{"id":15799,"date":"2020-11-13T15:00:10","date_gmt":"2020-11-13T14:00:10","guid":{"rendered":"https:\/\/qodeinteractive.com\/magazine\/?p=15799"},"modified":"2022-02-02T10:18:00","modified_gmt":"2022-02-02T09:18:00","slug":"ultimate-guide-to-content-marketing","status":"publish","type":"post","link":"https:\/\/qodeinteractive.com\/magazine\/ultimate-guide-to-content-marketing\/","title":{"rendered":"A Comprehensive Guide to Content Marketing"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column][vc_column_text]As we\u2019re entering the 2020s, things are moving faster than ever. The <em>produce-target-publish-dispose<\/em> cycle is spinning at a dizzying speed, resulting in an overproduction of digital content. With new content being thrown in users\u2019 faces every few seconds, the attention span has reached a breaking point. <strong>People no longer have the patience nor time to sift through content until they get what they need<\/strong>. More disposable than a paper cup, content that does not reach its mark right away becomes virtual garbage.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]This is particularly relevant for the advertising industry and marketing. Just ten years ago, no marketing tool was more efficient than the plain ol\u2019 ad. And as per the usual human habit, marketers started overdoing it. Flashy banners and intrusive pop-ups ambushing unsuspecting visitors led to <strong>a sense of saturation, and ultimately, an aversion towards this traditional marketing method<\/strong>. Cue AdBlock, and today we find ourselves in a dilemma &#8211; if not ads, then what? According to most progressive marketing gurus, the answer lies in content marketing.[\/vc_column_text][vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"400\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-1.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-1.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-1-300x171.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-1-620x354.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]Content marketing is by no means a new thing. If you<strong> think of it as of storytelling<\/strong>, which it essentially is, you\u2019ll see it has been around for, well&#8230;four millennia. And it always served a clear purpose. Entertainment, passtime, delight, persuasion, argumentation&#8230;just think of Scheherazade and her tales of 1001 nights. As an example, this might be a stretch, but you get the idea.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]<strong>What we call content marketing today is not that different from traditional storytelling and, thanks to this, it packs all its power.<\/strong> So today we are going to take a deep dive into this method. By the time we emerge on the other side, we will have harnessed the power of content marketing and its many strategies and channels. Here\u2019s what we\u2019re going to cover:[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\"><a href=\"#what-is-content-marketing\">What is Content Marketing, Anyway?<\/a><\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;5px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\"><a href=\"#benefits-of-content-marketing\">Benefits of Content Marketing<\/a><\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;5px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\"><a href=\"#content-marketing-vs-traditional-marketing\">Content Marketing vs. Traditional Marketing<\/a><\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;5px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\"><a href=\"#main-types-of-content-marketing\">Main Types of Content Marketing<\/a><\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;5px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\"><a href=\"#create-a-successful-content-marketing-strategy\">How to Create a Successful Content Marketing Strategy<\/a><\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;5px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\"><a href=\"#write-quality-content-that-converts\">How to Write Quality Content That Converts<\/a><\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;5px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\"><a href=\"#customer-journey-stages\">Content Marketing Throughout Customer Journey Stages<\/a><\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;5px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\"><a href=\"#most-common-content-marketing-mistakes\">10 Most Common Content Marketing Mistakes<\/a><\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;5px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\"><a href=\"#most-useful-content-marketing-tools\">14 Most Useful Content Marketing Tools<\/a><\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;68px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h2 class=\"qodef-h4\"><a id=\"what-is-content-marketing\"><\/a>What is Content Marketing, Anyway?<\/h2>\n<p>[\/vc_column_text][vc_column_text]If you happened to Google \u201ccontent marketing,\u201d you have most likely come across this definition from the <a href=\"https:\/\/contentmarketinginstitute.com\/what-is-content-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Content Marketing Institute<\/a>: \u201cContent marketing is a strategic marketing approach focused on <strong>creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience<\/strong> \u2013 and, ultimately, to drive profitable customer action.\u201d[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Alright. This is a good working definition, but it doesn\u2019t tell you much, does it? Let\u2019s try to rephrase: Content marketing is storytelling custom-tailored for its designated audience, crafted to provide value and serve a purpose. It can be <strong>a solution to a problem, an answer to a question, an idea, a tip or a piece of advice<\/strong>\u2026 As long as it answers a need, it\u2019s good. And if it helps you move closer to your goal (conversion), all the better.[\/vc_column_text][vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"400\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-2.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-2.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-2-300x171.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-2-620x354.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]There\u2019s another thing that can be said about content marketing with absolute certainty: it works. Let\u2019s see why.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Content marketing is, above all, engaging. It pulls the audience in without trying to sell them anything (at least not directly). This approach tells the audience several things:<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">You understand their needs.<\/span>        <\/div>\n            <\/li>\n<\/ul><ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">You have what they need. <\/span>        <\/div>\n            <\/li>\n<\/ul><ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">They\u2019re not expected to give anything back. <\/span>        <\/div>\n            <\/li>\n<\/ul><ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">You respect them, and their time.\n<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Now might be a good time to point out that <em>content<\/em> is a wide term and that it encompasses a range of media: from written word to images and video, through social networks, of course. We will go through all of these in a bit, but since we\u2019re working on an explanation here, it\u2019s something to keep in mind.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]This means that content marketing can involve anything from guest blogging to viral Instagram campaigns. <strong>It is an immersive, engaging creation that you serve to your audience with an end goal in mind, while remaining respectful of their needs.<\/strong>[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]A lot of people think of content marketing as something innate to digital marketing. While content marketing <em>is<\/em> one of the pillars of digital marketing, it is actually way older and has been around for decades before the first PCs.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]We can go as far back as the 19th century and we\u2019ll find some brilliant examples of content marketing &#8211; for instance, it was in 1888 that Johnson &amp; Johnson launched their <em>Modern Methods of Antiseptic Wound Treatment<\/em> and several other publications aimed at improving public health awareness, in which, of course, they promoted their own products, such as bandages and gauze.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Similarly, in 1896 John Deere launched <em>The Furrow<\/em>, a journal on all things farming, which was a mix of useful advice, best practices and current issues, peppered with the news about the company\u2019s latest products. Not only does <em>The Furrow<\/em> still exist, but it has a circulation of 1.5 mil copies in 40 languages and 12 countries.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]The recipe for success of these publications (and many other similar ones) is strikingly simple and it encompasses just what we had discussed above &#8211; they all provided useful, concrete information that the audience can appreciate.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;80px&#8221;][vc_widget_sidebar sidebar_id=&#8221;new-corporate-banner&#8221;][vc_empty_space height=&#8221;81px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h2 class=\"qodef-h4\"><a id=\"benefits-of-content-marketing\"><\/a>Benefits of Content Marketing<\/h2>\n<p>[\/vc_column_text][vc_column_text]Like we said earlier, one of the reasons why content marketing works is that it gives your audience what they need and gives you something (leads, sales, whatever) in return, without being obtrusive, aggressive or pushy.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Obviously, a thorough approach like this is bound to have some great results:<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\"><strong>It increases brand awareness.<\/strong> There are just too many brands out there right now. The market is a lot like a forest and the average consumer is a lot like the Little Red Riding Hood trying to make it to her Grandma\u2019s house without being eaten by big game companies thirsting for her money. Brands with strong reputation are more likely to make it in that forest, but what about the startups and budding businesses? Content marketing can help them get on the map by providing niche-specific content that answers the consumers\u2019 needs. When a brand consistently manages to do so, it rises above the forest and becomes the only point of reference in a certain field or niche.<\/span>        <\/div>\n            <\/li>\n<\/ul><ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\"><strong>It builds loyalty and trust. <\/strong>One of the pillars of content marketing is honesty. You produce actionable, quality content that serves a purpose. And you do so without trying to (directly) sell anything. This is the shortest way to a consumer\u2019s heart. When a relationship is built on trust and respect, it is more likely to grow into something more lucrative than in-your-face ad targeting that has already started to creep the consumers out with its uncanny timing and placement.<\/span>        <\/div>\n            <\/li>\n<\/ul><ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\"><strong>It helps build authority.<\/strong> Brands that represent authorities in their field, be it economy, tech, lifestyle or health, simply do better and grow faster. We all seek out figures of authority when we need help. One way to become an authority in your niche is to maintain a constant, reliable flow of quality content that solves dilemmas and answers questions, gives ideas and inspires action.<\/span>        <\/div>\n            <\/li>\n<\/ul><ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\"><strong>It improves traffic.<\/strong> Inbound leads are among the most direct results of a good content marketing campaign. Optimized, quality content is more likely to rank well on search engines, especially if it is constant. This, in turn, means more people coming to your digital home for information and help, hopefully clicking through more than just one page and engaging in a way that ticks your lead generation boxes.<\/span>        <\/div>\n            <\/li>\n<\/ul><ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\"><strong>It supports social communication<\/strong>. Good content is easily shareable. When you put out something that is not only well-crafted but also fun, engaging and, above all, universally useful, people become more likely to share it with others on their social platforms. That way you not only expand your reach, but you also open up a channel for communication between your brand and your audience, a channel that is incredibly precious.<\/span>        <\/div>\n            <\/li>\n<\/ul><ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\"><strong>It optimizes the customer journey.<\/strong> These days, most decisions start with a search. Say we have a person looking for a service in their area. They type a query in the search bar, and your brand comes up somewhere on the first page of SERP. If your content provides enough information, tells them something they didn\u2019t already know and shows your trustworthiness, the person (who has now become a prospect) will possibly join your list, becoming a lead, and then, hopefully, gently pushed by the authority your content exudes, become a buyer.<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;28px&#8221;][vc_column_text]So, the benefits are pretty clear. But traditional marketing has its virtues too, right? Most of the \u201cclassic\u201d marketing channels are still in the game and still helping their strategists earn billions. Let\u2019s take a quick look at how the two fare against each other.