It’s one of the most effective content formats because it’s like getting a personal word-of-mouth recommendation rather than a typical marketing message. 49% of consumers rely on influencer recommendations, and 69% trust what influencers say and recommend (Meltwater, 2024). Marketers have a goal in mind, whether it’s to build brand awareness, improve lead generation, drive sales and other conversions, gather audience feedback, Bravonetic Instagram page or similar goals.

It’s a collection of over 30 videos where customers share their experiences of using different Huckberry bags. Even if you follow a more traditional case study format, take inspiration from this example by including personal details about your customers or your team to draw readers in. Instead, focus on involving customers in the process of creating a case study. And whenever there’s a chance, write it from their perspective.

A B2B marketing agency will likely want to create content that primarily generates leads. This B2B business would care considerably less about widespread brand awareness than a restaurant chain. The same content marketing strategy wouldn’t work for both businesses. A content strategist manages the content marketing strategy for a business, ensuring every piece of content supports an overall goal.

Plus, participating in trends shows that your brand is relevant and has a pulse on what’s going on in the world. For instance, if an influencer trusts your product, it provides consumers with social proof that your product or service is the real deal. Kits and workbook content offers usually include a range of different resources that work together. For example, say you’ve made a few different templates for social media captions on different platforms. Long-form written content creation is where many businesses start for content offers. To create visuals that take your audience behind the scenes, start with a plan.

How Is A Content Marketing Plan Different From A Content Strategy?

• But there are lots of video marketing apps that can make things easier.
• As I mentioned earlier, these are simply the core technologies you should look for when you’re just getting started.
• Product, price, place, and promotion make up the four Ps of marketing.
• To get started, categorize the type of content you want to create and the type of content creator it takes to produce that content.

AI tools like HubSpot’s Free AI Content Writer can help you generate copy for content ranging from blog posts to social posts. You can use prompts about length, tone, and reading level to get the results you want. Digital content creation is the process of choosing the format (usually digital), and then utilizing the right tools to publish and promote your content online. Perhaps there’s a common problem your customers face that a simple “how-to” video can solve, or maybe there’s a topic area that’s relevant to your industry you can write a blog post about. Photo and image-based posts are the content types businesses use most to increase audience engagement.

Now, it’s up to you to utilize content marketing for the benefit of your business. Video content and infographics — anything ungated, really – also appear in SERPs, granting you more exposure and the chance to funnel traffic to your site. I recommend using a free software called Trello, which helps you organize your content, set deadlines, attach files, and collaborate with multiple teammates. Another great tool for keeping content projects organized from planning to publishing is Zerys — a content marketing tool with a built-in marketplace of professional writers. We’re looking for a social media manager to grow our followers, engage and retain them, and help convert them into leads, customers, and active fans and promoters of our company.

What Is A Content Marketing Platform?

Unlike traditional advertising, content marketing meets users where they are, answering questions, solving problems, and supporting decisions throughout the buyer journey. This is why content marketing has become a core pillar of modern digital marketing. Some marketers may default to written content as their go-to type, but creating a buffet of content using different formats can help you diversify your brand and reach new audiences. With this knowledge, you’re able to create content around those specific keywords and keyphrases with a higher likelihood that it’s reaching the right audience at the right time. Conversely, B2B content marketers typically make greater use of LinkedIn, long-form collateral, account-based strategies and niche audience development.

For example, click “AI Traffic” to see which AI tools send traffic to your site and competing sites. Audience research shows you who your content should serve and what those people want. That approach can generate traffic and leads, but it’s too dependent on one source. Backlinko turns AI SEO into clear, actionable strategies with step-by-step frameworks and examples to help you rank in an AI-driven search world.

But when you’re right (which you will be if you’re truly connected to your industry), the payoff is fantastic. Micro-content isn’t just „short content“—it’s strategically bite-sized pieces designed for immediate consumption and high shareability. Think of it as content snacking between the full meals of your longer pieces. Think of content governance as the guardrails that keep your content machine from driving off a cliff. It’s about creating systems that scale without sacrificing quality.

You write a few posts a week, and eventually those blog posts start to rank in Google and other search engines. Content marketing is the process of planning, creating, and sharing valuable content to attract and engage a specific audience. To build relationships that eventually contribute to business results.

