After you’ve identified your desired target audience and defined your campaign goals, it’s time to start thinking about the kind of content you’ll produce.
Inbound marketing is a multi-faceted approach that includes creating website content, content marketing, and content development.
If you’ve never been involved in content marketing before, you might be wondering how it fits into an inbound marketing strategy.
You have to understand that content marketing is a subset of inbound marketing.
Content marketing is the process of creating and distributing valuable, relevant, and consistent content (that’s high-quality), across websites, social media, email, or other digital channels, that helps your target audience in solving a problem and achieve a goal.
To get you started, here’s a quick breakdown of the content marketing process.
- Identify your target audience
Identifying your target audience is the first step in the content marketing process.
It’s a key part of inbound marketing planning because it’s what you’re going to be thinking about when you’re creating content to share on your website, social media, or email campaigns.
If you’re creating content for your website, the first thing you’ll want to do is identify who you’re going to talk to.
That’s where you want to focus your content marketing efforts.
To get started, you can use one of a number of available audience research tools.
Here are a few that we like:
- Google Analytics
If you’ve already got a list of keywords that are relevant to your company, then you can use one of the many keyword research tools to find your target audience.
Your website keyword research
The next step is to focus your content marketing efforts on creating content that will generate and rank well for those keywords.
This is where you’ll want to use one of the many content marketing tools to help you get started with keyword research.
To focus your content marketing efforts, you’ll want to start with a list of keywords relevant to your business.
As a result, we recommend using one of the following tools.
- Google Keyword Planner
As a business owner, you’ll likely have a list of content topics that you’d like to write about.
To get started with content planning, you’re going to want to use one of the following tools to narrow down your list:
- Google Sheets
- Content Research Tool
When you do that, the next step is to create content focused on that specific topic.
One of the best ways to do that is to create a content plan, which is a documented outline of what you’re going to write about.
Your content plan will help you focus your efforts, making you more likely to produce high-quality content.
After you’ve created a content plan, it’s time to start writing.
The next step is to start identifying topics and writing about them.
For some topics, this could mean writing a blog post, but if you’re starting with a list of keywords you’ll want to use one of the following tools to find topics.
- Google Search Console
- Ahref’s Keywords Explorer
- SEMrush Keyword Magic Tool
Once you’ve identified a topic, you’ll want to start creating content around it.
There are several ways you can go about this.
One is to use a content marketing tool, such as Asana or freeformatter, to create content.
For example, you could use the tool to write a blog post or create a webinar.
Another way is to use a content writing tool, such as the freeformatter tool, to create the content.
Once you’ve created content, it’s time to publish it.
- Publish blog posts
- Publish webinar
- Create infographics
- Create white papers
- Create social media posts
The next step is to start getting your content published on your website.
There are a number of ways to do this, including:
- Guest blogging
- Guest posting
- Creating and posting on social media
- Creating and promoting a newsletter
Keep in mind, you don’t want to just create content for your website.
You also want to share it with your target audience.
By sharing content on your website and social media channels, you’re making it easy for them to find it.
Once you’ve shared content, you’ll want to start promoting it to your target audience.
When it comes to promoting content, there’s a number of ways you can go about it.
One of the most effective is to promote it to your target audience through your website’s organic search ranking.
This means promoting content that’s relevant to your target audience and helping them find it.
In this case, your target audience is likely already using search engines to find relevant content.
For instance, if you write a blog post on the best ways to host a webinar, you can use your keyword research tool to find related keywords and then use a content marketing tool to create a webinar that can help your target audience.
Once you’ve created the webinar, you can share it on your social media channels to promote it.
You can also share it with your existing email list to build your audience.
If you’re interested in learning more about how to promote your content, check out our guide to promotion.
If you want to learn more
- How to find keywords
Bonus: Get a free, customizable niche research template to quickly and easily create your own niche research!
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Our free report will show you how to build an audience for your business.
The key to success with content is to not be afraid to share content that you write.
You’ll likely be sharing content that you create, so you want to make sure you’re sharing the best content that can help your target audience.
Once you do that, you’ll be creating more content and sharing it with your target audience, which will increase the likelihood that your content will rank well on search engines.
It also increases the likelihood that your target audience will find your content useful.
We’ve written a detailed guide about how to find the right keywords to target, so check that out if you want more information about that.
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