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;68px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h2 class=\"qodef-h4\"><a id=\"content-marketing-vs-traditional-marketing\"><\/a>Content Marketing vs. Traditional Marketing<\/h2>\n<p>[\/vc_column_text][vc_column_text]When we talk about traditional marketing, what we\u2019re thinking are the channels like TV\/radio commercials, newspaper ads, billboards, signs and banners, direct mail, flyers, etc&#8230; the stuff most people think of when they hear of \u201cmarketing\/advertising.\u201d It\u2019s also the stuff that most people are pretty tired of, due to its often intrusive nature. You\u2019re sitting there on your sofa after a long day, watching your favorite game show, and just when you\u2019re about to find out if the fellow from Cincinnati is going to win the $1,000,000 prize, they cut to commercials. Or you open your mailbox and find a letter in a nice envelope, you get all excited about it, only to find out it\u2019s a direct mail ad from your local laundrette.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"400\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-3.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-3.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-3-300x171.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-3-620x354.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]Content marketing is the very opposite of all that, in several aspects:<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Traditional marketing <strong>tells <\/strong>(you to buy), content marketing <strong>gives <\/strong>(you something you need).<\/span>        <\/div>\n            <\/li>\n<\/ul><ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Traditional marketing <strong>speaks <\/strong>at you, content marketing <strong>talks <\/strong>with you.<\/span>        <\/div>\n            <\/li>\n<\/ul><ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Traditional marketing is <strong>general<\/strong>, content marketing is <strong>personal<\/strong>.<\/span>        <\/div>\n            <\/li>\n<\/ul><ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Traditional marketing is <strong>static<\/strong>, content marketing is <strong>dynamic<\/strong>.<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;28px&#8221;][vc_column_text]It\u2019s clear how <strong>content marketing takes a more humanist approach<\/strong>, by always keeping the customers\u2019 needs in mind. But it\u2019s directly more beneficial for the marketers and companies too &#8211; <strong>simply because it\u2019s so much cheaper<\/strong>.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Primetime ads are incredibly expensive. A 30 second ad during a TV show (and let\u2019s not get into Super Bowl or NBA playoff ad fares) rarely costs less than $100,000, and, depending on the programming, can go way up.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]It is estimated that <a href=\"https:\/\/www.demandmetric.com\/content\/content-marketing-infographic\" target=\"_blank\" rel=\"noopener noreferrer\">content marketing costs 62% less than traditional marketing<\/a>, and that says a lot. Sure, certain content marketing strategies, like long-running publications with a large circulation, aren\u2019t exactly cheap either, but if we only focus on the digital realm, which is our field here, the costs are much more modest.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]No one\u2019s saying that a company should ditch the \u201cold school ways\u201d in favor of content marketing. In fact, <strong>most successful brands actually combine the two channels<\/strong> &#8211; they will have a traditional ad campaign, TV commercials, billboards and all, based on storytelling. Just think of Coca-Cola and their classic heartwarming Santa Claus fairytales winter after winter.[\/vc_column_text][vc_empty_space height=&#8221;68px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h2 class=\"qodef-h4\"><a id=\"main-types-of-content-marketing\"><\/a>Main Types of Content Marketing<\/h2>\n<p>[\/vc_column_text][vc_column_text]We already mentioned that content marketing comes in various shapes and forms, and now\u2019s the time to go through some of the best-performing ones.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;72px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h3 class=\"qodef-h5\">Blogging<\/h3>\n<p>[\/vc_column_text][vc_column_text]This is a storytelling classic. <strong>Blog is the narrative in its simplest, most common form: words<\/strong>. Keeping an up-to-date, engaging blog roll that addresses your customers\u2019 needs and questions is one of the easiest ways to win them over, not to mention it\u2019s incredibly useful SEO-wise. <a href=\"https:\/\/qodeinteractive.com\/magazine\/keyword-research-and-how-to-do-it-right\/\">Play your keyword game right<\/a>, and your blog posts will start popping up in the top section of SERPs, directing people your way, into your funnel.[\/vc_column_text][vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"400\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-4.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-4.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-4-300x171.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-4-620x354.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]<a href=\"https:\/\/www.wholefoodsmarket.com\/tips-and-ideas\/archive\" target=\"_blank\" rel=\"noopener noreferrer\">Whole Foods<\/a> is an excellent example of successful blog marketing. Their target audience are people who are more than casually interested in health and wellness, so the blog makes sure to offer health food tips and recipes combined with corporate info and product promotions. It has become a go-to place for information on all sorts of health food-related topics even for those who are not yet their customers, thanks to their carefully calibrated marketing strategies.[\/vc_column_text][vc_empty_space height=&#8221;72px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h3 class=\"qodef-h5\">Video<\/h3>\n<p>[\/vc_column_text][vc_column_text]<a href=\"https:\/\/qodeinteractive.com\/magazine\/free-stock-video-footage\/\">Video consumption<\/a> has been on such a steep rise that it\u2019s safe to say <strong>it represents the future of marketing<\/strong>. The numbers are clear: by 2022, video will make up <a href=\"https:\/\/www.cisco.com\/c\/en\/us\/solutions\/collateral\/service-provider\/visual-networking-index-vni\/white-paper-c11-741490.html\" target=\"_blank\" rel=\"noopener noreferrer\">more than 82% of all internet traffic<\/a>. It represents content with the highest chance of being shared, and its message retention is extremely high: <a href=\"https:\/\/www.insivia.com\/50-must-know-stats-about-video-animation-marketing-2013\/\" target=\"_blank\" rel=\"noopener noreferrer\">95%, compared to 10% for text<\/a>.[\/vc_column_text][vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"400\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-5.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-5.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-5-300x171.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-5-620x354.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]Remember the <a href=\"https:\/\/www.youtube.com\/watch?v=M7FIvfx5J10\" target=\"_blank\" rel=\"noopener noreferrer\">Van Damme\u2019s Epic Split<\/a> for Volvo Trucks? One of the best commercials of all time was not a standalone project though &#8211; it was actually the tip of a carefully crafted video content marketing funnel, complete with brand films, documentaries and video tutorials, that helped the company generate billions in revenue and cemented Volvo\u2019s reputation as the truck company, period.[\/vc_column_text][vc_empty_space height=&#8221;72px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h3 class=\"qodef-h5\">Podcasting<\/h3>\n<p>[\/vc_column_text][vc_column_text]<a href=\"https:\/\/qodeinteractive.com\/magazine\/how-to-start-a-podcast-with-wordpress\/\">Starting a podcast<\/a> is actually easier than it sounds, and can be both fun and efficient, if you do it right. <strong>It\u2019s also rather cost-friendly<\/strong>, which makes it a great channel of choice for growing companies. There\u2019s something in podcasts that touches the nostalgia nerve in people, perhaps because it reminds of the golden age of radio. In addition, <strong>podcasts allow users to consume content while doing other things<\/strong> &#8211; cleaning the house, having breakfast or walking the dog.[\/vc_column_text][vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"400\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-6.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-6.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-6-300x171.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-6-620x354.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]Podcasting is sometimes wrongly attributed to the DIY community and the \u201cnerdy\u201d crowd, while in fact many major league players like <a href=\"https:\/\/www.ibm.com\/ibm\/syndication\/podcasts\/\" target=\"_blank\" rel=\"noopener noreferrer\">IBM<\/a> invest in syndicated podcasts on topics from tech news to business consulting.[\/vc_column_text][vc_empty_space height=&#8221;72px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h3 class=\"qodef-h5\">Infographics<\/h3>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;24px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"400\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-7.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-7.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-7-300x171.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-7-620x354.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]A picture\u2019s worth a thousand words, and that\u2019s really more than just an old-timey adage. <strong>Bright, visually captivating content is a marketer\u2019s best friend<\/strong>, as it offers an information digest that can be consumed in seconds, and with pleasure, too. Infographics require very little time and almost no money at all, but they need to be done well. <strong>Well-structured information, preferably peppered with hard data<\/strong>, designed in a way that follows some basic color psychology rules, can be easier to consume than most other content types.[\/vc_column_text][vc_empty_space height=&#8221;72px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h3 class=\"qodef-h5\">Guides and Tutorials<\/h3>\n<p>[\/vc_column_text][vc_column_text]Often in the form of blog posts, guides and tutorials are among the cornerstones of content marketing as they offer <strong>concrete, solid, actionable \u201chow to\u201d resources that answer users\u2019 direct needs and questions<\/strong>, like <a href=\"https:\/\/qodeinteractive.com\/magazine\/how-to-choose-business-name\/\">choosing the right name for your business<\/a> or <a href=\"https:\/\/qodeinteractive.com\/magazine\/how-to-add-privacy-policy-to-wordpress\/\">adding a privacy policy to your site<\/a>. This sort of content is perfect for improving a brand\u2019s SERP ranking, since Google loves neatly structured content that follows the question-answer formulas that can be displayed as rich snippets (and users love those, too!).[\/vc_column_text][vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"400\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-8.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-8.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-8-300x171.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-8-620x354.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;82px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h3 class=\"qodef-h5\">Case Studies<\/h3>\n<p>[\/vc_column_text][vc_column_text]Case studies offer an insight into a process or a journey from its inception to its final results. In many cases, it is <strong>a real-life customer journey, with actual data<\/strong>, case uses that show prospects and leads, in great detail, what they can expect should they decide to engage with a product or a service. Case studies can also <a href=\"https:\/\/qodeinteractive.com\/magazine\/die-finnhutte-case-study\/\">cover a product journey<\/a> following the same \u201cstart to finish\u201d path. As for the format, case studies can also be videos, and they are always visual-heavy, with infographics, diagrams and other visual aids.[\/vc_column_text][vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"400\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-9.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-9.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-9-300x171.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-9-620x354.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;82px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h3 class=\"qodef-h5\">eBooks<\/h3>\n<p>[\/vc_column_text][vc_column_text]The best thing about eBooks is that they don\u2019t require as much effort as one might think. You can think of them as long-term content that won\u2019t get pushed down in the blogroll and, more importantly, one of the most efficient lead magnets in a digital marketer\u2019s sleeve. eBooks can be offered in exchange for a newsletter signup, as a gift to new users, as a way to show gratitude to loyal customers, and so on. Their value as a gift comes from the fact they offer <strong>in-depth insights into their subject matter<\/strong>. Depending on their structure and volume, they can work and serve as a textbook &#8211; useful to have at hand and consult whenever there\u2019s a dilemma or an issue to be solved.[\/vc_column_text][vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"400\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-10.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-10.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-10-300x171.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-10-620x354.