The Ultimate Guide to Content Marketing.

Digital Marketing

Content marketing is one of the most important components of digital marketing. It plays an important role in almost all other components of digital marketing, that makes it an important component to give serious attention to when learning or implementing digital marketing.

In this post here, I explained what content Marketing is and the reasons why individual or organizations implement it.

But in this post, we will look at:

  1. One major component of content marketing (content), It’s sources and forms.

  2. Content Marketing Processes.

  3. And How both of them are blended, to make up an effective content marketing.

As previously discussed, Content Marketing is all about creating and distributing valuable content to attract prospects and convert them into customers. The overall go of content Marketing is to:

To Attract prospects, generate leads and convert to customers. To Increase sales. To expand customer base To Increase brand awareness To increase brand credibility To Nurture and engage an online community of users

Talking about history, there are histories to when and how content and content marketing came to be. But the most talked about is 1732, Benjamin Franklin publication of the “Poor Richard’s Almanack,” it was observed that Franklin used the work to promote his printing business.

But content relating to marketing online took a different look and direction in the 1990s, with the arrival of computers and the Internet everything changed for marketers. The world content marketing was introduced to relate to various marketing activities on the internet that involves the creation and distribution of valuable contents.

To fully grasp the concept of content marketing, we need to look at the first word “CONTENT” independently.

What is Content?

Content In publishing is an art and communication, it’s the information and experiences that are directed towards an end-user or audience. Content is “something that is to be expressed through some medium, as speech, writing or any of various arts”. – Wikipedia

Contents are information or experience that are directed to an end user/audience.

There are various sources of content, which we will consider. But the major consideration here is content that is aimed at providing value, contents that are capable of providing solutions in whatever way.

Here are sources through which content can be created:

  • Personal experience
  • Thoughts Leadership
  • Interviews
  • Data collections
  • Curated content

Personal experience

In creating this kind of content you need to express yourself on a personal level to your readers, it involves telling them about your experience, your mistakes, failures or success. If you have read some of my post where I talked about my experience becoming a writer etc., that is what this type of content looks like. The goal in creating this kind of content is to drive the prospects or the reader, or the listener, or the watcher, whichever it’s, into an experience and allow them to pick out ideas and tips that can be valuable to them.

Bloggers use this type of content to show competent in a field. By sharing their experience they try to let the receiver know that they have sound knowledge of the subject they are discussing.

Thought Leadership

You as an individual or a team can use this type of content to establish credibility in a subject and position yourself or the team as an expert in a field.

In Thought Leadership, you as an individual or a team establishes thoughts about a subject in a way it shows that you or the team have a reasonable knowledge of the subject. In most cases, a third party like Ghost writers or Freelancers are employed to create this kind of content.

Most, How to… Steps to… Secret to….posts etc. falls under this kind of content.


In interviews, you asking people questions for them to share their view, knowledge and experience about a subject. It can be one on one interview or a roundtable interview where more than one person is asked similar questions. Content from roundtable discussions create a different point of view on a single subject, this helps people to see ideas in different perspective.

You will probably observe this kind of content in some videos and podcasts.

Data collection

You can curate data from different sources on a particular subject. Such data can be helpful to people in terms of decision making.

This can be done through a survey, questionnaire or by undertaking a research to find out facts, or by holding a public poll to obtain the public opinion on a particular subject.

Curated content

This involves summarizing people’s thoughts on a subject. This can be by searching what different people are saying about a subject, putting their thoughts together in any form of content for your audience.

These are not all the sources through which content can be created, but these are the most used source for creating content for content marketing online.

Content delivery format and channels

Let’s also look at the various ways content can be delivered to an audience in the process of content marketing.

  • Text
  • Audio
  • Video
  • Image


The most dominant form of content in content marketing is text. Most contents are text, in form of blog post, social media post, email messages, books, ebooks etc.

Content from all the sources mentioned above can be presented in a text format,  and can also be distributed to its intended audience through different digital marketing channels like social media, emails, blogs etc.


People now prefer to listen to messages while they are in the movie. Audio content comes in the form of music, audiobook, audio interview or discussion in form of podcasts.


Videos are also one of the most effective forms of content, many people prefer to watch videos than to read books, ebooks, post and messages.

This is one content form that marketers are currently adopting.

Image visual

Images like Infographic, quotes etc are another form of contents can be represented. You can also use various digital marketing channels to distribute it.

Content Marketing Processes.

Another important aspect of content marketing is the process. This involves various stages that can be carefully considered in developing a successful content marketing.

There are 5 processes that can be taken to implement an effective content marketing.

1) Goal or Objective

In the first process, a marketer defines what the overall activities will aim to achieve.

Most things in consideration are the organization or individual goals towards;

-building trust -Brand awareness; -Increase traffic to blog or website or page -Attract new prospects -Convert prospects into customers -Increase customer retention

2) Strategy/planning

For content marketing to be successful, there should be a well-defined plan. This plan will be determined by what the individual or the organization hope to achieve from their overall content marketing activities. It will be determined by the first step in the process

This plan will also define the source of the content, the form of the content, the genre of the content, the market for the content and the channel to use in getting the content to its intended audience.

Its also includes gathering the right information and data that can assist in creating content that will provide value.

3) Production/Creation

Creating the content, taking into consideration the findings and the overall goals or objectives for the content marketing activities.


Using the appropriate channels and medium to get the content to it’s intended audience and also handle any objections and questions that might arise.

5) Measurement

Evaluating to see if the goals are achieved, addressing and adjusting when and where necessary.


Goals, Strategy, Content, Internet, Marketing = Content marketing.

If you are planning to integrate content marketing to your business, or you wish to use content marketing to establish yourself as an expert in your field, the highlighted process is what you need to get started.

First, you need to define what you wish to accomplish with content marketing, next you develop a strategy, a sound plan which will include your source of content, the form of your content, digital marketing channels to use, such as social media, blog, email etc.

Next, you plan your content creation taking considerations of the necessary factors, such as whom the content is for and what it intends to achieve.

Using various channels and with the help of internet you can distribute your content, monitor, evaluate and adjust where necessary.

Final words

Content marketing is the king in marketing online in the twenty-first century. Nobody wants to be bombarded with ads. Values are what everybody wants and people are willing to pay if you show them you can provide value them, that is what makes content marketing king. I advise you take time to study it very well. Do more research online in any area you don’t understand, began practising and see how you can make the most out of it.

Best regards



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