How to Build a Marketing Strategy in 2026

The rulebook for marketing strategy has been rewritten. What worked two years ago barely registers today, and the shift isn't slowing down. Search engines now answer questions before users click through to websites, social feeds prioritise video over static posts, and audiences scroll past anything that doesn't grab them within three seconds.

Building a marketing & strategy framework that delivers results means understanding these changes and responding with precision.

Content comes first

The foundation of any effective marketing strategy in 2026 is content, but not the kind that simply ticks boxes. Google's evolution towards Answer Engine Optimisation (AEO) means your content needs to directly answer the questions your audience is asking. Traditional SEO tactics still matter, but the priority has shifted towards providing clear, authoritative responses that search engines can surface in AI-generated overviews.

This content-first approach extends beyond your website. Social media platforms are drowning in noise, and only genuinely valuable content breaks through. The days of promotional posts disguised as helpful advice are over. Your audience can smell marketing fluff from a mile away, and algorithms are designed to deprioritise it.

Video isn't optional anymore

Video content has moved from "nice to have" to non-negotiable, but here's where most marketing strategies miss the mark: polish isn't the priority. Highly produced corporate videos have their place, but simple, authentic video content often performs better:

• A team member explaining a concept on their phone builds more trust than a scripted corporate message, showing the real people behind your business.
• Quick behind-the-scenes content humanises your brand and creates connection points that polished productions often miss.
• Straightforward product demonstrations answer practical questions whilst showcasing your expertise in an accessible format.

The reason is simple. People buy from people, and video humanises your brand in ways text never will. When potential customers see real faces and hear real voices, trust develops faster. Social media algorithms have caught on to this, consistently pushing video content to wider audiences than static posts or text updates.

Short-form content dominates

Your audience isn't casually browsing anymore. They're scrolling at speed, and you've got seconds to stop them. Facebook Stories, Instagram Reels, and TikTok videos aren't just for consumer brands or lifestyle businesses. B2B companies ignoring short-form content are missing massive opportunities to connect with decision-makers who are spending hours on these platforms each week.

The beauty of short-form content lies in how platforms distribute it. Complex algorithms identify user interests and push relevant content to them, even from accounts they don't follow. This means a well-crafted 30-second video can reach hundreds of potential customers who would never have discovered your business through traditional channels.

Understanding which marketing strategies work on each platform takes time, but the investment pays dividends. A single piece of content can be adapted across multiple formats: a blog post becomes a series of Instagram carousels, a client case study transforms into a TikTok series, and an industry insight turns into a LinkedIn video.

Sometimes even experienced marketers need a second perspective on whether their approach is working. Our article on signs your marketing person needs strategic support covers the common indicators that it's time to bring in additional expertise.

Interactive tools replace static downloads

Remember when downloadable brochures were lead generation gold? That era has ended. Modern buyers expect interactive experiences before they hand over contact details. Pricing calculators, product selectors, and assessment tools provide immediate value whilst capturing qualified leads.

These tools serve a dual purpose in your marketing strategy. They help prospects self-qualify and move through the decision-making process faster, whilst giving you valuable data about their needs and budget. A visitor who spends five minutes using your pricing calculator is far more engaged than someone who downloads a PDF and never opens it.

The shift towards interactive content becomes even more critical as organic search traffic continues declining. Google's generative AI results are answering questions directly on search pages, meaning fewer users click through to websites. When they do visit your site, you need compelling reasons for them to stay and engage. You can see an example of such a tool that we use by visiting our AI visibility checker.

Cohesion across all channels

The biggest weakness in most marketing strategies isn't any single tactic; it's the disconnect between them. Your email marketing promotes one thing, your social media pushes another, and your website tells a third story. Potential customers encounter mixed messages and lose confidence.

Effective marketing & strategy in 2026 requires ruthless cohesion. When you publish thought leadership content, it should be promoted through email campaigns, amplified on social media, and integrated into your lead conversion pathways. Every piece of content should serve multiple purposes and guide audiences towards the same conversion opportunities.

This doesn't mean repeating the same message verbatim across every platform. Each channel has its own audience expectations and content formats. But the core narrative, brand voice, and strategic objectives must align.

Building your 2026 framework

Creating a marketing strategy that ties these elements together starts with honest assessment:

1. Audit your current channels and identify which are actually driving results, not just generating vanity metrics.
2. Map the gaps in your content and conversion pathways, particularly where potential customers drop off or disengage.
3. Analyse how your target buyers research and make decisions, then align your marketing & strategy to match their actual behaviour.
4. Prioritise activities based on impact and cut anything that isn't moving the needle on business outcomes.
5. Establish cohesive messaging across all platforms whilst adapting format and tone to suit each channel's unique audience.

Track metrics that matter to your business, not vanity numbers that look good in reports. Follower counts mean nothing if they don't convert. Website traffic is meaningless if visitors bounce immediately. Focus on engagement, lead quality, and ultimately, revenue impact.

If you're ready to develop a cohesive approach that actually drives growth, our strategic marketing direction and support programme provides the expertise and structure to get there.