Content Marketing Strategy Framework: Everything you should know

Content Marketing strategy

If your job is somehow related to the Ecommerce field, It is almost impossible to not hear the famous quote:

Content is king.

Bill Gates

We can assume that this quote is the primary pillar of “Content Marketing” popularity in this era.

Content marketing is an effective way to reach, engage and convert a targeted audience online. It can be used to build relationships with customers by providing them with valuable information about products and services that they may need in order to make an informed purchase decision.

In this article, you can gain a better understanding of the Content marketing strategy framework. By reading this, you will be able to merge your content marketing strategy with your marketing and business strategies to maximize its potential for driving business growth.

Moreover, you can use your content as a resourceful method for your Native advertising campaigns.

What is content marketing

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience and, ultimately, to drive profitable customer action.

Joe Pulizzi

In more simple words, content marketing will engage potential customers without pushing them, through satisfying their needs for information in the right moment. 

Unlike traditional advertising, content marketing aims to provide value to the audience rather than explicitly promoting a product or service.

By delivering valuable content, businesses can establish themselves as trusted authorities and build long-term relationships with their customers.

5 Game-changing benefits of content marketing

Content marketing offers numerous benefits for businesses. Here is a list of some key advantages:

  • Improved Customer Engagement
  • Enhanced website traffic
  • Establishing Authority
  • Higher Conversion Rate means More Sales
  • Consistent Brand Personality

Improved Customer Engagement

Useful non-promotional contents are not annoying. By providing useful information or satisfying the needs of potential customers, you have more chances of engaging with them. Engaging content encourages customers to interact with your brand, fostering trust and loyalty.

Customer engagement is a vital aspect of any successful business, and content marketing plays a game-changing role in enhancing this engagement.

By creating valuable and relevant content, businesses can capture the attention and interest of their target audience, encouraging them to interact and connect with the brand.

One of the most effective content strategies is to encourage users to interact with your business and create content for you. User-generated content (UGC) can be a key role in your content marketing strategy. You can read more about it in the “Decoding the Meaning of User Generated Content (UGC)” article.

For instance, consider a fitness apparel brand that regularly publishes blog posts and videos on workout routines, nutrition tips, and motivational stories. By providing valuable information and addressing its customer’s needs, the brand fosters a sense of connection and engagement.

Customers are more likely to leave comments, share their fitness journeys, and even become brand advocates, creating a community of like-minded individuals.

Enhanced website traffic

Driving traffic to your website is a crucial objective for every business (especially for those that are active in the Ecommerce environment) and content marketing is a game-changer in achieving this goal.

By consistently producing high-quality content optimized for search engines, businesses can improve their website’s visibility and attract organic traffic.

Let’s imagine a home decor brand that regularly publishes visually stunning blog posts and guides on interior design trends and tips.

As users search for inspiration and ideas online, they come across the brand’s informative content, leading them to visit the brand’s website. This increase in website traffic not only improves brand exposure but also provides opportunities for lead generation and conversions.

Establishing Authority

In today’s competitive landscape, establishing authority in your industry is paramount, and content marketing can be a powerful tool for achieving this. By consistently delivering valuable and insightful content, businesses can position themselves as trusted experts and thought leaders.

Take, for example, a financial advisory firm that regularly publishes comprehensive guides, white papers, and videos on investment strategies and financial planning. By sharing their expertise and educating their audience, they build credibility and trust. This positions the firm as a go-to resource for financial advice, attracting potential clients and reinforcing its authority in the industry.

To learn more about the amazing effects of content marketing on your business authority you need to read the “Social Selling as an Amazing Approach: Definition, Best Practices, and Benefits” article. 

Higher Conversion Rate means More Sales

The ultimate goal of any marketing strategy is to drive conversions and increase sales. Content marketing has the potential to significantly impact conversion rates by nurturing leads and guiding customers through the buying journey.

