A balanced, diverse and agile content strategy is essential for companies that rely on online marketing measures - and that are the most. But what exactly is content marketing and how do you develop a balanced content strategy?
Table of contents
- What Is a Content Strategy in Content Marketing?
- The 3 building blocks
- Build Different Groups Content Strategy
- Our Service
What Is a Content Strategy in Content Marketing?
In content marketing, the focus is on planning, creating, and distributing content. This content must be tailored to a clearly defined and analyzed target audience.
Common content formats include, for example:
• website texts
• blog posts
• white paper and e-books
• videos
• webinars
• newsletters
The content format as well as the subject matter is dependent on the target group you have previously identified. No matter what kind of format you choose, your content always has to match it. This means that a blog post should not take more than three to six minutes to read while a white paper can be a bit more comprehensive as readers expect to learn more details from such a format.
The 3 building blocks
3 different blocks content strategy relies on three key types of content to be published on the website: evergreen hygiene content that answers basic, ongoing audience needs; regularly published hub content that engages and retains interest; and high-impact hero content, created less often, designed to capture attention during major campaigns or launches.
In addition to classifying content by format, there is a much more fundamental subdivision. Hygiene, hub and hero content are the basic elements on which a marketing strategy should be built.
1. Hygiene content
This category contains continuously relevant content that is sought by the target group. It is also called evergreen content because it contains information that is useful to the target group independent of the publication date. Hygiene content includes meaningful but often basic content such as web pages, tutorials, glossaries or FAQ pages.
2. Hub content
Hub content is understood as content that is geared to the interests of the target group and is continuously produced and published. The objective of hub content is to bring back the targeted audiences to the brand's web pages again and again in order to establish regular contact and trust. Blog posts, news and video series are common examples of hub content.
3. Hero Content
Hero content usually requires a significantly higher production budget than the other content types and is therefore created less frequently. Hero content is often created to accompany product launches. Since hero content requires more budget and time, distribution is especially important to achieve a high ROI.
To summarize: if you plan a content strategy, you should use each of these basic building blocks. Which formats/channels you use for this is at your discretion.
Build Different Groups Content Strategy
Different Groups Content Strategy represents a promising model for brands seeking sustainable growth through content. It begins with hygiene content—evergreen materials like FAQs, how-to guides, and foundational blog articles that consistently attract search traffic and provide value over time.
To foster ongoing engagement, the strategy incorporates hub content, such as newsletters, social media posts, and video series. This content is crafted to reflect the audience's interests and build brand familiarity through regular touchpoints.
At key moments, hero content comes into play—high-budget, high-impact pieces like brand campaigns, flagship videos, or in-depth reports designed to captivate broader audiences and elevate brand perception.
Built Different Group’s Content Strategy demonstrates how aligning content types with user intent and marketing goals can create a scalable and flexible system. It's a blueprint for delivering consistent value, strengthening audience relationships, and driving long-term brand success.
Our Service
We are pleased to offer you our content strategy services. Our experienced team develops a tailored strategy to help you achieve your goals and improve the sales funnel of your content strategy. From target audience analysis and topic research to the creation and publication of high-quality content – we support you every step of the way. Let’s create a content strategy together that strengthens your online presence and captivates your audience.
