CMOs have a lot on their plate, and content marketing can add real pressure. Most marketers say content is at the top of their priority list, but creating that content strategy can come with its own challenges. Where do you start? How do you know it’s working? How do you tweak it to make it even better?
More content isn’t the answer. It’s about high-impact content that actually connects, drives engagement, and gets results. A thoughtful strategy keeps you focused on core goals: knowing your audience, optimizing your production flow, and staying flexible as you learn. (That’s why 80% of high performers have a documented strategy.)
If your content strategy isn’t working the way it should, don’t worry. From brainstorming to production, here are 6 easy tips to improve your strategy and do more effective content marketing.
1. Focus on Audience to Drive Strategy
Plenty of brands jump straight to the question: “What do we want to create?” But that’s missing the mark. Content should serve the audience first.
Start with the person you want to reach. Who’s reading your content? What keeps them searching for answers? What challenges keep them up at night? What info would lighten their workload? Create a strong persona to represent different segments. Assign a name. Fill in background details. Pinpoint actual challenges.
A persona goes past demographics. Add depth. Think about:
- Current goals or ambitions
- Main points of frustration with current options
- Resources they wish they had access to
Going deeper also means digging into motivations, not just job titles or industries. Turn to your sales team for more insights here. They’re the ones who hear the same buyer questions over and over. And those are exactly the questions that can become perfect sources for content ideas.
Tip: If you haven’t identified who you’re trying to reach (or haven’t segmented your audiences effectively), use our guide to craft your marketing personas.
2. Identify Strategic Content Themes
Planning a year’s content in advance sounds efficient. Experience shows it rarely works. Audiences evolve and so do their needs.
Topics come into sharper focus when planned quarterly. Review your editorial strategy as the next period approaches and pivot if feedback signals a change. This approach makes content highly relevant and digestible.
News, trends, or market changes will often influence what you talk about. For example, if a major data breach is in the news, you might want to shape your month’s content around data security, including:
- Blog posts on security best practices
- Case studies showcasing your approach in context
- Short, punchy videos breaking down compliance basics
Quarterly themes also help teams build on previous weeks, creating flow and consistency. Writers focus on mastery, designers tie visuals together, and the distribution team maps the best-fit channels.
Tip: Even if you’re creating content around the same theme, you should have a healthy mix of different types of content.
3. Lead Every Piece With Value
With so many options for content out there, value stands out. If a reader spends time with a piece, it should deliver—then and there.
How do you know if content is valuable? There are three key categories:
- Education: Share knowledge people need (how-tos), research stats, industry shifts)
- Entertainment: Use stories, humor, or even surprising visuals to make complex ideas click
- Inspiration: Motivate audiences through examples or stories of transformation
Strong content delivers at least one of these, but top performers often blend a couple together seamlessly.
Tip: Before anything gets the green light, ask:
- Does this matter to our target?
- Does it solve a need or curiosity?
- Is this a space where our expertise carries weight?
- What sets our take apart?
Competitors may cover similar topics as you, but you can differentiate with unique data storytelling (using proprietary data), personal expertise/experience, or contrarian takes. Don’t be afraid to talk about the challenges you’ve faced and the honest lessons learned. That transparency is what sparks connection and, as great brand storytelling demonstrates, builds trust.
4. Keep the Dialogue Going
Markets don’t sit still. Personas shouldn’t, either. Regular customer feedback makes a huge difference, so keep feedback loops alive to keep tabs on your audience. There are a few ways to do this:
- Conduct quarterly surveys to surface your audience’s latest challenges.
- Host coffee chats with key clients to get candid insights.
- Talk to customer service teams to hear what prospects struggle with in real time.
Questions to ask customers:
- Which information sources were you searching for before you engaged?
- What hurdles almost prevented you from moving forward?
- What would have made your decision smoother?
Questions to ask sales:
- What concerns pop up regularly?
- Which misconceptions hold prospects back?
- Where do buyers need clarity?
Tip: Even if you’ve created your personas, having these conversations consistently is a great way to keep them up-to-date. Think surveys, customer feedback, or even a simple email to a prospect to get inside their mind.
