Every day the competition grows and grows, and you have to learn how to do Content Marketing.

According to the Content Marketing Institute, 70% of B2B marketers surveyed say they are creating more content this year than in 2019.

The first step in beating the competition is to have a plan for how to do creative content marketing that is maintained in the long term.

A strategy of how to do content marketing is essential since it is the content that gets the leads with valuable information.

This will help you ensure that all your time, energy, and money are focused on achieving a particular goal that helps your company grow in terms of new customers.

Focusing on this goal will prevent you from creating irrelevant pieces of content that will get in the way of attracting new visitors and listening to customer needs.

Besides, a strategy of how to do content marketing will help you reach a much wider audience and distribute your content more effectively to professionals, bloggers, and journalists.

A strategy of how to do smart content marketing will also help generate more organic traffic to your website.

So if you want or need innovative ideas, continue reading.

Why do Content Marketing in Kenya?

1. Help build trust

One of the most significant benefits you can get when creating and publishing quality content relevant to your business field is the trust you generate in your audience.

The higher the amount of quality content that feeds the public, the more you will seem an expert in their consideration. People are always ready to hire experts to solve their problems.

2. Help establish your brand identity

It is impossible to overestimate the power of an established brand to influence the business decisions of the buying public.

However, suppose you are just beginning, and you have not yet established a strong presence.

In this case, your company will still benefit from a strategy of how to do content marketing that highlights its unique identity.

Your strategy could use viral content such as videos, trends, blog posts, or audio.

With content marketing, you generate brand identity by increasing the reputation of your business if your content is quality.

You could even position yourself as a specialist in the sector.

3. Take advantage of organic search

Search engines have changed the business landscape forever.

More than 80% of users, according to several studies, conducted market research through search engines before deciding to make a purchase.

If your strategy of how to do content marketing has not worked too much on your company to appear during those searches, then it is doing your business little favor.

Ideally, avoid finding yourself among 44% of small businesses that don’t even have websites.

4. Performance is easy to analyze.

How to do content marketing is never a unique process.

Requires constant adjustments.

Because of all the easy to calculate metrics, it is possible to focus on what works and what doesn’t quickly.

These metrics to calculate are as follows:

  • Pageviews: Shows the total number of times a particular page was visited on your website.

Pageviews can provide you with a basic understanding of how good your content has been compared to other posts published in the same period. This metric can show what kind of topics attract the most attention from your audience.

To measure it, you can use Google Analytics.

  • New and recurring users


It shows the relationship between new and recurring visitors. The number of unique visitors indicates the potential number of potential customers, while the number of returning visitors shows whether visitors like your content.

It is better to have a healthy combination of both: that means that your content can attract new users and retain old ones.

You can also use Google Analytics to calculate this metric.

  • Bounce Rate

Indicates the percentage of users who left a particular page without visiting any other web page.

A high bounce rate may indicate that something is wrong with the page.

If you have an eCommerce site, a high bounce rate can be a worrying sign, since it means that most customers leave your website without making a purchase.

Check the loading speed of your page and its CTAs.

Maybe your SEO needs some adjustments, or people are not finding what they were looking for on this particular page.

On the other hand, a high bounce rate in a blog can be reasonable if you have a number of returning visitors who read new articles, find relevant information, and leave your website after that.

  • Traffic sources

Show which sources bring traffic to your website.

This can help you discover the best and worst marketing channels for you and help you determine what works and what doesn’t.

The analysis of this metric will allow you to identify which marketing channels and strategies work best for your content distribution.

You can also identify channels with good potential and perhaps a more significant investment in resources or a strategy adjustment would make a big difference.

  • Likes and shares

These are indicators of the participation and popularity of your content among your audience.

However, sharing is more significant than a similar element because it not only shows that someone found your content interesting but also expanded its reach.

To measure it, for example, in Facebook Statistics, you can do it since it throws you the data.

  • Comments

The amount of comments below the publication demonstrates the level of participation in the content even better than the likes and shares.

It takes longer to write a comment than to like or share a post (of course, we are talking about valuable comments).

So, if a reader was motivated enough to express his opinion in a comment section, it is a good sign.

Other metrics come out of the online plane that are:

  • Parameters of Leads

How does the content support the generation of demand in terms of lead generation and lead nutrition (middle-of-the-funnel)?