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;82px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h3 class=\"qodef-h5\">Checklists<\/h3>\n<p>[\/vc_column_text][vc_column_text]Usually formatted to be easily shareable across social platforms, checklists are an excellent content type for targeting small and medium businesses and startups, as well as topics that regard initial phases of a project or product development. <strong>They offer a thorough to-do list for those who aren\u2019t really sure where to start<\/strong>. Often interactive (the user gets to tick or cross off the completed steps), checklists are both fun and useful, and they are actually quite easy to make and publish. Checklists can also take the form of a \u201cregular\u201d article, covering <a href=\"https:\/\/qodeinteractive.com\/magazine\/things-to-do-after-installing-bridge\/\">\u201cthings to do before\/after\u201d<\/a> a certain milestone has been reached.[\/vc_column_text][vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"400\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-11.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-11.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-11-300x171.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-11-620x354.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;82px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h3 class=\"qodef-h5\">User-Generated Content<\/h3>\n<p>[\/vc_column_text][vc_column_text]User-generated content is an umbrella term for any sort of content that users post across various platforms, usually social ones. It can come in the form of images, text, video, audio, comments, reviews and ratings. When that content regards your business and you pick it up, collect it and repost it on your own social platforms or your website, it becomes a powerful tool for generating new leads and, eventually, customers. The logic is simple &#8211; <strong>we tend to trust other people more than we trust companies<\/strong>, and definitely more than we trust marketers. When we hear a good (or a bad) thing about a product or a service, it resonates more profoundly than any ad.[\/vc_column_text][vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"400\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-12.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-12.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-12-300x171.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-12-620x354.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]Now that we know what sort of material can be used in a content marketing strategy, let\u2019s see how to craft one that will be a success from start to finish.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;68px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h2 class=\"qodef-h4\"><a id=\"create-a-successful-content-marketing-strategy\"><\/a>How to Create a Successful Content Marketing Strategy<\/h2>\n<p>[\/vc_column_text][vc_column_text]If you\u2019re not a complete newcomer on the market, chances are you\u2019re already conducting some form of content marketing strategy, even if it\u2019s not necessarily defined and articulated. Blogs, instructional videos, perhaps more elaborate pieces of content like case studies and whitepapers &#8211; your output probably includes at least <em>some<\/em> of it.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Still, simply publishing content cannot possibly be enough. Content creation has to have <strong>a clearly defined goal and purpose<\/strong>. And in order to achieve your goal, you can\u2019t just shoot around in the dark hoping to randomly hit the mark. It simply doesn\u2019t make sense, either time- or cost-wise.[\/vc_column_text][vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"400\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-13.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-13.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-13-300x171.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-13-620x354.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]A clear, well-defined, step-by-step content marketing strategy can help you reach your end goals faster, with less expenses, <strong>expanding your reach with each step and helping improve visibility, reputation and trust.<\/strong>[\/vc_column_text][vc_empty_space height=&#8221;72px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h3 class=\"qodef-h5\">What Makes a Good Content Marketing Strategy?<\/h3>\n<p>[\/vc_column_text][vc_column_text]There are a few things that separate a good content marketing strategy from not-so-great ones.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]The first is balance, or more specifically, <strong>balance between search-oriented content and thought leadership.<\/strong>[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Of course search ranking matters. You can\u2019t get anywhere unless you rank high where everyone can see you. Poor ranking means poor visibility, which is why the majority of businesses direct most of their marketing efforts towards SEO, and tailor their content marketing strategy accordingly.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]However, in this day and age, you have to count on the fact that audiences are pretty aware of <a href=\"https:\/\/qodeinteractive.com\/magazine\/how-search-engines-work\/\">how search engines work<\/a>, at least intuitively, and are already able to recognize certain SEO tactics at work. This can sometimes cause a psychological barrier, a resistance towards content that is perceived as bait, as a vehicle for luring them in and making them buy.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]When a strategy is too search-focused, it tends to deliver content that resembles other content on or around the same topic. It then becomes a purely SEO game &#8211; who can optimize things better in order to rank higher. It becomes \u201cform over substance,\u201d while, of course, it should be the other way round.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]<strong>Engaging the audience by starting a conversation with them<\/strong>, telling a story that resonates with them and, again, giving them what they need &#8211; these should be the goals of a successful content strategy.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Another thing that you should reflect upon is <strong>how you intend to structure and deliver your content<\/strong>. As we\u2019ll soon see, it is vital you create your basic topic(s), related and congruent with your niche and your audience\u2019s interests. Once these are defined, you can proceed to <strong>create content clusters around those pillars<\/strong>.[\/vc_column_text][vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"400\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-14.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-14.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-14-300x171.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-14-620x354.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]This methodology works because of its solid structure &#8211; it has a pillar or a base, and a set of subtopics, satellites if you wish, orbiting around it, pulled in and held in place by a gravitational force that is made of keywords and search terms. This is a structure that covers everything you are targeting, based on your insights into what people need.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Sure, you can go wild and post content on topics that are only loosely related (or completely unrelated) to your niche. But unless you already have a massive following and crazy traffic, this will just be a waste of your time and resources.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]In order to get to a place where you have a content structure that works and the perfect balance between search-focused and authoritative content (thought leadership), you need to set some time aside and carefully plan out your strategy.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;72px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h3 class=\"qodef-h5\">A Step-By-Step Content Strategy Plan<\/h3>\n<p>[\/vc_column_text][vc_column_text]When it comes to mapping your content marketing strategy, or any other strategy for that matter, it\u2019s always useful to start by asking some crucial questions. Once you determine the answers to your questions, you can use those as steps or pointers for your plan.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">What are your goals? <\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"400\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-15.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-15.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-15-300x171.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-15-620x354.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]By \u201cgoals\u201d we don\u2019t mean your personal or business goals, the \u201cget rich, buy a yacht\u201d kind of thing. We mean your content marketing goals &#8211; where do you want your content to get you and what do you want it to do. For most marketers, it means increasing the revenue, getting more traffic on your website, making more sales, gaining influence and becoming a niche authority, or, more specifically, better social media engagement, better SEO and lower marketing and overall business costs.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]<strong>You can have more than one goal, you can have them all or a combination of several of them<\/strong>. A business can have quite satisfactory site traffic and SERP ranking, but may need to improve social engagement or reduce the amount of money they spend on ads. Another one may simply wish to expand its reach and get more people to the site and into the funnel.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Whatever your goals, it\u2019s important to have them well-defined and periodically revisited and revised.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">What are your KPIs?<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"400\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-16.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-16.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-16-300x171.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-16-620x354.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]KPIs or Key Performance Indicators come as the natural following step. These represent <strong>measurable values that can be used to track the success in achieving your goals<\/strong>. They can come in the form of milestones and are expressed in numbers, where possible.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]KPIs may include certain monthly or annual revenue targets, the number of new signups, subscriptions, downloads, purchases, search ranking indicators, clicks, click-throughs, mentions, shares, comments, and so on. KPIs may also regard your expenditures, such as marketing costs, campaign spendings, lead-acquiring costs and similar.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Who is your audience? <\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"400\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-17.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-17.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-17-300x171.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-17-620x354.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]This question is particularly important for tailoring a content strategy, as content marketing depends massively on successful targeting of audience needs.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Here, you first step should be to <a href=\"https:\/\/qodeinteractive.com\/magazine\/getting-started-with-google-analytics\/\">learn about Google Analytics<\/a> and its many exquisite tools and get some hard data on your audience demographics &#8211; age, gender, income, education, location, as well as some data on their behavior and interests.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Next, it\u2019s time to collect feedback. Hard data is great, but nothing beats direct insights into how your audience feels about your business and your content, what their needs and issues are, and where they see room for improvement.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]These two steps combined will prepare you for the ultimate step and that is <strong>creating customer (aka buyer) personas<\/strong>.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]A customer persona unites key traits of the largest portion of your audience, the portion you can consider your audience stereotype. Something like avatars, customer personas represent your ideal audience and the one you will be directing your efforts toward. Ideally, a customer persona will tell you all you need to know about your audience\u2019s needs, pain points, attitudes and most urgent issues. Address those with your content strategy, and you will see significant improvements across your entire KPI map.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Where do you stand?<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"400\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-18.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-18.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-18-300x171.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-18-620x354.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]In case you\u2019re not literally just starting out, you probably already have some content out there. The next step in your strategy should, therefore, be to assess where you are and how you stand in terms of publishing content that actually works in favor of your goals.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]The best way to get this sort of insight is to conduct a content audit. A content audit is <strong>a detailed assessment of every single piece of content on your website or platform<\/strong> &#8211; blog posts, video, social interactions, comments, visual material, and so on. Leave no stone unturned as you examine each piece of content to see if it serves your purpose. For a thorough content audit, it\u2019s best to hire a professional, if your budget allows for it. If not, you can use one of the many available tools, such as <a href=\"https:\/\/optinmonster.com\/refer\/semrush\/\" target=\"_blank\" rel=\"noopener noreferrer\">SEMRush<\/a> and its Content Audit tool. The content audit should analyze your titles and descriptions, length, shares and interactions, as well as backlinks. Then use the data to see if you have enough inbound links pointing to your content, how you rank for the keywords in the content, and if the content is sufficiently shared.