Discover Lashbrook.

365 Talbot Street  |  3rd Floor London, ON N6A 2R5
519.850.0115  |

The Core Elements of an Effective Content Marketing Strategy

Jan 2, 2018

If there’s one thing that’s consistent across healthcare, non-profit, B2B and B2C organizations, it’s content. Along with driving website traffic and generating leads, blogging on a regular basis positions you as an expert in your industry. But, there’s no use blogging without a purpose. Implement these core elements into your content marketing strategy to attract, engage and convert the right people.

Write for your audience

Every piece of content you create should be tailored to your target audience throughout the buyer’s journey. To identify their interests and challenges and guide your content topics, build detailed personas that include job title, responsibilities, watering holes, frustrations, needs, etc. Prove that your organization is the expert and demonstrate how your products or services are the solution to their challenges.

Make it searchable

The more content you create, the more repeat visitors you’ll have to your website. But, what about the people that don’t already know about you? Optimize your content for search engines through keywords, meta-data, internal linking and user-friendly URLs to improve your website’s visibility and attract new visitors.

Amplify your content

“If you build it, they will come” doesn’t work in content marketing. Even with search engine optimization, you need an amplification strategy that includes organic social media and paid promotion. Build your created content into your social media calendar and allocate a portion of your marketing budget to your best resources. If you’re hesitant about putting money behind your content, read this post about why you need a paid distribution strategy.

Design for shareability

Creating great content increases the chances of it being shared online. Even greater content can get picked up by other industry professionals and posted to their website. This type of backlink can do wonders for brand awareness, domain authority and overall expertise. To make your content more shareable, take a new spin on a trending topic, ensure your content is optimized for mobile and always use effective visuals.


No surprises here! Anything that expends organizational resources should have its own measurement strategy. A/B test headlines, formats, and imagery; monitor your Google Analytics closely and create reports to measure your content’s performance. Understanding what’s most engaging and lead generating will improve the efficiency and effectiveness of your content marketing efforts.

By implementing these core elements into your content marketing strategy, you’re well on your way to creating resources that are helpful to your audience, visible online and demonstrate expertise.

Sarah Humphrey - Digital Marketing Manager
Sarah possesses a rare combination of analytical thinking and creative passion that she brings to all her client’s projects to help them achieve their marketing objectives. She believes education is a lifelong endeavor and utilizes that enthusiasm for learning to fuel her study of the latest developments in the dynamic field of digital marketing.

Great things come to those who wait!

The journey to find a new home for the London Children’s Museum has been exciting, arduous, fun and at times emotional. Lashbrook is honoured to be along for the ride with Amanda Conlon and her passionate team of staff, Board and volunteers.

3 Reasons Audience Research is Critical to the Success of your Next Marketing Campaign

Millenials are using Instagram more often, but baby boomers prefer Facebook. Young males surf YouTube, while young females are spending more time on Snapchat. Knowing what appeals to who can be tough, especially when it comes to digital trends. When you look at marketing campaigns, the winners are those that create buzz and conversation, while others miss the mark ¬because they just don’t resonate or make sense.