The Power of Personalized Content Marketing: Changing Behavior

There is a tendency to see content marketing, including personalized content marketing, as a tool to lure in customers and gain profit. The end goal of all content marketing, in fact any kind of marketing is behavioral change. 

Successful marketing, I believe, should create intrinsic motivation that leads to behavior and action and so does Jose Miguel Sokoloff who stated “I think about change, about how to change a behavior, how to change a perception. That’s the business we’re in. We’re in the business of changing minds.”

If marketing is the business of changing minds, than why should we only use marketing to sell products and gain profit? Why can’t we use marketing to spread ideas, to stop violence and war, and to create peace?

This is exactly what Jose Miguel Sokoloff had to do as an advertising executive with the mission of demobilizing as many FARC guerrilla rebel soldiers given from his client, the government of Colombia. Sokoloff used the power of content marketing to change the behavior of 17,000 guerrilla soldiers in 8 years.


Personalized Content Marketing


Sokoloff  implemented personalized content marketing in various projects but I will only dive into two in this blog: Operation Christmas and Mothers’ Voices


Operation Christmas (2010) was a project to decorate 75 feet trees with blue Christmas light in nine strategic paths in which the soldiers travel on foot.

The trees had signs that lit up when the soldiers walked by and said “If Christmas can come to the jungle, you can come home. Demobilize. It’s Christmas. Everything is possible.” This alone demobilized 331 soldiers that Christmas.



154074_cd1931ecf7954a88814677184f2e5dc9For Mothers’ Voices(2012), the team found 37 willing mothers of active guerrilla soldiers to give up pictures of those soldiers when they were children. With these pictures, Sokoloff printed thousands posters with the message “Before you were a guerrilla, you were my child. Come back this Christmas. I’m waiting for you.” These posters were hung in towns that were passed through by the FARC and in trees throughout the jungle.

 The key of success in content marketing for these projects is due to personalized content. 

Personalized Content Marketing

The first rule of thumb that Sokoloff followed for creating personalized content was Empathy. The more you understand and know the needs of an individual, the better chance you have in changing the behavior of that individual. To understand the target audience and personalize your content your must rely on your 5 W’s.

1.Who’s Behavior are You Trying to Change?

To be able to personalize content, you need to know you audience! Sokoloff and his team was very much aware of who their target audience were. The guerrillas soldiers were isolated in the jungle and away from society, which meant that these soldiers were away from home and away from all traditions. Being in harsh conditions and away from their comfort zone, the team was certain that their target audience have nostalgic feelings towards home. This led to the consistent content messaging that was prevalent throughout all the projects: “Come Home”.

2.When is the Best Time?

With your target in mind, when is the time where there is the most impact? Having already assessed the goal of triggering nostalgia to bring the guerrilla fighters back home and having already focused on personalized content, the most appropriate time the team decided to expose their content was Christmas. Christmas is especially a very important holiday for family and tradition in Colombia and would be the perfect time to stir up hearts of coming back home.

3.What Content ?

For Operation Christmas and Mothers’ Voices, the team had assessed the needs and wants of the target audience through the who and when process.  The ‘what’ chosen for Operation Christmas was the Christmas tree. The symbol of the Christmas tree is universal and brings nostalgia and personal memories. With the goal of targeting the weary fighters who want to spend Christmas at home, the Christmas tree was a beautiful and perfect sight to bring about personal memories for each individual.

The ‘what’ chosen for Mothers’ Voices was the photos of the soldiers when they were children. This is as personal as it can get! (without exposing the identity of the person in the photo). Who wouldn’t be moved after seeing a picture of themselves and their mother telling them to come back home?But furthermore, the content in the message is what brings about a change in behavior. The message all have a call to action. For operation Christmas it is “Everything is Possible.Come Home.”  For Mothers’ Voices it is “Come Back this Christmas, I’m waiting for you.” After attracting the eye of the target with it’s beauty the message is what triggers the emotion which presents a call to action and later changing behavior.

4.  Where?!!

Lastly how can we have our content be seen! Research! Find the most optimal place for your target to see your content!

