Content Marketing 101

Creating content is the only constant factor in all digital marketing platforms. This playbook provides information on how to master the art of content marketing – from the type of content to create and its importance to tips on how to ace content marketing.

Table of Contents

You may take breaks from your work, but do you know what doesn’t? Your content! The content you write is your all-time sales pitch. It helps you get more leads, more people to trust you, and determines where you stand on search engines!

Content creation can get a little challenging. Your brand has a vision, a plan, and so much to convey to your audience. As content writers, it’s our job to do that! It’s a lengthy procedure and one that you need a lot of patience for.

Do you have that tiny voice in the back of your head, asking you to be more professional, less creative? Or the other way round? We all do! There is no set of rules and regulations when it comes to writing.

However, there are some things you can keep in mind to ensure maximum results from your content creation. In this playbook, you’ll find the following things:

What is Content Marketing?

Content Marketing Guide

Let’s attempt to answer this question by first answering these questions that are the main reason you have landed on this playbook:

Yes, Yes and well, could be. We’ve watched small businesses turn huge through social media. We’ve watched blogs blow up the internet. It’s the digital era, and there’s no second-guessing its impact on the economy.

Content marketing is essentially answering questions – and people are never going to stop asking them, right? So the way I see it, it’s only set out to grow more than you and I can imagine.

Now, to finally define content marketing: Content marketing focuses on the creation and dissemination of relevant and valuable content with the goal of engaging a certain audience, establishing a long-term connection with them, and eventually converting them into loyal clients.

The keyword here is: creating relevant and valuable content. Simply creating content without substantial research and effort will get you nowhere.

You need to ensure that the content you post is relevant and is something that your audience will engage with, and learn from.

Benefits of Content Marketing

Content marketing can help you get ahead of your competition and establish you as a thought leader in your industry. The core of content marketing is focusing on thought leadership, rather than selling.

It’s not a sales appeal, it’s sharing your knowledge and hoping they end up hiring you. Here is a list of benefits of content marketing:

Types Of Content


A Guide on Content Marketing- Types of Content

Blogging is the biggest weapon for personal branding as blogs are closely associated with search engines and help you get the right traffic to the website.

Some of the best monetary-focused personal brands on the internet also use blogs. A blog is like opening an online consulting firm or an online office and inviting people to talk to you and check out what you have to offer.

A blog is a trampoline for your personal branding. People jump here and reach out to other avenues to tell people what they got in your store and then bring in more people to jump on the trampoline.

Social Media

Content Marketing Guide - Social Media Content

Social media is the platform where content marketing thrives. Reels, stories, videos, posts, polls: you ask it, they have it! However, the phrase doesn’t just refer to social sharing or content optimization for social media.

It’s also about applying content marketing tactics and concepts to social business, collaboration, and newsroom practices.


Content Marketing Guide - Infographics
source: inklyo

People would rather look at visuals and unique infographics than reading long pieces of texts, especially statistics. Infographics present facts, statistics, and information in a visually appealing way.

Infographics are a wonderful approach to successfully express your material since they combine basic words, concise assertions, and clear imagery. They’re great for simplifying a complex or instructional issue so that everyone in the audience can grasp it.


Content Marketing Guide - Video Content

Visitors’ interest in your website or social media accounts can be piqued with fluid content and eye-catching components.

According to HubSpot research, audiences want to see video formats for around 54 percent of the content from the companies they support. As a result, one of the finest digital marketing ideas for producing leads organically in 2021 is to incorporate videos into your content plan.

You can make the videos yourself or hire a professional to do it for you utilising numerous web programmes. Creating a perfect fit for your brand, niche, industry, and target audience will help your brand grow organically and indirectly.


Content Marketing Guide - Sorav Jain Podcast

Podcasts offer a great deal of creativity because they can be about anything. You also decide on other aspects of the podcast, such as the frequency of episodes, who will be on it, how you will promote it, and how long the episodes will be.

How to Make a Content Marketing Strategy

1. Get to know your customers

While curating your content marketing strategy, first understand what kind of content your users enjoy the most. The sales funnel, the buyer’s journey, and any other marketing theories will keep this at the centre: understanding your customers.

2. Create a content calendar

Once you have an idea of what your customers want, start brainstorming ideas and make a list of the content you want to post. Create a content calendar. A content calendar is a calendar used by marketers to organise their future content creation.

The content calendar can help you follow your team’s content development workflows and monitor publishing dates, whether you’re posting content for a blog, social media, or even an editorial.

Here are some ways you can plan your content

3. Analyze your content

This is the most important factor of content marketing. You need to analyze how your content is performing in order to create more content.

