How to create a successful content marketing program?

By Rich Homer Monday, June 3, 2019
A good content marketing program is exactly what you need to achieve your marketing goals. However, not many marketers in the content marketing arena admit that they are successful with it.

If you deliver content without specific purpose and planning, even you have best tools, analytics and writing teams, you can not succeed with your efforts.

So, if you are striving to develop or improve your content marketing program, here are what you may need:

How to create a successful content marketing program?

1. Define your goals and KPIs

With a brief statement of goals and KPIs, you can easily evaluate whether your content marketing efforts are successful or not. And you can use some important metrics to make this done. Many leading marketing enterprises go beyond vanity metrics like the number of likes and look at more meaningful metrics such as leads and sales. Such metrics can show how their content marketing activities are driving traffic, developing further customer relationships and impacting overall business goals.

There are many tools for you to track important metrics including Google Analytics for evaluate content effectiveness on website, Buzzsumo for social channels, and so on.

2. Define prospects and distribution channels

Your content can work effectively only when it is delivered to the right audience. Different customer segmentations focus on different distribution channels. Therefore, you will have to find out where your prospective customers are likely to spend time on and what topics they are concerning about. After that, you will need to create content that can cater to each specific group.

To do such an effort, you will need to find insights into customer’s pain points and triggers (through their behaviors, motivators and challenges) to have new ideas of topics and formats of content you would create.

With an increasing number of social media channels and platforms, you must find the right places for showing your content so as to attract your prospects. Those are the places that your target customer are spending time on and search for the information related to yours.

If you can not handle all the channels you have found, ry to narrow down the list and focus on the ones that drive high traffic and are popular among people. What is more, you can use analysis tools like Google Analytics to figure out the source your audience come from as well as identifying the content formats that work effectively on each channel.

3. Map To Sales Funnel

Now that you have customer insights, then you need to map them to each stage of the buyer journey against the sales funnel. Three stages of a sales funnel are awareness, consideration and acquisition in succession.

4. Identify content gaps

After you have identified the channels you should focus on and the content should be used for those channels, you will need to find the content gaps that your competitors have missed out on. Doing this will help you to have an advantage against all of them. If you publish the content that doesn’t appear before and it can solve your customer’s pain points, you will definitely stand out and be remembered easily by your audience.

An advice for you is that you should develop your own voice and perspective that you want your brand to be identified with. Dig deeper to find more insights and value to your readers. This will help you beat your competition in the content marketing arena.

5. Evaluate existing resources and processes

If you want to be successful with your content marketing efforts, you need to have appropriate resources and processes to support them. Not only should you evaluate their existing budget, technology, content and headcount, but you should also conduct an assessment of how all your content resources fit together, and where additional talent, technology and processes are needed.

Answer the followings questions will help you complete the evaluation process:

  • How will your team create content in terms of human resource, content formats, timing, and so on?
  • How will you connect your content with audience in terms of social channels, technology needed, metrics to evaluate effectiveness and outsources.
  • How will you optimize your content in terms of SEO, analytics tools needed, process, and so on?

6. Plan your content

Planning is a very important step of every content marketing campaign. Before you get started, make sure that all the followings factors are involved in your plan:

  • Your content goals, KPIs, audience and channel definitions, content gaps, resources and processes.
  • Content to create
  • Channels to distribute
  • Contributors to create content
  • Workflow to create, produce, approve and publish content

For better planning, executing and managing, you should include all the information to clearly understand your content including topics, formats, categories and subcategories, frequency, production budget and share of overall content production.

To help you easier follow the process, you can put it into an editorial calendar in order to visually see how all your content pieces map out.

7. Test, evaluate and optimize

Well, all the journey you have been going through is just half the battle. To be successful with your content marketing program, you will also need to evaluate and optimize your strategy. To such efforts, use useful metrics to track the results and compare them with the goals and KPIs that have been set before.

If it meets your goals, then it’s a good new; however, don’t stay too long with the victory, try to find out what you can do to make it even better. As the market is changing, your customers are changing and so do your competitors, you will have to keep going if you don’t want to be left behind.

On the other hand, if your content doesn’t perform effectively, you surely need to find the reason and try to optimize it until it meets your goals and drive the required KPIs.


As content marketing plays an important role in every marketing campaign, you should have a well-performed content marketing program to deal with your content and be successful. Equipped with these above 6 tactics and you will find it much easier in the process of producing content. Don’t hesitate to try, your efforts will be rewarded with impressive results.

Antonio Huvirana -