Solokoff could have spread his content in TV or ads around the country, but he investigated and new that most of these soldiers were traveling on foot , scavenging towns, listening to the radio, and transporting through the river. Knowing this Solokoff catered his distributions exactly in these locations. For Operation Christmas, the team placed the Christmas trees in 9 strategic areas where all foot soldiers would pass, and the posters of Mothers’ Voices were dispersed in the towns that the guerrilla fighters were and the trees in the jungle. Solokoff also had put up various radio and created another project in the river. By knowing where the target audience is, he was able to reach many FARC members that later changed behavior to come home.


You can spend a lot of money in creating content, but the Mothers’ Voice Campaign and Operation Christmas proves that you don’t need to something huge and grandeur to move someone’s behavior and later change it. Only when you pay a little more attention to personalizing content, change becomes intrinsic, sustainable, and possible.




A Content Marketing Case

Maybe it is not wrong to say that most of us like to think as an entrepreneurs sometimes. Being only a customer or not, it is easy to identify when it was the last time that we had some conversation about Apple’s strategy, the business approach of Starbucks or how correct or not is the marketing strategy of Tesla, for example.

Analyzing during an innocent conversation what is wrong or not with the business strategies is really harmless because the comments are only words without consequences; it is also easy and comfortable when the criticism comes from the customer point of view, even each person having different perceptions about brands strategies most of times.

Regardless of how easily is making all of these judgments about business decision making, when there is an opportunity to start designing a project about some brand in the real life, each word and every single decision has to be well thought. It means that some important questions must be answered.


Have a seat because history is coming

Right now I am start thinking about myself as a brand, but the history started around 3 months ago…

After I posted on Instagram a short video about my painting exhibition at Starbucks Gallery (Price Center / UCSD main campus), I received an email one day after from a fashion e-commerce website (called inviting me to create textile designs based on my paintings, and in turn it applied in their clothes.

The website’s communication and promotion strategy are based on being massively present on social media channels. The more people connected, the more probability to sell the products. However, the company also stimulates each artist to spread their own creations through the social media channels.

After a quick search about the company, I decided to design my personal page on . In the same time I also decided to use this content marketing class to create my strategy on social media; and show as much as possible my products to the people.

Goal and social media channels

My goal is to be connected with at least 5000 people in the social media channels I chose.

To decide each social media channel I am going to be effectively present, it was necessary asked about its niche of audience. The answer was that “as a new company, we don’t have a specific target audience”, so I decided to be present on Facebook, Twitter, Instagram, Pinterest and Tumblr.

In my opinion, the correct strategy when I am start caring about my name as a brand is designing the marketing content closely related with some traits of my personality, such as the way I do art, the relation between art and feelings, the way I think about the creative process. The more honest about my self I’ll be, the more consistent the name will be.

Two actions I have done so far: I redesigned my new website (which is going to be online in two or three weeks on ), and I created the visual identity of the social media’s posts.

content example3  content example1  content example5

The frequency of the posts is going to be between three and five posts a week, alternating photos of the products and quotes related among three subjects (art, creativity, feelings).

Managing social media channels today consumes a lot of time. However, I believe it is possible save some time using . The free package of this website allows everyone to manage at least 3 social media channels in the same time in the same screen, and also scheduling posts daily for months.

Content Marketing is a Marathon

Taking the Content Marketing class I watched a video which was told that time is vital to build a consistent social media campaign. Content marketing is not about a short distance running; in fact, it is similar running a marathon. Maybe it is true.

To see what is happening with the decisions I have been making, and also how my creations are going on, I encourage you follow me on social media channels. Search for “Emerson Ferrandini”. I will appreciate it. Thank you =)



How To Find The Best Keywords For Your Blog, For FREE!

blogging, keywordsFree, Blog, blogging, keywords

Taking The Guess Work Out Of Target Audience Questions And Keyword Planning For Your Blog, For FREE! 

WHOA, that’s a lot of blogging!

