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What is Content Marketing? The Ultimate Guide in 2024
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# Content Marketing Guide: Everything You Need to Know to Become an Expert on The Subject

Content marketing enables the creation of an engaging environment for potential customers to explore how your product or service can address their problems or fulfill their desires. By implementing this approach, you can effectively guide customers towards making purchasing decisions.

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Have you already thought about how to bring your [Digital Marketing strategy](https://rockcontent.com/blog/what-is-digital-marketing/) to the next level?

**Content Marketing** is an efficient method to achieve this goal. This process can attract and engage **your target** **audience** with a low-cost investment.

Content marketing enables the creation of an engaging environment for potential customers to explore how your product or service can address their problems or fulfill their desires. By implementing this approach, you can effectively guide customers toward purchasing decisions.

This post will guide you through the Content Marketing strategy planning process and teach you how to create the most effective content to engage your target audience.

Here you will find:

Continue this reading and find out how to increase your sales!

## What is Content Marketing?

Content Marketingis a [**way to engage**](https://rockcontent.com/blog/content-engagement/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436) **your audience and raise your number of clients based on relevant and valuable [content creation](https://rockcontent.com/blog/content-creation/)**.

This strategy can attract, involve, and create value for a brand’s audience. This method builds a positive perception of your brand and generates more business for your enterprise.

It is no longer a market trend but a strategic investment to achieve business success. With Content Marketing, a brand can gain more relevance and visibility online and grow recognized by its customers.

In short: a business can stand out in people’s memory and avoid being swallowed up by the competition.

Today, more than being on the internet is needed. The issue, now, is **how to be online, be seen, and be relevant to the audience**. And this is a Content Marketing mission.

## Why use Content Marketing?

It is true that there are other ways to be online beyond Content Marketing. So, why should you pick this option for your business?

The answer is simple, Content Marketing is a foundation and complements other Digital Marketing strategies.

You will need relevant content if you choose to work with [social media marketing](https://rockcontent.com/blog/social-media-marketing/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436). The same happens when you pick [email marketing](https://rockcontent.com/blog/email-marketing-guide/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436) or corporate blogs: **you will always need the content.**

The most prominent specialists in the world agree that content is king. By using it, you may achieve a few different objectives types in many ways, like teach to people how to use your product or service to solve their problems.

You have to remember that today **people have the power to choose which content they will consume**. They are immersed in a sea of information, and you should give them the best options if you want them to pick your brand.

[![Content Mapping Spreadsheet](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%202560%20682'%3E%3C/svg%3E)](https://resources.rockcontent.com/content-mapping-spreadsheet?utm_medium=rock-convert)

## What Is the Purpose of Content Marketing?

Content marketing is more than getting your [SERP rankings](https://rockcontent.com/blog/serp-analysis/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436), attracting more customers, and boosting your conversion rates. It’s also about building a lasting relationship with the people who consume and look forward to your content.

Regularly published content consistent regarding quality, helpfulness, and entertainment value **turns curious visitors into readers and customers**. And it raises the likelihood that customers eventually become _repeat_ customers as well.

Content marketing accomplishes this by:

- Educating your audience about your products and their benefits
- Showing people how and why your brand is the answer to their problems
- Building a community that revolves around your brand identity and the things it sells
- Nurturing lasting relationships with both existing and potential customers

## What are the benefits of Content Marketing?

We have already mentioned some Content Marketing benefits and affirm that this method may bring growth to your business. Now we will enlarge the explanation about each point mentioned to show you how they work.

### Attracts visitors and grows your site traffic

Helping people find your company among a giant quantity of online information is a big challenge, but the **content makes you findable**, especially for search engines like Google.

In the same way, relevant content attracts attention in social media or email marketing campaigns, making more people access your site.

### Creates value for your audience

The content you create and offer to your customers is not just helpful; it gives a necessary message to the right people at the correct time they need. It will exceed expectations and turn you into **an authority on that subject**, generating value for you and your audience.

### Engages your audience

When you give your audience relevant and valuable content, they will consider it so incredible that they will **share it with their friends and followers**. And that’s not all: people will interact with your content in another way, like leaving comments and reactions.

### Generates a positive brand perception

Beyond all you read, Content Marketing helps your audience in a moment that it needs, and **people tend to make business with brands that they already know** instead of unknown companies.

### Educates the market about your products and services

Most people don’t even know their problem and that your product or service may solve it. **Content Marketing can teach the audience that your solution exists** and how it works.

### Drives sales to the next level

Sales are the principal goal, even when there is another secondary. Content Marketing may be present in all stages of the buying process, **driving your audience until the final decision.**

Without the content, a salesman made this driving individually, for example. That’s why a smaller number of people were reached.

