Have you ever wondered how much time people spend online every day? It’s seven hours! As a brand, that means you have a fantastic opportunity to reach your audience through engaging content on platforms like Instagram and TikTok.
But the online world is super crowded, especially when it comes to content marketing. Did you know that 84% of companies have a content marketing strategy? And 30% of marketers are planning to increase their content budgets too.
So, you can imagine that the internet is filled with articles, videos, and podcasts that people don’t really care about (yes, even those content marketing blogs without any personality).
If you want to stand out and deliver your content to the right people on the right channels, you need to have a solid knowledge of content marketing.
Without one, your content might get lost in the sea of generic stuff out there. But with in-depth knowledge, you can create content that excites your readers, drives traffic to your website, boosts your search rankings, and even leads to more sales.
That’s why we have created this comprehensive guide for you to navigate the advanced aspects of content marketing in 2024. Be ready to experience the ins and out of content marketing in-depth!
B2B vs. B2C Content Marketing
B2B is all about getting results. B2C often aims at a big audience to spread the word, while B2B zeroes in on a specific crowd, trying to achieve things like building lists or getting leads.
B2B content needs that industry know-how. You are talking directly to other business pros, so you gotta show you get their problems and can help them hit their targets.
B2B sales involve a whole cast of characters. You have got the money decision-maker, the big-shot executive, and even some tech geeks sometimes. Each one’s got their own checklist for what they want.
Plus, B2B’s a bit of a long game. You are looking at a more extended journey here. So, you have to cover each step with your content and answer all the questions they have got along the way.
Your content needs to pack a punch in B2B content marketing. No flimsy stuff here. If you want to stand out, you gotta be different, bring value, and actually help people out. No one’s got time for more of the same.
Think about it, if your content’s just like everyone else’s, why would people bother? But when you offer up something genuinely valuable, that’s where the magic happens. Top-notch B2B content is always the real star of the show.
|Comparison factor||B2B Content Marketing||B2C Content Marketing|
|Target Audience||Businesses, professionals, decision-makers||General consumers|
|Purchase Process||Longer and complex buying cycles||Shorter and impulsive buying decisions|
|Decision-Making||Involves multiple stakeholders||Individual or household decision-making|
|Content Tone||Professional, educational, informative||Emotional, relatable, entertaining|
|Content Focus||Problem-solving, expertise, industry trends||Benefits, emotions, lifestyle|
|Relationship Building||Focus on building trust and credibility||Establishing brand loyalty and connection|
|Engagement Platforms||LinkedIn, industry forums, webinars||Social media, visual content platforms|
|ROI Focus||Lead generation, nurturing, thought leadership||Brand awareness, engagement, conversions|
|Content Complexity||Technical details, industry insights||Easy-to-understand, visually appealing|
|Call-to-Action||Educational content, case studies, whitepapers||Offers, discounts, compelling visuals|
How to build a brand using content
Sending Out Brand Signals: When we are talking about brand signals, we mean those things that make people want to come back to you, talk about your stuff, and buy from you. We are skipping over dog walking and babysitting services – not talking about those.
Visually appealing web design and identity: You want your brand to stand out, right? Having a cool design and a unique identity is how you do it. People should instantly notice you. Test things like your website’s look, logo, and how you write stuff to match how you want people to see you.
Optimize page titles with your brand name: Put your brand name in your page titles, especially on pages that get lots of shares and show up in search results. This makes your brand more visible on places like Google and social media when people share your content.
User experience: Make it easy for people to get around your site, understand what you are about, and know why you are awesome. If people enjoy being on your site, they are more likely to talk about it and share it with others. UX Content strategy plays an important role here.
Social proof: When people see that lots of others are following you on social media, it makes your brand look impressive and trustworthy. Building a strong following on sites like Twitter, Facebook, and Instagram is as important as ranking high on search engines. It helps your brand look legit and brings in more traffic.
Trust seals: Show off your brand’s achievements. Share client testimonials where you have been featured or any awards you have received. When visitors see these things, they will trust your brand more and want to know more about what you do.
Identify Unique Selling Point and Focus on Marketing it: Every brand has something unique that sets them apart. Figure that out first. Then, use it to your advantage. When you know what makes you special, market the heck out of it. This is your ticket to becoming a big deal in your industry.
