Content Marketing for Brands: How to Start and Succeed

Published on 10th of January 2023

Content marketing is a strategy that promotes an idea, brand, product, or service through high-quality content, including articles and videos.

Online content that captivates, informs and retains its audience will grow brand awareness, increase audience engagement, and convert viewers into paying customers.

In content marketing, you use words, graphics, videos, and/or photos to communicate with your audience without selling directly. (By the way, THIS is content marketing in practice—I wrote this piece to add value to the readers’ content marketing journey while promoting our brand indirectly.)

This technique is designed to create a story that your audience can relate to, informing them in a personal way. It’s most effective when it can urge your customers to share their own experience with the brand and provide relevant information about it.

Steps to help you plan your content marketing strategy

man writing on white board

  • 1. Establish your goals

    The first step in content marketing is knowing and understanding your goals. What are you looking to accomplish? Do you want to boost engagement on your website, or do you want to generate leads? Do you want to create brand awareness or increase video views and subscribers?

    Defining objectives and targets for your content marketing strategy will help you plan and execute successful campaigns. By setting the goals you want to achieve and following the steps outlined, you'll be able to analyze the progress you've made and measure any specific results achieved.

  • 2. Consider your audience

    person holding silver iphone 6

    When creating content, understanding the target audience is crucial to success. Most brands fail because they can't create content that appeals to their target audience. So, to produce an effective content marketing strategy, it is imperative you know what kind of content your target audience enjoys consuming.

    Consider their demographics, which can be broken down into classes such as age, geographical location, gender, household income, and occupation. Psychographics go a step further and include things that cannot be quantified. These include beliefs, character, and values—all contributing to a person's personality.

  • 3. Research your competitors

    There are many markets, audiences, and preferences in the world of content marketing. For one, some like to read while others prefer still images or movies.

    But if you’re yet to know what your audience prefers, you might want to investigate those in your line of business (i.e., your competitors). Study the type of content they produce, their most engaging posts, and the keywords they focus on.

  • 4. Create a blog

    person typing on laptop computer

    Starting a blog with WordPress is one of many options, as it's free and has various plugins that can help you track and measure your success. It doesn't take long to produce high-quality design or content using this software, with the vast majority of blogs being completed rather quickly and easily.

    Essentially every site you visit nowadays has a blog section, which is a great way for potential customers to interact and keep in contact with the brand. If you want to make it easier for people to find your content, create a blog section with videos, images, and texts that represent what you have available.

  • 5. Master SEO

    Search Engine Optimization is a process that helps enhance the quality and amount of traffic a webpage gets from search engines. It’s often an unpaid process involved with improving the visibility and ranking of a site on Google or Bing—using keywords, backlinks, and the likes.

    By studying and recognizing the keywords your audience is actively searching for, you can insert them into your website’s text to boost ranking. This is the key to achieving organic visibility, reaching your target audience, and building a well-established brand.

    Search engines are now everything - do this right and it’ll contribute the most to your customer base.

  • 6. Plan and create content

    Planning is an essential part of the content marketing process which involves preparing, drafting, and arranging. You must create a calendar, chart, or to-do list that aligns with your business objectives and content goals.

    What types of topics and ideas would you like to cover with your content? What platforms or destinations do you want to post your content to, and what frequency do you want it published? This questionnaire will help guide your choices so you can easily create a content plan for accomplishing your goals.

    The next step is to come up with content for your product or brand and let it do the hard work. A well-developed content educates, engages, informs, entertains, inspires, and evokes an emotion. And make sure your tone and language match the purpose of your content.

    Lastly, don't just rely on text. Create content in a variety of formats including images, videos, and GIFs.

  • 7. Revise previously published content

    You can gain valuable insight into your audience's preferences by looking at the content that has gained the most and least attention. Research what posts are popular with your audience and what elements define those they don't like. You can also see whether they’re finding you through keywords or hashtags, and what links they click on when they reach your site.

    The metrics you collect about your past contact with your audience can help you figure out what kind of content they enjoy, and revising these old posts is a great way to enhance your overall digital presence.

  • 8. Choose the right social media platforms

    There are many websites and applications that you can use to share your content on the internet - TikTok, Facebook, Instagram, LinkedIn, YouTube, Pinterest, and so much more.

    Every social network has its own set of strengths and weaknesses, as well as features and demographics. So, the best platform for your needs depends on the type of content you want to create, what your goals are, and who your target audience is.

    Research and experiment to find where to best engage with your target audience right across the world. You should consider which platform will help your content get the most visibility and reach potential patrons of your brand.

    Pro-tip: For TikTok marketing, Celebian offers a safe service for businesses, creators, and casual users who want to buy real likes, views, and followers without breaking the bank.

  • 9. Encourage and request feedback

    When you engage with your audience, try to encourage them to leave feedback and comments on your social page or website. Feedback is a crucial part of the relationship between businesses and their buyers, so it's important to invite these interactions as much as possible.

    Now, take it one step further by incorporating these changes or requests into your customer experience. Do this to please and satisfy your customers’ needs, effectively boosting brand loyalty and advocacy.

  • 10. Promote your posts

    You’ve published your content - congratulations, now what’s next? Well, try not to just sit and expect it to reach a 100% success rate. You must find innovative ways of distributing your content to reach the target audience you’re aiming for.

    You could promote your content on social media, via emails, or on your website or blog—or try as many digital marketing approaches as strategically possible. Promoting your content through these channels helps put your brands in the minds of others who are not yet customers but might be persuaded to convert once they see the potential of what you offer.

  • 11. Monitor metrics and refine your strategy

    The final step is to monitor the progress of your promotions, which can be done by tracking set metrics or indicators and analyzing data from tools like TikTok Analytics and Google Analytics. Knowing what is working and what isn't will help you refine your campaign to make sure it's going well and cut down on wasted time.

Key takeaways

Seeing that content marketing is essential for any business, we advise you to religiously follow the key points above. That way, you can reach a high point of success and venture to a new level.

A fine strategy can help achieve your company's goals by increasing brand recognition and driving sales. Refine goals, identify an audience, and be SEO-friendly. Your content should be relatable or relevant, educational or entertaining, and also compelling.

Now, there are many ways to generate content, and one of the most popular is with content management tools or you could outsource and hire a creator.

Keep in mind the success of your marketing plan will be influenced by how your audience engages in your content. If your content holds lots of value, people will always remember and respond to your brand.

We hope you accomplish positive, long-lasting results with these tips.