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Step 4 to an Optimised Content Marketing Strategy

Once you have your business goals defined and your research stage complete – the next step is to create content specific to your audience (personas) in the formats which they respond to.

April137Content creation is the production of unique and original content such as a whitepapers, video or data sheets.This blog will discuss creating content and curating content in order to provide your personas with qualitative information in various formats.

Content curation is taking the information which is available, making sense of it and then making it purposeful for your audience.

Content used to predominantly focus around creating webpages on your website – now we know that anything that can be searched can be optimised.

In recent years we have learnt that these webpages are not enough to satisfy a customer’s needs. Customers want to know who you are, where you came from and, importantly, whether or not their ‘friends’ agree. Testimonials and reviews have become some of the most powerful sales tools available.

Some content types to consider;

  • Webpages
  • Articles
  • Adverts
  • Blog posts – company / guest blogs
  • News Releases
  • Images
  • Videos
  • PDFs
  • Slide Shows
  • Infographics
  • Case Studies
  • Email
  • Social
  • E-books etc.

Advising you on specific content creation is challenging, as this will be determined by your industry and your business goals at your research stage. You will have decided which content types your personas respond to, and on what platforms to release this content.

This is where your research is key; you’ll need to focus your efforts on the content that will yield the highest return in line with your business goals.

For now we will look at two of the most popular content types; blogs and infographics.

Creating Blog Posts

Creating quality blog posts is a fantastic way of curating content specific for your industry and becoming an expert in your field.

A company website is often seen as the corporate brochure and reflects your company ethos, language and tone in a very professional manner. A blog allows you to communicate with your audience on a more casual basis. You can apply a sense of humour and personality in order to humanise your corporate image.

Being provocative or asking questions is a great way to encourage interaction on your blogs, which will provide you with those all important social signals and interaction – remember that you are still representing your company image when provoking interaction though!

According to HubSpot, the average company that blogs gets 97% more inbound links while Social Media B2B add that B2B companies that blog actively generate 67% more leads a month, compared with those that do not.

As far as blogging goes – a long, informative blog is always better than something which touches upon a subject without offering any real, conclusive insight.

In the past bloggers have been worried about crediting authors by linking to the original content as they were worried they were giving them a pathway to leave their website. This is no longer best practice; we try to give the user/reader all of the relevant information and to credit your source.

The search engines like to see a good mix of external links, to a variety of sources. The user experience is your primary concern, not “traditional SEO”.

Creating Infographics

Information graphics or infographics are graphic, visual representations of information or data. The beauty of an infographic is that it’s a great way to display information which is often a laborious read. There are millions of blogs out there and consumers only have a limited time to digest this information – an infographic is an aesthetically pleasing form of communicating information in a fun, succinct fashion.

Essentially infographics are highly sharable and have the capability to gain social signals through ‘likes’ and ‘+1s’ on various social networking platforms – this signals to Google that people are interacting with your content and as a result your content becomes more searchable.

Tips for creating an infographic

  • Be humorous or clever with your design
  • Grab attention with your heading
  • Use topical illustrations or themes
  • Make sure that your infographic can be shared easily!!
  • Share statistics in an easy to read format!

InfographicHave fun with the way you display your opinion/data/explanation



  • You need to apply your research to the creation stage.
  • Optimise the content on your Hub (website or blog).
  • Curate content which is specific to your user personas.
  • Have fun, be interesting and provoke interaction.
  • Ensure that your content can be shared, ready to distribute on through your chosen channels.

Tune in tomorrow for step 5 – publishing your content.

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