How to Create a Winning Content Marketing Strategy in 2023

Building a content marketing strategy can be intimidating.

In this post, we’ll explore key insights on how to create a winning content marketing strategy. If you keep up with current content marketing trends, partner with influencers, and build a dedicated team, you can take your content marketing to new heights.

Jacqueline Foster
Demand Generation Marketing,

We can count on them to bring new ideas to the table consistently

Elevate Content Strategy

How to Create a Winning Content Marketing Strategy

From embracing experimentation and integrating current trends to collaborating with influencers and aligning with your team, this post will equip you with tips to elevate your content marketing game.

Whether you’re a seasoned marketer looking to refine your approach or a newcomer seeking to establish a strong foothold, you’re sure to find a few new insights here.

For a more in-depth and step-by-step guide to creating a content marketing strategy, check out these two posts:

Note: It’s worth hiring a content marketing agency to do all the hard work for you once your business starts really growing.

Embrace Experimentation

In order to stay ahead of the competition and maintain a strong presence in the digital realm, it is imperative to always be exploring new approaches and techniques.

By continuously testing and refining your content marketing strategies, you can adapt to the changing preferences and behaviors of your target audience. Experimenting with different modes of content allows you to push boundaries, uncover new opportunities and discover innovative ways to engage with your audience.

Keep a watchful eye on emerging technologies, strategies, platforms and formats that are gaining popularity among your target audience.

Let’s consider an example.

Imagine that you are a marketing manager for a fashion e-commerce company. You have been following the rise of augmented reality (AR) technology and notice its increasing popularity among your target audience. Instead of sticking to traditional product photos and descriptions, you decide to experiment with AR technology to provide an interactive and immersive shopping experience:

augmented reality retail

By partnering with a cutting-edge AR development agency, you create a mobile app that allows customers to virtually try on clothes and accessories using their smartphone’s camera:

Gap dressing room app

This innovative approach not only differentiates your brand from competitors, but also enhances the overall shopping experience for your customers.

Remember, experimentation is not about blindly following trends but about harnessing the power of innovation to connect with your audience in meaningful ways. By staying curious, agile and open to trying new approaches, you can elevate your content marketing strategy to new heights this year.

Be Both Informative and Relatable

To captivate and engage your audience, it’s crucial to align your content with popular culture – in other words, be relatable to your audience.

By staying in tune with what is currently buzzing in the market, you can create content that resonates deeply with your target audience. One powerful example of this approach can be seen in the content strategies of influential figures like Billy Gene.

Billy Gene, renowned for his marketing expertise, understands the importance of integrating marketing concepts into everyday life:

Billy Gene -- marketer on Twitter

He recognizes that people are not solely interested in business-related content, but also in how marketing impacts their daily experiences.

In discussing the financial success of Mariah Carey’s Christmas song or analyzing the impact of popular Netflix series, he manages to blend marketing insights with popular culture. This approach allows him to connect with his audience on a personal level, making his content both informative and relatable.

When you intertwine relevant news with your storytelling or your own take on it, you create a captivating narrative that captures your audience’s attention from the get-go. By addressing topics that are already on their minds or that they are actively discussing, you demonstrate your understanding of their interests and concerns.

Evolve Through Trends

To remain relevant and effective, your content marketing strategy must be adaptable and responsive to current trends in your industry.

One prime example of this is the rise of podcasts as a preferred medium for consuming content. As viewer behavior has shifted toward audio-centric platforms, such as podcasts, it is essential for content marketers to leverage this medium to advantage and reach a broader audience.

Platforms like YouTube, once dominated by long-form videos, have also witnessed changes in viewer behavior. As the demand for shorter, bite-sized content has increased, YouTube has responded by promoting “shorts” as a format:

Leveling Up shorts on YouTube

To fully leverage the power of podcasts and YouTube, collaboration with strong-reaching podcasters and YouTubers is an excellent strategy.

Collaborative efforts might include:

Collaborating with podcasters and YouTubers provides an opportunity to tap into their established communities, tapping into their listeners or viewers who trust their recommendations and value their content. Through these collaborations, you can position your brand in front of an already receptive audience, increasing the likelihood of engagement.

Dive Deeper: 34 Digital Marketing Trends You Can’t Ignore

Collaborate with Influencers

Imagine teaming up with an influential figure in your industry to create joint content and cross-promote it on your social media channels.

When you partner up with a known media personality, you can leverage each other’s strengths, expertise and audience reach to create a powerful synergy. This collaboration not only introduces your brand to a wider audience, but also adds an element of credibility and authority to your content:


This provides an opportunity to showcase your brand, products or services to an engaged audience that is already receptive to the influencer’s messaging. The influencer’s endorsement or participation in your content acts as a powerful social proof, enhancing your brand’s reputation and increasing the likelihood of audience engagement and conversion.

When you collaborate with influencers, you form (hopefully) long-term partnerships that can create stronger results:

Moreover, collaborating with influencers allows you to tap into their unique creative perspectives and expertise. Influencers often possess a deep understanding of their audience’s preferences, needs and pain points.

Their insights can help you tailor your content to resonate more effectively with the target audience.

Align with Your Team

Executing a successful content marketing strategy requires a collaborative effort from your team. Whether you work with contractors, freelancers or have a dedicated in-house content team, ensuring alignment and open communication is vital for achieving your content goals.

One of the first steps in fostering team alignment is establishing regular communication channels. Schedule weekly or biweekly meetings where team members can come together to discuss insights, share ideas and provide updates on their progress.

These meetings serve as a platform for addressing challenges and brainstorming creative solutions. By consistently bringing your team together, you create a space for collaboration and knowledge-sharing.

During these meetings, it is essential to provide a clear vision for your content marketing strategy. Communicate your goals  and expectations to ensure that everyone understands the direction and purpose behind the content initiatives. Encourage the entire team to ask questions, seek clarifications and offer their thoughts or insights.

To make this easy, use project management platforms, such as Trello or Asana, to assign tasks, track progress and provide visibility into ongoing projects:


These tools help keep everyone informed and organized on their respective responsibilities, contributing to the overall alignment of the team.

Final Thoughts on Building a Content Marketing Strategy

Crafting an effective content marketing strategy requires a mindset of forward thinking and proactivity.

Stay attuned to current trends and integrate them into your content. Meet and collaborate with influencers to expand your reach and credibility. Embrace changes in viewer behavior by leveraging platforms like YouTube and podcasts.

By implementing these strategies, you’ll position yourself for success with a content calendar that reaches the right people with the right frequency.

If you’re ready to level up your brand with quality content, Single Grain’s content marketing experts can help!👇

Elevate Content Strategy


Repurposed from our Marketing School podcast.

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