What is a content marketing strategy and why do I need one?

When you first started your business, you were probably told “you need to be doing content marketing”.

So you set up an Instagram account, you write an occasional blog post when you have time, send the odd email to your list, and keep showing up because you know you should.

But if we’re honest, it feels a lot like throwing spaghetti at the wall and hoping something sticks.

You’re working hard but not seeing the results you want. Clients are still mostly coming through word of mouth. The content you’re putting out feels like you’re just ticking a box to stay visible. And worst of all, it’s draining your time and energy without giving much back.

That’s where a content marketing strategy comes in.

What is a content marketing strategy?

Put simply, a content marketing strategy is your game plan for how you’ll use content to grow your business.

It takes the guesswork out of your marketing and puts you back in control.

Instead of waking up and thinking “what on earth do I post today?” or feeling guilty that you haven’t touched your blog in months, you’ll have a clear roadmap that:

• Defines your goals – do you want more leads, brand awareness, or to position yourself as the go-to in your field?

• Identifies your ideal client – so you stop trying to appeal to everyone and start speaking directly to the clients you want to work with.

• Chooses the right platforms – you don’t have to be everywhere, just in the right places.

• Maps out your content themes – the messages you want to be known for, so you’re consistent without being repetitive.

• Sets a rhythm – so you know what to create, when to post, and why it matters.

Why do I need one?

Without a strategy, content marketing quickly becomes a drain on your time and energy. You end up creating posts just to fill a gap, sharing scattered ideas that don’t connect, and wondering whether it’s even making a difference. It feels like you’re working hard but not actually moving forward.

With a strategy, your content marketing becomes a tool that can genuinely grow your business.

Instead of scrambling for last-minute ideas, you know exactly what to say and how it ties back to your bigger business goals. That clarity makes creating content feel purposeful rather than stressful.

You can press publish knowing your words matter, because every piece of content has a role to play in building trust with your audience. Over time, that consistency turns into authority, and people recognise you as someone who knows their stuff and shows up reliably.

Most importantly, a strategy helps your content attract clients, not just likes. When your marketing is intentional and joined up, it works harder behind the scenes, opening doors and starting conversations with the people you most want to reach.

How a content marketing strategy can help

Right now, your marketing approach is:

• Scribbling out a caption five minutes before posting

• Feeling guilty because you haven’t sent your newsletter in weeks

• Spending hours on Canva trying to make graphics that don’t feel aligned

• Wondering if anyone even sees what you share

With a strategy, you’ll:

• Sit down each month with a clear plan of what you’ll post, where and, most important, why you’re posting it

• Know your content is building trust and authority while you focus on your clients

• Have a library of ideas to pull from, so you’re never stuck for what to say

• See new leads and enquiries come in because your content is working behind the scenes

The value of having a strategy

You didn’t start your business to become a full-time marketer. But without a strategy, marketing will always feel like you’re running in circles and falling behind.

A content marketing strategy is what transforms your effort into results. It makes every post, blog and email worth it because they all connect back to a bigger picture.

It’s not about doing more. It’s about making sure what you’re already doing is targeted, consistent, and effective.

Ready to stop throwing spaghetti at the wall?

If you’re tired of scattered efforts and want your marketing to actually bring in clients (not just likes), it’s time to swap guesswork for a strategy.

That’s where I come in. I help established female founders create content marketing strategies that feel authentic and work for you, so you can finally see results without burning yourself out.

Let’s make your content start working as hard as you do.

Book a strategy session