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Your final goal here is to identify content that works well as is, content that needs to be updated (in terms of keywords, subheadings, links), and content that is so off the mark it\u2019s best removed altogether.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Finally, don\u2019t forget to <strong>check for any content gaps<\/strong>, i.e. topics that you should be covering and that you currently don\u2019t have. This includes questions that your audience asks and that are left unanswered, as well as content that has all the potential for ranking well and has in fact started to climb up in the SERPs but needs improvement. A great tool for identifying content gaps is <a href=\"https:\/\/ahrefs.com\/\" target=\"_blank\" rel=\"noopener\">Ahrefs<\/a>, which has a specific section just for this, on top of other excellent SEO features.[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">What resources do you have at hand?<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"400\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-19.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-19.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-19-300x171.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-19-620x354.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]Before you set out to fix what needs to be fixed and add what needs to be added, you have to know what you\u2019re working with in terms of budget and resources. Note that this doesn\u2019t necessarily mean finances alone. Resources also mean <strong>people who will be working on the content strategy<\/strong> and crafting the content itself. It also means <strong>physical and digital tools<\/strong> for crafting it &#8211; office space, computers, supplies, as well as servers, hosting, etc.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Do you have in-house content creators or will you be outsourcing them, and what costs do these options incur? Will you be hiring specialists for video and podcast production? Is there a person on your staff who will handle social media? Approach this as you would any other business plan that takes into consideration all the necessary expenses and compares them to the available budget.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">What content types will you use?<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"400\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-20.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-20.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-20-300x171.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-20-620x354.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]This is a step that, depending on where you stand, can easily switch places with the previous one. What sort of content you will focus on will depend on what resources you have at hand, but it can also be the other way around: you will plan your resources only after you have identified the types of content you plan to put out.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Either way, it\u2019s essential you <strong>decide on several fundamental content types, and then perhaps pepper them with some additional types of content<\/strong>, when and where it seems fit.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]As we already discussed above, a blog is the basic and most widely used form of content in digital marketing. You can never have too many blog posts, especially if they can be used for forming content clusters or for sharing across social platforms.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]In some situations, a blog post can be repurposed and converted into a video or a podcast. This is convenient, since you\u2019re engaging additional content channels without actually having to produce brand new content from scratch. This is especially true for blog posts that represent tutorials, recipes or instructions.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">What channels will you use? <\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"400\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-21.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-21.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-21-300x171.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-21-620x354.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]This is more of a question<strong> in which corner of the digital realm does your audience prefer to dwell<\/strong>. For instance, young audiences spend a lot of time on social networks and prefer video as a medium, so you have to make sure your content reaches them there. But you have to get into the specifics, too. For instance, <a href=\"https:\/\/sproutsocial.com\/insights\/new-social-media-demographics\/#IG-demos\" target=\"_blank\" rel=\"noopener noreferrer\">75% of those in the 18-24 age bracket use Instagram<\/a>, while <a href=\"https:\/\/www.mcknightsseniorliving.com\/home\/news\/older-adults-alone-in-their-top-social-media-platform-choice\/\" target=\"_blank\" rel=\"noopener noreferrer\">46% of older adults prefer Facebook<\/a>.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]So, instead of trying to cover everything at once, it\u2019s better to check with your analytics tool to see what content is most shared, where, and by whom.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;72px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h3 class=\"qodef-h5\">Content Creation, Distribution and Measurement<\/h3>\n<p>[\/vc_column_text][vc_column_text]Before you start the content production cycle, it\u2019s a good idea to <strong>set a content calendar first<\/strong>. Start by asking yourself how much content you want to publish and in what timelines. Will you be posting daily or weekly? How many posts per day\/week?[\/vc_column_text][vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"400\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-22.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-22.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-22-300x171.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-22-620x354.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]Next, <strong>create a list of topics and issues you want to cover, and assign a publication date for each one<\/strong>. Pay attention to time-sensitive topics, seasonal topics and those that concern current issues. As for the planning, you can use a simple tool such as <a href=\"https:\/\/www.google.com\/calendar\" target=\"_blank\" rel=\"noopener noreferrer\">Google Calendar<\/a>, or specialized tools and task managers, such as <a href=\"https:\/\/asana.com\/guide\/examples\/marketing\/editorial-calendar\" target=\"_blank\" rel=\"noopener noreferrer\">Asana<\/a> or <a href=\"https:\/\/activecollab.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">ActiveCollab<\/a>.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]In planning your content, topics are just one part of the process. What also matters is to make sure your content answers the audience\u2019s questions and needs, and the best way to find out what that is is to <a href=\"https:\/\/qodeinteractive.com\/magazine\/keyword-research-and-how-to-do-it-right\/\">conduct a thorough keyword research<\/a>. You can then target those keywords, which is a surefire way to reach better SERP positions for your content, whether we\u2019re talking about blog posts, videos, lists, podcasts or whatever other type of content you\u2019re putting out.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Of course, keyword research is just one element in the more complex SEO strategy you should be following. If you don\u2019t know where to start and how to do it, you can always use one of the many <a href=\"https:\/\/qodeinteractive.com\/magazine\/free-seo-tools\/\">free SEO tools<\/a> at your hand.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Again, your content should never be purely SEO-focused. <strong>You are a human being writing for other human beings<\/strong>. This simple fact, when accepted and acted upon, helps create extraordinary content that converts.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]<strong>In addition to being informative and actionable, content should also be well-written<\/strong>. We really can\u2019t stress this enough. No one can become a niche authority if their content is riddled with grammar and spelling mistakes, if it\u2019s too long or too short, too beat-around-the-bush or too laconic. The perfect balance isn\u2019t the easiest thing to strike, but, thankfully, today we have <a href=\"https:\/\/qodeinteractive.com\/magazine\/best-grammar-checker-tools\/\">tools that help with that<\/a>, too.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Before we look deeper into what makes good content, it\u2019s important to mention that the final step in every successful content marketing strategy is &#8211; <strong>measurement of results<\/strong>. It\u2019s a step that is surprisingly often skipped or neglected, but one that can actually tell you whether your strategy works or not.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]To do that, go back to the second question or step in your strategy &#8211; your KPIs. Use an analytics tool to check if you\u2019re hitting your targets, which KPIs need more work, which are a complete miss and which ones are on mark. Look for all instances of audience engagement, from clicks to mentions and comments, and, of course, your SERP ranking. Then reevaluate your strategy to find the pain points and fix them. Do this periodically, and your content strategy will always be fine-tuned and up to date.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;68px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h2 class=\"qodef-h4\"><a id=\"write-quality-content-that-converts\"><\/a>How to Write Quality Content That Converts<\/h2>\n<p>[\/vc_column_text][vc_column_text]One problem with content marketing is that people are constantly being bombarded by it. Let\u2019s face it &#8211; ever since marketers realized that this was the right avenue to pursue, content (good or otherwise) has become omnipresent.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Traditional ads incorporating storytelling elements, videos, short web stories, and, of course, blog posts &#8211; these are being constantly fed to audiences to the point they become stuff to avoid or shut out mentally. This in no way means that this marketing channel should be abandoned. We have, in fact, shown that, thanks to its many virtues, <strong>content marketing still reigns supreme over other marketing modalities<\/strong>. But how do you stand out from the rest? How do you make <em>your<\/em> content audible through all that noise?[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]The answer is seemingly simple: you create quality content. But that brings us to another dilemma: <strong>what exactly constitutes quality content?<\/strong>[\/vc_column_text][vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"400\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-23.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-23.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-23-300x171.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-23-620x354.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]The problem with quality content is that it has to please <strong>two very strict judges: search engines, and the audience<\/strong>. Oftentimes, one excludes the other. You write strictly for search engines, following precise SEO guidelines with plenty of keywords, links and a 1000+ word count, and you end up with dull, uninviting content that, despite initially ranking well, soon falls into the bottomless pit of page results no one actually looks at, let alone clicks on.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]On the other hand, you can write for the audience with complete disregard to SEO rules, and your content, no matter how well-written it is, will never reach readers.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]The thing is, you somehow have to do <em>both<\/em>. <strong>You have to produce content that works both for Google and for your audience<\/strong>. There are no shortcuts here, no quick fixes or hacks. Your goal is content that both reaches the top of the SERPs and provides huge value to your audience. This is the only way you can make it. Second-page rankings and so-so content won\u2019t cut it.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Finally, bear in mind that good content requires time and patience to start bearing fruit. It takes approximately <a href=\"https:\/\/ahrefs.com\/blog\/how-long-does-it-take-to-rank\/\" target=\"_blank\" rel=\"noopener noreferrer\">60 to 180 days to reach Google\u2019s Top 10<\/a>, and getting to the number one position takes even longer. Of course, good ranking is never a given. You have to show Google it can trust you. This trust is based on your authority (the number and the nature of the links pointing to your website), the freshness of your content, its quality, volume and frequency of creation.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Now, let\u2019s take a look at some of the things that constitute quality content.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"400\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-24.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-24.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-24-300x171.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-24-620x354.