When you adopt Content Marketing, you win more extensive coverage, reaching more and more consumers but targeting them most effectively.

As we’ve said before, you can teach your audience why they need your products and services, and that way, you’ll sell more efficiently and on a larger scale.

### Generates more leads

The most crucial site or blog goal is [**lead generation**](https://rockcontent.com/blog/lead-generation-campaign/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436). It is part of the strategy to drive sales once **each lead is a potential client**.

A lead is a visitor of your blog or another content channel that converts in a form, leaving some information about him.

With more information, it’s easier to know whether the lead will be qualified.

Even if your site already has visitors, when you invest in Content Marketing, you can convert them into leads, offering attractive that stimulate them to leave useful information to close a deal.

And the more you generate leads, the better the chances to sell.

### Reduces Customer Acquisition Cost

[Customer Acquisition Cost](https://rockcontent.com/blog/customer-acquisition-cost/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436) (CAC) is a metric that indicates the cost invested in the marketing and sales areas to acquire each new client.

**Content Marketing can have a lower CAC because one piece of content can reach many people**.

Besides that, most content produced is [evergreen](https://rockcontent.com/blog/evergreen-content/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436), which means its informational content will generate results for a long time. And this also makes the content a company asset and increases its value.

So, beyond reducing CAC, content brings more value to your business and contributes to helping your clients without the need for your sales team’s efforts, making it free to focus on a more personalized and assertive approach.

### Increases the client’s lifetime value

The lifetime value is the total value the clients spend on your business. It means that the more they buy or stay as your clients, the more prominent their lifetime value will be.

If you **offer relevant and usable content to your clients**, you’ll keep them for more time on your base.

They will feel important when perceiving that your brand keeps thinking about how to help them solve their problems, even after they close the deal.

## **B2B Content Marketing Statistics**

Although B2B (business to business) and B2C (business to customer) marketing have a lot in common, there are specific differences a marketing professional should understand.

For example, a customer is often an individual consumer (or perhaps one person making a purchase decision on behalf of a small group of others). On the other hand, **marketing to another business often means meeting the needs of an entire team**, not to mention catering to the company’s goals at large.

Understanding the lay of the land regarding current B2B content marketing practices is also essential. Here are some statistics to know.

- Roughly [50 percent of B2B marketers](https://contentmarketinginstitute.com/articles/success-differentiators-b2b-research/) outsource at least one marketing-related task. About 84 percent of those say that the task is content marketing for them.
- B2B customers are still human beings. That’s why [50 percent of B2B content marketing](https://contentmarketinginstitute.com/articles/success-differentiators-b2b-research/) is about raising awareness and interest in a brand.
- Long-form content that digs deeply into meaty topics ranks better on Google, with [1,447 words](https://backlinko.com/search-engine-ranking) being the average length of page-one content.
- Although all positions within a sales funnel are essential, B2B content marketing teams create top-of-funnel content the most often, constituting [67 percent](https://databox.com/how-to-measure-content-marketing-funnel) of their output.
- How many Google searches does the average B2B customer conduct before purchasing? According to Google, it’s about [twelve on average](https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/the-changing-face-b2b-marketing/).

## **Types of Content Marketing**

Digital marketers’ options for ongoing content marketing strategies are wide open. Here’s a look at a few of the most common types of content marketing you can choose from to help you reach your goals.

### **Online Content Marketing**

The term “online content marketing” is often used as an umbrella term to describe any content you might publish online to boost your brand identity, attract customers, and raise your SERP rankings.

But in a specific context, **it refers to the content you publish to your website to reach these goals**. The content may be standalone information pages, articles posted to your blog, and more.

### **Blog Content Marketing**

Dedicated content marketers can use many tools to their advantage these days. But a robust, frequently updated [business blog](https://rockcontent.com/blog/what-is-a-blog/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436) filled with helpful, search engine-friendly content remains a marketing staple for a reason.

Blogs are more than a powerful form of inbound marketing that can work wonders for your web traffic _and_ SERP rankings. There are also near-endless ways to use a blog to express your brand identity, connect with your customers, build your site’s internal and external link structure, and more.

### **Social Media Content Marketing**

In 2021, an estimated [4.2 billion people](https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/) worldwide utilized social media for one purpose or another. If they weren’t networking on LinkedIn, they were staying in touch with family on Facebook, sharing their lives on Instagram, building vision boards on Pinterest, and more.

Social media is more than just a fun way to kill time or keep up with the news. It’s a part of how they live their daily lives. And they want and expect to see their favorite brands there, so social media content marketing is a must for connecting with an audience.