One of the best ways to come up with blog ideas is to see what your audience searches for. Best practices, code samples, and inspiration to build communications and digital engagement experiences. Brands that created definitive content when it was just a concept mentioned at tech conferences dominated the SERP by the time it became a high-volume search term.

They can learn more about your brand through the visuals and language you use and how you present your ideas to them. For middle and lower funnel leads, case studies can pack a powerful punch. Case studies give an in-depth look at a customer who has used your product or service and the results they gained.

To get started, run a content audit to see what kind of content is already resonating with your customers. A prospect might not be ready to buy, so pay attention to changes in user behavior. The top of the funnel is to build awareness with your content. To make sure your content meets a need at every stage, you’ll want to think about your conversion funnel.

Together, these categories form the foundation of a repeatable and scalable workflow. Connecting content efforts to leads generated or conversions assisted ensures the strategy drives measurable business outcomes. Use performance data to double down on effective formats, update underperforming assets and prioritize consistent, incremental improvement. Use platforms like Google Ads or LinkedIn Sponsored Content to amplify high-performing or high-value pieces. These channels allow precise targeting by interest, industry or behavior.

Content Marketing Tactics To Include In Your Plan

It provides data and screenshots of Adobe’s campaign and demonstrates how the brand measured their success using the workplace platform. This case study could help similar businesses see how using LinkedIn in a similar way could improve their applicants. For instance, design businesses can benefit from AR video marketing, which delivers a digital model of what you view using a smartphone. In 12 steps, including how to shoot with an iPhone, you can learn how to video market like a pro. Videos are also a versatile medium; you can create a variety of content in your industry that engages your market and leaves them wanting more. In this post, we walk you through how to use video marketing to your advantage.

Justin Welsh is an excellent example of a B2B influencer who has amassed a substantial following by consistently publishing high quality content on Twitter and LinkedIn. Then, they provide a third option, which is using an online course platform like LearnWorlds. Now that you know what content you’ll produce, you can map out the top, middle, and bottom-of-funnel content. The good news is that you can quickly identify the most effective platforms by analyzing your competitors’ platforms.

Facebook, Twitter, Instagram, YouTube, and Snapchat are all great mediums to both create and share relevant content. The format you choose might be a blog post, video, Slideshare, graphic, ebook, whitepaper, podcast, or whatever your creative mind can conceive. As long as it serves your persona, you’ll be in good shape. A new visitor in the awareness stage won’t want a live demo of your product, but they would read a quick checklist or blog post that helps them better understand their problem. A content strategy includes everything from brand and tone to how you will promote your content and eventually repurpose it.

One size does not fit all when it comes to posting on different mediums — or the platforms within those mediums, for that matter. While having one content marketing strategist might make sense, expecting one person to be able to produce all of that content doesn’t. In many organizations, there is one person responsible for a lot of this content, and that is a content marketing strategist. While a content audit may seem tedious, all the manual labor will be worth the increased traffic and leads. The process might involve some re-writing, or it could reveal gaps that need to be filled with content that appeals to your persona and their journey stage.

Paid costs continue to rise, and as targeting becomes less accurate due to privacy concerns, the ROI of paid ads will likely continue to decline. Therefore, it’s likely that more and more companies will invest in content marketing. YouTube is the second most popular social media platform with over 2.5 billion monthly active users.

It’s the landing page people see after they click on your pay-per-click (PPC) ad. It’s the variety of links that show up on search engine results pages to match a user’s query and guide them to your brand. Before we can master content marketing, we need to define content. Content marketing is a strategic approach to creating and sharing valuable, relevant information to attract and engage a specific audience. The goal isn’t to sell directly but to earn trust, improve brand recognition and guide potential customers toward a buying decision.

From there, a content marketing manager, also known as a content marketer, decides which type of content will help them achieve that goal. Writing blog posts is one of the simplest ways to attract and engage target audiences. For example, Jeff Bullas has been named one of the top influential global marketing officers. Therefore, his website has blog posts about content marketing and global social media. For example, this post is about turning followers into customers.

Not only did I see traction right away (because I was focusing on quality over quantity), but the consistency has helped my blog’s organic traffic continue to grow. This helps readers understand how the topics and subtopics that you cover relate to each other. People already read blogs, listen to podcasts, and watch videos. For example, when we open enrollment for one of our courses, the type of content that we publish shifts from “here are some helpful tips” to “check out this new product”.