What Is Content Marketing and How Do Businesses Do It?

Content Marketing is the creation, publication and distribution of content for your target audience with the goal to attract new customers. It is the most common online marketing strategy, using platforms such as social media networks, blogs, infographics, ebooks, etc.

Why not stick to Pay Per Click marketing to see instant results?

PPC is great if you have the budget for it. However, if you want leads and traffic to keep coming, you will have to keep paying. Once you stop putting in money, you stop getting results.

For example you have an application you want people to download and bid on $2 per click. By the end of the month, you have 500 leads and spent $5,000.00. This is good but the next month, you’ll have to shell out another $5,000.00 to get the same results.

As opposed to, let’s say, writing a blog about your application. If you work on building your followers, you’ll get a constant, if not growing, conversion rate from your visitors. That same blog will still keep giving you leads every month even years after writing it.

This is how content marketing helps you set predictable, scalable and cost-effective traffic that doesn’t rely on an allotted budget every month.

Now that we’ve got your full attention, here are 3 steps on how to properly carry out your content marketing.


Step 1: Creating Content

Team, check! Tools, check! Now it’s time to get the ball rolling! There are so many types of content your team can come up with, here are 3 general types:

a. Blog Posts

Blogging can greatly help your organic search rankings. To drive traffic and leads, each blog should be informed by keyword search and optimized for SEO. Have your team write about various topics that your brand covers or relates to.

Types of blogs could be:

  • How-to posts that are both informative and entertaining
  • Lists posts that summarize information about interesting topics
  • Current events posts that reports on industry news or anything related
  • Infographics / slideshare posts that primarily use visual content

b. Premium Assets

This is where your long-form content creator is needed. This content type focuses more on longer, time-consuming pieces that are used to generate leads and for brand-building purposes.

Types of premium assets could be:

  • Ebooks
  • Research reports
  • Webinars
  • Tools and templates

c. Visual Content

Nearly anyone in your team can create visual content, but a bulk of the load goes to the designers. Designers may also create templates for bloggers and other written content creators to use to maximize time and effort.

Types of visual content could be:

  • Infographics which can also be places in blog posts and posted on social media.
  • Slideshares
  • Videos are known to improve your SEO and educate clients easily.


Step 2: Distribute Content

This is where the “marketing” part of “content marketing” really steps in. Make sure that the content your team worked so hard on gets found by the widest audience, a bulk of which should be the right target market.

a. Search Engines
Be sure to create content regularly that is informed by keyword research and optimized for SEO so that Google takes care of the rest. If done correctly, you’ll get your links as high up on page 1 as possible.

b. Social Media
Just like everyone else with their personal pages, your brand should be just as active on your social media platforms. Google’s algorithms consider social signals as one of the most important ranking factors – probably because everyone is on them all the time.

Create shareable content that is easy and interesting enough to get passed around by a large audience. Your social media manager should not only make sure your posts are published, but to invest in growing your presence and loyal followers. The bigger your following, the more circles or networks you get to connect with.

c. Email
Email marketing is a smart way to drive traffic and conversions to your content. This gives you a chance to talk to your audience on a more personal level, with their permission! Be sure to keep your emails relevant to the specific individual you are sending it to because that “unsubscribe” button is right under their nose!

d. Pay Per Click
As mentioned earlier, relying on PPC isn’t the most cost-effective way to gather loyal followers. However, it is good to mix it in every once in a while. You can use PPC when launching your social media platforms and still trying to garner followers. Also, if you promote a certain post via a paid Facebook ad, for example, this post has an even bigger potential to get views and passed around – which is great for SEO.


Step 3: Measure Content

Once your content is out there, don’t just leave and pack up. Be sure it’s going to the right audience and helping your brand grow in terms of online presence, awareness and overall progress. There are various tools that can help with this.

Your team should be focused on site traffic and leads that generate to sales. Measure the growth of your followers and/or subscribers regularly, always set goals that encourage you to aim higher and reach a bigger audience. By having a regular report, your team can better identify negative patterns and more importantly, what works with your audience.


To Your Best Online!

Ingrid Gee, Internet Marketing Consultant. Blue Dress® Marketing, an Internet Marketing Company headquartered in Knoxville, TN. Internet Marketing Developed, Implemented and Managed to Full Circle! Organic Internet Search Engine Guru. Turn Key Internet Optimization Programs Placing You Everywhere and Anywhere You Need to Be Online®
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