Marketing products and services through smart and relevant online content is an absolute must nowadays. And yes, before you start creating content, it is absolutely vital that you you have a strategy in place.

It is about a systematic approach with which you can manage content across all channels, on- and offline, ensuring that you reach all customers. Developing a strategy will also allow you to create the type of content that your target audience is looking for and give you the opportunity to build thought leadership in your community.

When developing a strategy make sure to define why you are creating content and who you are creating it for. Do you know the information needs of your target audience and how they consume content?  Take the opportunity to see if your current content is creating the results that you expect or if readjustment need to be made.

If it is done correctly, a content strategy will help you analyze the effectiveness of your marketing campaigns. And you will provide your customers with something of value. And that in turn will translate into more engagement, more leads and stronger customer relationships.