### **Video Content Marketing**

According to Wyzowl’s annual [video marketing study](https://www.wyzowl.com/video-marketing-statistics/), 73 percent of today’s consumers say they prefer video to research brands and future purchase decisions. That’s why **92 percent of marketers also say video content marketing is vital to their ongoing strategy**.

Everydigital marketer would do well to include this approach in their content production routine. The video makes a great addition to your blogs and website. But it’s also a perfect fit for social media platforms like Instagram, Facebook, and TikTok.

## Content Marketing Best Practices

Search engines, consumer tastes, and technology are all constantly changing. That means the world of digital marketing and the best practices attached to content marketing are constantly changing, too, so it’s essential to keep your knowledge current.

Here’s a closer look at best practices for content marketing success in 2024, and beyond.

### **Clarify your strategy**

Content marketing success isn’t something that happens by chance. It results from clearly defined goals, careful planning, and diligent adherence to a comprehensive ongoing strategy. That said, **every new strategy should start with a fresh assessment of your brand goals** and creating a structured plan for reaching them.

### **Research keywords thoroughly and frequently**

Wisely chosen keywords are central to any successful digital marketing campaign, so keeping track of trends is crucial. Research your initial group of target keywords thoroughly. Then [monitor keyword options](https://rockcontent.com/blog/keywords-tracker/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436) continuously for metrics like search volume, click volume, and ranking competition.

### **Set a content production schedule**

Consistency is vital when succeeding with any approach to online content. But with a website, a blog, and multiple social media channels to manage, maintaining that consistency can take time and effort. A content schedule can take the guesswork out of the process, so set one for each publishing outlet. Then stick to it moving forward.

### **Keep your audience front of mind**

Successful content strategies always maintain that the audience is the primary focus. Take care of an audience’s needs; factors like SERP rankings, [conversion rates](https://rockcontent.com/blog/one-to-one-marketing/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436), and more become much easier to manage. All content should be planned and created with user intent in mind.

### **Expertly optimize for search engines**

SEO is essential, and your marketing content _should_ be optimized appropriately with current best practices in mind. But it’s easy to overdo things and lose sight of what should be the real focus of any content marketing approach – the people who will be consuming the content. So **consider search engines, but _create_ for people**.

And, of course, once you have attainable goals and a viable content strategy for meeting them, you must carefully track your efforts. Tweak your strategy as needed, and oversee your KPIs to determine the effectiveness of any changes.

## How to create a Content Marketing strategy?

Now that you know what Content Marketing is, understand its importance, and realize its benefits to your brand, it is time to discover how to create and execute this strategy.

Continue your reading and find out what you have to do!

### 1\. Create a buyer persona

The first step to creating good content is understanding who you are talking to. But it is not about simple segmentation: it demands the creation of a **character with all attributes of your target audience**.

We call this character “ [**buyer persona**](https://rockcontent.com/blog/buyer-persona/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436)” and give it a name, social class, history, desires, problems, interests, and other particularities inspired by natural persons that bought from your company.

The concept of persona is more segmented than the concept of the target audience. Segmentation happens because you trace all your persona’s problems, crossing this information with what you offer.

This strategy results in content that answers their doubts, while it creates a bond between the brand and the audience.

[![THE ULTIMATE BUYER PERSONA GENERATOR](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20750%20200'%3E%3C/svg%3E)](https://interactive.rockcontent.com/en/create-buyer-personas?utm_medium=rock-convert)

### 2\. Define objectives and KPIs

fter knowing your persona, **you must define the strategic** [**goals and the metrics**](https://rockcontent.com/blog/content-marketing-metrics/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436) you will use to verify if the campaign is reaching success.

Some of the most common goals for Content Marketing are:

- [increase traffic](https://rockcontent.com/blog/increase-blog-traffic/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436)
- generate more leads
- increase sales
- educate the market
- wide [brand awareness](https://rockcontent.com/blog/brand-awareness/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436)
- create value
- engage the audience
- reduce Customer Acquisition Costs
- increase the client’s lifetime value

When you know your goals, you can define the indicators to follow them. It is the [Key Performance Indicators function](https://rockcontent.com/blog/content-marketing-kpi/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436). We use KPIs as metrics, such as a parameter to monitor the results reached with Content Marketing.

Remember that these KPIs must have a relation to the goals. See some examples below:

- If you want to **increase traffic**, monitor the site’s traffic.
- If you want to **generate more leads**, monitor the conversion rate on your site.
- To **increase brand awareness**, monitor social media interactions like comments, shares, and reactions on social media platforms.
- If you want to **increase sales**, watch out for the number of sales, ticket value, items by sale, etc.
- If you want to educate the market, watch out for the number of new subscriptions on a newsletter, access to content pages, etc.
- To **increase clients’ lifetime value**, watch out for how long they stay as your customer.

