What is a Content Strategy?

A content strategy includes specific methods used to create and manage content. It is important to acknowledge that a content strategy is different than content marketing, as it is ultimately the guide for your content marketing.

Elements of a Content Strategy

  1. Goals
    • Each marketing tactic has different goals they are meant to achieve. Some of the most common goals include:
      1. Growing email list
      2. Generating new leads
      3. Converting new customers
      4. Increasing traffic
      5. Brand awareness
      6. Increasing customer retention
  2. Research
    • It is essential to back all the elements in your content strategy with research. Spending adequate time researching before diving into the project will save you time in the long run. Some questions to ask when conducting your research include:
      1. What are your customer’s pain points?
      2. What are your demographics?
      3. How can your business help?
  3. Targeted Topics
    • Once you reach this step in the content strategy process, you should have a list of ideas and messages you want to share with your audience. With this list, you want to focus on the most important topics and how you can create content to achieve your goals.
  4. Editorial Calendar
    • The next step in your strategy process is to identify the correct timeline for your content. You must research and try out different times to post and find out what works best with your audience. 
  5. Editorial Guidelines
    • Editorial guidelines are essential to your content schedule because they outline how your brand will be conveyed to your audience. These guidelines are intended to create consistency throughout your content. 
  6. Distribution Channels
    • You need to identify the channels and platforms where you want to publish your content. When outlining your distribution channels, choose which platforms will be best for your content.
  7. Analytics
    • It is essential to be analyzing how your content is performing continuously. Analytics are a great tool to understand which types of content resonate the best with your audience.
  8. Key Performance Indicators
    • Key performance indicators tie in with your analytics. Some KPIs to look for include:
      1. Organic web traffic
      2. Keyword rankings
      3. Sales opportunities generated
      4. Social media shares
      5. Engagement
      6. Inbound links
      7. Cost-per-lead 

Read more about Content Strategy at searchenginejournal.com

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Tom Foerstel : Founder & President

Tom Foerstel

Founder & President

Growing up in the San Francisco Bay Area in the 60’s, Tom developed a strong desire to create positive change for people and planet.


He went on to pursue his passion for art and design at Art Center College of Design in Pasadena, California, and worked for design firms in Southern California before moving to Boise, Idaho in the early 80’s. Foerstel Design opened its doors in 1985. Since its inception, the firm has cultivated a bold, happy, forward-looking team focussed on creating distinct and effective work on behalf of their clients.


An integral part of Tom’s philosophy is giving back to the community in which he lives — a company cornerstone that drives Foerstel’s long history of providing pro-bono services to local non-profit humanitarian and arts programs.


One of Tom’s proudest personal achievements is his ability to say Supercalifragilisticexpyalidocious backwards.