Creating and measuring the impact of a content strategy

Abstract

A company’s online presence is more than random advertising materials that promote its products or services. Instead, every piece of content that gets published on the internet needs to align to a clearly laid out strategy which should enable the business to become more visible in the online environment. The article explores the process of creating a strategy for content generation by looking at the goals of the business, at who the dream buyers are and how they can be identified. The first part of the paper emphasizes how the goals of the business must be clearly laid out in order to create a buyer persona. The needs of the customer can be better understood by using the Pareto principle and the Halo strategy. The latter part of the article focuses on how the content producing efforts can be measured.

Keywords

• content marketing
• content strategy