Consider a software company that creates in-depth case studies and success stories showcasing how their product has helped businesses achieve success. These stories serve as powerful social proof and provide reassurance to potential buyers. By demonstrating the tangible benefits and ROI of their product, the company increases the likelihood of conversions and sales.

Consistent Brand Personality

Building a strong and consistent brand personality is essential for creating a lasting impression on your audience. Content marketing allows businesses to showcase their brand’s values, tone, and personality, enabling them to connect on a deeper level with their target customers.

For instance, a skincare brand that consistently shares content focused on natural and sustainable beauty sends a clear message about its brand’s values. Customers who resonate with these values are more likely to develop a sense of loyalty and trust in the brand, leading to long-term customer relationships.

Content marketing strategy

Before we can create, use, and benefit from our content, first we need to have a clear content marketing strategy. Otherwise, you will find yourself spending a lot of time and money on creating content aimlessly. Without a well-defined strategy, your company will resemble a runner tirelessly sprinting on a treadmill, expending considerable effort but making no tangible progress toward your goals.

 So, what is a content marketing strategy?

Content marketing strategy is a business-level documented plan that will clarify the process of creating, distributing, and promoting your content to make sure that all of your content will have these characteristics:

  1. Relevant to your target audience
  2. Aligned with your business objectives and strategies
  3. Persistent and well scheduled
  4. Well-structured and consistent with your desired Brand Positioning
  5. Have Measurable performance with defined KPIs.

As Semrush suggested, it can consist of the following elements:

  • Audience persona
  • Brand story
  • Content marketing mission
  • Business case
  • An action plan

B2B content marketing

It involves producing informative, industry-focused content that addresses the unique needs, challenges, and interests of businesses rather than individual consumers. But first thing first! We need to understand the definition of B2B content marketing.

What is B2B content marketing?

B2B content marketing refers to the strategic approach of creating, distributing, and promoting valuable content specifically tailored for business-to-business interactions.

One of the key differences between B2B and B2C content marketing lies in the target audience and their purchasing behavior. In B2B, the buying process is often more complex and involves multiple decision-makers, longer sales cycles, and a focus on ROI.

B2B content marketing aims to educate and provide solutions to help businesses make informed purchasing decisions.

B2B distribution channels

When it comes to distributing B2B content, there are several effective channels to consider. 

Industry publications

One of the top channels is industry-specific online and offline publications and trade journals, as they reach a targeted audience of professionals in the relevant field.

Owned media

Owned media is another great distribution channel for B2B content. This is actually one of the major assets of today’s pioneer businesses. Thus, for every penny you invest in your media for distributing your content, in reality, you are investing in your asset.

Social media

Social media platforms, particularly LinkedIn, play a significant role in B2B content distribution, offering opportunities for networking, sharing insights, and engaging with industry communities.

Paid media

Another effective avenue for distributing B2B content is through paid media. Paid media refers to paid advertising and promotional activities that help businesses amplify their content reach and target specific audiences. This method involves investing in sponsored content, display ads, native advertising, branded content, and paid search results to increase visibility and drive targeted traffic to your B2B content.

Email marketing

Email marketing is another powerful channel for B2B content distribution, allowing businesses to reach decision-makers directly with personalized, relevant content.

One of the major applications of email marketing is remarketing, which is a high-performance method of advertising. We strongly recommend you to read the “Remarketing vs Retargeting: a complete guide” article.

3 Crucial B2B content marketing tips

To succeed b2b approach, there are three key tips to consider:

  • Understanding the target audience
  • Building trust and credibility
  • Nurturing leads through the buyer’s journey

1- Understanding the target audience

In B2B content marketing, it is essential to have a deep understanding of your target audience. This involves researching and identifying their specific pain points, challenges, and needs.

By gaining insights into the unique problems faced by businesses in your industry, you can create content that addresses those issues and provides valuable solutions.

Understanding your audience’s demographics, preferences, and decision-making processes enables you to tailor your content to resonate with them and establish your brand as a trusted resource.

