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Content marketing is about captivating your audience with information and entertainment, and leading them to your product in the process. It used to be a fresh of breath air from blatant promotions that ran as ads on TV and newspapers, but now, everybody’s doing it and there’s a lot of competition in content marketing.

To beat the competition and claim your market share, you need content marketing tips that can help you stand out.

1. Identify benchmarks

To chase goals, you first need to know where you currently stand. Performance benchmarks are critical in measuring progress. To set benchmarks, it’s important to first understand how your company works.

  • How many customers did you acquire last quarter?
  • What are your primary acquisition channels?
  • How many leads did you generate? What percentage of them converted?
  • What is the budget you can spend on marketing?
  • How many content assets do you have? (guides, eBooks, whitepapers, etc.)

Once you have stock of everything, you can set goals, and benchmark them against your progress and against competitors.

2. Create goals

Goals are the basis of any content marketing plan. It’s important to set goals so you can distribute resources the best way possible to work towards them. According to a National Small Business Survey, over 80% of small businesses don’t track their goals.

Based on what you want to achieve with your content, your goals could be one of the following –

  • Growing brand awareness
  • Increasing website traffic
  • Generating sales leads
  • Turning leads into customers
  • Increasing customer retention

Once you have goals in place, you can create your content strategy.

3. Account for intent

Engaging and well written content is the best way to get consumers to take interest, interact and take action. The most powerful content solves website visitors problems. That’s where intent comes in, helping you understand what visitors’ behavior.

When creating your content strategy, understand –

  • Who your audience is
  • What their motivations, fears and concerns are
  • How you can address them

Use these answers to choose your blog post titles, the concepts that you delve into on social media posts and the eBooks, podcasts and videos that you choose to invest in creating.

4. Build resources

The next step is to create content resources, so you can draw from them when needed and power your content marketing activities. Consistency is key in content marketing, and that requires creation of content in large volumes.

Instead of creating new posts everyday, you can create reserves of reusable posts like evergreen articles, best posts, inspirational sayings and quotes, seasonal posts, ideas, etc. and use them when needed. You could even curate content related to your industry and share it with social media fans.

5. Measure results

Unless you measure results, you can’t report your progress and justify the budget you are spending. Set KPIs (Key Performance Indicators) for each of your goals and use tools to measure them consistently.

For instance, if website traffic is a goal, you can measure it using Google Analytics in terms of new users (website visitors) or sessions.

You can benchmark results month on month, during important campaigns and while working with different freelancers to track what’s working and isn’t.


Content marketing is a great way to reach your audience and get them to act, given that you have the right strategy to make it work. This post provides the necessary guidance to get a good start.