The key elements of content marketing

This seven-step guide can be used for anybody who needs inspiration on any type of content for their business.

A seven-step guide to success
  1. Take some time to define a strategy
  2. Figure out the formats you plan on using
  3. Think about the content types that will appeal to your audience. Do your research. Brainstorm ideas. Create.
  4. Share your content across the key content distribution/social platforms.
  5. Track the key metrics, and map these to your goals.
  6. Be aware of the main sharing triggers. Be sure to work the emotions.
  7. Always double check your work.

Planning and focus is the vital part of success. It is fundamental that you have a clear strategy, linking with your long-term business goals.

(MORE: Why do I need a marketing strategy?)


The format comes in many shapes and sizes, and keep in mind that you can use more than one format for a single piece of content. Examples of format:

– Article                              – Event                             – E-book

– Video                               – Webinar                        – Print

– Slideshow                       – Game                             – Social

– Visual                              – App                                 – E-learning

– Image                              – Tool                                – Email

– Press release                  – Podcasts


The content type is based on the common types of content that work best for our businesses – a lot of them will work well for your brand also. You may sometimes use multiple content types for a single piece of content. Examples of content type:

– ‘How-to’ based                – Timesaving                  – Inspiration

– Interviews                        – Linkbaits                      – Analysis

– Quizzes                             – Fun                               – Demos

– Reviews                            – Data                              – Stats

– Ask the experts               – Mindmaps                   – Trends

– Experiments                    – Compilations               – Opinion

– Definitions                       – Event-based                 – Fiction

– Question-based               – Beginner’s guides      – Debates

– Resources                         – Surveys                        – Competitions

– Productivity                      – Testimonials                – Checklists

– Glossaries                         – Case study                   – Gifs

– Galleries                            – Research


The platform is where you’ll be distributing your content. Some of these you might own, and others are your social media sites. This is where you spread the word about your content. Examples of platforms are:

– Website                              – LinkedIn                              – Reddit

– Blogs                                  – Pinterest                              – Vine

– Offline media                   – Instagram                            – Slideshare

– Twitter                               – Google+                               – Flickr

– YouTube                           – Forums                                 – Partner sites

– Facebook                          – Tumblr                                 – Advertising


The metrics help you to measure how well your content is doing, only some of these can apply depending on what your format and content is. Examples of metrics are:

– Page views                               – Reputation metrics

– Unique visitors                        – PR metrics

– New visitors                             – Demographic metrics

– Bounce rate                             – Acquisition metrics

– New leads                                – Retention metrics

– Downloads                              – Search metrics

– Cost per lead                           – New members

– Key pages                                – Social metrics

– Brand metrics                         – Engagement metrics


All of your content should support your business goals, whether that’s to generate lots of traffic, or to sell more. Examples of goals:

– Traffic                                      – Search

– Leads                                       – Members

– Branding                                 – Shares

– Sales                                        – Engagement

Sharing triggers

Think about the emotional drivers behind sharing content, and try to make sure that the content you create and post makes people feel something. Examples of sharing triggers:

– Funny                                      – Illuminating

– Sexy                                         – Random

– Shocking                                – Interesting

– Moving                                   – Cute

– Unbelievable                         – Uplifting

– Controversial                        – Disgusting

– Cool                                         – Insightful

We hope you find this helpful!

content marketing activity ideasDownload our free Marketing Ideas Activity Template

Download our simple spreadsheet to create a list of all your content marketing activities using ideas we’ve provided.

Click here for more info and to download.

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