### 3\. Consider the buyer’s journey

The buying process goes by some steps called the marketing funnel. [**Inbound Marketing**](https://rockcontent.com/blog/inbound-marketing/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436) **strategies are used** to drive people through the funnel.

People usually start at the top of the funnel and go until the bottom, when they are ready to buy. The “bait” that attracts them there is Content Marketing.

Know each stage of the marketing funnel below.

![Consider the buyer’s journey](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201024%20724'%3E%3C/svg%3E)_Source:_ [_Inbound Rocket_](https://inboundrocket.co/blog/from-idea-to-execution-a-guide-for-creating-powerful-lead-magnets/)

#### TOFU (Top of the Funnel)

It is the most [**general stage of the journey**](https://rockcontent.com/blog/top-of-funnel-marketing/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436) **when the consumer is discovering their problem**. You may attract many people here, but just a few will fit with a qualified lead profile.

At this stage, generally, people don’t leave their information yet. But nothing prevents that from happening.

The best content for your audience is blog posts, podcasts, ebooks, complete guides, and others broadly addressing the subjects.

#### MOFU (Middle of the Funnel)

In the [middle of the funnel](https://rockcontent.com/blog/middle-of-funnel-marketing/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436), **your audience already knows they have a problem and are searching for a solution**.

They have given you some information about them in exchange for valuable content, like an ebook or infographic, and you may use this data to drive them to the bottom of the funnel.

Here, the best way to address the themes related to your business is through blog posts, multimedia, and [interactive content](https://rockcontent.com/blog/what-is-interactive-content/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436), keeping the focus on the solutions your company can provide to your lead.

#### BOFU (Bottom of Funnel)

Only people interested in your products or services arrive at the [bottom of the funnel](https://rockcontent.com/blog/bottom-of-funnel/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436) and are highly likely to buy your products or services.

**These are the most valuable kinds of leads. These people are already educated and know what they want.**

Now it’s time to bring to your client some case studies, demos of your solutions, and other client testimonials that show how your business can solve their problems.

As you can see, in each stage of the buyer’s journey, the consumer has a level of knowledge and needs different information. That’s why you have to consider the marketing funnel stage they are in before producing content.

### 4\. Set a budget

Budgeting is crucial to planning a solid digital marketing strategy, which is no less the case with content marketing.

But how much is too much (or too little) to spend on content marketing, and what are the most effective ways to set a budget right for you?

**Every company’s needs are unique regarding how much to budget.** However, the average company today sinks approximately [25-30 percent of its marketing budget](https://www.forbes.com/sites/forbesagencycouncil/2021/01/20/how-much-should-your-company-budget-for-content-marketing/) into content marketing, so plan your content production strategy accordingly.

You’ll also need an idea of which types of content you’d like to produce moving forward and how much you can expect to pay to outsource each option.

Examples to include (but may not be limited to):

- Blog posts
- Slideshows
- Ebooks
- Videos
- Infographics
- Charts and media assets
- General content promotion

Any above assets can be obtained from completely free to several thousand dollars per piece.

Naturally, the more experienced and skilled the service provider, **the more likely they will charge.**

But you also get what you pay for, so be careful to go for the lowest price without considering the skill attached to it.

[![Plan your marketing budget](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20750%20200'%3E%3C/svg%3E)](https://interactive.rockcontent.com/2021BudgetPlanner_Bundle?utm_medium=rock-convert)

### 5\. Research

Usually, **the public’s first contact with your content happens through the Search Engine Results Pages** (SERP), and the best way to appear there is by using relevant keywords.

It would be best to research [which words](https://rockcontent.com/blog/keyword-research/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436) your audience writes on the search bar to find content like yours.

The keywords may be a **long or short tail**. The concept means that the more specific they are (long tail), the more precise the results and the more qualified the audience target will be.

### 6\. Implement SEO (Search Engine Optimization) practices

Keywords are just one point in a strategy called [Search Engine Optimization (SEO)](https://rockcontent.com/blog/what-is-seo/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436). These **techniques are used to reach first place on search engine page** results — such as Google.

The higher you rank on Google, the better the chances your buyer persona will find your blog, navigate the marketing funnel and close a deal with you.

For that to be done, your content needs to be optimized for those search engines, and, more than that, they need to deliver an excellent experience to the reader.

