A complete guide to content marketing
- Content Marketing

A Complete Guide on Content Marketing in 2020

What is content marketing?

Content marketing has remained the single most powerful marketing form to produce amazing business results. In one recent study conducted by Digital Gravity, it was found that SEO services in Dubai with a strong focus on content marketing produce 3x more leads with half of the cost of traditional marketing.

However, there’s one little problem here.

Most businesses have no idea about content marketing campaigns and how to run one successfully for their businesses.

In the simplest term, content marketing refers to any content that comes out for your business and reaches the target audience. This includes the planning, execution, sharing, and publishing of the content. By masterfully executing a content marketing strategy, businesses are better positioned to enhance their brand awareness, optimize their conversion rates, increase sales and efficiently connect with potential customers.

Obviously, before you can execute a content marketing campaign, you need tactical planning. Unsurprisingly, research conducted by Digital express found out that online businesses can increase their sales by as much as 300% by meticulously planning the content marketing campaign. Which is to say, if you are looking for success in 2020, you need to start documenting a plan today.

Why is content marketing important?

Content marketing is your chance to reach out to the target audience in a subtle manner without interrupting them (outbound marketing strategies) and educate them about your services/products and how you can help solve their problems. It’s all about creating value for your audience to attract and persuade them to take the actions you want.

By implementing strategic content marketing campaigns, businesses are in a crate position to establish their brand recognition, boost revenues, and increase conversion rates.

Sound interesting, right?

Well, keep reading as we cover everything you need to know about content marketing tactics and how to execute them with precision.

Types of Content Marketing

As discussed above, content marketing entails any content that comes out for your business and reaches the target audience. Below are some of the more important forms of content marketing:

Social Media Content Marketing

Social Media Content Marketing

Social media platforms attract over 3 billion global users monthly, which is why it’s easy to understand the importance of social media content marketing. Interestingly, several social media platforms (Facebook, Instagram, LinkedIn, Twitter, etc.), each with its unique content marketing requirement. For efficient and winning social media content marketing, it’s important to create relevant content for individual platforms. For instance, image content is ideally suited for Instagram and Snapchat, whereas small bursts of content are ideal for the Twitter platform.


Infographic Content Marketing

Infographic Content Marketing

Infographics have increasingly become an effective form of content marketing. These are precise and high-value content pieces that entail data and information in an interactive graphical format. They work great when used with simple wordings, clear images, and interactive graphs to describe complex topics.

Blog Content Marketing

blog content marketing

Blogs remained the most trusted form of content marketing that has retained its importance for ages. What makes blog content marketing exceptional is that it offers businesses a unique opportunity to include all sorts of content (educational, informative, marketing, customer-centric, etc.), instantly allowing you to brand awareness and convert readers into potential customers.

Last but not least, blog content marketing also contributes to the overall search engine optimization (SEO) strategy.

Podcast Content Marketing


According to one estimate by Digital Gravity, over 6 million people actively listen to podcasts in the US alone, and the numbers are only expected to grow. Keeping in view the convenience offered by podcasts to the listeners has become one of the most popular forms of content consumptions. And this is also precisely why businesses have started to invest in creating interactive and engaging podcast content for their audience.

Video Content Marketing


Over the last few years, video content consumption has increased, making it an attractive content marketing type for businesses to invest in. According to a recent study by Digital Gravity, over 50% of consumers are more inclined to see video content than written content. This is mainly because the video content is much more interactive and engaging.

A well-planned video content marketing can help businesses achieve higher customer approval, boost conversions, get more high-quality leads and increase overall brand awareness. There are multiple platforms where businesses can host video content, including YouTube, social media handles, and site pages.

Content Marketing Guide 2020

So, now that you know what content marketing is and why it’s important, let’s now start our comprehensive content marketing guide 2020, so you could be better prepared to take your online business to its fullest potential.

