developing them. You can do this through surveys, interviews, and focus groups.

2. Set goals and objectives. Once you understand your audience, you need to set goals and objectives that you want to achieve with your content marketing strategy. These should be specific, measurable, achievable, realistic, and time-bound (SMART).

3. Research and plan. Once you have your goals in place, it’s time to start researching. Look into the topics that your target audience is interested in and create a list of topics that you could cover.

4. Identify your content strategy. After you’ve set your goals and performed market research, it’s time to decide what type of content you’ll create and how you’ll deliver it. This includes deciding on topics, formats, channels, and frequency.

5. Create a plan. Once you’ve identified your content strategy, you need to create a plan that outlines specific tasks, deadlines, and resources needed to meet your goals.

6. Measure and optimize. You should regularly measure the performance of your content marketing strategy to ensure it’s meeting your goals. If it’s not, you can make adjustments to optimize its performance.

How can I be an effective content marketing producer?

1. Create quality content. Quality is key. Make sure the content you create is interesting, informative, and relevant. Don’t be afraid to experiment with different types of content, such as video, audio, and visuals.

2. Optimize for SEO. SEO is one of the most important aspects of content marketing. Make sure you optimize your content for keywords that your target audience is likely to search for.

3. Tap into project management. This is the process of planning, organizing, and managing the resources and activities needed to achieve your content marketing goals. It involves setting clear objectives, defining tasks and timelines, assigning roles and responsibilities, and monitoring progress. Project management helps ensure that your campaigns are completed on time and that they meet their objectives.

Why is content marketing important?

Content marketing is important because it helps businesses and brands build relationships with their target audience. It enables them to educate their audiences about their products, services, and values and to build trust and loyalty. By providing valuable content, businesses can create an engaging experience for their customers and prospects, which can lead to increased sales and customer loyalty. Content marketing also helps businesses to increase their visibility and reach and differentiate themselves from competitors.

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