You can do this by:

- **analyzing your results** with [Google Analytics](https://analytics.google.com/) to know which posts you could improve;
- using the [Google Search Console](https://search.google.com/search-console/about) tool and uploading your **site map**;
- **installing SEO** plugins like [Yoast](https://yoast.com/wordpress/plugins/seo/) if you work with WordPress;
- using keywords that Google suggests in tools like Keyword Planner;
- optimizing the keyword’s use by putting it between the first 100 words and in some subtitles, for example;
- adopting short URLs and using keywords in them;
- optimizing your pages for **mobile devices**;
- improving your **site speed** and testing it in [Google PageSpeed Insights](https://developers.google.com/speed/pagespeed/insights/);
- designing your content using **SEO best practices** **to** **rank in Google** page results;
- using [**backlinks**](https://rockcontent.com/blog/backlinks/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436).

Watch the video below to understand how to do these optimizations:

### 7\. Diversify content distribution channels

You can use [**different channels**](https://rockcontent.com/blog/digital-marketing-channels/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436) to promote your content, like blogs, social media, or email marketing.

It’s a way to get your audience to access your content when they are actively searching for a specific topic — or even if they’re not researching yet, they can receive your content passively.

**Being present on various channels is a way to win coverage.** Below, you can see examples of some of the most commonly used channels to promote content.

#### Social media

Investing in Social media allows you to **reach a large audience** and drive them to your blog or institutional website.

In addition to the possibility of reaching millions of people, social media platforms allow you to publish content at no cost, which also explains its popularity among businesses.

To reach a specific target, you can pay for Ads campaigns that allow more precise segmentation.

#### Emails

Email marketing is still alive. [**This channel has the most significant ROI** (Return On Investment)](https://www.digitalstrike.com/blog/email-marketing-roi/) among the most commonly used channels in a Content Marketing Strategy.

It also allows you to use precise segmentation and create nurturing flows to automate your campaigns.

Besides this, the channel has a low-cost and high predictability of the target audience reached.

#### Instant messengers

WhatsApp, Facebook, and Instagram Messenger became a significant communication phenomenon and **opened another channel for Content Marketers**.

Corporate accounts in these apps are spreading worldwide, and each day more are used to connect brands with their audiences.

### 8\. Analyze and measure results

Reasonable content marketing goals are more than just attainable. They’re also measurable, so determine what data you’ll be collecting to measure your progress and when and how often to collect it.

Again, every business is different regarding its [data collection](https://rockcontent.com/blog/data-collection/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436) needs but **try once a month to start with and adjust as needed.**

It’s also good to pick a few key metrics to watch weekly to ensure you’re staying on target. Possibilities include:

- Website Traffic
- Pageviews
- Online and offline sales for both new and existing products
- Email subscriptions
- Blog subscriptions and social media following
- Blog and social media comments
- [Conversion rates](https://rockcontent.com/blog/conversion-rate/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436)
- Social buzz

Which metrics you choose are up to you, but make sure they support the central goal of your current content marketing efforts.

Analyze your data frequently to maintain a solid idea of how much progress you’re making.

**Then, discuss your findings with the rest of your team or a few trusted peers.** Be ready to adapt your ongoing strategy accordingly.

Remember, there are no such things as failures in digital marketing. There are only learning experiences, so keep this in mind when something doesn’t go as planned on the first try.

[![Banner Content Marketing Report](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20840%20224'%3E%3C/svg%3E)](https://cta-redirect.hubspot.com/cta/redirect/355484/46e7f185-e4b7-4b61-9a78-47ff5675ed08)

## **What Are Content Marketing Principles?**

Every aspect of running a successful business, attracting a customer base, and [building a brand](https://rockcontent.com/blog/emotional-branding/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436) comes attached to best practices professionals should know to stay ahead of the game.

Content marketing is no different, and that’s where fundamental content marketing principles come in. In short, **they’re directives and tried-and-true rules that consistently help marketers reach goals** and succeed. Here are some examples.

### **Consider the customer’s emotional needs**

Good content does much more than showcase a product and tell people why they should consider buying it. It also seeks to be genuinely helpful to the consumer on a deeper level, meaning it informs, inspires, or entertains.

### **Consistency is key**

Your audience needs to know when they can expect new content from you. So regardless of how frequently or rarely you publish content, it’s essential to maintain a consistent publishing schedule.

### **Show your humanity**

Brands are a lot like people in that they’re unique. They also have one-of-a-kind [brand voices](https://rockcontent.com/blog/brand-voice-examples/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436), values, stances, and principles. A good content marketing strategy aims to show the human side of a brand or company.

### **Avoid sales jargon**

Although _some_ sales speak is inevitable when marketing a product or service, you generally want your audience to forget that’s the core purpose of your content marketing efforts. Content that resonates the best and attracts the most shares is content that connects with the reader on a personal level.

### **Deliver value**

The more value and uniqueness you can deliver with your content, the more successful it will ultimately be. So aim to be the best at what you do. Show people why they should care what you say, and they’ll surely listen.

## Which are the 10 most efficient content formats to use in your strategy?

Until now, we mentioned some content formats and which channel to distribute each according to the funnel stages where the leads are.

