Content Marketing Process: What It Is and How to Create a Powerful One

Shane Barker
Shane Barker


According to a study by the Content Marketing Institute, 3 out of 4 marketers characterize themselves as extremely or moderately successful in content marketing.

But what’s the meaning of content marketing success?

Successful content marketing helps you achieve your desired goals. It enables you to attract and retain targeted audiences while driving profitable actions from them. So…

Is Your Content Marketing Process Successful?

If not, how can you ensure it becomes successful? One of the main ways you can start seeing positive results from your content marketing efforts is through a content marketing process. And what is that? Let’s find out:

Content Marketing Process (Explained)

A content marketing process is an organized plan that enables you to offer every piece of content the care and attention it deserves from ideation to execution. With it, you don’t just create content to showcase your company. No. You create content with two essential deliverables in mind:


Why are you creating content? Do you want to build awareness, drive conversions, or attract traffic to your site? With a content marketing process, each piece of content you create has a goal. What’s more?

You should define the key performance indicators that you will use to track the performance of each piece of content. This way, you can know if your content delivers results as expected, and whether there are ways to optimize it for better performance.

Make sure you’re not creating content that competes with another page of your website. Duplicate content in SEO is one of the biggest mistakes you should definitely avoid.

Target Audience

Who do you have in mind while writing each kind of content? What issues cause them problems, and do you have a solution?

For your content marketing process to succeed, you need to research your audience. Find out who they are, their demographics, browsing behaviors, interests, needs, etc.

Next: Find out how they conduct searches.

What phrases or words do they use to search for information about services or products like those you offer?

Armed with this information, create engaging content that educates and helps your audience solve their problems. It should also be content that offers solutions, regardless of a lead’s stage in the funnel while driving them to conversion.

If you are still with me, you’ve clearly defined these deliverables and are ready to create a content marketing process. But how can you create one?

The infographic below offers a detailed guide. Check it out for an in-depth look at the content marketing process and the five steps you need to create a successful one.

content marketing process

Shane Barker is a digital marketing consultant who specializes in influencer marketing, content marketing, and SEO. He is the co-founder of Attrock, a digital marketing agency. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities.

You can connect with Shane on Twitter, LinkedIn & Instagram.

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