Creating a content marketing strategy in 2025
Download as PPTX, PDF0 likes67 views
The document outlines how to create an effective content marketing strategy, emphasizing the importance of identifying target audiences, defining unique value propositions, and crafting resonant messages. It discusses the necessity of keyword research and content relevance, while also highlighting key metrics for measuring performance such as website traffic and keyword rankings. Additionally, it offers advice on content distribution and monitoring trends to ensure ongoing effectiveness.
Creating a content marketing strategy in 2025
- 1. Anna Morrish Founder of Quibble @annamorrish How to create a content marketing strategy slideshare.net/AnnaMorrish
- 2. What we’ll cover: • How to build an effective content marketing strategy from scratch • Identify key metrics to measure content performance
- 3. Who am I? • Founder & MD of Quibble – A full service digital marketing agency • Over 10 years’ marketing experience – both offline & online • Worked with a plethora of businesses & organisations
- 6. Where to start… • Identify your target audience
- 7. Where to start… • Identify your target audience • Define your unique value proposition
- 8. Where to start… • Identify your target audience • Define your unique value proposition • Craft a message that resonates with your audience
- 11. How does this help?
- 12. How does this help? • Enables you to identify the most profitable customer types and tailor marketing efforts to those people.
- 13. How does this help? • Enables you to identify the most profitable customer types and tailor marketing efforts to those people. • Enables you to understand customer needs.
- 14. How does this help? • Enables you to identify the most profitable customer types and tailor marketing efforts to those people. • Enables you to understand customer needs. • Helps you understand how to attract new customers and delight them.
- 15. How does this help? • Enables you to identify the most profitable customer types and tailor marketing efforts to those people. • Enables you to understand customer needs. • Helps you understand how to attract new customers and delight them. • Allows you to increase customer satisfaction and loyalty.
- 17. To create personas, identify >
- 18. To create personas, identify > • Who is currently purchasing your products or services? • Why are other people not buying from you? • What general trends are affecting people’s lives now? • Why would they buy from you? What need do they want to satisfy? • Who is your competition? • What is the single most important benefit your brand should be seen to be offering? • How can you best communicate that benefit to the people you’re interested in attracting?
- 22. Let your voice & personality be heard
- 23. There are five main types of brand personalities with common traits…
- 24. There are five main types of brand personalities with common traits: Excitement: Carefree, spirited, and youthful
- 25. There are five main types of brand personalities with common traits: Excitement: Carefree, spirited, and youthful Sincerity: Kindness, thoughtfulness, and an orientation toward family values
- 26. There are five main types of brand personalities with common traits: Excitement: Carefree, spirited, and youthful Sincerity: Kindness, thoughtfulness, and an orientation toward family values Ruggedness: Rough, tough, outdoorsy, and athletic
- 27. There are five main types of brand personalities with common traits: Excitement: Carefree, spirited, and youthful Sincerity: Kindness, thoughtfulness, and an orientation toward family values Ruggedness: Rough, tough, outdoorsy, and athletic Competence: Successful, accomplished, and influential, which is highlighted by leadership
- 28. There are five main types of brand personalities with common traits: Excitement: Carefree, spirited, and youthful Sincerity: Kindness, thoughtfulness, and an orientation toward family values Ruggedness: Rough, tough, outdoorsy, and athletic Competence: Successful, accomplished, and influential, which is highlighted by leadership Sophistication: Elegant, prestigious, and sometimes even pretentious
- 30. The fun part…
- 31. Create content people are searching for
- 32. Keyword research
- 33. Keyword research • Write down a list of “seed” keywords.
- 34. Keyword research • Write down a list of “seed” keywords. • From the seed keywords, create a list of related searches, search suggestions, phrase match and questions.
- 38. AlsoAsked.com
- 40. semrush.com
- 42. Keyword research • Write down a list of “seed” keywords. • From the seed keywords, create a list of related searches, search suggestions, phrase match and questions. • Consider the search volume and the difficulty of the terms, along with intent.
- 45. Keyword research • Write down a list of “seed” keywords. • From the seed keywords, create a list of related searches, search suggestions, phrase match and questions. • Consider the search volume and the difficulty of the terms, along with intent. • Consider topic clusters.
- 46. Keyword research • Write down a list of “seed” keywords. • From the seed keywords, create a list of related searches, search suggestions, phrase match and questions. • Consider the search volume and the difficulty of the terms, along with intent. • Consider topic clusters. • Look at competitors and those appearing for the terms you want to rank for.
- 47. Keyword research • Write down a list of “seed” keywords. • From the seed keywords, create a list of related searches, search suggestions, phrase match and questions. • Consider the search volume and the difficulty of the terms, along with intent. • Consider topic clusters. • Look at competitors and those appearing for the terms you want to rank for. • Look for trends.
- 48. What content should you create?
- 60. Put it all together
- 62. Added advice… • Ensure all content original, has a purpose and is what your audience is looking for. • Monitor trends and update your content plan accordingly, to include a range of content types. • Keep an eye on your top performing content, along with your competitors. • Monitor and build relevant links. • Audit your content regularly.
- 63. What else? • Distribute your content. • Repurpose your content. • Review your metadata & H1s. • Review your UX – Even better, get someone else to do it. • Implement an internal linking strategy. • Add schema mark up. • Write for other websites.
- 65. Test & Measure
- 66. What metrics should you measure?
