What is Content Marketing?

What is Content Marketing?

The Ultimate Guide to Creating a Content Marketing Strategy

In today’s digital landscape, content marketing is a vital component of any successful marketing strategy. At Johnston Marketing, we specialise in providing comprehensive digital marketing services that include content marketing, web design, SEO, lead generation, PPC advertising, social media marketing, content writing, hosting support, and graphic design. Based in Thanet, Kent, our dedicated team has been instrumental in launching and rebranding hundreds of companies, ensuring growth and success. In this ultimate guide, we’ll explore what content marketing is and how to create an effective content marketing strategy.

What is Content Marketing?

Content marketing involves creating and distributing valuable, relevant, and consistent content to attract and engage a clearly defined audience, such as videos, blogs, and social media posts. Unlike traditional advertising, content marketing focuses on providing useful information that solves problems and builds trust with your audience, ultimately driving profitable customer actions.

The Benefits of Content Marketing

  1. Increased Visibility: High-quality content improves your search engine rankings, making it easier for potential customers to find you.
  2. Audience Engagement: Engaging content helps build a loyal audience that regularly interacts with your brand.
  3. Brand Authority: Providing valuable insights and information positions your brand as an authority in your industry.
  4. Lead Generation: Effective content marketing attracts and nurtures potential leads, guiding them through the sales funnel.
  5. Cost-Effectiveness: Content marketing is generally more cost-effective than traditional advertising, delivering higher ROI over time.

Creating a Content Marketing Strategy

An effective content marketing strategy involves several key steps. Here’s a comprehensive guide to help you get started:

1. Define Your Goals

Start by setting clear, measurable goals for your content marketing efforts. These goals could include increasing website traffic, generating leads, boosting sales, or improving brand awareness. Having specific objectives helps guide your strategy and measure success.

2. Understand Your Audience

To create content that resonates with your audience, you need to understand their needs, preferences, and pain points. Develop detailed buyer personas that include demographic information, interests, challenges, and behaviors. Use tools like surveys, social media analytics, and website data to gather insights.

3. Conduct a Content Audit

Assess your existing content to determine what’s working and what isn’t. Identify gaps in your content that need to be filled and areas where you can improve. This audit helps you build on your strengths and address any weaknesses in your content strategy.

4. Plan Your Content

Create a content plan that outlines what type of content you will produce, how often you will publish, and where you will distribute it. Your plan should include a mix of content types, such as blog posts, videos, infographics, eBooks, and social media updates, to keep your audience engaged.

5. Create High-Quality Content

Focus on producing content that is valuable, relevant, and engaging. Each piece of content should address the needs and interests of your audience, provide solutions to their problems, and encourage them to take action. Ensure your content is well-researched, well-written, and visually appealing.

6. Optimise for SEO

SEO is crucial for increasing the visibility of your content. Conduct keyword research to identify the terms your audience is searching for and incorporate these keywords naturally into your content. Optimise your headlines, meta descriptions, and images to improve your search engine rankings.

7. Distribute Your Content

Promote your content through various channels to reach your target audience. This includes your website, blog, social media platforms, email newsletters, and third-party sites. Tailor your distribution strategy to the preferences and behaviors of your audience.

8. Measure and Analyse

Track the performance of your content using analytics tools. Measure key metrics such as website traffic, engagement rates, lead generation, and conversion rates. Use this data to evaluate the effectiveness of your content marketing strategy and make data-driven adjustments as needed.

Why Choose Johnston Marketing?

At Johnston Marketing, we are committed to helping businesses grow through effective content marketing strategies. Our comprehensive digital marketing services ensure that all aspects of your online presence are optimised for success. Here’s why you should choose us:

  • Expertise in Web Design: Whether you’re in need of a brand-new website or to refresh your current one, we’ve got you covered. Johnston Marketing work with businesses in the UK and beyond and have provided them the website of their dreams. We can offer bespoke builds and write your content. This allows you to focus on your business and not worry about the process when it comes to your website design and development.
  • SEO Mastery: From backend SEO to consistent, engaging blog posts and articles. Johnston Marketing have many case studies of SME businesses making it to page one on Google and other well know search engines.
  • Lead Generation: We can provide qualified leads to your sales team to avoid the headache and hard work that goes into finding new business. Tell us your target market and we’ll do the rest.
  • PPC Advertising: If you’re a local or international organisation we ensure fantastic results from your PPC accounts. Specialising in Google & Social Media Ads we will provide you continuous results and make your advertising spend works for you with our tried and tested methods.
  • Social Media Marketing: If you’re looking to increase your social media reach with quality followers and share consistent engaging content across all platforms our team can cover all of your requirements and offer a full social media management service.
  • Content Writing: We write the content for most of the websites we work on. We also provide blog/ article writing services to get more customers to your website inlcuding:
  • World Class Website Content
  • Engaging Social Media Posts
  • Must-Click Email Campaigns
  • Attention-Grabbing Blog Posts & Articles
  • Hosting Support: We provide reliable hosting services to ensure your website is always up and running smoothly.
  • Graphic Design: Our graphic design services create visually appealing assets that enhance your brand’s identity.


Content marketing is a powerful tool for building relationships with your audience, establishing your brand as an authority, and driving business growth. By following the steps outlined in this guide, you can create a successful content marketing strategy that delivers real results.

At Johnston Marketing, we are here to help you every step of the way. Whether you need assistance with web design, SEO, lead generation, PPC advertising, social media marketing, content writing, hosting support, or graphic design, our dedicated team is ready to ensure your business thrives.

Contact Johnston Marketing today to learn more about how we can help you achieve your marketing goals and drive growth for your business.

About the author

Tim is the founder and managing director of Johnston Marketing

Leave a Comment

11 − six =