How to Create a Content Marketing Strategy in Australia:
- Christopher. H
- Sep 29
- 5 min read
Updated: Nov 28
Random content hurts brand credibility.
If you're a founder trying to grow with limited budget, time, or team — content is your leverage. A great content strategy turns ideas into traffic, traffic into leads, and leads into sales. It’s not just writing blogs. It’s building trust at scale.
Let's look at how to create your content marketing strategy, without wasting months posting random content that goes nowhere.
The Startup That Posted Its Way to $100M
In 2011, a small company called HubSpot started publishing 3–5 blog posts per day.
Everyone thought they were crazy.
But behind the scenes, it wasn’t random—it was a content engine based on pain points, keyword research, and customer journey mapping.
That strategy helped HubSpot grow to $100M+ in revenue, and become a household name in marketing.
Now, most startups aren’t publishing 100s of posts. But the strategy behind it? That works at every level.
Let me walk you through how to build one — step by step.
What Is a Content Marketing Strategy?
A content marketing strategy is a documented plan for creating, publishing, and distributing valuable content that attracts your ideal customer.
It answers:
What content are we creating?
Who is it for?
Where will we publish it?
Why does it exist? (Goals)
How does it turn into revenue?
Here’s what this includes:
Clear target audience
Messaging pillars
Content types (blogs, videos, guides, email)
Distribution channels (SEO, social, email, partnerships)
Lead capture and funnel integration
Each of these is a system — and when aligned, they compound.
Why It Matters
Here’s why I recommend every founder build a content strategy early:
Content Builds Trust at Scale
You can’t be everywhere at once—but your content can. A strategy gives your brand a voice 24/7, building familiarity long before the sales call.
You Get Off the Treadmill
Without a strategy, you’re reacting. With one, you’re building assets. Assets that keep working even when you sleep.
Real example:
One small accounting firm started publishing weekly blogs answering common sole trader questions. In 6 months, organic traffic tripled — and inbound leads rose by 42%.
It Attracts Leads Without Paying for Ads
Organic content compounds. If you structure it right, your posts rank, get shared, and generate pipeline — without $10k/month in ad spend.
Real example:
Contrast that with a product startup that spent thousands on social media without a content plan. Traffic flatlined. Engagement tanked. They struggled to explain their value — because their content wasn’t mapped to pain points or buyer readiness.
With a few strategic shifts — auditing existing blogs, focusing content by buyer stage, and aligning CTAs with intent — we helped them rework their entire content flow. Leads increased 3x within 90 days.
4. It Fuels Every Other Channel
Email. Social. Paid. Sales scripts. Investor decks. A good content strategy feeds them all. Without it, you're guessing. With it, you’re growing on purpose.
What You’ll Need Before You Start
Before building your strategy, gather these:
Clear founder vision + offer
Target audience or ICP (ideal customer profile)
List of known problems/pain points
Keyword research tool (free: Ubersuggest; paid: Ahrefs)
Basic content calendar or planner
Having these ready upfront will save you hours later and reduce mistakes.
How to Create a Content Marketing Strategy:
Step-by-Step
Step 1: Define Who You’re Creating For
Describe your Ideal Customer Profile (ICP):
What are their questions?
What slows them down?
What are they afraid to do wrong?
What do they want most?
Mentor Tip:You’re not writing about your product — you’re writing about their pain.
Interview 3 customers or search Reddit/Facebook groups to capture the exact language they use.
Warning:“If it’s for everyone… it’s for no one.”
Step 2: Choose Your Content Goals
Choose 1–2 primary goals:
Awareness: let people know you exist
Education: help them understand the problem
Lead generation: move them into your list or DMs
Conversion: prompt them to buy/book/call
Use TOFU – MOFU – BOFU to balance your content:
TOFU: “I see your problem”
MOFU: “Here’s how to fix it”
BOFU: “We can help you fix it faster”
Mentor Tip: Not every post should sell. Some posts build belief.
Warning: Publishing without a goal = noise.
Step 3: Build Your Messaging Pillars
Pick 3–5 pillars you want to be known for — topics your audience cares about and where you can provide value.
Examples:
How-to / Education
Behind-the-scenes / Process
Customer stories
Industry insights
Founder beliefs / POV content
Mentor Tip: Talk less about what you do and more about why it matters.
Warning: Jumping between random topics makes you forgettable.
Step 4: Plan a Simple 90-Day Content Calendar
Start small:
1 long-form piece per month (blog, video, guide)
1–2 short posts a week taken from that long piece
Keep it consistent for 12 weeks
Mentor Tip: One great weekly post will outperform five rushed ones.
Warning: Do NOT start with every platform.Pick ONE — LinkedIn, Instagram, TikTok, or YouTube.
Step 5: Distribute Like a Founder
Distribution = where the magic happens.
Share in relevant communities
DM helpful content to your warm leads
Turn every post into 3–5 micro-posts
Add CTAs (“download this”, “book a call”, “join the list”)
Mentor Tip:
Content doesn’t work if no one sees it. Spend half your effort on distribution.
What It Costs and How Long It Takes
Here’s what to budget for:
Founder time: 6–12 hours upfront
Writing tools (Notion, Grammarly): Free
Keyword research (Ubersuggest/Ahrefs): $0–$99/month
AI tools (ChatGPT, Jasper): $0–$49/month
Optional content strategist: $1,500–$5,000
Costs can vary, but these figures will give you a reliable starting point.
Common Mistakes Founders Make
Creating Without a Strategy
Posting randomly kills your credibility and wastes time.
Writing About You, Not Them
Your audience cares about their problems. Lead with that.
Forgetting to Distribute
Great content that no one sees = wasted effort. Share it everywhere, smartly.
What to Do Right Now
✅ Need help? Want it done for you? Book with Noize
We build strategy-driven content plans for startups — without bloated retainers. [Contact the team at Noize.com.au]
✅ Get the full StartUp Deck
A complete growth system for founders — includes content, social, email, and launch strategy. [StartUpDeck.com]
COMING in 2026...
✅ Download: Content Strategy Guide
Your quick-start tool for founders who want a plug-and-play content plan that converts. [Download from ProDesk.com]
The Bottom Line
A content strategy isn’t about posting more — it’s about posting with purpose.
When you know who you're speaking to, what they need, and how your message fits into their world… your content stops being “marketing” and starts becoming momentum.
Build the system once.
Run it every week.
Watch your growth compound.
FAQs
What is a content marketing strategy?
A content marketing strategy is a documented plan for creating, publishing, and distributing content to attract and convert your target audience.
Do startups really need a content strategy?
Yes. Without a strategy, content is inconsistent and often ineffective. A clear strategy aligns your content with business goals and audience needs.
How often should I publish content as a founder?
Consistency beats frequency. One high-quality post per week is a strong starting point for most startups.
How do I measure if my content strategy is working?
Track traffic, engagement, lead conversions, and content-assisted sales. Use Google Analytics, CRM data, and email performance metrics.
Can I use AI to build a content strategy?
Yes — tools like ChatGPT and Jasper can help with ideation and drafting, but your strategy still needs founder insight and human editing.
Comments