How to Create a Content Strategy That Works for Your Brand
If you want to grow your business and build a loyal audience, content is your secret weapon. But it’s not enough to just post whenever you feel like it—you need a clear strategy that supports your brand, speaks to your ideal clients, and drives meaningful action.
Here’s how to create a content strategy that works for your brand, whether you’re blogging, posting on social media, or sending newsletters.
1. Start With Your Brand Goals
Your content should always serve your bigger business goals. Are you trying to:
Attract new clients?
Establish yourself as an expert?
Educate your audience about your services?
Build a community?
Knowing your goals will guide what kind of content you create and where you share it.
2. Know Your Audience Inside and Out
Who are you talking to? What are their pain points, desires, and questions? Create a simple client profile or persona to keep your content focused and relevant.
For example, if you’re a brand designer, your ideal client might be a small business owner struggling to communicate their value online. Your content can then offer solutions, tips, and inspiration tailored to that person.
3. Map Out Your Content Pillars
Content pillars are the main topics or themes you’ll consistently talk about that support your brand and resonate with your audience.
Examples of content pillars:
Branding tips and education
Behind-the-scenes of your design process
Client success stories and testimonials
Business advice and mindset
Choose 3–5 pillars that align with your brand voice and goals.
4. Plan Your Content Types and Channels
Different types of content work better on different platforms. Think about:
Blog posts: Great for in-depth education and SEO to get found on Google.
Social media: Ideal for quick tips, inspiration, and building community with visual storytelling.
Newsletters: Perfect for nurturing your audience with exclusive insights, offers, and personal stories.
Decide which channels matter most for your business and where your ideal clients spend their time.
5. Create a Content Calendar
Planning ahead is key to consistency. Use a simple calendar to schedule your blog posts, social media content, and newsletters. This keeps you organized and helps you maintain a steady flow of content without feeling overwhelmed.
Start small—maybe one blog post, two social posts, and one newsletter per month—and build from there.
6. Repurpose and Refresh Content
Maximize your effort by repurposing content across platforms. For example:
Turn a blog post into a series of social posts.
Use newsletter snippets as Instagram captions.
Share behind-the-scenes photos from your design projects on social stories.
Refreshing old content with updated info or a new spin can also keep your strategy efficient and effective.
7. Track Your Results and Adjust
Check your analytics regularly to see what content resonates most with your audience. Which blog posts get the most traffic? Which social posts have the highest engagement? Use those insights to tweak your strategy and focus on what works best.
A solid content strategy isn’t about posting all the things—it’s about posting the right things that connect with your audience and support your brand goals.
If you want to build a content plan that feels manageable, intentional, and truly moves your business forward, start by defining your goals and audience, then map out your pillars and plan your calendar.
Need help creating a branded website that supports your content and business growth? I’d love to chat about how we can make your brand shine online.