But we didn’t give you more details about them. So let’s talk more about it!

### \#1\. Blog posts

Blog posts are the best resource to improve an SEO strategy, and that’s why they are the foundation of a Content Marketing strategy. **They are responsible for attracting** [**organic traffic**](https://rockcontent.com/blog/organic-traffic/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436) **from search engines**.

To write a blog post, you need to think about the keyword of that content. Keyword research is essential to see what your audience is looking for. After that, you’ll need a copywriter to produce the text.

Over the years, copywriters have developed several techniques to write content that persuade the reader to take action, such as purchasing something.

After writing the content, you’ll need to optimize it, considering all the SEO rules. This optimization is the key to taking your content to the first position on the search engines.

### \#2\. Infographics

> [GE Embedded Infographic](https://rockcontent.com/gallery/ge-embedded-infographic/)

The [infographic](https://rockcontent.com/blog/what-is-an-infographic/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436) is a content format that takes **information to readers through visual resources** like images, vectors, graphics, and beautiful and functional typography.

Infographics **explain something quickly and objectively** so that a person looks at and understands the message without effort.

Initially, the infographics’ production process is the same as blog posts, but after a review, it will be designed by a graphic designer before it is published. This kind of content may be offered on landing pages to generate leads.

### \#3\. Videos

To stay competitive in the online market today, including videos in your Content Marketing strategy is mandatory.

Finding a way to capture the audience’s attention is significant, and video is a format that can be consumed wherever people are, including while doing other things, such as waiting for medical attention or using public transport.

[Video marketing](https://rockcontent.com/blog/video-marketing-guide/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436) may engage your audience quickly and efficiently. People are consuming more video content than other formats. **Videos are one of the best types of content to use in your strategy.**

Also, [according to Think With Google](https://www.thinkwithgoogle.com/advertising-channels/video/video-marketing-funnel-strategy/), 80% of people switch between video and online searches when researching products to buy.

Even if they do not decide to buy after watching the video, they remain under the effect of the video for a long time.

If you post your video on a Youtube channel, some optimization techniques can be used to guarantee that the platform users will find your video.

Using tags, video descriptions, subtitles, and links to other pages related to the content are a few tips for that.

### \#4\. Ebooks

[Ebooks](https://rockcontent.com/blog/interactive-ebook/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436) are an excellent content format to offer in exchange for some information such as name and email. **Visitors can’t resist downloading this kind of publication**, especially when the subject is relevant.

Beyond getting the consumers’ information through [forms](https://www.hubspot.com/products/marketing/forms?utm_source=External&utm_medium=Anchor-text&utm_campaign=marketing-hub) in landing pages, ebooks allow you to dive deeper into the content, explaining points that weren’t treated in a regular blog post.

Because of that, **this content format is a complete pack of efficient resources** to grow your lead base and increase your sales.

The production of an ebook involves text creation and review, like a blog post, and design by a graphic designer.

### \#5\. Case studies and testimonials

Case studies and testimonials are the best credibility booster for a brand. That’s why they are so important at the bottom of the funnel.

[**Case studies**](https://rockcontent.com/blog/interactive-case-study/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436) **tell a client’s success story endorsed by their testimony**.

One characteristic of this kind of content is that **it can highlight your product or service’s applications and benefits**. You can put the case studies and testimonials on the institutional website and corporate blog.

Interviewing the client to produce a case study and testimonial would be best. Ask them to talk about the problem they were trying to solve and show how your product/service helped them overcome their issues.

### \#6\. Social media posts

Social media posts can **promote content published on other channels, like blogs**.

There are a few ways to utilize this channel, but the most interesting is to create a relationship with consumers and stimulate them to interact with your brand.

While they are used to distribute content from other channels, social media can be a platform where content is created directly on it (think Instagram and Facebook Stories).

The production of posts for social media involves picking good-quality images to illustrate the posts and writing short and objective texts with a [call to action](https://rockcontent.com/blog/call-to-action/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436).

### \#7\. Email marketing

We already mentioned that email marketing has one of the **best ROI in a Digital Marketing strategy**. That’s why it allows an exact segmentation with highly predictable results. Right?

It can reach some different objectives using varied formats, like relational, promotional, and transactional emails.

#### Nurturing flows

Nurturing flows are used to drive through the marketing funnel. It consists **of sequential email messages triggered by reader characteristics or actions**.

The flow needs an objective, and each email should drive the reader to the next until the persona receives the final message and makes the expected action, like contacting the company or buying a product.

#### Newsletter

Newsletters are used to **disseminate news about the company** or even **to share new blog posts**.