Blogging, World, Face, CultureDid you know that there is currently more than 100 million blogs on the Internet? According to WordPress Statistics, users produce about 58.3 million new posts and 43.8 million new comments each month. So why then does the world need another blog post? Better yet, how do you get your blog to stand out from all the others? Where do you even start? If you don’t want to waste your time writing a post that will go unseen, then there are a few things you can do to get your words noticed.

Target Audience, Keywords, Blogging

Breaking It Down

With so much blogging going on, it’s easy for your blog to go unnoticed. There are a few simple steps you can do to help optimize your content so your blog is relevant and content rich.


  1. Target Audience: Determine who your target audience is and where they’re located. There are many sights that can help you with this such as Facebook Insights, Google Analytics, Twitter Analytics, and Pinterest Analytics. A good tutorial on how to get started can be found on Facebook Insights.
  2. Questions They May Be Asking: Once you’ve identified your target audience, you want to then determine what questions they are asking about your topic. There are many “question and answer” type websites you can use to get this information. One that I like is QUORA. You can also try Both of these offer free accounts. Create an account and then search your topic or keyword for the most trending questions.
  3. Keyword Search in Google: Now that you have an idea of who your target audience is and what questions they are asking, it’s time to start creating the content of your blog. The next few steps are essential for finding and using the right words. Google offers a very useful and FREE tool to help you ensure that the keywords you choose for your blog are relevant and current. All you have to do is go to the Google Keyword Planning Tool, and type in your keywords or phrases to show the search volume of them. This will ensure that your blog is full of keywords that are trending. Next, take your keyword or phrase chosen from Google, and construct “long tail” phrases to make your article more targeted. My favorite FREE tool to use for this is Ubersuggest. Search your keyword/phrase and ubersuggest will give you both a word cloud with the most commonly used words in large letters that are being searched on the Internet, and a list in alphabetical order of all the keyword topics for your search. You can download and save your results. Use these results to construct your blog title and content.
  4. Keywords with Highest Search Volume: One last step to ensure you have the right keywords to create your blog content is to take your long tail results from Ubersuggest and check them again for search volume. Go back to Google Keyword Planning and copy/paste or upload your saved results from Ubersuggest. This will tell you on average, how many monthly searches there are for each keyword and its competiveness among other advertisers. Once you have the keywords and long tail phrases with the largest volume chosen, you’re ready to start blogging!keywords, blogging

Visual Content… Not Just another pretty picture.

Using visual content is nothing new but these days it is the thing you must do. Whether you’re a blogger, marketer, brand, entrepreneur or business who needs pretty pictures for their blog, website, social media posts or infographics, you need visual content to enhance your message. Using visual content is very powerful and helps communicate information in a way that the consumer can understand and will help your information stick in the brain of the end user.  I know that sounds great, but how can you make your visual content work for you and how will it help you enhance your message and reach your goals?  That’s what I’m here to answer.

First, we have to figure out what is visual content?

Visual content is the images, video and/or graphics that your end user views, interacts with, takes in and consumes in the following formats: photography, videos, motion, and interactive graphics, slide shows, infographics, charts, graphs, memes, cartoons, digital publishing, and e-books.

How and why does visual content work for you and/or your brand? 

In the past brands published traditional content marketing by using print ads, created press releases and sales materials.  This is a valid approach to content marketing, but in 2016 this type of content marketing with great visual assets just isn’t fast enough and is not as targeted as we would like it to be.  With the new platforms, visual content is more important than ever and can deliver content over various channels that reaches far beyond print content marketing or press releases of the past.

Consumers are looking for that authentic relationship with a brand.  They are attracted to brands because of their products, services, customer service, company culture, values, personality and visual content helps to showcase these brand assets and tells a complete story about what the brand truly cares about.

Marketing efforts today need to go beyond traditional marketing efforts.  It’s time for your brand to spread the word with mass appeal through visual shareable content over a variety of channels. With today’s engaging visual content, it is much easier to publish an image with a link and get instant traction then it was in the past with traditional visual content marketing.

What makes visual content successful and effective when communicating with your audience.