Keyword Strategy: Keywords are key – they are like the map that guides people to your brand. Find the right words related to what you do, and then create awesome content using those keywords. When people find your content valuable, they will share it, and your brand will get noticed.
Static Marketing in Social Media and Community Discussions: Static Marketing sounds fancy, but it’s pretty simple. Put social sharing buttons on your content. This makes it easy for people to share your stuff, even later on. Be consistent when you contribute to discussions online – it will help people remember your brand. Use the same picture and name, and make your presence known in the right places, like forums, blogs, and Q&A sites. This makes you stand out and helps with your content branding efforts.
Branded Link Building: Link building has been known for helping sites rank higher and get more traffic. But now, it’s not just about keywords – it’s also about branding. You want to build links that include your brand name. This makes your brand more visible and builds your reputation. Spend around 50-60% of your link-building effort on this.
Ways to Build Branded Links: You have got options to build branded links:
- Create infographics with your brand’s name linked to your site.
- Find blogs with a “blog” section and get links there.
- Submit your site to business and location-specific directories.
- Use branded links when you write guest blogs.
- Make widgets for contests or awards that people can share with your brand name.
- Get in touch with a content management agency. One of their top content marketing services includes link building.
Own Your Brand’s SERPs: Protect your brand’s image online, especially in search results. If something negative shows up about your brand, it can hurt. You can manage this by building strong profiles on sites like Wikipedia, social media, and more. Also, distribute press releases to control what’s seen about your brand.
Interviews: Getting interviewed or getting mentioned on industry-related sites can make you look good in search results. Make sure your brand name is part of the interview’s title. Also, link to important pages on your site to improve your brand’s search results.
Google My Business Brand Page Optimization: Google My Business is important now because it affects search results. Optimize your Google My Business profile by using keywords. Promote your page, engage with others, respond to reviews, be it positive or negative, and be active.
Use Social Media: Social media is powerful for branding. Use your content to connect with people and share others’ work too. Engage with your followers by responding to their questions and comments. This builds your brand’s authority and approachability.
Build Branded Content: It’s not just about getting links – it’s about building something special that shows off your brand’s personality. Think about offering free stuff like ebooks and guides on your website. This not only gets you noticed but keeps visitors coming back.
Monitor Brand Mentions: You want to know what people are saying about your brand, right? That’s where tools like Google Alerts, Twitter Search, and Topsy come in handy. Keeping an eye on brand mentions is important. It helps you find people who are talking about you – maybe even fans who can become loyal customers. If you reach out to people who already mention you, it’s easier to ask for reviews or build relationships.
Create and Promote Viral Content: Viral content – you have already heard about it. It’s a great way to get your brand out there. It’s not just about links – it’s about making a splash. Viral campaigns are tough, but if you plan well, they can really pay off. They help your brand get attention and links and build awareness.
Go Visual with Branded Images: People love pictures, and that’s where Pinterest comes in. It’s a hot platform to market your brand visually. You can create branded images – think quotes, jokes, infographics, and cool product pictures. Find active users on Pinterest who are interested in your industry, and connect with them. They might share or repin your images.
Top 3 Advanced Content Marketing Strategy Examples
Here are the top 2 content management strategy examples from well-known brands:
Buffer is a super popular social media management tool used by tons of people to schedule and analyze their posts on social platforms like Twitter, Facebook, Instagram, and Linkedin.
Buffer isn’t just about the tool. They have got this awesome blog managed by Leo Widrich and Joel Gascoigne. And Buffer’s a prime example of how to rock creative content marketing to build a successful online business.
Here’s how they do it:
On their homepage, you can’t miss it – a huge “Get Started Now” call to action. Click on it, and you are taken to their pricing plans, giving you a shot at a 7-day free trial on all the plans.
Once you give their free trial a whirl, you are likely to get hooked on their features. Scheduling posts and automating social media – they have got it all down.
Their blogs are the perfect example of content packed with killer content on social media.
By luring visitors in with free trials and serving up top-notch content, they are turning visitors into loyal customers. This way, they are acing the conversion game.
2. Smart Passive Income
Pat Flynn’s goldmine of a blog is Smart Passive Income. The man pulls in a ton of blogs every month. And it’s all thanks to his ninja-like content marketing skills.