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;26px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Uniqueness<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Good content is always memorable. <strong>And the best way to make sure it is memorable is to make it unique<\/strong>. How many times have you clicked on a title or a link that promised much but delivered the same thing you read or heard 20 times before? Reposts and rehashed content are extremely popular among brands that can\u2019t be bothered to find their own unique voice or offer a fresh perspective on things.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]And we\u2019re not talking straight down plagiarism here. Of course that\u2019s an absolute no-no. Content spinning is a technique that basically reiterates the same insights someone else reached, but \u201cin other words,\u201d sometimes as simple as synonyms, so that they can\u2019t be accused of plagiarism.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Now, no one is saying you should only publish content if you have something to say that no one else ever said, or if your content is 100% one-of-a-kind. In this day and age, this is basically impossible. What matters, however, is that <strong>your <em>take<\/em> on things is absolutely fresh and unique<\/strong>, and that you tell it from your own perspective, in your own voice. Ideally, peppered with your own data and experiences.[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Relevance and Alignment<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Good content is always relevant to its audience. Of course, you have to know your audience first, as we discussed earlier in this guide. Once you know who they are and what they need, you\u2019ll have an easy time modelling your content so that it is <strong>relevant to them and their personas<\/strong>. If you\u2019re only just starting and don\u2019t have an audience yet, then focus the gist of your content to the niche or industry you\u2019re targeting, the more specific the better.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Similarly, content needs to be <strong>aligned &#8211; both with your own business needs and with your audience\u2019s needs<\/strong>. The key here is to find the perfect balance. If you weigh too much on one side, you\u2019re losing on the other.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]If the content is too business-oriented (too focused on the service or product and its virtues), it can come off as too salesy. Audience doesn\u2019t care for salesy content since it\u2019s usually boring and can appear manipulative.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Business-focused content is also not the most SEO-friendly kind, either, as it misses on a lot of keyword opportunities.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]On the other hand, the content that is too audience-oriented can be shallow, too wide and even click-baity. <strong>If you promise too much to too many, you\u2019re bound to fail and disappoint.<\/strong> Sure, it\u2019s important that you please and serve the audience, but don\u2019t forget that your first goal is to serve your business KPIs.[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Strong Title<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;28px&#8221;][vc_column_text]A book, a story, a movie, a song &#8211; it always starts with the title. And while you should never judge a book by its cover (or an article by its title), first impressions really do matter. It\u2019s the title that draws people in, and<strong> the first thing that informs their decision whether to click or not<\/strong>.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]So you have to make your title strong. Okay, but how do you do that? And, what\u2019s also important, how do you avoid click-baiting?<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Over time, certain good practices have been established regarding good content titles, whether we\u2019re talking about blog posts, videos or other content types.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]- <strong>Lists<\/strong> are incredibly popular. People love well-structured content, and they\u2019re more likely to click on<em> 10 Best Italian Restaurants in Town<\/em> than on <em>Italian Restaurant Recommendations<\/em>.[\/vc_column_text][vc_column_text]- <strong>Lessons<\/strong> also make a good title material. <em>13 Lessons I Learned About Lead Magnets<\/em> will perform better than, say, <em>Some Insights Into Lead Magnets<\/em>. Similarly, the <em>All You Need to Know About<\/em>\u2026 formula will attract people who are looking for direct, actionable knowledge.[\/vc_column_text][vc_column_text]- <strong>Controversy<\/strong> may be borderline unethical as a means to attract an audience, and it can be a slippery slope too, but, when approached carefully, things like <em>Let\u2019s Face It &#8211; Millennials Really Are Spoiled Brats<\/em> attract clicks like flies.[\/vc_column_text][vc_column_text]- <strong>Comparisons<\/strong> also make great titles. The <em>This vs. That: What\u2019s Better<\/em> sort of title promises to provide tried and tested information that compares virtues and downsides of a product or service. On that note, the <em>Pros and Cons of XYZ<\/em> is another successful title formula.[\/vc_column_text][vc_column_text]- <strong>How-To<\/strong> titles work great and also rank well, because they are as direct as it gets and also because they provide one of the most actionable types of content &#8211; instructions.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Of course, let\u2019s not forget the SEO aspect &#8211; the title has to be keyword-rich and, ideally, contain your main keyword in its entirety.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Engaging and Shareable Content<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;28px&#8221;][vc_column_text]In content marketing, we often hear these words, \u201cengaging\u201d and \u201cengagement.\u201d What do they really mean? <strong>By \u201cengagement,\u201d we usually mean the viewer\u2019s interaction with our content<\/strong> &#8211; reading, clicking through, sticking around to explore other pieces of content on a given channel. The higher the engagement, the better, obviously, since it not only helps you gain a loyal audience that will keep coming back, but also helps you rank higher.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]In order for a piece of content to be engaging, it has to give readers (or viewers, or listeners) what they need and <strong>what they were initially looking for when they came over to your digital backyard<\/strong>. Engaging content lures them in and keeps them interested, wanting to find out more &#8211; more similar quality content, and more about your brand. It\u2019s the winning situation, really, and with some care and effort it can be easy to achieve.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]When the audience engages with your content, it also becomes <strong>more likely to share it with its peers<\/strong>. This is excellent news for you, as long as you make sure your content is easily shareable &#8211; donned with social buttons, social network feeds and all. It\u2019s incredibly simple to arrange that, thanks to a plethora of <a href=\"https:\/\/qodeinteractive.com\/magazine\/wordpress-social-media-plugins\/\">tools and plugins for social sharing<\/a>, and it can get you a long way in terms of brand presence across all major platforms.[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Strong and Dynamic Structure<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;28px&#8221;][vc_column_text]When we talk about written content, i.e. blog posts and similar, it\u2019s very important to make it well-structured. A strong article structure implies <strong>content that is sectioned off in paragraphs<\/strong> for better readability and a smoother reading experience. A balanced ratio of subheadings is also important, especially for longer pieces of content.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Make sure your paragraphs are not too long and chunky, with three to four sentences max. Also, don\u2019t weave your sentences too long. Short, if not truncated sentences do better with most readers. Keep in mind that many of them don\u2019t share your mother tongue and may have difficulties absorbing the material in their second language.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Post readability is a factor that is extremely important for the success of your content, and it\u2019s something you can actually measure and improve upon, thanks to various tools at your disposal.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]<strong>Bullets and lists<\/strong> are another great way to break the content apart as they make the piece flow smoother and help the reader focus. They are also great for keeping around visitors prone to skimming.[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Keyword Optimization (And No Stuffing!)<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;28px&#8221;][vc_column_text]We already discussed keywords and their importance at several points in this guide to content marketing. Keywords are primarily there for the search engines\u2019 sake. Without their proper use, you could write a Pulitzer-worthy piece that no one will ever get to read, because it will never rank on Google.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]It\u2019s not easy writing a piece of content that is keyword-optimized just so. Overoptimizing is a thing, and a damaging one, too. Pick your keywords (your main keyword, secondary ones and synonyms) and use it throughout your content, but evenly, and, above all, organically. This means <strong>using the keyword only where it fits naturally<\/strong>.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]As for keyword density, i.e. the number of keywords per total number of words in a text, there\u2019s no definitive, quantifying rule. Numbers are not as important here as the effort to tailor and fine-tune the content towards the keyword and to use it as naturally and organically as possible.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Extensive Research <\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Research is imperative for all content creators, regardless of their chosen channel and of their particular niche. Whether you\u2019re writing a blog post, creating a video or a podcast, or perhaps an infographic, you need to start your process with extensive research. Even if you\u2019re blogging about your own experience &#8211; you still need to do some research. Here\u2019s why.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]By researching your topic, <strong>you are getting an insight into how much coverage (and what sort of coverage) your topic is getting<\/strong>, whether it\u2019s from your direct competitors or from outlets that can\u2019t really count as such. See how other people approach the same subject, see how they rank and try to figure out what makes that content rank well. Take what insights you can from them, and then create your own content using your own unique voice and perspective.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Note that, in the research phase, unintentionally copying or drawing too much inspiration from other people\u2019s content is a common trap, so be careful there. Some things simply stick passively with us and then come out disguised as \u201coriginal\u201d ideas or concepts.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Research is important also because it gives us hard data, which we can use to instill a sense of trustworthiness and credibility into our content. Fortunately, statistical data is incredibly easy to find these days, when everything gets published online and not in some specialized scientific magazine that only comes in a paper issue. So dig around the web and find the data that can corroborate what you\u2019re saying and help you prove your point. <strong>Make sure to always cite your sources and link to them<\/strong>. That way you will be showing your audience that you have a responsible approach to information.[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Well-Written Copy<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;28px&#8221;][vc_column_text]It is absolutely imperative to only ever publish content that is well-written and 100% error-free. This one should be a given, but it never hurts to reiterate. Not only do errors (both spelling and grammatical) make you look unprofessional, but <strong>they affect the reading process negatively, too<\/strong>. Errors, when detected, interrupt the reading flow and create a negative experience that you definitely don\u2019t want associated with your brand. In addition, search engines have grown to recognize and evaluate the amount and the severity of mistakes and to rank low the content that is rife with them.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]It can be hard to spot errors in your own work. Auto-proofreading is basically an impossible endeavor, due to certain <a href=\"https:\/\/studyskills.com\/educators\/why-we-cant-see-our-own-writing-mistakes\/\" target=\"_blank\" rel=\"noopener noreferrer\">psychological processes that keep us from seeing our own mistakes<\/a>. That\u2019s why every serious content-producing outlet should always have an in-house editor to take care of that.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]If you\u2019re only just starting and don\u2019t have anyone around to take a look at your content for you, you can always resort to one of the many <a href=\"https:\/\/qodeinteractive.com\/magazine\/best-grammar-checker-tools\/\">grammar checker<\/a> tools that today\u2019s content creators are fortunate to have at their disposal (and many of them are free, too).[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Multimedia Content<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;28px&#8221;][vc_column_text]As we already mentioned earlier in this guide, video is the medium of the 21st century. Images are another classic, as well as audio material. In fact, it can be argued that <strong>almost all other types of content are preferred to plain old text<\/strong>. Especially if it\u2019s just that &#8211; all text, chunk after chunk of it.