How To Start A Successful Content Marketing Campaign From Scratch

Any content marketing campaign requires a solid knowledge base, preparation and execution to be successful. Failure to comply with this basis can lead to wrong efforts, disinterested readers and a waste of human and company resources.

If you are just starting to develop your content marketing campaign or are looking for a new beginning, the process of building from scratch is not that complicated. By understanding the objectives of content marketing, developing your corporate identity, building your platform and establishing an optimized content creation process, you can create a successful advertising campaign.

What is content marketing?

Content marketing is, on the surface, exactly what it sounds like: content marketing. In a nutshell, content marketing refers to the development of blog posts, advertorials, videos, slide shows, photos, infographics, webinars and other media pieces that capture the public’s attention and build a positive association with your brand.

At a much deeper level, content marketing is the practice of developing interesting and meaningful relationships with your customers. Traditional advertising methods are designed to attract viewers using descriptions of positive benefits and achieving the lifestyle achieved through a solution. Content marketing, on the other hand, enters into a discussion about customer needs and aspirations through value-based media.

From a top-down perspective, content marketing is the creation of one or more interface channels that customers face, which will help you better meet your needs and inform your products and marketing. Blogs, webinars and YouTube videos become the face of your company, demonstrating your personality and authority and getting customers connected in the process.

So, before discussing the construction and effective application of a content marketing campaign, it is important to understand exactly what your goals are and what the purpose of content marketing is to shape your brand image and position your business. This will help you better recognize the objectives of each step of the process and frame your decisions and expectations in an applicable context.

This is the theoretical basis for content marketing. Executing this theory is a matter of seeking, establishing and cultivating these customer relationships through a variety of channels. Research shows that buyers go through 57% of the shopping journey before ever talking to sales, and the content is designed to meet their needs, questions and concerns during this time.

Blogs are probably a major source of content marketing for your business. In fact, 82% of marketers who maintain a company blog see a positive ROI for their marketing efforts. Blogging involves creating and monitoring articles, both textual and visual, that add value to your customers. In addition, your team will be tasked with responding to comments both in the discussion section and on social media.

Other platforms have their own responsibilities. The platforms you adopt will depend on the available budget and creative resources. According to the Content Marketing Institute, 87% of companies have adopted a video component, while 86% and 85% have adopted articles and events in person, respectively.

However, the materialization of your campaign depends on your industry, resources and specific goals. What matters most is that it is based on a solid foundation of strategy, self-knowledge and quality.

Defining your goals

The first thing you need to identify about your campaign is what it is designed to accomplish. For obvious reasons, no two companies are in the same position on the market, subject to the same brand perception, level of awareness or share of disposable income.

First ask yourself “what would we like to improve” and let all subsequent efforts emerge from the answer. For companies with low market shares, the answer may be “awareness”. For companies with an unfavorable perception, a positive partnership can be your goal.

The identity of your content marketing plays an important role in your efforts. Customers want to see the human side of your company; a part with personality, consideration for their needs and happy to offer value from a unique position of knowledge.

Gathering resources

Content marketing, like any other marketing effort, costs money. With blogs, videos, working hours and mixed-pay promotions, it’s easy to expect such an effort to be a waste. However, research has shown that content marketing costs 62% less than traditional marketing and generates 3 times more potential customers.

Two main factors motivate this reduction of costs and the synergistic increase of lead generation. The first is the cost of the distribution channels involved. Social media and YouTube accounts are free for anyone to sign up, and while some may provide premium resources for companies, they are by no means necessary. Blog hosting can be purchased through existing web properties, and email campaigns are much cheaper to produce (and a much higher ROI) than direct email campaigns.

The second factor is the availability of resources. Advertising smay require the enrollment of an advertising agency, and interactive web properties may require the services of a web developer. In the content marketing arena, however, knowledge is your resource. With a little writing talent and a few creative minds at the helm, generating content is a process of taking what you know and putting it on paper.

Intellectual capital

The formal definition of intellectual capital is “the value of the knowledge of the employees of a company or organization.” In the specific context of content marketing, this refers to your own knowledge and expertise that your team has that you can use to create unique content.

Especially for B2B businesses, intellectual capital is the main source of inspiration for white papers, articles and infographics. The ability to analyze a complex situation and prescribe a solution or set of suggestions for industry fellows is the formula for building an authority position in the market, and your intellectual capital makes this possible.

For B2C businesses, this concept is a little more nebulous. Knowledge of clothing production or bicycle manufacturing has some value, but consumer-facing publications should instead focus on the lifestyle your company supports. In this regard, your intellectual capital is the collective work and consumer culture that you have developed and the ability to articulate this culture to others.

Creative talent

Intellectual capital refers specifically to the knowledge that your team has, relevant to your vertical. Creative talent, on the other hand, refers to the talents that your team brings when it has the task of expressing this information. in unique and meaningful ways.

