Now that you know what your business needs and who your audience is, let’s get to the fun part of actually making this work for you.

Step 3: Set content objectives that support your business goals

Now, I know that sounds like something from a corporate boardroom but stick with me. What I’m saying is every piece of content you create should have a clear purpose, and that purpose should be tied to your business goals. Basically, give every piece of content a job.

For example:

• Need more leads? Create content that solves real problems and invite people to get more help through your mailing list.
• Want brand awareness? Share engaging, shareable content that sparks conversations.​
• Selling a high-ticket offer? Focus on showing your expertise and building trust over time.

Step 4: Create a strategic content plan

Here’s what that looks like: Mapping out what you’re going to talk about, where you’re going to share it, and how it all fits together. Your content should also connect with each stage of the buyer’s journey, from awareness and consideration to overcoming objections and helping them cross the finish line of a final decision.

You don’t have to start from scratch — you could repurpose content if it fits into your bigger strategy.

But you’ll need a content calendar to stay organized and accountable to your plan. Semrush has a free content calendar template you can download if you need one.

Not sure how to turn this into a plan for your business? If you’d like a second pair of eyes on your content strategy, hit reply and tell me what’s been your biggest struggle — I’d love to help.

– Amy