Content Marketing Strategy

In marketing, content is still king, but not just any content. The best content today is intelligent, personalized, and strategically distributed. Content marketing involves creating and sharing non-promotional, value-driven materials that spark interest in your product, service, or industry. Think of it as your long-term game plan to educate, engage, and convert your audience—while growing your digital presence and AI Share of Voice (SOV).

WHAT IS CONTENT MARKETING?

At its core, content marketing focuses on sharing relevant and audience-centric content that drives awareness, trust, and loyalty. It includes articles, videos, webinars, and more—always aimed at providing value first. But as digital channels evolve, so does your strategy. Modern content marketing must align with AI-driven visibility, email nurturing tactics, and contextual experiences tailored to each touchpoint.

How TO BUILD A MODERN Content Marketing STRATEGY

To attract and convert prospects and turn customers into repeat buyers, your content should:

• Educate and inform with high-value, original insights
• Answer audience questions that they can't easily find elsewhere 
• Align to the buyer's journey and scale in value 

Content types can include:

• Articles and blogs
• E-books and whitepapers
• Short-form and long-form video
• Webinars and live Q&As
• Interactive tools like quizzes and webinars 
• Email sequences and gated download 

Pro Tip: Mix free and gated content. Start with value-rich, ungated assets to build trust. Then, offer higher-value content—like templates, downloads, or exclusive insights—in exchange for an email address to support your email marketing funnel.

CONTEXTUAL MARKETING: DELIVER THE RIGHT MESSAGE AT THE RIGHT TIME

Contextual marketing means tailoring your content based on:

• Where a user is in their journey 
• Their behavior or interaction history 
• Channel-specific preferences (social, email, search, etc.) 

For example: 

• Send a follow-up email offering a relevant case study after someone downloads a guide 
• Personalize website content based on geographic location or past growing behavior 
• Retarget users with dynamic ads that match previously viewed products 

Combined with email marketing automation and smart segmentation, contextual marketing helps increase engagement, drive conversion, and reduce churn.

Boosting your AI Share of Voice (SOV) 

AI Share of Voice measures how often your brand appears in AI-driven results (like Google's Search Generative Experience or AI-powered assistants) compared to your competitors. To increase it:

• Publish consistently: AI favors active sources
• Use structured content: Include headers, bullets, and schema markup to improve AI readability 
• Incorporate FAQs and natural landing for AI-friendly formatting 
• Focus on niche authority: Create topic clusters that build relevance and boost your domain strategy 

AI SOV isn’t just about being seen, it's about owning the conversation in your category.

A strong content marketing strategy blends value-driven storytelling, smart automation, and data-backed insights. By integrating AI Share of Voice best practices, leveraging contextual marketing, and nurturing through email, you'll build deeper relationships with your audience and outperform your competitors—organically, consistently, and at scale.

Not sure where to start with your content marketing strategy? Contact GROWL today.