  • Sales metrics:

How does your content influence the results of the funnel fund?

How does your content drive revenue?

Generate leads and attract ideal person buyers

The ultimate goal of any strategy of how to do content marketing is to attract new people to your business to whom you can sell.

Moreover, you attract them as you generate specialized content for them, based on their behaviors, needs, goals, objectives, etc. That is, it is 100% content for your audience.

They discover your business through useful content and are interested in what you offer, once they reach your website, you provide them with more information that converts them over time into customers.

However, it can be even better! Beyond only attracting potential customers, a good content marketing strategy will make your business readily available to those who actively search for it.

Let’s take advantage of Social Media shares
People share things they like.

It is the way humans are connected.

With a good strategy of how to do Content Marketing, your business, and even your strategy could benefit from producing excellent content.

The content will inevitably go throughout the social space, reaching customers that you could never have achieved by other means before.

content marketing ideas

Return people to your website over and over again

What business would not benefit from recurring visits from ideal potential clients?

By adopting an effective content marketing strategy or campaign, your status as an expert in your business field inevitably increases.

In a short time, your target audience will start looking for you as a source of solutions to all your needs, and your business will benefit as a result.

Online marketing strategies, such as email marketing, the creation of online communities, among others, have proven very successful in this regard.

An effort that endures in time
Once you create the content, it will be there at any time, on the platform you have decided to use, for the potential reader/client.

It doesn’t matter if years of publication have passed if the content is good, the effort will remain for years.

Define your goals

Frequency of publications.

Brand Awareness

Audience Research

Research the competition

Have a content management system

Establish what type of content to create

Use paid ads on Facebook

Use brands that your audience also likes.

Do guest blogging

Define your goals

This is an essential step. It will put you on the road to building a successful strategy.

Although defining your goals may sound easy, it is not always the case.

It would help if you thought about how you want content marketing to help you and what purposes you will achieve once it is integrated into your work methodology.

Your goals may include;

  • increases in Organic traffic.
  • Unique page views.
  • Leads generated.

Sometimes, poorly guided by an inferior strategy and questionable objectives, we get a type of tunnel vision that prevents us from seizing the moment.

To better illustrate, we leave you two examples of incorrect KPIs:

Frequency of publications.

This KPI focuses on the amount when you should focus on what you get from your content marketing.

Wasting your potential by creating a large number of publications that offer zero value will not generate readers.

This will be counterproductive to your marketing strategy because the investment needed to develop all those publications will be extensive.

Brand Awareness

This KPI is quite difficult to measure through any channel.

Understanding how recognizable your brand is for a particular audience will require complicated and expensive research.

Instead, consider much simpler metrics to measure brand awareness, such as direct traffic growth and search queries for brand keywords.

Audience Research

Develop a successful plan, you must clearly define the target audience of your content, also known as your Buyer Persona.

By knowing your target audience, you can produce more relevant and valuable content that they wish to read.

If you are an expert marketer, your goal may have changed. Do you want to join a new group of people or expand your current target market?

Do you want to keep the same target audience?

Reviewing the parameters of your audience by conducting market research every year is crucial to growing it.

Research the competition

Find out what type of content your competitors and other industry leaders have produced and how this content is performing.

To do this, we recommend using BuzzSumo to analyze specific publications and articles created by your rivals and industry experts.

This tool will not only tell you all about your SMM signals, such as sharing and “likes,” but will also indicate your number of links.

The only thing BuzzSumo does not offer is organic traffic analysis. However, luckily, there are tools like Ahrefs and SEMrush.

Have a content management system

Get a sound system where you can manage your content.

Some fundamental parts of content management include their creation, publication, and analysis.

Some systems, such as HubSpot, CoSchedule, or WordPress, allow you to plan, produce, publish, and measure your results in one place.

Establish what type of content to create

There are a variety of options for content that you can create.

These are some of the most popular content formats that marketers are creating, and you should take into account.

Blog posts

Blog posts are published on a website and should be published regularly to attract new visitors.

These posts should provide valuable content for your audience that motivates them to share posts on social networks and other websites.

It is recommended that blog posts have an extension of between 1000 and 2000 words, but you could experiment to see if your audience prefers longer or shorter readings.


Electronic books are lead generation tools that potential customers can download after filling out a form.

They are usually longer, more detailed, and published less frequently than blog posts, which are written to attract visitors to a website.

