Developing a content strategy

Where do I start?

Digital marketing works for every industry, but that doesn’t mean every business should use the same approach. 

Depending on whether you’re in B2B (business-to-business) or B2C (business-to-consumer) marketing, you will need to ensure your strategy aligns with your target audience’s needs and behaviors.

One of the first steps in a successful marketing strategy is creating buyer personas—detailed profiles of your ideal customers. These personas help you understand your audience, their pain points, and how to engage them effectively. The following includes a guide on how to create one.

Lastly, we will discuss content mapping-which is the final step in the planning stage of your content strategy and will aid you in your implementation.

But let's start with how digital marketing differs between B2B and B2C businesses.

B2B content strategy

If you’re in B2B marketing, your primary goal is likely lead generation—attracting high-quality leads and connecting them with a salesperson. Your strategy should therefore focus on platforms and content that nurture long-term relationships:

• Website Optimisation: Your website should be a lead-generation machine with strong CTAs, clear value propositions, and engaging landing pages.

• LinkedIn & Business-Focused Channels: Unlike B2C, where Instagram and TikTok may dominate, B2B thrives on LinkedIn, industry blogs, and email marketing.

• Thought Leadership Content: Whitepapers, case studies, and webinars help establish your brand as an authority in your field.

B2C content strategy

In B2C marketing, customers typically don’t need to speak to a salesperson before making a purchase. Your strategy should therefore focus on creating a seamless buyer’s journey, from discovery to checkout:

• Social Media & Visual Content: Platforms like Instagram, Pinterest, and TikTok are crucial for engaging consumers.

• Emotional & Lifestyle-Based Messaging: Consumers connect with brands that align with their values and aspirations.

• Simplified Purchase Process: The easier you make it to buy (with clear CTAs, mobile-friendly design, and streamlined checkout), the higher your conversions will be.

Buyer Personas

Before launching a campaign, you need to define your buyer personas—fictional representations of your ideal customers.

You will need to identify what your audience’s needs, goals and challenges are at different stages in their journey through to buying. Your online content should then aim to help your audience meet those goals and overcome their challenges. 

Here's what you need to include when creating a buyer persona:

Demographics:

• Name

• Age

• Gender

• Location

• Job title & industry

• Income level

Challenges & Pain Points:

• What problems do they face that your product/service can solve?

• What motivates them to buy?

• What objections might they have?

Content Mapping

The final step to planning your content strategy is content mapping—deciding on how to strategically deliver content based on a buyer's journey.

By breaking down their journey into the following stages, you can then select the most appropriate formats for your content:

1. Awareness Stage (Early Research Phase)

Customers are identifying their problem but aren’t ready to buy yet.

• • Infographics – Highly shareable, great for social media.

  • Short Videos – Perfect for platforms like YouTube and TikTok.

2. Consideration Stage (Comparing Options)

Customers are researching solutions and evaluating different products or services.

• • Ebooks & Guides – Great for lead generation and email marketing.

  • Webinars – Interactive and in-depth content for engaged audiences.

  • Free Samples & Demos – Allows potential customers to experience your offering firsthand.

3. Decision Stage (Ready to Buy)

Customers are choosing between you and your competitors.

• • Case Studies – Show real-world success stories and data.

  • Testimonials & Social Proof – Leverage user reviews, customer success stories, and influencer endorsements.