Content Strategy

If you’re driving somewhere for the first time, would you drive aimlessly hoping you’d eventually arrive? Of course not, we set the destination on our GPS and allow it to guide us there. Just like you should know where you’re going in a car, you should know where you’re ultimately headed with content — knowing why you’re creating it, who you’re creating it for, and for what stage in your buyer’s journey.

Blue Ocean

When Cirque du Soleil was founded by Gilles Ste-Croix in the 1980s, he didn’t set out to compete against the circus, he wanted to redefine what the circus was by making the traditional circus that families had enjoyed for generations irrelevant. This is the concept of blue ocean strategy.

Cybersecurity today is a red ocean of different product categories solving for different threats across the network, endpoints, the human, and more. In this ocean, industry boundaries are defined and accepted and the competitive rules of the game are known. Here, cybersecurity vendors are attempting to outperform their competitors in order to grab a greater share of existing demand. But as the market space gets crowded, profits and growth are reduced thus commoditizing products and their features leading to cutthroat “bloody” competition of red ocean.

Content Strategy

A 2016 Content Marketing Institute (CMI) report found that 88 percent of North American B2B businesses actively engage in content marketing. Yet, 68 percent of businesses feel that their content marketing efforts are not very effective. The report further found that only 32 percent of those businesses had a documented content marketing strategy.

A content marketing strategy is a blueprint that we create with our clients to map out the objectives the content we create for them aims to meet. Knight Ink helps our clients define exactly why we’re creating this content for them, what audience we’re targeting with the content, what the anticipated actions and reactions are that we want to achieve, how we’ll promote the content once it’s published, what types of content we want to create, where and when we’ll be publishing it, and who will maintain the brand style across various platforms.

The purpose of any content marketing strategy is to produce content that consistently converts leads as they travel from the top of the funnel to the bottom. Critical to the success of the strategy we create with our clients is clearly defining who the target audience is, what kind of content they want to consume, the tone of the content, the style and formatting of each content type, and distribution and promotional channels we’ll leverage based on where their audience consumes it.


Our process for creating our client’s content strategy includes research and insights, creating a content roadmap, being a sparring partner with our client to provide creative recommendations, identify target audiences with segmented personas, define customer journey maps, create a keyword strategy, define measurements, and plan the campaign.


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