2- Building trust and credibility

Trust is a critical factor in B2B relationships, and content marketing plays a pivotal role in building trust and establishing credibility. B2B buyers are looking for reliable partners who can provide them with the expertise and solutions they need.

By consistently delivering high-quality, insightful content that showcases your industry knowledge and thought leadership, you can position your brand as a trustworthy authority.

This can be achieved through in-depth white papers, case studies, expert guides, and sharing success stories that demonstrate your track record of delivering value to businesses.

3- Nurturing leads through the buyer’s journey

B2B purchasing decisions often involve longer sales cycles and multiple decision-makers. It is crucial to guide your audience through each stage of the buyer’s journey.

Your content should cater to the different needs and information requirements at each stage, from creating awareness and generating interest to facilitating the decision-making process.

By creating targeted content that aligns with the buyer’s journey, such as educational blog posts, comparison guides, and product demos, you can nurture leads, address objections, and provide the information necessary to help businesses make informed purchasing decisions.

Top 5 Types of content marketing with high performance


Videos are a dynamic and engaging form of content marketing that can captivate and educate your audience. It is becoming more popular every day and it’s arguably the most popular format of content. More than 2.6 billion people use YouTube every month

Imagine a software company creating a series of tutorial videos showcasing the features and benefits of their new project management software. Through visual storytelling, they demonstrate how their solution streamlines workflow, increases productivity and ultimately helps businesses achieve their goals.

Blog Posts

Blog posts are a versatile and widely used form of content marketing that allows businesses to share valuable insights, industry trends, and informative articles with their audience.

A technology consulting firm could publish blog posts on topics such as cybersecurity best practices, digital transformation strategies, or emerging technologies.

By providing in-depth analysis, practical tips, and thought-provoking content, they position themselves as industry experts and a go-to resource for businesses seeking guidance. Blog posts enable businesses to establish their thought leadership, drive organic traffic to their website, and foster engagement with their audience through comments and social media sharing.

Case Studies and success stories

Case studies and success stories are powerful tools in content marketing, as they showcase real-life examples of how your product or service has positively impacted your customers’ businesses.

Let’s say you run a marketing agency that specializes in social media management. By presenting a case study detailing how your agency helped a client increase their social media engagement and generate substantial leads, you demonstrate your expertise and the tangible results you can deliver.

Case studies and success stories provide social proof, instill confidence in potential clients, and serve as persuasive content that encourages businesses to choose your services over competitors.


Infographics are visually appealing and informative content pieces that condense complex information into a concise and easily digestible format. For instance, a healthcare organization might create an infographic illustrating the benefits of a healthy lifestyle, including statistics on disease prevention, exercise recommendations, and nutritional tips.

By presenting information in a visually engaging way, infographics capture attention and help businesses convey data-driven insights effectively. They are highly shareable on social media platforms, making them a valuable tool for increasing brand exposure and driving engagement.

Social media content marketing

Social media content marketing involves leveraging social media platforms to distribute and promote your content, engage with your audience, and build brand awareness. Businesses can create engaging posts, share blog articles, and conduct live Q&A sessions or webinars to interact with their followers.

For example, a fashion brand might utilize Instagram Stories to showcase behind-the-scenes footage of their latest collection, run contests to engage their audience and collaborate with influencers to reach a wider demographic.

Social media content marketing allows businesses to foster a sense of community, listen to customer feedback, and establish an authentic and relatable brand personality.

Content Marketing Infographic

in the following infographic, you can find the best content marketing channels and tools.

Content marketing infographic

in the next content marketing infographic, you can see a summary of why you need to use content marketing in your marketing plan.

Content marketing stats infographic

3 Famous examples of content marketing

In the world of content marketing, real-life examples serve as beacons of inspiration and guidance, showcasing the power of strategic storytelling and creative engagement. In this section, we will explore three compelling campaigns:

  • Semrush blog, 
  • Red Bull Stratos campaign
  • General Electric’s #GEInstaWalk.