Check out the homepage. There’s an email opt-in form right there. And he’s not stopping there. Social proof, testimonials – he’s rolling out the red carpet for first-time visitors to become email subscribers.
His blog’s bursting with resources – email newsletters, special eBooks, cheat sheets – you name it. And then, when they are good and hooked, he brings his paid courses, promotes affiliate stuff like Bluehost, and even pushes his eBooks. The result? A money-making email list.
Ahrefs is the SEO tool of choice for a gazillion SEOs and marketers. If you want to rock keyword research, competitor analysis, or backlink audits, Ahrefs is your go-to tool.
Here’s their content marketing magic:
Their blog is a goldmine of SEO goodness. They dive into stuff like keyword research, competitor analysis, and content audits. They mostly use their own tool, Ahrefs, for these tutorials.
How to generate the best content ideas
Learning from your competitors: Competitive intelligence is like Content Ideation 101. Want to know how? Well, you have got these awesome web tools at your disposal that can dig up the juicy stuff your competitors are putting out there. BuzzSumo is one of them.
Elaborate and expound on other people’s ideas/concepts: Creating takes inspiration, right? So, you are this content sponge, soaking in ideas from other publishers. That’s your fuel for creativity.
Jot down the ideas they are sharing: Follow industry influencers, track their ideas, and add your twist.
Curation is a proven approach: Curating is like being the content matchmaker. You find awesome ideas from different sources and then knit them together like a content quilt. Voila, your audience gets all they need in one place.
Learning from other industries: Don’t stop at your doorstep. Peek into other industries. See what works there. Maybe you will find hidden gems that haven’t hit your turf yet.
Learning from what people really need: The heart of content marketing is understanding your audience. So, you are creating personas, knowing who’s who and what makes them tick. You are basically a content psychic.
Make a list of the people in each of your target segments: Got it? You have got different groups. Amplifiers, the big shots. Publishers, the traffic magnets. Practitioners, your rivals. Customers, your believers.
Follow the stories and types of content that they mostly read: Just think you are shadowing these folks online. What do they love to read? What sets their interests on fire? You are kind of becoming their content BFF.
Conceptualize content based on other successful publications’ audiences: Look at successful sites in your industry. They have a crowd they talk to. Now, imagine if you were writing for that crowd. Your content becomes this magnet for their attention.
Building and proving your expertise: You don’t want to be just another face in the content crowd. So, pick a topic, own it, and make it your brand’s signature. Prove you are the king or queen of that domain.
Expanding on the other topics that your brand should also be attached to: You are not a one-trick pony. Once you have built your expertise kingdom, expand your territory. Branch out. Conquer related topics. People will trust you more because, well, you have already got street cred.
Targeted content marketing to improve user experience
In this digital time, where everyone’s soaking up info from the web, your content can actually mold how people see your brand and give them the experience to remember.
The way you present your content, and how it looks and reads is a massive deal for making your site user-friendly. People stick around when they find your content helpful.
Let’s break down launching a UX content marketing campaign into 4 neat steps.
Research: Observe communities that are great in content marketing:
First up, it’s the research phase. This is your planning playground. You want to know your battleground and what you can win with it.
Start by getting the pulse of your target audience. How do they like their content? Are they into data-packed stuff, action-driven posts, or the kind with research? For instance, people in the online marketing industry dig deep into case studies and solid action plans. Check out SEOmoz; they are like kings in this game.
Implementation: Create content specifically tailored to your target communities:
Now comes the meaty part – implementation. You have scoped out what people in your industry adore. It’s time to roll out the red carpet for them. Before hitting that publish button, give it a reality check:
- Is your audience going to gobble this up and share it?
- Does it help potential customers grasp what your business is all about?
- Is it evergreen, meaning it won’t get outdated too soon?
- Will people search for it on Google?
- Would you personally tell your buddies about it?
If you are nodding yes to all, you are golden. Don’t forget to know which social channels are your ideal customers hanging out on.
Outreach: Reach out and engage your target audience:
You have created this great content, but it ain’t gonna spread like wildfire on its own. That’s where outreach dives in. You are basically making your content famous among the people who would totally dig it.
Outreach is like a handshake. You show them the value of your content and they will introduce it to their gang too. Focus on the cool people in your community who are kind of influencers. These people can skyrocket your content visibility when they give it a nod.
