How to Create a Content Strategy – Part 2: Content and Distribution

This is the second part of a blog post on how to create a content strategy for your business.

So we have the brand voice and audience nailed down.

The next step is to brainstorm content topics that will educate or entertain your potential customers while also fulfilling your marketing objectives.

Stage 1 – Recognising the need

This is the initial interaction, when a prospect is determining what their need is. It may be in the back of their mind as something they are interested in, or something they had discussed but never really looked into.


Keeping with the florist example, our prospect has realised that she would love to have fresh flowers in her home every week but is too busy to arrange picking them up and never actually gets around to it.

Bunch of fresh spring pink tulips on old vintage wooden board


Content could include – facts on the benefits of fresh flowers, interior design posts featuring flowers, examples of seasonal bouquets, videos on how to arrange flowers, and influencers posting photos or discussing why they love flower subscription services.


Don’t solely focus on promoting your products, but instead try to create content that promotes the lifestyle around your product. This is where the previous work researching your ideal customer and creating personas really comes into play.


“According to Dell’s Executive Director of Digital Marketing, Rishi Dave, today’s buyers are entirely self-driven. Buyers are 60% down the buyer’s journey before they engage with a brand or person. You have to be proactive in reaching them early on, maybe even before they know they need your product or service.”


Stage 2 – Offering a solution

By now the prospect has discovered that they have a need for your product or service, so this stage is about providing details into how your product or service would fit into their life.


This is when our prospect has decided to proceed with a weekly flower delivery, and has decided that she would like to sign up to a subscription service but is unsure of who the best provider will be in her area.


Content could include – Information on delivery times and areas, pricing structure table, free online quote form, infographics on the order process, FAQ page on the website, a monthly e-newsletter covering latest news and useful tips (eg. how to make your flowers last longer).


Stage 3 – Delivering and closing

Once a prospect has determined that your business can satisfy their requirements, the final stage is to convince them that you are the best fit – there may be a couple of businesses that do what you do, so this is when you supply the potential customer with a point of difference that persuades them to purchase from you.


There are two flower delivery businesses in our example prospects’ area, both who could fulfill her requirement of delivering fresh flowers on a weekly basis, and the price points are very similar. She has no particular bias towards either.


Content could include – behind the scenes videos, meet the team/ staff bios, quotes from satisfied customers (social proof).


Before posting anything do a final check that the content reflects the brand voice, speaks to your persona, and is interesting or entertaining while helping to progress your potential customer through the buying cycle.



If you are going to spend time crafting all of this amazing content, make sure it reaches as many eyes and ears as possible.

Distribution channels include:

Social platformsThis is an entire strategy in itself, and an essential element of reaching a specific audience. Research the platforms your target market use frequently and spend time actively engaging with relevant pages/ communities. It’s fine to share blog posts on social multiple times, experiment with different times of day and headlines to optimise results.


Email – Email continues to be a really valuable marketing tool, as you are getting up close and personal with your target market via their inbox. While it’s true that there’s a lot of competition in there, a punchy subject line and creative content can achieve awesome results – check out these great examples.  


Influencer marketing – Research has found that influencers and social media darlings are much more effective in capturing attention and driving sales than ‘traditional’ celebrities. Reach out to people whose lifestyle and values align with your business and see if they are open to endorsements or promoted posts. Apps such as Tribe are an easy way to find relevant influencers who are open to collaborations.


Need some help with your digital marketing? We are here to guide you through, contact the team today.