Semrush blog

Semrush, an all-in-one digital marketing tool, has successfully utilized its blog as a powerful content marketing tool. They consistently publish high-quality articles, guides, and case studies that offer valuable insights and tips to their target audience of marketers, SEO professionals, and business owners.

By providing in-depth expertise and addressing common pain points, Semrush establishes itself as a trusted authority in the industry.

Semrush’s blog not only generates organic traffic and leads but also serves as a platform to educate and engage its audience, ultimately driving brand loyalty and customer acquisition.

showing the Semrush blog as an example of Content marketing.

Red Bull Stratos campaign

The Red Bull Stratos campaign was a groundbreaking content marketing endeavor that captivated global attention. In 2012, Red Bull sponsored Felix Baumgartner’s record-breaking skydive from the edge of space.

The campaign included live streaming the event, producing captivating videos documenting Baumgartner’s journey, and sharing behind-the-scenes content on social media. By leveraging the excitement and suspense surrounding the event, Red Bull created compelling and shareable content that resonated with adventure enthusiasts worldwide.

The campaign not only reinforced Red Bull’s brand identity as synonymous with extreme sports and adrenaline but also generated immense brand exposure, engagement, and media coverage.

showing the Red Bull Stratos campaign as an example of Content marketing.

General Electric Instagram campaign: GEInstaWalk

General Electric (GE) launched an innovative content marketing campaign called GEInstaWalk, harnessing the visual power of Instagram to showcase its industrial technologies and innovations.

They invited a group of influential Instagram users, including photographers and technology enthusiasts, to visit and document their facilities. These users captured stunning visuals of GE’s cutting-edge equipment, factories, and research centers, sharing them with their followers.

The campaign highlighted GE’s commitment to innovation and sustainability, while also engaging a wider audience through captivating imagery and storytelling. The GEInstaWalk campaign successfully humanized the brand, built brand affinity, and increased awareness of GE’s technological advancements.

showing the GEInstaWalk campaign as an example of Content marketing.

Content marketing metrics

As we immerse ourselves in the realm of content marketing, it becomes essential to evaluate the effectiveness and impact of our efforts. To measure the success of our content strategies and campaigns, we rely on content marketing metrics, which provide valuable insights into audience engagement, brand reach, and conversion rates.

By analyzing these metrics, we can refine our approach, optimize our content, and maximize the value we deliver to our target audience.

One crucial aspect to note is that the choice of metrics may vary depending on the distribution channels and content formats utilized. Different channels and formats have unique characteristics that demand tailored measurement approaches.

Let’s explore some key content marketing metrics and their significance. Here is the list of the most useful content metrics:

  • Traffic Sources
  • website traffic
  • Impressions
  • Click-through-rate
  • Time on Page
  • Engagement
  • Conversion Rates

If you are interested in KPIs and checking the performance of your business with real numbers, you need to read the “Uncover the Business Intelligence Implementation” article.

Traffic Sources

Understanding the sources driving traffic to your content is vital for assessing the effectiveness of your distribution channels.

By analyzing traffic sources, such as organic search, social media, referrals, or email campaigns, you can identify which channels are most successful in attracting your desired audience.

For instance, if your blog receives a significant portion of traffic from organic search, it indicates that your search engine optimization (SEO) efforts are yielding positive results.

Website Traffic

Monitoring website traffic metrics provides insights into the overall performance of your content and its impact on driving visitors to your site. By examining total visits, unique visitors, and page views, you can gauge the popularity and appeal of your content.

Increased website traffic signifies that your content is resonating with your audience, driving more individuals to explore your offerings and potentially converting into leads or customers.


Impressions measure the number of times your content is displayed or viewed by users. This metric is particularly relevant for content distributed through social media platforms or display advertising.

