Content Marketing is the creating and sharing of valuable content in order to build a relationship with an audience. This content is usually in the form of social media posts, blogs, and videos. Content marketing is rarely promotional and focuses more on providing value through informative and engaging pieces. Content marketing can bring great results for a brand by positioning it as an industry expert. In addition, providing valuable content can increase brand preference and build rapport with buyers. However, it’s not easy to create content that can achieve results. The road to successful content marketing is tough and many companies lack a sound strategy when approaching the field. Here are a few tips on how to get started.

At the core of any campaign is a strategy. Begin by mapping your content marketing strategy. Keep in mind your brand’s image and how you want it to be perceived by your audience. What is your objective? Who do you want to read your content? How can you best meet this audience’s needs? All of these questions should be documented and kept at the forefront of your marketing.

A strong content marketing strategy contains multiple forms of content. Here are a few important ones to keep in mind.

Blog posts: One of the most important aspects of a content marketing strategy is a company blog. A company blog can be used to deliver industry insight, company news and updates, and guides. A blog is your company’s voice and should be updated on a consistent basis.

Infographics: Infographics are a great way to deliver important information to viewers. Keep it visual by putting images and graphics at the forefront. Viewers will get much more from an infographic than a generic post.

Video: With platforms such as Vine, Instagram, and YouTube, it’s never been easier to create video content for your brand. Video content can be used to introduce your brand to new audiences. Video content can range from detailed, informative presentations to short and silly flicks. Keep your audience and objectives in mind when building this content.

Content marketing is at the core of SEO. By creating good content, you’ll be rewarded with increased ranks on Google. Search engines can tell if you are producing quality, shareable content and will reward you for doing so.

Ultimately results are key. Don’t forget to track and measure all your efforts! If you’re content is effective you’ll see increases in user engagement and sales. If it isn’t you’ll need to go back to the drawing board and reformat your strategy.