Content Marketing

Finding topics, creating a content plan, writing guides and articles, and other useful tips

To attract high-quality traffic and increase conversions, you need content marketing. A thoughtful content strategy not only builds trust with your audience but also boosts sales. In this chapter, we'll show you how to create effective content step by step.

IN THIS CHAPTER, YOU'LL DISCOVER:

What Is Content Marketing And Why Do You Need It • How To Identify Your Target Audience, Choose Topics And Start Writing Articles • How To Optimize Content For SEO • Where To Publish It And How To Analyze • Pro Tips For Content Marketing

What Is Content Marketing And Why Do You Need It

Content marketing is all about creating and sharing valuable materials that help people solve their challenges. To make your efforts count, your content must speak to your audience's interests, answer their questions, and address pain points.

The most important factor: Content should be genuinely helpful

Unlike advertising, good content delivers real value without any hidden sales pitch.

Content marketing helps you attract an audience, earn their trust, and ultimately convert readers into loyal customers. When people read your content, they learn about your business, grow to trust you, and are more likely to purchase from you.

Unlike advertising, good content delivers real value without any hidden sales pitch.

How Content Marketing Works

Attract New Visitors
Consistently publishing unique and useful content—like guides, articles, and blog posts—helps your website appear more often in search results. Plus, when people share your posts on social media, you can reach new readers who might not have found you otherwise.

Build Engagement
Those readers who find your content useful may engage with it by sharing and also interact with your website—for example, by signing up for a monthly newsletter to stay updated. By providing their email address, they're showing trust and becoming subscribers. At this stage, it's crucial not to break their trust by bombarding them with pushy sales emails.

Earn Trust
As subscribers keep reading your content, they recognize your expertise and start to see you as a trusted professional. When they need a product or service like yours, they're more likely to choose you over competitors—because they believe in what you offer. That's how subscribers turn into leads.

Drive Conversions
The final step is closing the deal. For complex purchases that require time and research, content marketing plays a key role. Detailed case studies, in-depth guides, and customer success stories help potential buyers see your product's value—giving them the confidence to choose you and make a purchase.

With content marketing, you can turn complete strangers into loyal customers much faster

And once the sale is made, it's important to keep that trust alive—continue providing valuable content so customers return for repeat purchases. Now that you understand how content marketing works, let's dive into how it can benefit your business.

What Content Marketing Can Do For You

Boost visibility: Valuable content often gets shared on social media, expanding your brand's reach and attracting more potential customers.
Grow website traffic: Useful, relevant content that answers users' queries boosts your website's search rankings, making it easier for people to discover you.
Attract quality leads: Visitors who discover your website through content marketing are already interested in what you offer.
Build a contact base: Use the content you publish as a tool to collect prospect contact details, allowing you to reach out later through other communications.
Increase loyalty: Helping people solve problems proves you're genuinely useful. They'll appreciate it and develop a more strong and positive connection with your brand.
Showcase expertise: By consistently publishing high-quality content, you establish your company as an authority in your industry.

All these factors eventually lead to higher sales. Don't expect it to happen overnight—content marketing requires consistent effort. But over time, you'll see better conversions and smoother, faster deals.

Types Of Content: Text And Visual

Content can be broadly divided into text-based (blog posts, social media posts, guides and articles, email newsletters, Q&A in communities, white papers) and visual (infographics, images, videos, webinars).

Whatever format you choose, make it high-quality: Interesting, helpful, and diverse.

Remember, to attract readers, you need to provide them with interesting and valuable information

In an ideal scenario, combine three types of content:

Viral
Materials people are eager to share—like practical tips, step-by-step guides, or funny and provocative posts—anything with viral potential has the chance to result in more traffic.

Expert
Content that establishes you as an authority or expert on the topic includes market research, comparative analyses, expert interviews, and posts that provide in-depth explanations of what makes your product special or break down your business/product strategy.

Sales-Focused
This is the content on your website that focuses on your products or services, explaining their benefits in detail—why people should choose you.

To get good results, mix all three types of content. Sales-focused content should be the least frequent.

The golden rule: Your audience will trust you as long as you stay honest and objective

Who Benefits From Content Marketing

Essentially anyone aiming to grow their business and win more customers can use content marketing. It's especially effective for selling specialized services, complex products, analytics, research, design, marketing, or engineering solutions. It's also great for startups, particularly if you're introducing something new to the market.

Sometimes, content marketing can be challenging in oversaturated niches where endless articles already exist. But that doesn't mean it's impossible—just focus on carving out a narrower niche with less competition.

You now know that content marketing can boost sales and enhance your brand image. Let's explore how to get started.

How To Launch Content Marketing

First, ask yourself: "What problem do I want to solve with content marketing?" The answer to this question shapes your strategy.

For example, if your goal is to show customers your product isn't as complicated as it might look, you'd publish posts explaining how things work, actively answer user questions, and share real-life case studies.

You can have multiple goals at once—like driving more organic traffic while also building brand credibility.

Common content marketing goals:

Increase website traffic
Improve search engine rankings
Drive sign-ups or registrations
Boost brand loyalty
Position yourself as an expert
Educate users on your product
Increase sales

Once you define your goal, you'll know what results you're aiming for. From there, you can craft a step-by-step strategy: Identify your audience, brainstorm topics, create a content plan, write and optimize your text, and then publish. Let's break down each step.

Identifying Your Target Audience

After clarifying what you hope to achieve, determine who you need to reach.. You can't produce content "for everyone," as it'll be too vague to be effective. Pinpoint your audience by asking:

Who? Who are your potential customers or users?
What? What information do they need, and how can you fulfill those needs with your content?
When? When is your audience most active online? Publish your content during those peak times.
Where? Where do they live, work, or spend their free time? Tailor your content to fit their real-life context.
Why? Why do they go online—work, entertainment, research? Identify their motivation.
How? Which devices do they use? Make sure your content is easy to access on both mobile and desktop.

By answering these questions, you'll create a clear profile of your target readers. Keep that profile in mind when choosing topics and writing articles.

Finding Topics

Next, think about what your audience needs to know so they'll pay attention to you. Here are three ways to uncover relevant topics:

Brainstorm

What are people searching for? Which problems are they trying to solve on your website?
How does your product help in real-world scenarios?
Review comments or consult your support team to identify common customer questions.
Explore related topics your business can cover—catering to both beginners and advanced users.