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  • Writer's pictureGemma Crosby

Content Marketing Planning: Strategies to drive growth and engagement

As a business owner, you may be questioning whether it's worth investing time and resources into a content marketing plan. However, as we enter the next financial year, content is more critical than ever to support your marketing strategy, achieve your goals, and drive growth for your business. By leveraging the power of content, you can reaffirm your brand identity, reach your target audience, generate leads and increase website traffic. Plus, it’s a cost-effective way to promote your business.

So, in short yes, it’s worth it. A well thought out and strategic content marketing plan will help propel your business towards success and here’s how to get started.

Step 1: Define your objectives

It may seem like a basic step, but it’s one that many tend to overlook. Before jumping into content creation, it's crucial to identify what you want to achieve in the year ahead. Are you aiming to increase brand awareness, generate leads, or boost sales? Defining clear-cut objectives provides a roadmap for creating content that aligns with these goals. Having a clear idea of what you want to achieve will mean you can craft a content marketing strategy that supports your business objectives and drives growth.

Step 2: Know your audience

Knowing your target audience is crucial to the success of your content marketing strategy. Who are you trying to reach? What do you want them to think, feel and do? What are their pain points, challenges, and interests and how can your service or product help them? By understanding your audience, you can create content that resonates with them and addresses their needs, building longer term relationships and gaining their trust.

Step 3: Create a content plan

Once you have a firm grasp on your business objectives and target audience, it's time to get creative and think about the most effective ways to achieve your goals and connect with your audience. Experimentation and testing may be necessary to find the content types, topics, and distribution channels that resonate with your audience. For instance, you might test email subject lines to determine which one has a higher open rate or try out different types of content to see which ones generate likes, follows, or clicks.

In addition to testing, you'll need to decide on the types of content you want to create, such as blogs, videos, social media posts, and so on. You'll also need to identify the topics you will cover and the channels you will use to distribute your content. By taking a strategic approach to content creation and distribution, you can develop a comprehensive content marketing plan that aligns with your business objectives and connects with your audience in meaningful ways.

Step 4: Make it engaging!

Engaging your target audience is the key to success in content marketing. To capture their attention, your content must be informative, helpful, and interesting. It's essential to strike a balance between promoting your products or services and providing value to your audience. If your content is too sales-focused, it's likely to turn off your audience and discourage engagement.

In addition to providing valuable content, it's crucial to make it visually appealing and easy to consume. Incorporating a mix of formats, such as videos, infographics, and blogs, keeps your content fresh and exciting. There are many paid and free tools available to help create visually stunning content. For instance, Canva Pro is a popular choice, but new software is continually entering the market, providing a range of options to choose from. By creating engaging content, you'll not only attract and retain your target audience but also establish your brand as a trusted and credible authority in your industry.

Step 5: Distribute your content

When it comes to distributing your content, it's essential to leverage the right channels to reach your target audience effectively. Social media, email, and your website are just a few examples of the many distribution channels available to businesses. By understanding your target audience's preferences and behaviours, you can choose the channels that best suit their needs and maximise your content's reach.

In addition to organic distribution, consider partnering with influencers, running ads, or paid promotion to amplify your content, which will help you reach new audiences and expand your reach beyond existing followers.

Step 6: Measure the results

To ensure that your content marketing strategy is working, you need to track your results. Use analytics tools to monitor your website traffic, social media engagement, and other key metrics. This will help you identify what's working and what's not, so you can adjust your strategy accordingly.


A well-planned and executed content marketing strategy is crucial for businesses looking to achieve their goals and drive growth. By understanding your target audience, creating engaging content, and distributing it through the right channels, you can establish your brand as an authority in your industry and build a loyal customer base. At Chrysalis Marketing we believe that incorporating a transformational marketing approach can be a game-changer for businesses looking to take their content marketing to the next level.

Transformational marketing helps to create deeper emotional connections with your audience by addressing their values and beliefs. By tapping into the emotional aspects of your audience, you can inspire them to take action and drive real change. This approach can help your brand stand out from the competition and build a more meaningful relationship with your audience.

At Chrysalis Marketing, we specialise in developing transformational marketing strategies that deliver results. By partnering with us, you can leverage our expertise to create a customised content marketing plan that addresses your audience's values and beliefs and inspires them to take action. We can help you create engaging and impactful content that speaks to the heart of your audience, driving meaningful engagement and establishing a deeper connection with your customers.

Incorporating transformational marketing into your content strategy is a powerful way to differentiate your brand, build a loyal customer base, and drive growth. If you're looking to take your content marketing to the next level, we can help you transform your marketing approach.

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