Content marketing is the process of planning, creating, sharing, and publishing the content through channels such as social media, blogs, websites, podcasts, apps, print publications, and more. The goal is to reach your target audience and increase brand awareness, sales, engagement, and loyalty.

1. CONTENT MARKETING
Content marketing is the process of planning, creating, sharing,
and publishing the content through channels such as social
media, blogs, websites, podcasts, apps, print publications, and
more. The goal is to reach your target audience and increase
brand awareness, sales, engagement, and loyalty.
Why Content Marketing is so important?
 To build relationships between customers and business
that result in increased loyalty
 Show your audience about the products and services, that
will solve their challenges
 Create a sense of community around the brand
Types of Content Marketing
1. Online content marketing
Online content marketing is the process of publishing any
material in online, more specifically, your web pages. A strong
online content marketing strategy will help you rank higher in
the search engine results pages [SERPs] and get you in front of
the right people at the right time.
2. Social Media Content Marketing
Over 4.2 billion global social media users are there, using
number of platforms like Facebook, Instagram, Pinterest,
LinkedIn and Snapchat to work with and create, share content
on each of them (e.g. photos, live videos, pre-recorded videos,
stories). So many businesses invest in social media marketing
to reach the targeted audience in an easy way.

2. 3. Infographic Content Marketing
Infographics display content, information, and data in a graphic
format. With a mixture of wording, short statements, and clear
images, infographics are a great way to effectively
communicate your content. They work well if you are trying
to distill an educational or complex topic so that all audience
can understand it.
4. Blog Content Marketing
Blogs are a powerful type of inbound content. With a blog,
you can do things like promote other internal and external
content and blog articles via links, add social share buttons, and
incorporate product information.
5. Video Content Marketing
According to research, 73% of consumers say they prefer to
learn about a brand's product or service through video.
Additionally, video marketing can boost conversions, improve
ROI, and help you build relationships with audience members.
You may choose to share your video content on social media
platforms, landing pages, or on a co-marketer's website.
6. Podcast Content Marketing
More than 60 million people listen to podcasts across the
Spotify and Apple Podcasts platforms. Many businesses and
media have begun creating and sharing their own podcasts for
this reason.
Podcasts allow for a lot of creativity as they can be about any
topic of choice. Additionally, you determine other factors
related to the podcast such as cadence of episodes, who's on the

3. podcast, where you advertise the podcast, and how long
episodes are.
7. Paid Ad Content Marketing
Paid ads can help you reach a broad audience and allow you to
position yourself in all of the places you want to be seen — paid
ads are especially beneficial when paired with inbound
marketing. There are many places you can share paid ads
including on social media, banners, landing pages, and
sponsored content.
What are the Strategies for Content Marketing?
 Set SMART goals.
 Determine your KPIs.
 Choose your content channels.
 Decide on the type of content.
 Set a budget.
 Create and distribute the content.
 Analyse and measure results.
1. SMART GOALS
The first step of your content marketing strategy is to set
SMART goals. These should be specific to your business
they’ll likely complement your marketing and company goals.

4. Examples of SMART goals:
1. Improve brand awareness
2. Boost revenue
3. Increase conversions
4. Improve brand loyalty
5. Increase customer engagement
6.Build rapport and trust among prospects and customers
7.Attract strategic partners
2. Determine KPIs.
Next, set key performance indicators (KPIs) for your SMART
goals.
What is KPIs in Digital Marketing?
Digital Marketing KPIs or Key Performance Indicators are
quantifiable goals that help you to track and measure success.
Choosing what to measure,
The most important part of setting a digital marketing KPI is
choosing what to measure.
Often KPIs are connected to a “conversion” metric. In today's
competitive landscape, conversions are more important than
ever. As a general rule, conversions should be specific that is
easily to define and measure and significantly beneficial. You
will set targets and goals for each conversion type, so it's vital