  1. Know your goals

Remember when we said that the first step towards a successful content marketing strategy is meticulous planning. That’s because to get desired results out of the campaign, you need to set your goals straight. You need to know what you desire to achieve from the campaign to plan and execute it smartly. Here are some of the goals you may want to achieve from the content marketing campaign:

  • Increasing brand awareness
  • Improving business revenues
  • Enhance conversion optimization
  • Optimize brand loyalty
  • Increase customer engagement
  • Attract partners
  • Establish business rapport
  1. Identify Your KPIs
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Moving on, the next important task for you to plan a winning content marketing strategy is to identify Key Performance Indicators (KPIs) that are in line with your set goals. KPIs refer to tangible data points, which you can use to measure the performance of your campaign.

Some KPIs against specific goals may include:

Brand Awareness:

  • Total website traffic
  • Number of social media followers
  • Mentions
  • Subscriptions


  • Website traffic
  • Conversion rates
  • Total sales


  • Competitive price trends
  • Conversion rates
  • Shipping rate
  • Shopping cart abandonment rate

Brand Loyalty:

  • Recurring customers
  • Referrals
  • Product reviews

Customer Engagement:

  • Followers
  • Likes
  • Comments
  • Backlinks
  • shares

Keeping in check the above-mentioned KPIs, you will be in a good position to track the success of your content marketing in check.

  1. Choosing the right type of content

While the above two points are more related to getting prepared, this is where science begins. You need to choose the right type of content (out of the various content types discussed above) to share with the audience.

Keeping in view the audience’s preferences and buyers’ personas, you can sort out the type of content to be produced. Below are some questions that can help you narrow down your quest to sort out the most important content types to produce for your audience:

  • What do the customers want from you?
  • What are the challenges faced by customers?
  • How would your service/product help them overcome those challenges?
  • How can you add value to your customers?

Now, reread all different types of content that we have discussed in the earlier section and determine which type best suits your customers’ needs.

  1. Choosing the right platforms to share content

Once you have finalized the type of content, you need to produce. Next, you have to decide the right platform to share that content.

Depending upon your choice of content, it could be easy or complex. For instance, you would have to host them on the blogging platform if you are producing blogs. However, other platform choices may not be so obvious. For instance, if you create content for social media platforms, you need to choose the best-suited social media platform (Facebook, Twitter, Instagram, etc.). As a general rule, visual content gets a better response than Instagram or Snapchat, whereas professional or informational content is more suited for LinkedIn or Twitter channels.

  1. Set your budget
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Budgeting is yet another important consideration that will impact the overall content marketing campaign. There may be various factors that influence the budget required to run your campaign, including:

  • The type of content you want to produce (video content or paid content are more expensive than blogs)
  • Any specific technology or software you would need to produce the desired content (cameras, designing/video software, etc.)
  • Do you need to take on-board content specialists (designer, video editor, writer, etc.)?
  • Do you want paid marketing space?

You will need to consider all these questions before finalizing the budget for your content marketing campaign. Remember, the quality of the campaign may require resources and a subsequent higher budget, so make sure you plan it out in earlier phases of the campaign.

  1. Tracking and measuring results

Lastly, all successful content marketing campaigns required vigilant tracking and measurement of results. This is important because, by consistent result tracking, you will be able to identify low-performing aspects of the campaign and modify them in time to optimize the results. The key here is to keep in view your goals and KPIs and see if you are achieving those goals.

Some of the tools that can help you closely monitor the content marketing campaign include:

  • Google Analytics (By far the most trusted and complete tracking software suit)
  • HubSpot social media and marketing analytics software
  • SharePoint engagement tool

Boost your business with an effective content marketing strategy in 2020!

So, there you have it, everything you would want to know about content marketing strategy. Remember, content marketing remains the cornerstone of success for all online businesses in today’s digital world. With a well-planned and tactically executed content marketing campaign, you will be able to reach your target audience on platforms where they are looking for you and greatly improve your brand recognition.

So, start implementing the best content marketing practices today and get prepared to embrace the digital boom!

A Complete Guide on Content Marketing in 2020

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About smbilal

Syed Muhammad Bilal Ahmed is a digital marketing strategist who loves to explore recent Trends.
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