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]It\u2019s not just the matter of the modern audiences\u2019 taste and preferences. Different people learn differently, and a lot of people are visual learners. While you may not necessarily be trying to \u201cteach a lesson\u201d with your content, you still want it to stick, so you have to make sure to cater to those who prefer visual aids.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]And don\u2019t worry if you don\u2019t have any videos to embed in your posts. Images can be just as engaging and can add significant value to your content. Balance is crucial here, too. You should definitely have more than just one image (the so-called <a href=\"https:\/\/qodeinteractive.com\/magazine\/wordpress-featured-image\/\">featured image or main image<\/a>) but not <em>too many<\/em>. Also, your images should be <a href=\"https:\/\/qodeinteractive.com\/magazine\/how-to-optimize-images-for-web\/\">optimized for the web<\/a>, in order to assure the best possible performance of your website.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]In addition to videos and images, consider adding custom illustrations, infographics, diagrams, charts and whatnot. You can get creative with your multimedia content, as long as that content is relevant, valuable and on-brand.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Regular Content Updates<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;28px&#8221;][vc_column_text]The importance of regularly revisiting and updating your content is twofold. On one hand, <strong>Google uses \u201cfreshness\u201d as a quality indicator<\/strong> and therefore tends to push up content with more recent publishing dates. On the other hand, audiences look at publishing dates to establish whether the information they will find there is still relevant and applicable. If you see two articles on the same subject, one from 2014 and the other that says \u201cupdated 2020,\u201d which one will you click on?[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]When updating a piece of content, don\u2019t count on Google to skyrocket it to the top of the SERPs after you\u2019ve only changed a sentence or two. Search engines also take the nature and the amount of change into consideration. In order to be recognized as fresh and new, the update needs to be a bit more substantial than that.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Finally, updating the content has to do with authority and brand image, too. If you want your content to stay accurate and relevant, you have to occasionally revisit it and see if anything changed in the meantime, updating the information to match the present state. It\u2019s the only responsible thing to do, especially if you\u2019re dealing with tips, advice and how-tos that are formed around precise, concrete information.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Note that by \u201cupdating\u201d we also mean <strong>publishing new content<\/strong>. The frequency will depend on your content calendar, but bear in mind that search engines favor websites that are frequently updated with new content.[\/vc_column_text][vc_empty_space height=&#8221;68px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h2 class=\"qodef-h4\"><a id=\"customer-journey-stages\"><\/a>Content Marketing Throughout the Customer Journey Stages<\/h2>\n<p>[\/vc_column_text][vc_column_text]Quality content is at the base of every successful content marketing strategy, alongside essential steps or stages that assure the strategy will hit its mark. After taking care of these elements, it\u2019s important to remember that <strong>different stages of the customer journey require slightly different approaches<\/strong> in terms of content type and the right channels for distributing it.[\/vc_column_text][vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"400\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-25.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-25.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-25-300x171.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-25-620x354.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]The content marketing funnel can be roughly divided into three levels:<strong> top of the funnel (TOFU), middle of the funnel (MOFU) and bottom of the funnel (BOFU).<\/strong>[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Top of the funnel is the lead generation stage while the bottom of the funnel is the purchase stage. The middle of the funnel is, well, everything that happens in between in the customer journey.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]In most cases, the ideal proceeding would be to assign each stage both a specific content type and a specific channel that work best with that particular stage.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;72px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h3 class=\"qodef-h5\">Top of the Funnel Content<\/h3>\n<p>[\/vc_column_text][vc_column_text]The focus of this stage is on <strong>targeting and attracting potential customers\/audiences<\/strong>. In most cases, this involves utilizing search engines, as well as email campaigns and social media marketing. The goal is to bring people in and get them interested in proceeding to the next stage of the customer journey.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]At this stage, content types such as<strong> informative and actionable blog posts<\/strong> (how-tos, tips and guides) have proven most effective, followed by <strong>landing pages, checklists, infographics and eBooks and whitepapers.<\/strong>[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]This type of content is predominantly informative in its nature, and its value to the customer is clear and direct &#8211; it provides answers and guidelines.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Key metrics to use at this stage include <strong>website traffic, time spent on page and, of course, conversion rates.<\/strong>[\/vc_column_text][vc_empty_space height=&#8221;72px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h3 class=\"qodef-h5\">Middle of the Funnel Content<\/h3>\n<p>[\/vc_column_text][vc_column_text]At this stage, the content you are crafting is <strong>designed for those already in your database<\/strong>, i.e. leads that are already familiar and that are actively engaging with your brand. This is the time to gently push the prospects into becoming customers and to basically align your leads\u2019 needs with what you\u2019re selling, before proceeding to the final stage of the customer journey &#8211; the purchase.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]<strong>Organic search, email campaigns and social media<\/strong> remain the primary channels for content distribution, while the content types that match this funnel stage the best include<strong> guides and tutorials, product showcases and overviews, success stories and case studies<\/strong>. At this point, people whose interest you\u2019ve piqued will want to learn more before they commit to a purchase, and you have to make sure your content provides them with all the relevant information.[\/vc_column_text][vc_empty_space height=&#8221;72px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h3 class=\"qodef-h5\">Bottom of the Funnel Content<\/h3>\n<p>[\/vc_column_text][vc_column_text]Plainly speaking,<strong> the bottom of the funnel is designed to sell<\/strong>. You have already captured your leads, made your prospects, and now it\u2019s time for the conversion &#8211; for turning them into buyers or clients.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]This final stage of the customer journey is best channeled through <strong>organic search, email campaigns, but this time also PPC campaigns and paid ads<\/strong>. Product showcases, customer reviews and success stories make the ideal content type for the bottom of the funnel stage, and the key metrics include <strong>conversion rate, number of payments and ROI\/ROMI<\/strong>.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]In content marketing, it is important to always remember there are no universal solutions that apply to all cases regardless of their specifics. The sales funnel is the perfect example, with different tools picked from the marketer\u2019s toolbox and different avenues for using them throughout the funnel stages.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Now that we have covered some basic dos of content marketing, let\u2019s check out a few don\u2019ts.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;68px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h2 class=\"qodef-h4\"><a id=\"most-common-content-marketing-mistakes\"><\/a>10 Most Common Content Marketing Mistakes (and How to Avoid Them)<\/h2>\n<p>[\/vc_column_text][vc_column_text]A lot of people, especially marketing novices and those who are just venturing out into business, see content marketing like a pretty basic thing to master. You write stuff, slap down some pictures, share it on your social media and that\u2019s it. Then, a few months later, they look at their numbers and scratch their heads: \u201cWhy aren\u2019t we getting more traffic and making more money?\u201d<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]As we saw throughout this guide, content marketing is a complex field that warrants a serious approach and a lot of planning and measurement. A lot of times, you will find yourself having to go back to the drawing board, most likely because you\u2019ve made a mistake that cost you your goals.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"400\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-26.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-26.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-26-300x171.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-26-620x354.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]It is said that \u201cwise men learn from other men\u2019s mistakes, fools from their own.\u201d Don\u2019t count yourself among fools &#8211; check out some of the most common content marketing mistakes:<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">No clear strategy. <\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;28px&#8221;][vc_column_text]As we already saw pretty clearly, a thorough content marketing strategy is an absolute must for any business that wants to actually get somewhere. The strategy needs to be <strong>laid out from start (goals and KPIs) to finish (measurements)<\/strong>, with occasional revisions for checking if your planned steps still make sense.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Some marketers create strategies that are not specific enough, some don\u2019t make any strategies at all, randomly hitting (or more often &#8211; missing) their marks. But the very best marketers always have a clear, precise and thorough strategy.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Not being an expert. <\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;28px&#8221;][vc_column_text]You can\u2019t just post about <em>anything<\/em> whatsoever. Or, even worse, about <em>everything<\/em> at once. The best content marketing strategies are<strong> centered around a field in which the business is an authority<\/strong>, and are crafted and executed by people who are actual experts for that area. A fashion blogger shouldn\u2019t write about health or marketing, and a UX designer probably wouldn\u2019t make a good political analyst.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Stick to your expertise, which should, of course, correspond to your brand or business\u2019 nature, and write about what you know best. Your knowledge will be apparent from your copy and very easy for the audiences to pick up and appreciate. <strong>By proving that you\u2019re an expert, you\u2019re actively working on becoming a niche authority<\/strong>, something that will be rewarded by the audience and search engines alike.[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Not enough research.<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;28px&#8221;][vc_column_text]As it is the case with basically any endeavor, content marketing should always be based on extensive research. And by research, we actually mean two things: <strong>researching your target audience (to construct your customer personas) and researching your topic.<\/strong>[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Only when you know who your audience is, what they need and how they prefer to get it, will you be able to craft content that ticks all the right boxes with them.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]As for the topics, even if you are an expert in your field, that doesn\u2019t mean you shouldn\u2019t conduct research on new trends, new insights, hard data to back your claims, and so on.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Forgetting to provide value. <\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Sometimes, brands direct too much of their content toward singing their own praises, and they end up overpromoting themselves. The traditional \u201csalesy\u201d sort of discourse has long been abandoned in favor of thought-provoking storytelling that engages, entertains, and, above all, provides value for its audience. This brings us right back to the beginning of our guide, when we showed that <strong>value lies at the very heart of content marketing<\/strong>. People have needs and issues and it\u2019s your job to address them and solve them.[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Focusing on just one content type. <\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Did you know that we actually <a href=\"https:\/\/www.semrush.com\/blog\/the-power-of-infographics-how-do-they-create-impact\/\" target=\"_blank\" rel=\"noopener noreferrer\">process images 60,000x faster<\/a> than plain text? When it comes to absorbing information, visual simply trumps textual.