Track, Analyze, and Improve: Here comes the Sherlock Holmes part – tracking, analyzing, and improving. Your content’s out there, but how’s it doing? You need to know.
Google Analytics is your secret sauce here. It shows you where your content’s hitting the mark:
- How many people are checking it out?
- How long are they hanging around?
- How many likes and shares is it racking up on social media?
- Is it turning visitors into customers?
- Is it luring in new followers and subscribers?
And, if this one piece hits the home run, think about how to make it even better. Constantly test the calls to action, tweak the keywords to rank better on Google, and keep promoting it where it’s actually useful.
Bonus Tip: Creating content for links
The key here is to tailor your content to the people who love linking to stuff. They are the VIP club of your industry.
Craft content that’s their bread and butter. Content they write about, share, and learn from. When they see it, they will totally dig it and share it around. And that is how you build links like a pro.
Evergreen content marketing
Evergreen Content is the kind of content that doesn’t rely on the latest trends. It’s that timeless info, like your grandma’s secret pie recipe, that never gets old.
Now, though the concept’s been around, it’s getting the spotlight now. In today’s digital jungle, Evergreen Content Marketing is the king of the hill. It’s how you make your brand stand out and score big.
The success of your marketing strategy hinges on the content of a marketing plan – it’s the roadmap to engaging your audience and achieving your goals.
Evergreen Content’s Strategy
Evergreen content isn’t just any content. It’s content that works wonders. Evergreen content can tick multiple boxes at once:
- Links? Yep.
- Search rankings? Absolutely.
- Social shares? You bet.
- Traffic? Oh, constant flow.
- Conversions? Definitely.
- Building your brand? Without a doubt.
Now, let’s drill down into the magic of evergreen content.
Creating evergreen content that will create an impact for your business: Evergreen content pulls in web traffic that sticks around. It consists of solid info, the how-to’s, the guides – things people look for all the time.
Here’s the recipe for your evergreen content:
- Keyword research: Start with keywords. What are your people searching for? Google’s Keyword Tool is your sidekick.
- Deep Dive: Now, dive deep. Your content should be thorough, like Wikipedia’s articles.
- A Picture’s Worth: Add visuals – pictures, graphs, all that good stuff.
- Mix It Up: Try videos, slideshows – switch up your content’s format.
- Be the Best: Aim for top-notch content. You want to be the go-to source for that topic.
- Promote and update: Once it’s live, give it some promotion. Keep updating it so it stays evergreen.
Scalable Link Acquisition: Links are like gold online. And evergreen content is a link magnet. Other sites love to link to content that’s rock-solid.
How to get those links:
- Get Found: Optimize for relevant keywords so folks can find your gem.
- Internal links: Link to it from within your site.
- Spread the Word: Share it on other sites, blogs – get it out there.
- Keep the Channel Flowing: Make sure the traffic keeps coming. Fresh visitors mean fresh links.
Better Search Rankings for Industry Keywords: Solid, evergreen content can score you awesome search rankings. Google loves the good content that stands the test of time.
Get ranking by
- Keyword Optimization: Optimize like a pro for those targeted keywords.
- Link building: Get quality links to boost your content’s authority.
- Social Signals: Use social media to spread the word and get those ranking signals buzzing.
Continuous Social Sharing: People keep sharing evergreen content, even if it’s been out a while.
For example, if you have got an evergreen post about, say, SEO, it will still get shared a year down the line.
Drive constant traffic to your evergreen content & keep the hits coming:
- Be the Best Bet: Keep ranking high. Optimize like a champ.
- Freshen Up: Update it now and then. Keep it relevant.
- Social Reboot: Share it on social media every now and then.
Constant Traffic: Evergreen content isn’t just a one-time hit wonder. It’s a traffic machine, bringing people in from all directions – links, search, social.
Want to keep the hits coming? Easy:
- Rise Up in Rankings: Keep ranking high. That means optimization, links, and the whole deal.
- Keep It Fresh: Update it when needed. Make sure new visitors love it.
- Spread the Word: Share it on social media, forums – everywhere.
Grow Conversions (lead and revenue generation): Evergreen content can lead to more leads and revenue. It showcases your expertise and draws in potential customers.
