Content marketing: how to do it

Content marketing consists of content creation, publishing and sharing with the objective of building brand reputation, awareness and affinity.

The benefits of content marketing are:

  • grow
  • recruitment
  • increase of visibility
  • generation of leads
  • enhancement


An effective content should have following features:

  • be relevant
  • be personalized
  • be educational
  • address needs and interests
  • include clear and explicit call-to-action
  • demonstrate that you are the solution

There are two types of content:

  • topical content: where the content is tied to a moment in time and expires soon after (summer promotions, launch of a new product…).
  • evergreen content: is fresh and relevant over a prolonged period, can drive more traffic and provide more leads, can be repurposed. Classical examples of an evergreen content are: “how-to” articles, FAQ, tutorials and guides, case studies, check lists, list articles.

How the content marketing works on the stages of customer journey?


At the Awareness stage the customers learn that you exist. The presented content should include images, short videos, social ads, gifs, advertorials, banner ads

At the Interest stage the attention of the audience has been captured. Here it should be used: blogs, long form videos, podcasts, white papers, e-books, infographics

At the Consideration stage customers go through your content to learn more about the brand, product and what you do. Here should be used: social engagement, re-targeting, FAQ’s, webinars, case studies, testimonials, newsletters, carousels and social display

At the Conversion stage customers receive a warm and personalized experience. Here should be used: images, carousels , re-ratgeting, social displays, cards and canvas

At the Retention stage customers are encouraged to repeat business. Here you should use: images, user generated content, rewards, reviews, discounts, value additions, click-to-buy formats, exclusive offers


Community management

It is an important component of content marketing. Through the community management the brand or company :

  • manage the issues linked to customer, product or service
  • gains valuable feedback and insights
  • is able to turn customers into loyal fans
  • has excellent network opportunities
  • brings repetitive sales

Reasons to create a community

Branding: personable and engaging

Product development: brand can engage the community for feedback, research, co.creation and testing

Reputation: earning a positive word-of-mouth and management of negative feedback

Sales: referrals and repetitive purchases

Customer service: support and FAQ’s


Content marketing strategy

It is a continuously evolving plan to determine the content which will resonate with the audience; will be aligned with the business goals, determination of formats and audience groups.

Creation of content is a cyclical process, which starts by Planning (“Decide on Theme & Topics”) followed by Creation and Curation (“Create content”) Publication (“Promote content”) , Measurement (“Measure and Evaluate”), Strategizing and Research (“Listen & Buying Personas”), coming back to the Planning again. The content can be also re-purposed in the cycle.

content marketing strategy