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Of course no one wants to read a post that is just one chunk of text after another. Break it up with an image or two? Sure, that will help. These days, you can <a href=\"https:\/\/qodeinteractive.com\/magazine\/sites-for-free-stock-photos\/\">find excellent stock photography for free<\/a>. And many more professional stock photos are available if you\u2019re willing to spend a few bucks. This is a great and budget-friendly way to spice up your content. But it would be even better if you had some custom illustrations of your own, or, ideally, some custom infographics that support and illustrate your points.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]But a common mistake a lot of content marketers make is to stop there, at just images. These days, video is everything. Embedding a video in your blog posts will please both the audience and the search engines, and you will also be able to connect your content throughout different channels (website, blog, YouTube, social platforms), not to mention the social sharing potential.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]You might also consider <a href=\"https:\/\/visme.co\/blog\/how-to-make-an-infographic\/\" target=\"_blank\" rel=\"noopener\">repurposing some of your blog posts into infographics<\/a>. This type of content is easy to embed anywhere you like, including your email campaigns; it\u2019s shareable and, most importantly, it is very user-friendly, since it packs a lot of info into a form that is instantly consumed.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Multi-media content is not just fun &#8211; it\u2019s extremely useful and possibly essential for gaining more traffic and more leads.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Irregular content delivery.<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;28px&#8221;][vc_column_text]More content means a better chance of getting noticed, both by search engines and by your potential leads. But volume isn\u2019t everything &#8211; it has to be regular. We humans are creatures of habit. Regularity gives us a sense of control, and that\u2019s one of our primary strives. Psychology aside,<strong> if you commit to a certain output according to a certain calendar &#8211; stick to it<\/strong>. You can\u2019t post six posts per week and then go AWOL for ten days. It will make you seem flimsy and untrustworthy.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Regular posts that get shared through a newsletter on whatever basis you have set, as well as post shares on your social platforms &#8211; this is how you build an audience. You make an appointment with them and, just like the fox from the <em>Little Prince<\/em>, when they see you there at expected times, they will be delighted. It may seem like a small thing, but it\u2019s actually very important.[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Too broad targeting. <\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;28px&#8221;][vc_column_text]It\u2019s true what they say: you can\u2019t please everyone. And you shouldn\u2019t try. In content marketing, where establishing your customer personas is crucial, you have to give up on the notion that you can cover, reach and convert <em>everyone<\/em>. You can\u2019t, simply because different people want different things. After identifying your target audience, you need to forget about everyone else. Are you providing business consulting services? Then forget about homemakers and health aficionados. You\u2019re running a beauty products shop? Stop targeting the 65+ male audience.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Your niche is well-narrowed down, isn\u2019t it? There\u2019s no reason not to narrow down your target audience too, then. It\u2019s the only way to deliver content that will actually provide value.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Lack of CTAs. <\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;28px&#8221;][vc_column_text]You can write extraordinary content and bring heaps of audience to your website, but without some additional guidance in the form of CTAs, where do they go? They just stick around, if you\u2019re lucky, and if you\u2019re super-lucky, which no one really is, they will <em>somehow<\/em> find their way to the bottom of your funnel. But in reality, it doesn\u2019t work like that. You have to direct them, and you have to do it with calls to action.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]A surprising amount of good content fails to convert simply due to the lack of CTAs. These, of course, cannot be forced into your content if there\u2019s no room for them organically. <strong>You need to build your content in a way that leaves a natural spot for CTAs<\/strong>. In addition, you have to play your CTA game right &#8211; <a href=\"https:\/\/qodeinteractive.com\/magazine\/how-to-design-cta\/\">plan and design your CTAs<\/a> in a way that optimizes conversion.[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Not measuring enough. <\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Sometimes, marketers get so carried away by the apparent success of their strategy, they forget to measure each and every KPI meticulously. A single metric doesn\u2019t mean much. You may be getting plenty of traffic but little to no conversions. And yet, you feel that just because there\u2019s a lot of people coming to your website, you\u2019re doing everything just right.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]First of all, the people who come to your website might not necessarily be reading your content. Or, if they are reading, they may be quitting halfway, or reading all the way through but not engaging, not sharing or clicking your CTAs. So you can\u2019t really use that as an indicator.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]As we mentioned earlier, measurement has to be the integral part of every content strategy that aims to be successful. <strong>Careful data analysis and alignment of your strategy according to your findings<\/strong>, on a regular basis, is the only way to know whether you\u2019re doing it right and whether certain areas of your content strategy need improvement.[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">No In-House Content Creators<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;28px&#8221;][vc_column_text]For serious content marketing efforts, you can\u2019t just delegate content creation to your existing staff, hoping for the best. Outsourcing can be a solution, but only a transitional one. For best results, <strong>content needs to be created by someone who shares your goals and enthusiasm<\/strong> and who sees themselves as part of your brand family.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Assigning various staff members to write and publish can result in content that is not just unfocused and bland, but also poorly written, under-researched and sporadic. Content is just as important as traditional marketing (if not more so, as we saw earlier) and it deserves investment into resources just as much as other parts of your marketing department.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;68px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h2 class=\"qodef-h4\"><a id=\"most-useful-content-marketing-tools\"><\/a>14 Most Useful Content Marketing Tools<\/h2>\n<p>[\/vc_column_text][vc_column_text]Due to the complexity of the task at hand, a content marketer can really use all the help he or she can get. Fortunately, in this age of automation, there\u2019s no shortage of easy and affordable tools and solutions that can help you with a huge part of the job.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">WordPress<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"401\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-27.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-27.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-27-300x172.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-27-620x355.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]WordPress is much more than a simple tool &#8211; it&#8217;s a full-fledged content management system. And it deserves to be on the top of your list thanks to its <strong>versatility, scalability and a huge variety of features tailored specifically for publishing content.<\/strong>[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Initially developed as a blogging platform, WordPress today provides an inclusive, comprehensive platform for any sort of website, regardless of the industry or size. A plethora of super-useful plugins help extend its functionality and target specific needs and tasks &#8211; from those related to security and performance, through SEO, outreach and lead generation, to design issues. Then, there are the themes. Specifically, the <a href=\"https:\/\/qodeinteractive.com\/themes-list\/\">premium WordPress themes<\/a> that make your website appear utterly professional and authoritative. The choice of themes is so wide you\u2019re bound to pick one that fits your brand aesthetics in terms of design. Finally, WordPress is an open-source platform with an incredibly active community. Users are encouraged to work together and help each other solve issues and improve their websites\u2019 performance and functionality. With all this combined, it\u2019s clear why WordPress is, in fact, the perfect content marketing platform.[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Google Analytics<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"401\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-28.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-28.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-28-300x172.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-28-620x355.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]When it comes to researching the audience, its behavior, needs and issues, as well as measuring results throughout various channels, nothing beats <a href=\"https:\/\/analytics.google.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Google Analytics<\/a>.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]This essential tool is completely free and anyone with a Google account can register. You can track the traffic on multiple assets (websites), set specific attributes and exceptions, and choose which metrics to monitor up to the smallest detail. Google Analytics is generally quite user-friendly, albeit with a slight learning curve. But with <a href=\"https:\/\/qodeinteractive.com\/magazine\/getting-started-with-google-analytics\/\">proper guidance<\/a> it can be mastered in no time and harnessed to reap maximum benefit.[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Yoast <\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"401\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-29.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-29.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-29-300x172.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-29-620x355.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]Advertised as \u201cSEO for everyone,\u201d <a href=\"https:\/\/yoast.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Yoast<\/a> is a tool appreciated both by SEO newbies and experts alike. This easy to use solution helps with optimizing the content on your site for search engines, focusing on essentials such as <strong>keyword volume and placement, meta data, URL and image optimization, and even post readability<\/strong>. Extremely user-friendly and <a href=\"https:\/\/qodeinteractive.com\/magazine\/guide-to-set-up-yoast-plugin\/\">easy to set up<\/a>, Yoast is fully compatible with WordPress and integrates into all aspects of your site, alerting you of areas that need improvement, tracking your success along the way.[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">RankMath<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"401\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-30.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-30.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-30-300x172.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-30-620x355.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]Another recent addition to the market of SEO tools is <a href=\"https:\/\/rankmath.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">RankMath<\/a>, a terrific tool that is based on customizable modules. It allows you to track your Google keyword ranking, suggests internal links, take care of image optimization with alt tags, create breadcrumbs, <strong>verify your website with various webmaster tools, from Google Search Console and Bing to Baidu, Alexa and Pinterest<\/strong>, and much more. Thanks to these features, RankMath quickly became a <a href=\"https:\/\/qodeinteractive.com\/magazine\/is-rank-math-best-free-wordpress-seo-plugin\/\">serious contender for the number one SEO tool<\/a> on the market right now.[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Evernote<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"401\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-31.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-31.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-31-300x172.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-31-620x355.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]Good content creation requires inspiration, ideas and planning, and there\u2019s one tool that can be of tremendous assistance in this particular phase &#8211; <a href=\"https:\/\/evernote.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Evernote<\/a>. This tool, which works across all devices, allows you not only to <strong>collect your notes but also to share them with your team in a collaborative effort<\/strong>. The notes may consist of plain text,of course, but also of images, web page clips and even PDFs. It keeps all your notes in one place, which you and your team can access from anywhere, using any device. It is basically a virtuale safe for your ideas. Thanks to its intuitive UI, it\u2019s much more convenient than, say, Google Docs or similar, bulkier and less specific solutions.