Here’s the game plan to do so:
- Speed Boost: Make sure your page loads fast. Speed matters.
- CTA Magic: Use strong calls-to-action after your content.
- Link building: Internally link to other important pages – guide them through your content maze.
- Keyword Gold: Optimize for keywords that convert. Get Google Analytics to spill the beans.
Grow Subscriptions and Social Following: Evergreen content is not just a traffic magnet. It’s a subscriber magnet too. Add those subscribe and follow buttons, and watch your numbers rise.
Support and lend visibility to other important pages: Evergreen content can be a superhero for your other pages. It can funnel traffic and even pass on some link juice.
Scale Link opportunity discovery and Relationship Building via social shares: Once your content’s a hit, track who’s sharing it. That can open doors to more opportunities and connections.
Check who’s sharing on Twitter, Facebook, and Instagram:
- Twitter Magic: Use Topsy to find the sharers.
- Facebook Sleuth: For Facebook, Google Search can be your Sherlock.
- Engage: Start conversations with sharers. Build those connections.
Online Brand Strengthening: Evergreen content isn’t just about traffic and links. It’s about branding too. When your content’s solid and finds its way to people searching for your industry, it builds your brand’s identity. So, if you are known as the go-to person for, say, SEO, that’s some serious brand power.
How to scale content marketing
Scaling content marketing isn’t just about producing more content; it’s about crafting a well-orchestrated symphony of creativity, strategy, and execution that resonates with your audience and drives exceptional results.
Create content around topics that are hard to do
You know, making content that’s tough to replicate is a surefire way to stand tall in your field. Think about it – the big shots online, they nailed this approach.
What are the key ingredients of hard-to-replicate content?
- It’s thorough
- Packed with data
- Looks really good
- Has cool extras (think interactive stuff)
- Offers solid, unique insights based on your experience or insider knowledge.
Optimizing content assets for search
Search engines are still the king of driving traffic. So, you gotta make it easy for them to spot your content.
Improve both owned and earned media
Your own space and what others say about you – they both matter.
- Make subscribing and following a breeze for your readers.
- Put those call-to-action buttons where people can’t miss them.
- Check out some guides on growing email lists and social followers for extra tips.
Scaling Content Discovery
If you want your content to be found, here’s what to do:
- Link it from your high-traffic pages.
- Get links from pages already ranking well.
- Spread your content to other industry sites or blogs.
- Become a big shot on community sites.
- The content marketing goal is to get your content in front of people who care.
We all know relationships are gold. They are a big deal in content marketing roles and getting customers on board.
Connect with the big names and content creators in your field. Engage with your readers too. Build a buddy network that can spread your content far and wide.
Every content asset is a landing page
Your content should be like a landing page – clear, focused, and driving action. Make sure your visitors don’t just bounce off.
- Use strong calls-to-action.
- Link to more useful stuff on your site.
- Get the conversation going.
- Take content creator help to enhance your CTA’s impact
Author’s personal branding
Building your own brand as an author is key. Be a rockstar in your field.
- Get interviewed by other bloggers.
- Team up with fellow experts.
- Put your stamp on everything you create.
- Become a regular writer for top blogs.
- Get out there – social networks, forums, comments.
- The more credible you are, the more your content gets noticed.
Serve better content display for mobile devices
Mobile’s a big deal. If lots of people check you out on their phones, make sure your site looks good on mobile or even has an app.
Optimize or create content for local search
If your business is location-based, make sure your content fits the local search. Google’s into the local area these days.
Turn successful evergreen blog posts into pages
Old blog posts can still shine as pages. Google loves fresh stuff, but pages have more staying power. So, if a blog post’s a hit, consider turning it into a page.
Develop a solid content team and process
Getting content out there needs people and a game plan. Think of it as a team sport – everyone has a role.
Identify what’s working and do more of them
Look at what’s hitting the bullseye. Find those niche areas or content types that get you the most attention. Focus on them. Double down on your strengths.
Knowing what’s connecting with your audience helps you stand tall as a go-to in your field.
Content re-optimization: A path to SEO success
You won’t find the same old SEO audit here. Nope, we are talking about page-level audits that stand out from the usual site-wide stuff.
Step 1: Start with your website’s top 20 pages
Get the scoop from Google Analytics and Search Console. Focus on the pages that already bring in leads and target keywords with decent search volume.
