How content marketing works
- Know your audience: the problems, questions and objections of the people you want to reach.
- Plan topics: use keyword research and the questions your sales and support teams hear.
- Create content that is better than what exists: clearer, more practical, with real expertise and examples.
- Distribute it: through search, email, social media and partners.
- Measure and update: track traffic, leads and sales, and refresh what performs.
Content marketing and SEO
The two work together. SEO helps content get found in search, and content gives SEO pages worth ranking and linking to. A focused set of pages that covers one topic in depth, built around cornerstone content and topic clusters, usually does far better than many thin posts on unrelated subjects.
Common formats
- Blog posts, how-to guides and checklists
- Case studies and customer stories
- Videos, webinars and podcasts
- Free tools, calculators and templates
- Email newsletters