The capacity of your team can vary greatly and, depending on your budget, can be outsourced to trusted suppliers. Many companies have the creative skills to make your campaign a success, giving you time to provide the knowledge, while talented professionals manage the visual and textual details.

Network connections

One thing that blogs are about is posting guests. Other creative media, including podcasts, webinars and video series, can also benefit from the use of prominent vertical names and talents. Use the professional connections available to your advantage and offer both your guest and your company a platform on which to shine.


Blogging has become a real essential for any content marketing activity. Blogs improve their web presence by offering 434% more indexed pages and 97% more indexed links than sites without one. In addition, B2B companies that generate blogs generate 67% more customers per month than those that do not.

If your business is bigger, consult the IT department about creating a blog. Your IT team probably has their own web design and development protocols, so they will have the knowledge to set it up and set it up. With the blog in place, coordinate with other constituents, including marketing and design teams, to complete the development process.

If your business is smaller, creating a blog is possible through a number of free services. An examination of each individual platform is not within the scope of our discussion here, but WordPress is a time-tested testing tool for both professional and personal bloggers. In addition, WordPress offers a vast library of free and premium themes for visual customization, widgets for functionality, and support forums.

If your team has a budget room available, a web designer can be a prudent investment. These individuals understand both the technical and aesthetic aspects of blog development and can work with your existing web infrastructure to create a platform for your use. They may be a little more expensive, but the net result is a polished and professional look.


Social media accounts are much simpler than blogs, but no less important. In 2012, 72% of adult Internet users were active on social networks, making it one of the most centralized channels of contact with customers. This presence is not passive either, as 67% of Twitter users indicated that they are more likely to buy from the brands they follow.

Registration is free and painless. Select a nickname that can be easily linked to your company, if not the company name itself. Fill in your complete profile on each channel, as this makes it easier for users to trust the account’s veracity. If necessary, select graphics for backgrounds and profile pictures that match your corporate image. Once again, the services of a designer can help you make your profile appear and create a positive impression for your clients.

Creation, monitoring and involvement

The next step in the process is to create a creative engine. Once you start marketing your content, it’s important to stay consistent and focused on your readers’ needs in order to make an impact. According to a case study, the expected maturation period for companies that lean their content and blog reliably 2-3 times a week is 6-12 months. This figure is certainly not the gospel, but having reasonable expectations once you start the process equates to success.

Creating ideas

This is where it all begins. No infographic or blog article is created without first developing a concept.

Creating ideas is usually a team-wide effort that brings together the best ideas of everyone involved to select the best articles for the following week or month. Common methods for generating ideas include spreadsheets, roundtables, or project management systems such as Trello or Asana. Digital platforms, in particular, allow the generation and development of clear ideas until completion, housing the creative process in one place.

When ideas dry up, there are plenty of places to find inspiration. Other publications or blogs in the industry offer a look at what is on people’s minds right now. The comment sections provide direct feedback from your audience on what topics should be covered. Current events are another fruitful path, especially when news gives your company an opportunity to comment and provide guidance.

Whatever the specific method or source of inspiration, creating ideas should start early and continue often. All ideas can then be added to a main content calendar to maintain a consistent publishing flow for voracious viewers. Remember that consistency is more important than quality (not that you should sacrifice any!), And your audience will reward you for your efforts.


You will not master content marketing for the first time. Understanding the market and the specific audience requires repeated repetitions of creating, publishing and monitoring ideas.

To enable this process, make sure your team configures Google Analytics for all applicable web properties. If your company is larger, the IT department can help you with this process. If you are younger, connecting the platform to your website is actually quite simple.

With the help of analyzes, your team is offered a multitude of data from which to obtain information. Web traffic, rejection rate, percentage of new visitors and time spent on the site can help determine the effectiveness of your strategy. More advanced analytical techniques require a discussion that is not within the scope of our discussion here, but plenty of resources can be found through the channel. YouTube Google Analytics, Academia Analytics and other independent experts.


As I mentioned, your content marketing efforts are a conversation. Building a platform for sharing content is important, but its ultimate goal is to allow meaningful interactions with your audience.

This is where social media really shines. What was once a static process of publishing on a website and hoping for the best has become a dynamic process of exploring and interacting with users through social tools.

Each social platform has its own strengths and weaknesses, and understanding them is crucial for successful distribution. Twitter, for example, only allows 140 characters in text. However, the platform’s news style allows for quick and frequent updates on stories in development or for blogs with frequent publishers. Google+ allows you to create and effectively a full-formatted blog posting teaser and attach a high-resolution image for greater visibility into users’ news feeds.

Due to these unique capabilities and specific strategies, social media is a component of content marketing. Smart companies would do well to recognize the capacity and importance of social media and to allocate resources to effectively use each platform to their potential, distributing content in a way that enhances the content itself.

Given the creative and logistical framework, make sure you have a plan to monitor and respond to social media and forum activities. Depending on the size of your company, it may involve one or more people, make sure that users’ questions and comments are answered. Content marketing is the human face of your organization and no audience likes a bad listener.


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