By tracking impressions, you can assess the reach and visibility of your content. However, it is important to note that impressions alone do not indicate engagement or conversions. They serve as a foundation for further analysis and should be evaluated alongside other metrics.

Click-through Rate (CTR)

CTR measures the percentage of users who clicked on a specific link or call-to-action (CTA) within your content. It provides insights into the effectiveness of your headlines, CTAs, and overall content presentation.

A higher CTR indicates that your content is successfully capturing the attention of your audience and compelling them to take action. For instance, if your email newsletter contains links to your blog articles, a higher CTR suggests that your email content is engaging readers and motivating them to click through to your website.

Time on Page

This metric measures the average duration users spend on a particular page of your website. It indicates the level of user engagement and interest in your content. A longer time on the page suggests that your content is compelling and providing value to your audience.

For example, if you publish a comprehensive guide and users spend a significant amount of time reading it, it indicates that your content is informative and engaging.


Engagement metrics encompass various aspects, such as likes, comments, shares, and social media interactions. They reflect the level of audience interaction with your content and its ability to spark conversations and generate social engagement.

A higher engagement rate signifies that your content resonates with your audience and encourages them to actively participate and share their thoughts.

For instance, if your Facebook post garners numerous comments and shares, it demonstrates that your content has evoked a response and is fostering a sense of community.

Conversion Rates

Ultimately, conversion rates measure the success of your content in driving desired actions, such as lead generation, sales, or subscriptions. Conversion metrics can vary based on the goals you have set for your content marketing campaigns.

For instance, if your goal is to increase email subscriptions, the conversion rate would indicate the percentage of visitors who sign up for your newsletter. Conversion rates provide valuable insights into the effectiveness of your content in driving.

Although it is crucial to control your content performance, most successful e-commerce businesses took another step forward in terms of data. They use Business Intelligence (BI) systems to control the whole business. Provided metrics above and controlling content strategy can be a part of a bigger system.

You can read more in the “Uncover the Business Intelligence Implementation” article.

Key Insight:

  • Content marketing is a powerful strategy for businesses in the Ecommerce field, enabling them to reach, engage, and convert their target audience online.
  • By providing valuable and relevant content, businesses can improve customer engagement, enhance website traffic, establish authority, increase conversion rates, and maintain a consistent brand personality.
  • A well-defined content marketing strategy is essential for success, including elements such as audience persona, brand story, content marketing mission, business case, and an action plan.
  • B2B content marketing requires understanding the target audience, building trust and credibility, and nurturing leads through the buyer’s journey.
  • Top-performing types of content marketing include videos, blog posts, case studies and success stories, infographics, and social media content.
  • Famous examples of successful content marketing campaigns include Semrush’s blog, the Red Bull Stratos campaign, and General Electric’s #GEInstaWalk.
  • Content marketing metrics such as traffic sources, website traffic, impressions, click-through rate, time on page, engagement, and conversion rates are used to measure the effectiveness of content strategies.

1. Why is content marketing important?

Content marketing is of paramount importance for businesses in the Ecommerce field and beyond. Here’s why:
Building Trust and Credibility: By providing valuable and informative content, businesses can establish themselves as trusted authorities in their industry. Customers are more likely to engage with brands they trust, leading to stronger relationships and increased loyalty.
Driving Engagement: Engaging content attracts and retains the attention of the target audience, encouraging them to interact, share, and participate. Increased engagement fosters a sense of community around the brand, amplifying its reach.
Boosting SEO and Visibility: Quality content optimized for search engines improves a website’s ranking in search results, increasing organic traffic. Content that aligns with users’ search queries makes businesses more discoverable online.
Educating Customers: Content marketing allows businesses to educate customers about their products or services. By addressing their pain points and needs, businesses empower customers to make informed purchase decisions.
Enhancing Customer Experience: Providing valuable content throughout the customer journey enhances the overall experience, leading to higher customer satisfaction and retention.