Step 2: Analyze what your direct competitors are doing right for each page
Check out the competition, but start with the ones you can outdo.
Step 3: Update & re-optimize content to compete
Revamp your content for a killer comeback.
Step 4: After working on your top 20 web pages reoptimize your web site’s other existing assets
Build up more pages that attract top-notch traffic and turn your site into a powerhouse.
Actionable Tips for Content Optimization
Buckle up for some content optimization hacks:
Accurate & highly descriptive page titles: Keep those titles crisp, with your main keyword upfront. Make them click-worthy.
LSI & secondary keywords: Tuck in related keywords and terms for extra oomph.
Readability: Make your content scanner-friendly. Short sentences and snappy paragraphs work wonders.
Over-deliver with unexpected hooks: Throw in unique gems that stand out. That’s how you get those sweet backlinks.
Educate or be useful: Freebies are the key to link building. Take a cue from other industries.
Content depth: Go deep, not just long. like Wikipedia – it’s a goldmine of info.
Tl;dr: Sum up your content at the top for quick scanners. It also helps you nab the Google answer box spot.
Google answer box / featured snippets: Steal the spotlight with featured snippets. Update your content to match their style.
Schema / structured data markups: Structured data helps search engines understand your content. Google’s got tools to help.
Visual content / rich media: Boost engagement with killer visuals like images, infographics, videos, and interactive content.
Link out & collaborate: Cite authoritative sources and join forces for a stronger content game.
Internal links: Link smartly within your site. Boost your important content’s rankings.
Accessibility: Make key pages easily accessible from the homepage.
Dwell time & conversions: Keep visitors engaged and satisfied. Clear CTAs and quality content do the trick.
40+ ways to promote your content
- Make social sharing buttons prominent with tools like Share This or Shareaholic.
- Include clear calls-to-action (CTAs) to prompt readers’ desired actions.
- Craft compelling headlines that grab attention and encourage sharing.
- Mention influential figures in your industry and link to them.
- Collaborate with influencers during content creation for greater reach.
- Create link roundup posts featuring relevant industry articles.
- Focus on problem-solving content to attract and engage your audience.
- Write long-form blog posts for better sharing and engagement.
- Transform content into videos, podcasts, or PDFs for diverse audiences.
- Share slide decks on platforms like SlideShare to expand visibility.
- Promote content in niche networks and forums.
- Post guest posts on medium-sized blogs for targeted exposure.
- Leave insightful comments on authority sites for brand exposure.
- Repost and promote older content to new and returning readers.
- Submit your content to online communities for wider reach.
- Increase social posting frequency to maintain audience engagement.
- Time your social posts to coincide with your audience’s peak activity.
- Create social media posts using engaging excerpts from your content.
- Use hashtags strategically to join relevant conversations.
- Share images separately on Facebook for attention-grabbing posts.
- Create a Facebook lookalike audience to target users with similar characteristics as your followers.
- Share your content in Facebook Groups to engage directly with potential customers.
- Use LinkedIn Groups to target a business-oriented audience for your content.
- Engage in Twitter chats to connect directly with your target audience.
- Share your content on relevant subreddits to reach like-minded users on Reddit.
- Use promotional tools like Quuu Promote, BuzzSumo, Snip.ly, Outbrain, and more to boost your content’s reach and engagement.
- Use Flipboard’s magazine-style publishing system to reach more audiences across various topics.
- Leverage content curation tools and their automation features, including smart automation for reposting content.
- Engage in active outreach, including emailing influencers, deploying press releases, and earning media coverage.
- Consider testing native advertisements for targeted content promotion.
- Sign up for HARO to get your brand featured in various publications by responding to reporter queries.
- Sponsor events for brand exposure and media attention, fostering a win-win relationship with the community.
Keep your content fresh and relevant. See, most content has a shelf life, and once it loses traction, you will have to decide what to do with it – renew, archive, or toss it out.
But who gets to make that call? You need a clear plan and criteria for dealing with content at the end of its lifespan. And don’t forget to decide how often you will revamp your digital content marketing strategy and who’s gonna take charge of it and your new campaigns.
Once you get the ball rolling with your content marketing, you will want to keep it going strong, no doubt about it!