[![State of Marketing Report 2024](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%202500%20500'%3E%3C/svg%3E)](https://www.hubspot.com/state-of-marketing?utm_medium=rock-convert&utm_source=hscm-RockContent-SOM-2024-blog)

### \#8\. Webinar

[Webinars](https://rockcontent.com/blog/webinar/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436) are an **excellent opportunity to create a relationship with your consumers** and **educate them**.

During these live broadcasts, you may answer customers’ questions in real-time, besides using the content created to write new blog posts.

To produce a webinar, you have to **plan an agenda and a presentation about the subject that will** **be presented**. Inviting your audience with some antecedence and reminding them of the day before is essential.

A checklist with some details, like equipment verification, is necessary to ensure that all is ready for the event.

### \#9\. Podcast

Podcasts are red hot regarding consumable online content these days, and it’s not hard to understand why.

As with a blog, a [podcast](https://rockcontent.com/blog/best-seo-podcasts/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436) provides a simple, user-friendly way to maintain an ongoing connection with your target audience.

**It helps you reinforce your marketing message of choice without being too pushy about it and** build industry cred as a go-to authority.

Podcasts are easier and cheaper to produce than similarly popular options like video, too, so they make a great cost-effective way to switch things up.

Where to get started? You can take the guesswork out of the process by partnering with a trusted podcasting service like [iHeartMedia](https://www.iheartmedia.com/) or [Wondery](https://wondery.com/).

You’ll get to take advantage of a whole suite of useful tools to help you create and promote your work, but you’ll need to bring something truly unique to these services to bring you on board.

There are also numerous **podcast editing, hosting, and production software options** on the market to consider if you’d instead fly solo.

You can also look into becoming an authority guest on an established podcast in your niche or industry.

### \#10\. Paid Ad

You don’t want to over-rely on [paid advertising](https://rockcontent.com/blog/what-does-ppc-stand-for/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436) as a marketer, as there’s no substitute for organic reach and SEO.

However, it deserves to be part of your larger content marketing strategy.

Paid ad content marketing is an excellent way for a new, emerging, or rebranded company to **gain momentum, generate leads, and build brand awareness.**

It also delivers fast, reliable, predictable returns — a big plus when implementing marketing strategies with strict deadlines.

Paid ad content marketing is most effective when paired with inbound marketing.

You can implement a paid content marketing plan via various platforms and avenues — including social media, sponsored content partnerships, landing pages, and classic banners — so go ahead and take your pick.

Think of your paid advertising efforts as a way to launch, establish, and boost brand recognition for your company and inbound marketing as a way to **add depth, substance, and longevity to your efforts.**

Paid ads are a terrific way to put your company on the map, but ultimately, your inbound marketing efforts will win you, diehard lifelong customers.

[![What do you need, to make your Content Strategy Rock?](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20760%20210'%3E%3C/svg%3E)](https://interactive.rockcontent.com/content-strategy-resource-library?utm_medium=rock-convert)

## Content Marketing Examples

eady to take a closer look at how successful content marketing looks? Check out these shining examples from around the web.

### Blogging: HubSpot

When you think of excellent blogs that nail blogging as a content marketing strategy, it’s hard not to think of [HubSpot](https://blog.hubspot.com/?_ga=2.240199302.468500702.1648510782-139161134.1648163957&__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436) immediately.

HubSpot is almost as famous for its in-depth, ultra-helpful blog posts on various topics as its essential services.

Take a look at their Facebook and LinkedIn presences for some great examples of how to use social media video marketing to draw even more attention to your growing blog.

### Videos: Hootsuite

Excellent video marketing content and pop culture go together for a couple of reasons.

To begin with, playing off of what’s already popular is a great way to show your company’s properly in step with the times.

It’s also an excellent opportunity to show off your cleverness, humor, and mastery of what it takes to make a lasting connection with an audience.

Take the video below, for instance. It’s a classic [HootSuite](https://www.hootsuite.com/) marketing video that played perfectly off the then-popularity of HBO’s _Game of Thrones_ to tell the company’s brand story.

### Visual Content: Shutterstock

[Shutterstock](https://www.shutterstock.com/) is all about beautiful, dynamic images, so it makes sense that its visual marketing content is also some of the best on the web.

Its creative trend infographics are excellent examples.

This incredible [interactive infographic](https://content.shutterstock.com/creative-trends/on-the-road-again.html) from 2022 is just one example of how dazzling and compelling visual content at its best can be.

It’s colorful, it’s appealing, and it’s beautifully done on so many levels. In other words, it’s not hard to see why it generated tens of thousands of social media shares and visits to Shutterstock’s website.

### Social Media Content: GE

[General Electric](https://www.ge.com/) (GE) is one of the first names that come to mind when you think of reliable, efficient vacuum cleaners or washing machines.