2. What is content strategy vs. content marketing?

Content strategy and content marketing are closely related but serve different purposes:
Content Strategy: Content strategy is the high-level plan that guides how content will be created, organized, and managed. It includes defining the target audience, setting objectives, and establishing the overall approach to content development. Content strategy sets the foundation for effective content marketing by ensuring that the right content is delivered to the right audience through the right channels.
Content Marketing: Content marketing, on the other hand, is the tactical execution of the content strategy. It involves creating and distributing valuable, relevant, and consistent content to attract and engage the target audience. Content marketing aims to drive profitable customer action, such as generating leads, increasing sales, and fostering brand loyalty.
In essence, content strategy defines the “what” and “why” of content creation, while content marketing focuses on the “how” and “where” of content distribution to achieve specific business goals.

3. What is content marketing vs. social media marketing?

Content marketing and social media marketing are complementary strategies that work hand in hand:
Content Marketing: Content marketing refers to the creation and distribution of valuable content across various channels, including blogs, websites, videos, and more. It aims to attract, engage, and convert the target audience by providing relevant and useful information.
Social Media Marketing: Social media marketing involves utilizing social media platforms, such as Facebook, Instagram, LinkedIn, and Twitter, to promote content and engage with the audience. Social media marketing complements content marketing by serving as a distribution channel to reach a broader audience and foster interactions.

4. How does content marketing drive sales?

Content marketing plays a pivotal role in driving sales through various mechanisms:
Building Brand Awareness: Valuable and engaging content attracts potential customers to the brand, making them aware of its offerings and expertise.
Establishing Authority: High-quality content positions the brand as a trustworthy expert in its industry, instilling confidence in potential customers.
Nurturing Leads: Content tailored to different stages of the buyer’s journey nurtures leads, providing the information and reassurance needed to move prospects toward a purchase decision.
Social Proof and Testimonials: Content showcasing success stories and testimonials from satisfied customers acts as powerful social proof, encouraging potential buyers to convert.
Calls-to-Action (CTAs): Well-placed CTAs within content guide customers to take the next step, such as signing up for a newsletter, scheduling a demo, or making a purchase.

5. What is a content marketing consultant?

A content marketing consultant is a professional who specializes in advising businesses on developing and executing effective content marketing strategies. Their expertise lies in:
Understanding Business Objectives: Content marketing consultants align content strategies with a business’s specific goals, such as increasing brand visibility, driving leads, or boosting sales.
Audience Research: They conduct thorough research to understand the target audience’s preferences, pain points, and content consumption habits.
Content Creation: Content marketing consultants may assist in creating content or collaborate with content creators to ensure that the material aligns with the overall strategy.
Distribution Channels: They identify the most appropriate channels to distribute content for maximum impact, including websites, social media, email, and more.
Measurement and Analysis: Content marketing consultants use metrics and analytics to assess the performance of content and make data-driven improvements.

6. How to do content marketing for a small business?

Implementing a successful content marketing strategy for a small business requires a targeted approach:
Identify Your Audience: Clearly define your target audience and understand their needs and preferences.
Set Specific Goals: Establish clear objectives for your content marketing efforts, such as increasing website traffic, generating leads, or building brand authority.
Create Valuable Content: Develop content that addresses your audience’s pain points, offers solutions, and provides genuine value.
Choose the Right Channels: Select the most suitable channels to distribute your content, considering your target audience’s preferences and behaviors.
Be Consistent: Regularly publish content to maintain engagement and build brand recognition.
Promote and Share: Utilize social media and other promotional channels to amplify the reach of your content.
Measure Performance: Track content metrics to assess the effectiveness of your efforts and make data-driven improvements.

Image credit: Freepik


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Seyed Morteza Mortazavi
Hi! I am Seyed Morteza, the content expert of the ECN company. I love to share my knowledge and expertise in the E-commerce field with curious businesses or individuals. Visit my LinkedIn profile to get in touch.