How to build a content marketing strategy that converts

Every marketer knows that content is king when it comes to grabbing eyes online. But the catch lies in building a solid strategy to create and promote content across viable channels at the right time. In this blog post, you'll learn how to use different types of content to appeal to your target audience, increase brand awareness, and generate leads.

What is content marketing?

Content marketing is an inbound digital marketing strategy that involves ideating, creating, and distributing interesting and informational content across mediums. It is a powerful way to build brand awareness, generate leads, educate the audience, and establish authority in your field.

Different channels for content marketing

Blog posts

Blog posts are a sure-fire way to drive organic traffic to your website. With the bombardment of AI-generated blog posts every day, the real difference lies in writing informational, navigational, commercial, and transactional content that offers value to your target persona during different stages of their buyer's journey.

Social media posts

Social media marketing is the easiest route to engaging with your target audience at a personal level, with witty one-liners combined with moment marketing creating a lasting impression. It also acts as a solid lead generation tool, especially for B2C brands that thrive on direct interaction with their prospects.

Videos

Video marketing is a versatile field, ranging from creating fun reels and brand collaborations to instructional demos and customer stories. Long-form content is most often repurposed into videos for people who prefer visual content over reading. As videos are easily shareable, they also help in increasing brand visibility and organic traffic.

Podcasts

Podcasts are a great way to tell your brand's story, share thought leadership, and build a loyal community of listeners who help via word-of-mouth marketing. Unlike other marketing channels, podcasts let listeners consume content at their convenience while they focus on other tasks. They also have lower competition compared to other marketing channels, making them an ideal medium to establish your brand's presence.

Emails

Emails let you target your audience at every stage of their buying journey. They're cost-effective, scalable, and time-saving. They also bring immediate results that are easy to track and help in understanding user behavior. Another advantage is they bring in quality leads that have a higher percentage of conversion.

Ebooks and white papers

Ebooks and white papers provide detailed analysis of a problem and offer a solution or a new perspective, educating your target audience and helping them make better decisions. They're a great tool to educate users about your product or service and persuade them to adopt it.

Infographics

Infographics help break down complex information into memorable, bite-sized content that's easy to digest. They can also be optimized for search engines, making them a valuable SEO asset.

Why does your business need content marketing?

• To spread awareness of your brand
• To understand the pulse of your target audience
• To improve organic traffic to your website
• To educate the audience at every stage of their buying journey
• To generate quality leads

How to build a content marketing strategy that actually converts

Define your target persona

Creating fictional profiles of your ideal customer is essential to understand their pain points, create content that resonates with them, and influence their decisions. The better your content solves their issues, the more likely they'll engage with your brand.

Set goals

Every content marketing campaign must start with a goal. What's your preferred outcome? Is it brand awareness, lead generation, or sales conversions? A clear goal helps in creating relevant content that leads to effective campaigns.

Define key performance indicators (KPIs)

KPIs help you measure the performance of your marketing campaigns. Whether it's organic traffic, leads, engagement, or product adoption, defining realistic and measurable metrics helps you gauge the success of your efforts.

Choose channels

Analyzing the online behavior of your target persona helps in identifying the channels they interact with. This ensures your content reaches more people and has a higher probability of going viral.

Publish and promote

Publishing consistently without compromising on quality keeps your audience engaged, ensures better visibility, and helps increase your popularity. Promoting the content in the right mediums also helps in reaching a wider demographic.

Review results and improve

Evaluating the performance of your marketing campaigns helps in understanding your strengths, weaknesses, and opportunities. Regular monitoring and tweaking also ensures the effectiveness of future campaigns.

How Zoho Tables helps your business with content marketing

Zoho Tables is spreadsheet-style work management software that helps you organize and visualize data, automate work, collaborate with your team, and create dashboards to track KPIs.

Easy setup

Get started in seconds using our prebuilt content marketing template or create a base using AI. Once you type in your use case, Zia will suggest relevant tables. Choose the ones that suit your workflow and watch Zia create an entire base with sample data and linked fields for you to get started quickly.

Real-time collaboration

Bring your team together by adding them as collaborators with different access levels to your base. Then share workspaces, tables, or specific views with them based on their roles. This keeps everyone in the loop while protecting sensitive data. Collaborators can also tag, comment, and reply to each other's comments, nurturing a friendly and transparent work environment.

Views

Create versatile views to visualize your marketing efforts and progress in a logical way.

Grid view can give you a structured overview of all your marketing campaigns in a spreadsheet format.

Gallery view can put a spotlight on all your creatives.

Kanban cards help you view the status of your campaigns at a glance.

Finally, the calendar view helps in tracking deadlines, publication dates, and campaign durations.

Automation

Automate repetitive emails like weekly tasks, creative approvals, work updates, and deadline reminders. Set conditions to trigger actions when a record is created or updated, when data enters a view, or based on a schedule. This saves time for you to focus on other initiatives.

Collect feedback

Collect feedback from your audience using the form view. All the responses will be collected securely and added as entries in your base, at which point you can use them to evaluate your campaigns.

Mobile application

Enjoy all the features of the web application, plus mobile-specific features like voice notes, optical character recognition, picture-in-picture mode for watching video attachments, and more, in the Zoho Tables mobile app. Access campaign data, assign tasks, update statuses, and upload voice notes from the palm of your hand.

Level up your content marketing game with Zoho Tables

Use Zoho Tables to take your marketing efforts to the next level. Plan campaigns, track metrics, collaborate with your team, and automate workflows in just a few clicks!

Get started with Zoho Tables' content marketing template