But household appliances aren’t fascinating as a topic for irresistible content marketing material. That hasn’t stopped GE from taking what they do best and breathing life into it in exciting new ways, though.

The company’s [Instagram account](https://www.instagram.com/generalelectric/?hl=en) is a perfect example of this tactic in action. Not only does GE leverage interesting, balanced imagery to generate interest, but they’ve also been great at influencer marketing.

For instance, GE invited a combined group of Insta-influencers and company super fans to tour their facilities and create content about the experience.

This move won the company several thousand new followers and multiple millions of views for their Instagram account.

Of course, these are hardly the only companies killing it regarding their content marketing campaigns.

However, they’re shining examples of what the content marketing team behind a company can accomplish with creative thinking and a knack for tapping into what their audience likes to see.

## 6 Best Content Marketing Tools

Naturally, even the best tools out there today aren’t going to make up for a subpar content marketing strategy, but they sure can simplify the process of getting the job done right.

Here are a few examples to take a closer look at yourself.

### 1\. Google Docs

No content marketing project is a one-person show.

[Google Docs](https://www.google.com/docs/about/) takes the hassle out of collaborating with your team across multiple projects, no matter where they might be located. And it’s free, so it’s guaranteed to fit right into even the slimmest shoestring budget!

### 2\. Grammarly

Even the most detail-oriented content creators can use a second set of eyes to review their work and point out some weak areas to improve.

[Grammarly](https://www.grammarly.com/) is a must for spotting spelling, grammar, and scansion errors that can ruin an otherwise effective blog post or piece of copy.

### 3\. Canva

Beautiful, professional, _original_ graphics are necessary if you’re serious about creating standout marketing content.

[Canva](https://www.canva.com/) is a user-friendly tool that removes the confusion, whether you’re looking to generate unique images to accompany a blog post or visual assets to jazz up your website.

### 4\. Airtable

All that data your content marketing campaign will require you to collect and analyze needs to be stored somewhere, and [Airtable](https://www.airtable.com/) is an option to consider.

It’s ideal for storing lots and lots of data and keeping it organized from the start of your project to the finish. In addition, enjoy access to [editorial calendars](https://rockcontent.com/blog/editorial-calendar/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436), campaign tracking tools, influencer management interfaces, and more.

### 5\. BuzzSumo

Although you’ll almost certainly come up with plenty of great content ideas, it doesn’t hurt to have a user-friendly tool to fall back on when you need more.

[BuzzSumo](https://buzzsumo.com/) can help you pinpoint hot topics to focus on and consider across multiple platforms and zero in on top thought leaders to check out. It’s excellent for tracking various performance metrics, as well.

### 6\. Ahrefs

And, of course, SEO is necessary for any marketing content you create.

[Ahrefs](https://ahrefs.com/) takes the guesswork out of basic keyword research to give you a solid jumping-off point for any campaign. It’s also terrific for everyday tracking purposes regarding current keyword rankings, keywords your competitors are using, current traffic rates, and more.

## What’s the role of ROI in Content Marketing?

[Return on Investment](https://rockcontent.com/blog/content-marketing-roi/?__hstc=10334826.5d1cc3d8ef0df515eb7b18388c50051a.1678294327410.1687303582064.1687349060611.298&__hssc=10334826.3.1687349060611&__hsfp=3074800436) is a metric that should be analyzed in all marketing strategies.

It is not different in Content Marketing: it is one of the most critical metrics and **probably the most loved metric by marketing managers and directors**.

It is a straightforward measure that gives a general idea of the performance of an investment. To calculate ROI, **take what you earned minus how much you spent and divide it by how much you spent**. It is significantly beneficial to help define and monitor concrete objectives.

If you take some time to apply this method in your business, you will certainly see good results, mainly because all the content you create becomes a company asset.

## Wrap Up

s you can see, Content Marketing is a must in a Digital Marketing strategy.

Creating your buyer persona, writing content that persuades the reader, having a solidified buyer’s journey, and using the proper channels will surely put your company over the competition.

Regarding content marketing, success is more than just creating a killer strategy and sticking to it. **You need the right people on board to help you bring your vision to fruition**, including expert content creators who can help your brand identity come alive.

[WriterAccess by Rock Content](https://www.writeraccess.com/?__hstc=64741936.71991a80948cb58d9bac8a4255cdc3b1.1678142465273.1686750971865.1686755408558.277&__hssc=64741936.8.1686755408558&__hsfp=2947109503) is home to an entire host of experienced, professional content creators with what it takes to help you smash your goals and grow your brand. Try it free for two weeks, and see what it’s all about for yourself!

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[Twitter](https://twitter.com/pecanha)

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