[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Trello<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"401\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-32.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-32.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-32-300x172.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-32-620x355.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]Speaking of collaboration, there\u2019s one tool that has set itself far apart from similar teamwork solutions, and that\u2019s <a href=\"https:\/\/trello.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Trello<\/a>. Based on <strong>simple boards, lists and cards<\/strong>, Trello allows for easy workflow management across all company projects and teams and acts as an amazing productivity booster, complete with workflow automation. Team members can easily add comments, due dates, attachments and more, and it can also be used to schedule content publication.[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">ClickFunnels<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"401\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-33.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-33.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-33-300x172.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-33-620x355.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]Sales funnels represent the journey from turning a visitor into a lead to turning a lead into a buyer. These funnels are not universal for all visitors\/leads, nor does there exist a universal customer journey, which is why a certain degree of segmentation is required, as well as development of several different funnels that require different strategies and measurements.<br \/>\n[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]This sounds like a lot of work, but there\u2019s a tool that can help. <a href=\"https:\/\/www.clickfunnels.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">ClickFunnels<\/a> <strong>creates sales funnels for you<\/strong>, so you don\u2019t have to build them from scratch, and it does so with the help of <strong>user-friendly templates<\/strong>. In addition to sales funnels, you can also use this tool to create membership funnels, auto-webinar funnels, A\/B testing, and it even features email integrations.[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Uberflip<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"401\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-34.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-34.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-34-300x172.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-34-620x355.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]As a more generalized content creation and management tool, <a href=\"https:\/\/www.uberflip.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Uberflip<\/a> is a content experience platform, or rather <strong>a collection of different tools for lead generation, account-based marketing, content marketing and sales<\/strong>. By placing all your different marketing workflows (blog posts, videos, ebooks\u2026) into one place, you get to enjoy centralized management that not only saves a lot of time but also assures an uninterrupted and continuous interaction with the audience and customers.[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">SEMrush<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"401\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-35.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-35.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-35-300x172.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-35-620x355.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]A tool that we already mentioned a few times throughout this guide, <a href=\"https:\/\/www.semrush.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">SEMrush<\/a> is one of the leading and most popular search engine marketing platforms in the world. A true marketing powerhouse, SEMrush helps with SEO, PPC, content marketing, research and social media. It is packed with useful features, such as a keyword research tool, backlink checker (that you can use for your competitors as well), <strong>organic research, historic data, scheduled reporting, topic ideas, plagiarism checker, content audit tools<\/strong> and much, much more.[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Buffer<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"400\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-36.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-36.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-36-300x171.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-36-620x354.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]The leading social media scheduling tool, <a href=\"https:\/\/buffer.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Buffer<\/a> is a web and mobile app for managing multiple social accounts, most notably- <strong>for queueing up and scheduling posts<\/strong>. We already discussed the importance of consistency in content creation and publishing, and tools like Buffer can be of great help when it comes to making sure your audience receives your regular updates.[\/vc_column_text][vc_empty_space height=&#8221;28px&#8221;][vc_column_text]In addition to the publishing tool, Buffer also features solutions for <strong>analyzing your social media performance<\/strong>, complete with extensive reports for all your social networks in a single dashboard.[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">MailChimp<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"400\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-37.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-37.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-37-300x171.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-37-620x354.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]For a lot of marketers, <a href=\"https:\/\/mailchimp.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">MailChimp<\/a> is the synonym for email campaigns. The most popular email automation tool is particularly suitable for small and medium businesses and is completely free (up to a certain number of emails and subscribers). MailChimp helps you <strong>build email lists and track them, with metrics that include open and click rate<\/strong>, providing valuable insight into how your email campaigns are actually doing and in which areas they could use some improvement.[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Ahrefs<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"401\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-38.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-38.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-38-300x172.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-38-620x355.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]Every good piece of content is first well researched &#8211; both in terms of subject, and in terms of traffic, search volume and keyword ranking. <a href=\"https:\/\/ahrefs.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ahrefs<\/a> is a powerful SEO toolset that helps you with the latter. It comes with <strong>rank tracking tools, a site audit and site explorer features, a backlink analyzer<\/strong> and much more. Ahrefs crawls over one billion pieces of content every day and gives you access to 16 trillion backlinks and 7 billion keywords. In short, it gives you <strong>an insight into who your competition for a certain keyword is<\/strong>, how they\u2019re ranking for it and why, and it also helps you monitor your own SEO progress.[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Grammarly<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"401\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-39.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-39.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-39-300x172.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-39-620x355.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]Another tool that we already discussed earlier in this guide to content marketing, <a href=\"https:\/\/www.grammarly.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Grammarly<\/a> is software that uses artificial intelligence to help you write better. This writing assistant <strong>integrates with your text editing software and checks your writing for spelling and grammar errors as you write<\/strong>. It is also available as a Chrome extension, allowing you to check your writing across online platforms, forms, comments and so on. What sets Grammarly apart from other spelling and grammar checkers is the fact it <strong>takes the context into consideration, and it even analyzes your tone<\/strong>, making sure your message comes across exactly as you intended. And, on top of all that, it also has a plagiarism checking tool.[\/vc_column_text][vc_empty_space height=&#8221;22px&#8221;]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Canva<\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;50px&#8221;]<div class=\"qodef-single-image-holder    \">\n    <div class=\"qodef-si-inner\" >\n                                    <img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"401\" src=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-40.jpg\" class=\"attachment-full size-full\" alt=\"Content Marketing\" srcset=\"https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-40.jpg 700w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-40-300x172.jpg 300w, https:\/\/qodeinteractive.com\/magazine\/wp-content\/uploads\/2020\/11\/Content-Marketing-img-40-620x355.jpg 620w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/>                        <\/div>\n<\/div>[vc_empty_space height=&#8221;38px&#8221;][vc_column_text]Good content needs to be well-illustrated and to feature multimedia as well. Still, if you\u2019re not a designer or don\u2019t have one on your team, it can pose a problem, since not everyone is a Photoshop wiz. Fortunately, with <a href=\"https:\/\/www.canva.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Canva<\/a>, anyone can <strong>create graphics, presentations and other visual media for your articles, as well as for your social media profiles<\/strong>. This graphic design software features an intuitive drag-and-drop builder with premade templates and layouts, designed to maximise the effect of your visuals. This tool has an excellent free version that can serve just fine for small to medium projects, with 8,000+ free templates and 1,000+ design styles.[\/vc_column_text][vc_empty_space height=&#8221;68px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h2 class=\"qodef-h4\">Key Takeaways<\/h2>\n<p>[\/vc_column_text]<ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Good content has to be focused and aligned both with the business needs and the audience needs. It has to provide value and be actionable, unique and authoritative, as well as well-researched and well-written.\n<\/span>        <\/div>\n            <\/li>\n<\/ul><ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">It is crucial to always have a content marketing strategy, with carefully planned KPIs, benchmarks, research and measurement.<\/span>        <\/div>\n            <\/li>\n<\/ul><ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Content marketing is so much more than just blogging &#8211; for best results, it should be a combination of text and multimedia, carefully planned for each audience segment and platform. <\/span>        <\/div>\n            <\/li>\n<\/ul><ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">It\u2019s main virtue lies in the fact it creates a bond between a brand and its audience &#8211; a bond based on authority, value, trust and respect. <\/span>        <\/div>\n            <\/li>\n<\/ul><ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Content marketing is a huge field that is just as essential for success as traditional marketing &#8211; if not more.<\/span>        <\/div>\n            <\/li>\n<\/ul><ul class=\"qodef-unordered-list-item qodef-toc\">\n    <li>\n\t        <div class=\"qodef-ul-title-holder\">\n            <span class=\"qodef-ul-title-content\">Although a complex field, content marketing is not hard to master, with a little effort, time and a set of tools for optimizing the performance of your strategy. <\/span>        <\/div>\n            <\/li>\n<\/ul>[vc_empty_space height=&#8221;28px&#8221;][vc_column_text]Ultimately, content marketing is something no business can afford not to pursue. For absolute beginners, it may seem like a complicated endeavor, but that\u2019s precisely why we created this guide. You now know all there is to get started in the right direction, and the rest is up to you, so &#8211; start creating![\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>As a phrase, &#8220;content is king&#8221; may be a bit worn out, but it&#8217;s true nonetheless. A good content marketing strategy helps brands expand their reach and move closer to their business bottom line using one simple method &#8211; providing value to its designated audience<\/p>\n","protected":false},"author":3,"featured_media":16234,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[46,27,25,4],"class_list":["post-15799","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-blogging","tag-content","tag-seo","tag-tips"],"_links":{"self":[{"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/posts\/15799","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/comments?post=15799"}],"version-history":[{"count":0,"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/posts\/15799\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/media\/16234"}],"wp:attachment":[{"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/media?parent=15799"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/categories?post=15799"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/tags?post=15799"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}