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Content marketing: 5 essential steps before spending the first penny


Digital marketing has opened the doors to many strategies that can be very useful for businesses. The reality is that, unlike traditional marketing, digital or online marketing is much more accessible. The investment you need is lower and you don’t always have to make it in order to be successful. This is where content marketing comes in.

When we talk about content marketing, we basically refer to the strategy of creating content that is relevant to your target audience. It is one of the strategies that works best to achieve audience loyalty and to improve SEO positioning.

Yes, content marketing is about generating something relevant. But it also focuses on what your target audience wants. It has long been understood that all marketing strategies should have users at the center. The reality is that this type of marketing follows the premise of thinking first about what your customers want to consume and then what they want to buy from you.

In order to create a good strategy, you must take into account the website (of course) and, also, social networks. Nowadays, one element does not work without the other, which can be a great advantage if you know how to take advantage of all the tools you have at your disposal to make your business take off, especially if you use content marketing.

Benefits of content marketing

You should know that these strategies have great benefits, much more than you may think:

  • They attract organic traffic that can be transformed into customers.
  • Improve SEO positioning, acting progressively but forcefully.
  • It serves as a means of customer loyalty, to remember that you are always present.
  • You can acquire comments and testimonials that help users feel more confident when buying your products or services.
  • They serve to get subscribers to the website.

How to carry out a content strategy? 6 previous questions

Carrying out a content marketing strategy is not complicated, but there are several questions you should consider before you start spending money or dedicating hours and hours of effort. In fact, by asking yourself these questions you will better understand what kind of actions you will end up carrying out.

What do you want to achieve?

In order to carry out a good strategy, you must have a clear objective to accomplish. All strategies have a specific purpose, since they act as guides to achieve that purpose. That is why, before launching a content marketing strategy, you must know what you want to achieve with it.

Objectives are highly variable and must be related to the business objective. For example, if the business objective is to expand to a new country, the marketing strategy should aim to reach new geographic areas.
If you want to reach a new audience segment, retirees, for example, you will have to create different content (maybe Whatsapp?) than you use to reach younger customers.

Who is your target audience and what are their interests?

In order to create a good content strategy, you need to know the type of audience you want to attract. Many people think that any type of traffic is fine. The reality is that marketing doesn’t work that way, or at least not the one that wants to get customers.

It is important to attract users that can really become permanent consumers. To do this, you should make a description of your ideal customer, know their interests and write down what you think might be relevant to them.

In which channels do you want to develop the strategy?

Not all channels or platforms will be useful for the strategy. Each platform is born with a specific objective: Instagram for images, Tik Tok for videos, Pinterest for inspiration, etc. You need to define which channels you should target.

Our recommendation is that you don’t choose just one platform, in case you run into problems. But don’t try to be on all of them because not all of them will help you achieve your goals.

What kind of content will you create and what support will you use?

After defining your objective, the audience you are targeting and the platforms you are going to be on, it is time to start looking at what you are going to publish. After knowing the interests of your audience, surely you already have an idea of the topics that may interest them. This is why you should make a list containing many topics (as many as you can) to start seeing how you are going to transmit it (with images, videos or written articles).

How long will your campaign last and where will each piece be published?

Now is the time to start planning the content to launch your strategy. Take a calendar and complete it with the publications you are going to make. We recommend that, in terms of publication dates, there should be consistency between the different social networks and the website. This will help you attract users to visit your website.

The most important: what will you do if your campaign does not meet your expectations?

When designing the campaign you have to make an estimate of the cost of running it (in money or working hours) and choose a metric to analyze if it is working or not (e.g. sales via online).
If the campaign lasts six months, at that time you will have to check if the effort made is compensated by the increase in sales.
As the most likely scenario is that expectations will not be met (they rarely ere), prepare a series of measures to be taken if necessary, such as canceling the campaign, reducing the pace, hiring an external professional, changing the materials or the objective, etc.
Prepare different options for different scenarios – total failure, slight disappointment, small success – and don’t worry about big successes or dying of success, because (please believe me) when there is a lot of money everything is incredibly easy to manage.


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