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The Basics of Content Creation

If you are a newbie marketer trying to figure out how other websites and social media fan pages get more followers, then this might help you!

Before creating your content, let’s start with the first basic step – identify your goals.

To create your content goals, you need to keep in mind your main business goal or your vision and mission statement. Think of how your content goal can support your main business goal and make sure that they are always aligned with each other. Next, you need to take a look at your product or service. Focus on what differentiates it from the rest of the competition. In formulating your content goals, your product or service’s strengths and unique selling proposition can guide you with the essence of your content’s purpose. Lastly, you need to know your target market well and how to reach them. Your target market should be an integral part of creating your content goals because you need to convey your message to them clearly and effectively.  

While keeping your content goals in mind, you have a variety of content types that you can choose from:

  1. Company Blog
  2. White Papers and E-books
  3. Video Content (ex. product demos, training videos, etc.)
  4. Visual Content (ex. infographics, motivational text on images, etc.)
  5. Webinars
  6. Podcasts
  7. Case Studies
  8. Newsletters
  9. Games

(*Click the links to see sample references.)

After identifying your content goals, a Content Marketing Strategy should be the next thing on your to do list.

“Customer testimonials and case studies are considered the most effective content marketing tactics, identified by 89% and 88%, respectively, of B2B marketers.” – B2B Content Marketing Trends Report

How valuable is it to map out your content marketing strategy? Salesforce Pardot provides a list of the following benefits:

Save time and money.

Understanding how the content you create relates to your overall business goals can help you rule out projects that aren’t going to be beneficial, helping to save both marketing resources and budget.

Generate new business.

Per dollar spent, content marketing generates approximately 3x as many leads as traditional marketing. Gating content behind a form has proven to be an invaluable lead generation tactic for many businesses.

Improve the customer experience.

As the B2B buyer’s journey evolves, buyers will only work with companies that can provide personalized selling experiences. This applies to marketing just as much as sales — and having a content strategy to address each buyer’s pain points can help meet these growing expectations.

Enable sales.

Your marketing content isn’t only helpful to your customers. It can also be exactly what your sales reps need to persuade a hesitant prospect or close a hard-won deal.

Educate prospects.

Not every lead is going to be ready to convert into a closed deal. Content is critical to the lead nurturing process, and can help educate leads to a sales-ready state.

Creating a content marketing strategy may be tedious for some, but it will benefit your business in the long run. Consulting with a digital marketing expert can help you with your content marketing initiatives. Visit to know more.

Source: Salesforce Pardot: The Content Creation Guide