If you keep creating the same kind of content that does no good, you’re leading yourselves to a dead end. So, you need to analyze how your content is performing to either continue posting the same type of content or alter it or change it completely.

Here’s what analyzing content can help you do

Tips on how to ace content marketing

#1 Keep jargons away

Jargons have their way of making space into our sentences. While you may not give a second thought to it, it may hurt your content. When used in excess, fancier words stop being a sign of higher abilities.

On the other hand, it’s a sign of insecurity, as stated in an article by Inc, and this will leave a poor perception on your readers. And in whose good books do you need to get more work, get more income, and be successful?

Let’s say it together: clients. We need our clients to understand what we’re trying to convey.

Remember these tips when you write your next piece of content:

#2 Talk to your audience

Don’t expect your clients to open your work, read word by word without losing interest, and immediately partner with you. You need to write content that talks to them directly in a way they like.

Make your blogs short and get to the point. The moment you start beating around the bush, your audience will drift away.

Keep in mind that you are not communicating with customers; you’re communicating with professionals in an office environment.

Here are some inspiring and successful examples :

Louis E. Page, who wrote about mesh and fencing:

I know, right! How did they write content on mesh and fencing and benefit from it? However, their blogs presented tips and advice to other businesses and did so with all their heart.

Hinda Incentives who introduced the world of incentives to social media:

Hinda knew that “conversation” was the name of the game in social media, so they went looking for decision-makers who might use their service.

What they discovered surprised them: there wasn’t much talk about incentive programmes on social media.

Rather than seeing this as a setback, Hinda regarded it as an opportunity. The company spent time cultivating relationships and built a blog that generated discourse about their industry from the ground up, with Hinda at the centre.

#3 Solve your readers problems

Talking about your products/services throughout your blog will not get you anywhere. Sure, you’ll need to promote your business, but that doesn’t have to be your main content. Your content needs to make a difference in the reader’s life.

The finest blogs will always answer the most difficult queries, solve the most difficult problems, and demonstrate the most straightforward solutions.

There’s no reason to keep your readers guessing. An excellent business-to-business article should do the following:

Such pieces will be highly tactical. They clearly describe what to do, how to do it, and what it looks like, with data to back it up. It’s best to be as explicit, thorough, and actionable as possible.

#4 Always optimise your content

Content Marketing Guide - Optimisation

Your content may be great, relevant, and helpful. However, if you do not optimise it for search engines, nobody will read the content you write.

Your writing efforts can be significantly enhanced by SEO. When done correctly, your content aids your buyers in developing trust and confidence in your company.

Here are some ways through which you can optimise your content for search engines:

You’ll have outstanding SEO success if you know your audience and generate material that deserves to rank, whether it’s tools, written content, video content, or even commercial pages.

#5 Ensure there is a method to the madness

A poorly organised article that is difficult to read can rapidly ruin a brilliant idea and careful research. Both the value of your ideas and the SEO potential of your writing are influenced by structure and format.

A strong structure and flow are essential for audience engagement. Assume that your reader has ten seconds to decide whether the content is appropriate for them, and write accordingly.

Here’s how you can structure your article:

#6 Perform in-depth research

You can’t just generically create content; you’ll need to undertake a more in-depth study. This emphasises the value of collaboration: imagine your organisation sells a CRM tool and wants to discuss a specific feature of the service.

The issue is that you don’t fully comprehend its advantages. Why not speak with someone from your firm who works on the technical side and can provide a more in-depth review of that tool?

This in-depth information will undoubtedly aid in persuading the reader to accept your proposal.

#7 Write Informative and interesting content

People will stick with you till the end only if your content is interesting. Throwing data after data and one keyword after another will not do you any good.

Your readers will be in L-O-V-E if you write content that’s unique, easy to read, and leaves them with some food for thought.

Creating infographics is another way to ensure that your content is informative and interesting. Readers like to look at infographics because they are visually appealing and quick to scan. As a result, content marketers like disseminating them.

When you create an infographic for your website, and someone distributes it on their site, they must include a link back to yours. You can create infographics using websites like Canva and Venngage (depending on the graphics you choose).

After you’ve built and released your own infographic, you may approach other blog spaces in your field and ask them to share it if it’s relevant.


The first step in producing increasingly relevant content is understanding the differences between the different forms of writing. In a competitive situation, this will continue to emphasise your brand.

By using the suggestions we’ve provided throughout this post, you’ll be able to create an even more engaging and effective plan for your target audience, ensuring that your investments produce the desired outcomes.

Let’s start writing quality content, shall we?

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