5. Align Marketing and Sales for Greater Impact
It’s tempting for marketing to do the selling, but that’s not its main job. Content warms the lead and opens the door—sales deepens the conversation. Misalignment between teams slows down results, but it’s a pervasive problem. (According to research, 43% of marketers say alignment is still a hurdle.)
Discrepancy is also prevalent at the top: 82% of C-suite think teams are aligned, but only 65% of front-line sales or marketing agree. This gap affects productivity and outcomes across the board.
To improve the dynamic between marketing and sales, plan clear handoffs. For example, if leads are nurtured with educational content or webinars, identify which actions signal readiness and let sales continue with personal outreach. These types of transitions smooth the buyer’s journey.
Break down silos to keep the cycle running smoothly:
- Sales feeds common questions back to marketing
- Marketing builds content to resolve these points proactively
- Alignment meetings review wins and optimize future decisions
Tip: To make sure your content isn’t coming on too strong, learn about the difference between sales and marketing. You can also learn how to bridge sales and marketing in your buyer journey.
6. Iterate, Experiment, and Adapt
HubSpot research says over 41% of marketers track content’s effect on sales—but reviewing data and putting it to work are two different things. Start by choosing the right performance metrics that align with the business objectives that matter most. Then monitor and adjust according to your findings.
- Experiment with new channels and formats if data calls for it.
- Consider interactive assets or concise videos.
- Track their success and double-down on what resonates.
Note: Lean experiments keep investments low, but learning high. (Try our agile marketing method to learn how to run lean 90-day experiments.)
It’s also interesting to note that Sprout Social’s latest report shows a drop in marketers’ publishing frequency, but a nearly 20% increase in engagement. That means fewer, stronger pieces often beat more frequent, lower-impact posts.
Tip: Frequent audits matter. Review content every quarter to:
- Spot engagement highs
- Trace top-performing topics
- Match content types to the best channels
You might find that case studies unlock a surge in leads while guides lag. Or that channels such as LinkedIn outperform others for active engagement. Ultimately, data should drive each pivot.
Build an Efficient Content Engine
Ideas are nothing without strong execution, and you need the right systems to turn brainstorms into published assets at scale. Set your team up for success with a clear brief that covers:
- Target audience specifics
- Key message
- Intended action
- Main channels
- Methods of tracking success
- What offers a unique angle
And use AI-driven tools to create content at scale. (Our AI-Powered Content Systems are ideal to boost efficiency across writing, visuals, and delivery planning.)
Remember: Predictable rhythm and strong quality build trust. Start by working within capacity, then learn how to scale to achieve a higher volume. (Truly, one standout piece a week beats daily output that fizzles.)
If resources run thin, scale smart. Mix in-house strategy and writing with outsourced creative or video production. This hybrid model flexes to fit priorities, keeping consistency front and center.
Tip: If you’re creating content yourself, see our guide to optimize your content creation process. If you don’t have the skills in-house, you can always use an outside partner. Just make sure it’s the right fit. See our tips to find a content agency that can work for you.
Where to Take Your Strategy Next: Easy Tips for Effective Content Marketing
A good content marketing strategy isn’t written in stone. The cycle is ongoing: learn, create, review, and improve. That’s how the most successful brands keep moving and stay curious.
And don’t try to be something you’re not. Disingenuous content always falls flat, but content rooted in your team’s genuine passions stands out. Big budgets or high output can’t match the results that come from real resonance and steady improvement.
Your ultimate focus should always be on delivering true value to your audience. When content consistently meets needs and keeps communication open, business results naturally follow. It’s as simple as that.
But we know that building a solid infrastructure that provides your audience value doesn’t happen overnight. Support from Column Five can be a force multiplier, giving you:
- Specialized teams on demand: PMs, designers, writers, and strategists
- AI-powered systems for rapid, creative production
- Full-suite delivery—video, motion graphics, and data visualization
Curious to take your strategy further? Explore how Column Five brings creative, scalable storytelling to help great content connect.