- 67. What metrics should you measure? • Website traffic!
- 68. What metrics should you measure? • Website traffic! • Keyword rankings.
- 70. What metrics should you measure? • Website traffic! • Keyword rankings. • Visibility.
- 73. Questions?
Editor's Notes
- #6: Understand their needs and pain points Often the easiest place to start to put pen to paper.
- #8: Test and refine your message: After you have developed your marketing message, it's important to test it with your target audience. This can involve conducting surveys, focus groups, or A/B testing your messaging in your marketing campaigns. Based on the feedback you receive over time, refine your message to make it more effective.
- #9: Step 1 – you can’t create an effective content marketing strategy if you don’t know who you’re trying to target.
- #10: Step 1 – you can’t create an effective content marketing strategy if you don’t know who you’re trying to target.
- #13: Along with issues and concerns.
- #16: Consider this for all content and comms Consider each part of this in everything you do. Include variations in your content
- #19: We have to paint a picture
- #20: You should end up with something like this… Create 2-3 target personas We will review personas in light of data that we come across.
- #21: We also need to know this… Your marketing message should be authentic, compelling, and consistent across all channels. It should also be aligned with your overall brand strategy and reflect your company's values and mission.
- #22: Your business and brand should have a personality. Everything you say, along with the content you create should be authentic.
- #23: Action: Write a few sentences about your brand personality as if it was a person. Describe what they like, dislike, and even how they look. Also, think about how you will speak to your customers. The jokes, slang, and general language you use will shape your brand personality. Think about how you will communicate with your audience.
- #28: Action: Write a few sentences about your brand personality as if it was a person. Describe what they like, dislike, and even how they look. Also, think about how you will speak to your customers. The jokes, slang, and general language you use will shape your brand personality. Think about how you will communicate with your audience.
- #29: Mix it all together and you should now have: Target audience Unique value proposition A message that resonates with your audience You can continue to build on these
- #30: Once we’ve got our personas and we know who we’re targeting, and we know what we have to offer… we can start identifying the content…
- #31: To increase rankings and traffic – creating a plan that converts
- #32: This will help further enhance your personas – Which is something we should be constantly be doing. It’s not a once and done. They should be constantly evolving and improving. Doesn’t sound fun… but shows you a world of possibilities…
- #33: SEED keywords – These are shorttail terms that your website should rank for – top level terms. List of products and services – single words or 2 words – bench, garden bench etc.
- #34: Related - additional keywords based from the seed keywords that make good sub-topics. They're useful for uncovering less ‘obvious’ keywords. Search Suggestions are additional keywords that people also search for. These are mainly taken from the "Searches Related to" section in Google using the seed keywords. Phrase match keywords are all searches in Google UK that contain one of the seed keywords set at the start with their monthly search volume.
- #39: Add seed keywords here to get questions people are searching for… This is taken directly from Google.
- #41: Set to UK Keyword variations, questions and more…
- #43: Also consider intent
- #44: Also consider intent
- #47: This includes for variations – We found one client who runs a serviced accommodation “1 bedroom flat to rent” (13000 searches) “one bedroom flat to rent” has just 800 searches.
- #48: How can you stand out?
- #49: Blog/On-Page Website Content Why: Improves SEO, builds authority, and educates or informs your audience. Popular Types: How-to guides, listicles, case studies, thought leadership articles, FAQs.
- #50: Infographics and Visual Content Why: Simplifies complex information and is highly shareable on social platforms. Popular Types: Data visualisations, comparison charts, step-by-step process graphics.
- #51: Video Content Why: High engagement, easily digestible, and effective for storytelling and brand-building. Popular Types: Tutorials, product demos, explainer videos, testimonials, behind-the-scenes content.
- #52: Webinars and Live Events Why: Establishes expertise and builds strong relationships through interactive, value-driven sessions. Popular Types: Q&A sessions, industry panels, product training.
- #53: Social Media Content Why: Builds brand awareness, engagement, and community. Offers a way to interact directly with your audience. Popular Types: Short-form videos (e.g., TikTok, Reels), carousels, stories, live sessions, infographics, polls.
- #54: Comparison content
- #55: Surveys and polls – these make for great interactive content.
- #56: Question based content - test this out. Some have said question based content doesn’t perform as well - it won’t if you don’t have an engaged audience – Don’t ask questions if you don’t get engagement.
- #57: Documents – Great for LinkedIn. If you share PDFs on LinkedIn they’ll become a little slideshare/carousel – get for interaction. Downloadable Content Why: Great for lead generation and providing in-depth value. Popular Types: Ebooks, whitepapers, templates, checklists.
- #58: User-Generated Content (UGC) Why: Builds trust and authenticity; shows real customer experiences. Popular Types: Reviews, testimonials, social media posts from customers featuring your product. Great for EEAT Also social email, paid content and advertising.
- #59: Consider this for all content and comms Consider each part of this in everything you do. Include variations in your content
- #60: One that will increase rankings, traffic and keep potential customers and existing customers engaged.
- #61: Plan in content around what you can actually achieve.
- #64: It has to be continuous. Consistency is key.
- #67: You should look at organic traffic, but consider other sources if you’re distributing the content too.
- #68: Use advanced web rankings or SEMrush.
- #70: Use advanced web rankings or SEMrush.
- #71: Semrush
- #72: Google search console.