7 Easy Steps to Create a Successful Content Marketing Strategy in 2025

Struggling with marketing can feel pretty overwhelming - especially when you're juggling everything else it takes to run a small business.

But if there's one strategy that consistently delivers results, it's content marketing:

63% of content marketers report that content marketing has helped them build customer loyalty.

81% say that content marketing helped them to create brand awareness, and 63% reported success in building a growing loyalty with existing clients and customers.

So, how do you create a good content marketing strategy that's easy to follow?

In this post, I'll break down how to use content marketing effectively to generate leads, with plenty of examples (and links to the best tools) to help you get started.

What Is Content Marketing?

Content marketing is creating and sharing valuable, relevant content to attract and engage your target audience.

Instead of focusing on selling, the aim is to provide helpful information that solves a problem or fulfils a need. This builds trust and positions you as an expert in your field—making potential clients more likely to choose your business when they're ready to buy.

But content marketing isn't just about writing blog posts. It includes a range of formats, such as videos, social media posts, podcasts, infographics, newsletters, and more. The goal of a good content marketing strategy is to meet your audience where they are and provide content they find valuable.

Why Content Marketing Works for Lead Generation

When done right, content marketing attracts your ideal clients organically. Here's how:

1. It Builds Trust: By offering genuinely helpful advice, you demonstrate your expertise and show that you care about your audience's needs.

2. It Drives Traffic: SEO-optimised content ensures that people searching for solutions online can find you.

3. It Captures Leads: Lead magnets, newsletters, and gated content help you gather contact details for potential clients, turning casual readers into prospects.

4. It Nurtures Relationships: Consistent, value-driven content keeps you top-of-mind, so when your audience is ready to buy, they think of you first.

Step 1: Understand Your Audience

Before creating content, you need to know who you're creating it for. Take time to define your target audience. Ask yourself:

• Who are my ideal clients?

• What challenges or problems are they facing?

• What kind of content would they find valuable?

For example, if you're a business consultant targeting small business owners, your audience might struggle with time management, marketing, or scaling their operations.

Knowing this, you could create blog posts like "10 Time-Saving Tips for Busy Entrepreneurs" or "How to Market Your Business on a Small Budget."

Ideally, you should come up with 30 problems or goals your target audience has. Yes, that many.

Ready to get started? Hubspot offers some free market research templates here.

Step 2: Solve Specific Problems

Your content should focus on solving the specific challenges your audience faces. This isn't about sharing generic advice—it's about offering actionable solutions that people can implement.

Example 1: Marketing Struggles

Let's say you run a social media consultancy, and your target audience often feels overwhelmed by what to post. A valuable piece of content could be a blog post titled "A Week's Worth of Social Media Content Ideas for Small Businesses." In it, you could:

• Provide examples of posts (e.g., a customer testimonial, a behind-the-scenes photo, or a tip related to their industry).

• Include templates or prompts.

• Explain how to repurpose one piece of content into multiple posts to save time.

Example 2: Financial Management

If you're a bookkeeper targeting small businesses, you might write a blog post like "5 Simple Ways to Organise Your Finances as a Small Business Owner." You could include actionable steps, such as:

1. Setting up a dedicated business account.

2. Tracking expenses weekly.

3. Using free or low-cost software to stay on top of bookkeeping.

By offering solutions to your audience's pain points, you build trust and encourage them to engage further with your business.

Step 3: Diversify Your Content Formats

Different people prefer consuming content in different ways. Some love reading blog posts, while others might prefer watching videos or listening to podcasts. To reach a wider audience, diversify the types of content you create.

Blog Posts

Written content is still king when it comes to SEO. Blog posts are a great way to answer common questions your audience has. For instance:

• "How to Create a Marketing Plan for Your Small Business" (step-by-step guide).

• "What to Look for in a Business Coach" (educational post).

• "Top 5 Free Tools Every Entrepreneur Should Be Using" (listicle).

Videos

Short-form videos are booming thanks to platforms like Instagram Reels, TikTok, and YouTube Shorts. For example, a branding expert could create a 60-second video showing how to choose a colour palette for your business.

Infographics

Infographics are excellent for visual learners and can make complex information easier to digest. If you're a productivity coach, you could design an infographic showing "The Perfect Morning Routine for Busy Entrepreneurs."

Podcasts

Over 50% of marketers use podcasts to reach their audience. The fact that by 2027, podcast ad spending is forecasted to reach $5.03 billion is just one of the reasons they add it to their content marketing strategy.

Podcasts allow you to dive deeper into topics and build a personal connection with your audience. For example, a web designer might start a podcast discussing "Common Mistakes Small Businesses Make with Their Websites—and How to Fix Them."

If you're not ready yet to create your own podcast (granted, it's a lot of work!) but want to include it in your content marketing strategy, have a look at these 3 templates that will help you to get featured on podcasts of others.

Step 4: Optimise for SEO

Search engine optimisation (SEO) ensures that your content reaches the right people. Here are some quick tips for your content marketing strategy:

1. Keyword Research: Use tools like Google Keyword Planner or Ubersuggest to find out what your audience is searching for. For example, if you're a life coach, popular search terms might include "how to set achievable goals" or "time management tips."

2. Write Compelling Titles: Your title should include your main keyword and be engaging. For example, "How to Set Goals You'll Actually Achieve in 2025" is more enticing than "Goal Setting Tips."

3. Optimise Meta Descriptions: The short description that appears under your title on search engines should summarise the post and include your target keyword.

4. Add Internal and External Links: Link to other helpful content on your website (internal links) and reputable sources (external links) to boost your site's credibility.

5. Use Images and Alt Text: Visuals make your content more engaging, and alt text ensures they're accessible while improving your SEO.

Step 5: Use Lead Magnets

A lead magnet is a valuable resource you offer in exchange for your audience's contact details. Examples include:

• Checklists: A marketing coach might create a "Social Media Audit Checklist for Small Businesses."

• Templates: A copywriter could offer a "Free Email Marketing Template to Boost Your Open Rates."

• Webinars: A financial advisor might host a free webinar on "5 Tax-Saving Tips for Small Business Owners."

Once someone downloads your lead magnet, you can nurture them further through email marketing.

Here are 20 ideas for lead magnets to get you started.

Step 6: Repurpose Your Content

Content creation takes time, so make the most of what you create by repurposing it. For instance:

• Turn a blog post into an infographic and share it on Instagram.

• Break a long article into several short LinkedIn posts.

• Use a webinar recording to create a series of YouTube videos.

This strategy maximises your reach without requiring constant new content. And don't worry: there's no such thing as a duplicate content penalty. Google and other search engines might penalise your website, but only if you're excessively copying blog content in a manipulative manner.

Step 7: Track Your Results

Finally, track how your content is performing. Otherwise, you might waste time on content that doesn't get you any leads.

Use tools like Google Analytics to see which blog posts drive the most traffic or social media insights to identify which posts generate the most engagement. This helps you refine your strategy and focus on what works.

The key in content marketing (and the hardest thing to do) is to start small and stay consistent.

Whether it's a weekly blog post, a monthly newsletter, or a series of Instagram Reels, every piece of content you create brings you closer to your audience—and to growing your business.

So, what will you create next?