Attraction: Is the content attractive, stimulating, and engaging? Does it grab the audience attention?

Comprehension: Is the consumer able to interpret the visual information instantly with little to no effort and understand and engage with it?

Recall: Is the visual content memorable and will the consumer be able to recall it in a few days after initial interaction.

Visual content can come in many forms.  The question you have to ask yourself when choosing what type of visual content, you want to use is, what is the message and what are the goals and objectives for the content?  Then you need to choose the type of visual content that best serves the purpose, photos, videos, motion, and interactive graphics, slide shows, infographics, charts, graphs, memes, cartoons, digital publishing, e-books and more.

How does visual content support your marketing efforts?

It is important that your visual content supports your marketing effort in each stage of the customer journey.  The visual content reaches specific audiences and customers and helps them move along the path from awareness to engagement to purchase to advocate.

In the awareness stage of the customer journey, visual content is informative and/or entertaining and has mass appeal.  It captures the attention of your target audience and helps them move into the consideration stage of the journey. This is when your visual content helps to build your brand’s credibility and trust. Once you have the trust of the consumer the next step is to educate the consumer on the benefits of your product or service and provide a call to action for engagement then to purchase. Once you have the loyal customer the next step is to make them your advocate and encourage them to spread the word about your brand and product or service by sharing your visual content.

Depending on your brand or service you will have many choices of visual platforms to use.

Not all platforms are right for every brand so study your target market carefully before choosing the best platforms to engage with your audience.

Age distribution
Age distribution at the top social networks


Track ROI

Lastly, it is important to track your ROI on your visual content marketing.  How do you do that and what metrics do you use?  There is no simple answer to this question.  Likes, shares, clicks are all great things, but how engaged are the end users really?  Likes are engagement with a specific post or page but it is not guaranteed that the end users will connect with the content beyond clicking the like button. Shares are powerful because an end user has endorsed the page or post but it still doesn’t guarantee that the shared content will be viewed or reach new end users.

What is your reach? 

Reach is the number of people who see your visual content, even if it is only for a second or two.  This means very little to the real ROI.  Conversions are the best way to track ROI.  This is visual content that had a call to action that the consumer engaged with or took action, like signing up or purchasing.  Many of the platforms have analytics for tracking engagement and reach, but for me, it is easier to track everything with Google Analytics (GA).  GA is great at following the traffic of your brand over social media channels and your website, as well as, across the internet.  It is important to know your reach and the data you get from GA will help you know and understand your ROI.

telling stats
Telling stats on just how big visual content has become


Visual content statistics

  • Content that is colorful increases viewer’s willingness to read by 80% Source
  • Content you hear has a 10% retention rate three days later, but if that same content is paired with a visual the retention rate goes up to 65% Source
  • 46% of marketing professionals say photography is critical to their marketing and storytelling efforts Source
46 percent
Marketing professionals say photography is critical


  • 34% of Marketers list visual content as the most important piece of their marketing effort, 45% list blogging, 19% list videos. Source
  • 65% of marketing executives believe that photos, illustrations, infographics, and videos are the core of how they communicate their brand story. Source
60 percent
The use of infographics will increase in 2016


  • 60% of marketers predict the use of infographics will increase in 2016 compared to 2015. Source
Infographics shared more



  • Content with images gets reviewed 94% more often than content without images Source
get more views
Content with images will get more views


  • Only 27% of marketing professionals have an organized and managed visual asset system being used across all their marketing platforms Source
  • 39% of marketers believe that more of their budget should go into creating compelling visual assets to use in their marketing efforts Source
  • 73% of content creators plan to create more engaging visual content in 2016 and 55% plan to make it a priority to create engaging visual content 2016 Source


Top priorities for B2C content creators


  • 40% of users online will provide better and more favorable responses to a particular piece of visual content than other plain and text-based content Source
  • 85% of internet users in the United States watch online video Source
Most shared visual content


  • The most popular content type for Baby Boomers is video, at 27 percent  Source
  • Millennials share memes the most, while less than 10 percent of Baby Boomers share similar content  Source


In today’s marketing environment visual content is not a fad, it is critical.  Visual content is the most powerful way to get your message in front of your target audience.  By using engaging visual content you can share your brand’s voice in a way that is more interactive and meaningful than ever before.   If content is King, visual content is the CROWN!

