What is content marketing?

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Content Marketing or Content Marketing … This last year we have heard this term many times, and it is increasingly gaining importance in digital strategies focused on businesses, but do we know what it is?

Content Marketing isn't about spewing out over-optimized content , linking it to every product and hoping it ranks in the top results. It's about generating quality content, so good that even your competition has to reference you, something your visitors love.

We can say that Content Marketing supports a website on 3 legs :

1- Conversion: the copy, “what is said” and “how it is said” influence the user’s purchasing decision.

2- Ranking: original and complete content will help your products or services rank better in search engine results (SERPs).

3- Popularity: where Content Marketing can obtain better results, making the healthcare email database site obtain links and social mentions that help position the really important pages, those of your products and/or services.

And let's not forget other important things like:

– User engagement : if you create quality content, you will engage the user, making them browse your site more.

– Personalization : adapting content to the user’s search intent is essential to improve their experience and increase conversion.

– Diversity of formats : content marketing is rich in formats, we can play with images, videos, infographics, social networks, podcasts that attract the user through these channels.

– Brand positioning and long-term strategy : it is essential that you are clear about what your roadmap will be and what calendar and tactics will be followed in the long term to position your brand in the user's mind.

– SEO and keywords : Content Marketing and SEO go hand in hand. It is crucial to keep in mind what you want to achieve and how you want to stand out in SERP results in order to choose the right keywords, structure, tone, style and channel to achieve it.

This is all very well, but… How can we create a content marketing strategy?

Table of Contents
How to create a content marketing strategy in 7 steps
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How to create a content marketing strategy in 7 steps


1. Who are you addressing?

This is the first step to reach heaven. You must know who you are targeting, who is your target audience. Without this information, your strategy will be flawed. Your target audience will be the basis of your entire marketing strategy, and you must attract them with useful and quality content.

2. Create a brand story

Does the term brand storytelling sound familiar to you ? It involves creating a narrative around what your brand, product, service or business is in order to emotionally connect with your target audience and convey your brand identity. In the world we live in, a fast-paced and chaotic world, with many stimuli and countless competitors, consumers are scattered, they are not loyal, they try new products... That is the reality, and therefore, it is important to convey the strength and values ​​of your business in order to connect with your audience.

Creating your brand story and implementing it into your content strategy is relatively simple. You can do it on the 'about us' page and explain everything you think is appropriate about your brand.

3. Define your goals

You need to consider what you want to achieve with a content strategy. Maybe strengthen your brand image? Generate trust with users? Increase your positioning in the SERPs?

Depending on the goals you set, you can establish metrics and measure the results through Google Analytics.

4. Research your competitors

You should ask yourself questions like: Who are my competitors? Who are they targeting? What is working for them? What is their positioning? What keywords do they rank for? These questions (among many others) can be the basis for researching your competition. You should also take into account current news and trends in your sector.