You can gather information from several entries in which your visitors are interested and turn them into an ebook, as we indicated previously.


Infographics can organize and visualize data in a more convincing way than just words or phrases.

These are excellent content formats to use if you try to share a large amount of data in a clear and easy to understand way. Audiovisual material Videos are a highly attractive content medium that can be shared on social media platforms and websites.

Such audiovisual material requires a more significant investment of time and resources than written content, but as visual marketing increases its popularity, it is something worth experimenting with.

Use paid ads on Facebook

If your budget allows, you can pay for some ads on Facebook.

Also, video ads on Facebook cost less. So if you can carry out a creative message in a twenty-second video to support your ads, don’t hesitate: you’ll pay less to reach more users.

Pay special attention when you set up your ad and select different audience interests.

Use brands that your audience also likes.

Addressing the right audience also allows you to reach users who are already familiar with your product.
If you have thousands of emails in your user database, then your best option is to create a personalized audience. If you don’t have so many users, Facebook will charge you more for an ad like that. The smaller your audience, the more you will have to pay for a targeted ad, so it is not always profitable.

Do guest blogging

This step requires a little work.

It would be best if you started by preparing a list of sites and bloggers that you plan to contact in advance.

This will help you speed things up and give you the right amount of links and shares in social networks and as a result, stable traffic and new leads.

Generally, it would be best if you looked for articles related to yours. You can find them with the help of BuzzSumo.

On top of that, you can get a list of referring domains (where your backlinks come from) using BuzzSumo, Ahrefs or Majestic.

Once you have a list of the sites with which you want to have an alliance, the hardest part comes: discover how you will communicate with them.

Here you will find some ways to do it:

  • Complete website contact forms You’ll find these on most blogger sites.
  • Gathering a list of URLs with contact forms where you can paste your information seems to be quite easy, the question is to get answers.
  • Send emails with the help of tools like Hunter.io, Findthatlead.com, or Slik.ai, and you can save precious time and promote your content at the same time. Another interesting thing about sending emails is that you can verify if the email you sent was opened or not, and follow up on the conversation when necessary.
  • Tools like Yesware, Mixmax, or Mailtrack will help you determine if your email has been opened and read.
  • Social networks Facebook groups, especially closed groups, are the right place to disseminate.

You can reach your target audience and effectively promote your content. The same goes for LinkedIn groups.

The only thing you should keep in mind is never to share a link to your article without writing a brief introduction to its content.

Another option would be to connect with industry professionals and content producers on LinkedIn.

This tactic has proven highly effective and can be used in conjunction with the scope of email.

Nor can we forget Twitter, another ideal channel to promote your content.

It is advisable to do guest blogging, investigate the competition, and more when doing Content Marketing.

Tools on how to do Content Marketing

One of the most potent weapons to get new customers is Content Marketing, so an excellent help with these tools would not hurt at all.

Little bird

Get a list of influencers for your community in any subject.

This tool will be of great help to captivate your audience with influential people in the sector, which will give your content a plus.

You must create an account to access and enjoy its benefits.

HubSpot Blog Topic Generator

Do not have the slightest idea of ​​what to write for your new blog post?

This HubSpot tool can help you by placing a keyword to develop an exciting topic for your audience.


Create animated videos in a short time and with excellent results. Let’s not forget that videos always have good reception in the communities, and it is a unique way to present the content.

Content Forest

It offers free tools, which include KeywordKiwi and ContentIdeator.

These tools will help you answer your question about;
how to market your competitors’ accessible content, effective keywords to use in your content, and excellent ideas to create, all in one place.


How to do Content Marketing is what will help businesses get more leads, since by trapping them with materials that solve their problems, concerns, or needs, we have halfway done.

Doing good content marketing is in developing an intelligent and reliable strategy, so following each step is essential for everything to be successful.

Primarily you have to be patient with the dissemination of the contents since it is useless to have an excellent entry in your blog if there is no one to promote it.

Lean on quality tools and stay updated on the needs and tastes of your audience.

Remember that if you want to learn how to do Content Marketing, you must:

  • Plan: think about your target audience and where you will direct your investments.
  • Create: In the creative stage, always think about what your audience needs.
  • Distribute: find the right means to achieve your goals.
  • Measure: to be able to recognize your ROI.

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