5. to focus on the added value to the company with each
conversion event.
SMART goals and its related KPIs
Brand awareness- Site traffic, social media followers,
subscription sign-ups, mentions (by customers and partners)
Revenue- Daily sales, site traffic
Conversations- Conversion rate, shopping cart abandonment
rate, associated shipping rate trends, competitive price trends
Brand loyalty- Returning customers, promoters, product
reviews, referrals
Customer Engagement- Likes, shares, follows, mentions,
backlinks
Rapport and Trust- Returning customers, promoters,
followers, mentions
Statergic partners- New partnerships, mentions, backlinks
3. Choose your content channels
Once you’ve decided on the type of content you’ll market with,
it’s time to choose your specific content channels. Where will
you share your content? Where will it live and be shared
from?
For some of the content types, the channel you need to work
with will be obvious. For example, if you’re creating Facebook
content, your channel will be the social platform itself.

6. 4. Decide on the type of content.
Next, choose the type of content you’ll create. To do this, start
by thinking about your target audience and buyer personas.
Some content for Targeted audience,
1. What do they need from you?
2. What challenges are they looking to overcome?
3. Why do they need your product or service?
4. How can you help them succeed?
5. Where do they spend their time?
5. Set a budget
Set your budget. Think about the type of content you’re
creating and which channels you’re marketing that content on.
6. Create and distribute the content
Create and distribute your content so your audience members
can consume it — and possibly convert. To ensure you’re
consistently producing content and sharing it among your
prospects and customers, use a social media calendar or an
editorial content calendar.
This will help your team stay on top of all of the content being
created as well as allow you to schedule it ahead of time.
7. Analyse and measure results
Lastly, analyse and measure your results so you can make any
necessary changes to enhance your content marketing efforts
and reach more audience members.

7. Best Content Marketing Tools
1. Google Docs
No content marketing project is a one-person show.
Google Docs takes the hassle out of collaborating with your
team across multiple projects, no matter where they might be
located.
2. Grammarly
Even the most detail-oriented content creators can use a second
set of eyes to look over their work and point out some weak
areas to improve.
Grammarly is a must for spotting spelling, grammar, and
scansion errors that can ruin an otherwise effective blog post or
piece of copy.
3. Canva
Beautiful, professional, original graphics are a must if you’re
serious about creating standout marketing content.
Canva is a user-friendly tool that takes the confusion out of the
process, whether you’re looking to generate unique images to
accompany a blog post or visual assets to jazz up your website.
4. Airtable
All that data your content marketing campaign will require you
to collect and analyse needs to be stored somewhere,
and Airtable is definitely an option to consider.
It’s ideal for storing lots and lots of data and keeping it
organized from the start of your project to the finish. In

8. addition, enjoy access to editorial calendars, campaign tracking
tools, influencer management interfaces, and more.
5. BuzzSumo
Although you’ll almost certainly come up with plenty of great
content ideas on your own, it doesn’t hurt to have a user-
friendly tool to fall back on when you need more.
BuzzSumo can help you pinpoint hot topics to focus on and
consider across multiple platforms, as well as zero in on top
thought leaders to check out. It’s excellent tool to track
performance metrics, as well.
6. Ahrefs
And, of course, SEO is a must for any marketing content you
plan on creating.
Ahrefs takes the guesswork out of basic keyword research to
give you a solid jumping-off point for any campaign. It’s also
terrific for everyday tracking purposes regarding current
keyword rankings, keywords your competitors are using,
current traffic rates, and more.
What’s the role of ROI in Content Marketing?
Return on Investment is a metric that should be analysed in all
marketing strategies.
It is not different in Content Marketing: it is one of the most
important metrics and probably the most loved metric by
marketing managers and directors.
It is a very simple measure that gives a general idea of the
performance of an investment. To calculate ROI, just take what
you earned minus how much you spent and divide by how

9. much you spent. It is extremely useful, especially to help with
the definition and monitoring of concrete objectives.