As the name would suggest, content marketing is all about creating, publishing and promoting content online. Getting these three factors working correctly together can go a long way to delivering content marketing success.

The Content Marketing Institute defines this marketing method, which is also known as inbound marketing, as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”

Knowing what it means is a good start, but understanding how to implement it to return measurable results is what really counts. Here are some possible tactics by which to approach each stage of the content marketing process: 

Knowing what sort of content to produce to yield a positive response from your target audience is important. And do not forget, content is more than just the written word. Conveying the perfect message can be done in numerous ways, such as social media posts, video content, blog posts or the creation of detailed informative PDF guides. Everything a user can see on a page is content - layout, images and words. Spending extra time crafting your piece of content and analysing its likely impact on target audiences can prove invaluable.

The initial platform of choice where your content will be published can affect the performance. If you have produced an extensive video it will be counterproductive to have it placed somewhere where the load time will be slow. The same can be said of the publication of images. Having them the right sizes for the chosen destination site will enhance the user experience and appeal of the content.