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Content Marketing or Content Marketing is a powerful strategy with which you can create value for your business, improve your reputation and create a community around your brand. In this post we teach you how to create a Content Marketing strategy for your business or your website.

Companies have started to rely on Content Marketing and other content strategies to reach their potential buyers. Interest in this technique is growing at the same time that advertising is losing effectiveness, because users no longer believe that it offers them added value.

Differences between Content Marketing and Inbound Marketing

Although these two concepts are similar and complement each other, they do not mean the same thing. While Content Marketing is used to attract and retain online traffic, Inbound Marketing seeks to convert that traffic into leads and potential consumers of the brand. Therefore, one of the techniques used to carry out Inbound Marketing is Content Marketing, because to reach that lead, you first have to educate the audience on the benefits of the brand so that they end up acquiring your products or services.

Clarified the difference between these two concepts, why should you have a content marketing strategy?

Advantages of Content Marketing

Something that should be strictly prohibited when designing a Customer Journey is not taking into account the different platforms that the user has to go through. Currently, most communication strategies are based on transmedia experiences, in which the user goes from one platform to another performing different actions.

Considering each action in a unitary way for each platform is a mandatory practice to understand the emotional phases that our client will experience. As an example, you have to know if your strategy on Tik Tok should be launched before that of the rest of the networks or not. To do this, you will have to take into account the entire narrative of the action, as well as other factors related to the consumption habits that users make of the networks.

Advantages of Social Listening

1. Brand recognition

Content marketing makes it easier for a company’s audience to perceive them as a trustworthy company, which helps users better remember the brand.

2. Boost sales

Although it is not the main objective of Content Marketing, a well-crafted strategy increases the interest of users in the brand. In addition, more than half of purchase decisions are based on the content that the user consumes before buying, so content marketing helps in the Customer Journey process.

3. Make the brand a benchmark in the sector

By creating valuable content such as videos, webinars, whitepapers or interviews, we will ensure that the brand becomes a benchmark in its sector.

4. Improve positioning

Nurturing your website with quality content will make you win keywords. To do this, you must first make a selection of keywords to include in the texts. Consequently, Google will index the page based on those keywords.

Likewise, Content Marketing allows the website to be updated, which increases the chances that our website appears in the organic searches that are carried out in the search engine.

5. Increase the database

Content creation allows companies to segment the database according to their interests. In addition, companies that generate content strategically generate up to 97% more leads than companies that do not take this strategy into account.

Steps to create a Content Marketing strategy

Step 1: Set your goals

Ask yourself what you want to achieve, more traffic? More sales? Positioning? More engagement with my audience? Whatever it is, keep in mind that a goal is useless if it cannot be measured, so set SMART goals:

  1. Specific (specific)
  2. Measurable
  3. Aattainable
  4. Rrealistic and relevant
  5. Time (in a period of time)


Step 2: Define your audience

  1. Who is your target audience?
  2. What are they looking for on your website?
  3. What interests do they have?
  4. Where do they consume content?
  5. What kind of content do you like?


Step 3: Research your competition

Knowing what your competition is doing can help you take referrals and avoid mistakes. Some aspects to take into account are the ways in which they communicate with their clients or how often they publish.


Step 4: Find the content

Decide what content will be published to achieve the objectives and on what channels. To do this, keep your target audience in mind and offer them information of interest to connect with them.

For this you will have to discover the most interesting for your audience. You can use tools like Answer the Public or Topic Research to find useful ideas. You can also use the Google search engine, or Google Trends to find out which terms are the most popular. For search engines, you can try Google Search Console to determine what types of keywords are used frequently and with what intent.


Step 5: Create SEO friendly content

Search and establish the keywords for each content and take SEO into account when preparing any piece. Among others:

  1. The presence of images in the content
  2. Using bullet lists
  3. The organization of the subheadings in H2, H3 and H4
  4. The SEO title
  5. post url
  6. The meta description extension


Step 6: Plan your content

  1. Who will be in charge of creating the content and publishing it?
  2. What type of content will be created?
  3. When will it be published?
  4. How will it be promoted? Newsletter, social networks, advertising, etc.?
  5. Where will it be published? There are many channels to publish your content, so it is recommended to publish on the channels where your audience is or where it is most likely to be consumed. For example, on Pinterest or Instagram you can distribute more visual content; on Youtube video tutorials or interviews.

For the articles that you publish on your blog, organize yourself with an editorial calendar in which you can define the periodicity of each article.


Step 7: Update the content

Once you have published an article, you can present it in another format to try to attract more traffic from users who may prefer a different format.

A good content marketing strategy reviews published content to improve and update it. For example, you can turn an article into an infographic or a video; pull out a series of video pieces from a lengthy article; combine several articles and publish a whitepaper.


Step 8: Measure the results

Performs a periodic analysis of the results obtained based on the objectives set. However, keep in mind that the results may not be palpable until the first 3 months of starting, especially in terms of positioning.

The relevant content metrics are:

  1. User behavior: unique visitors, pages per session, bounce rate.
  2. Engagement: likes, shares, comments, mentions.
  3. SEO results: organic traffic, dwell time, backlinks.
  4. Return for the company: number of leads, non-real existing leads, conversion ratio.

At PSS we are experts in Content Marketing or Content Marketing. If you want more information about our services, do not hesitate to contact us. Leave a Reply

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