Original Title Treatment created in Canva (didn’t preview correctly)

Canva image Jennifer_visual content

Emotional Branding: MarketINg your Nonprofit

  Marketing your nonprofit

When we think about marketing, the term automatically refers to different tools and techniques that a company uses to sell a product. This is probably because marketing has a direct impact in the business world.

But, what happen when marketing is used in a nonprofit organization that, per definition; doesn’t pursue profits in terms of money?

Marketing can sometimes be an uncomfortable topic for nonprofit organizations. The bias of associating marketing with cold sale, is far from the human concept that nonprofits aim to embrace. However, this perception is distant from reality.

Nonprofit groups play a key role in giving a purpose to modern societies. According to ‘Managing the Nonprofit Organization’ a book wrote by the management legend Peter Drucker; the nonprofit institution neither supplies goods or services nor controls.  Its product is a changed human being.

In legal terms, nonprofit organization is a corporation or an association that conducts business for the benefit of the general public without shareholders and without a profit motive.

These organizations represent an important part of today’s modern society. To attract more people, organizations must perform a broad range of marketing activities similar to profit oriented businesses (e.g. advertising, branding, PR).

New communications platforms: “the art of the message”

social media nonprofit storytelling  A new strategic approach to communication became mandatory when new technologies and platforms are emerging and also relies on the parallel development of a brand strategy that can be easily adaptable to local contexts.

Despite social media is becoming popular, branding is not simply a marketing tool. It is a core organizational principle, with implications for advocacy, fundraising, partnerships and beyond.

Recognizing nonprofit’s name, or appreciating the good work of them, is not enough. The audiences must also see a connection between the values and the mission of the nonprofit and their own realities.

An effective communication is an interconnection of “who” (target audience), “what” (mission) and “how” (message). This work suggests that a deep understanding and the specification of the target market help build up a message that is appealing to the audience.

The most important fact in the process of communication is to bridge the nonprofit organization and the public with emotional messages that attract, motivate and persuade. The process of designing a campaign also involves various cultural and social aspects that need to be considered.

Is in this process where emotional brand concept plays a significant role. Emotional brand is a term used within marketing communication that refers to the practice of building brands that appeal directly to a consumer’s emotional state, needs and aspirations. Any nonprofit, no matter what it does, has a logo, a slogan, a mission… any nonprofit has a brand!

Emotional branding: visual storytelling to make awareness

emotional branding, cause marketing, storytelling, heartBranding is strategic. Marketing is tactical. 

People are ruled by their emotions. That’s why a brand strategy that focuses on building a brand based on one or more emotions is critical to brand success.

The key to leveraging emotions to build a brand is to identify your brand promise and personality, as well as the features and benefits of the products and services under your brand umbrella, and determine how these features and benefits relate to target audience’s emotions.

Here is a video that ignites high arousal emotions:

  • UNICEF effective social media marketing campaign

Nonprofits try hard to plan online content to connect with the right audiences. This concept of creating content to engage with audience is nothing new, but nowadays it is becoming more important to achieving online success.

According to a case study published by, while 92% of nonprofit professionals use content marketing, just a quarter of those professionals believe they are effective. They reportedly each use, on average, 11 different content marketing tactics, with in-person events, social media, online articles, electronic newsletters, and videos being the most common.

Emotions help us connect with one another, and inspire us to act. As companies do, nonprofits must use emotional marketing to identify its brands with target audience. The secret is about conveying a powerful message with videos and photos.

People take action on behalf of a cause only when they feel an emotional connection, and yet nonprofits in particular are famously bad at telling their stories.

When we come across a story that’s exciting or even cool, we want to share it with our friends immediately. Every nonprofit is now a media organization. Never before have the tools of visual storytelling been so inexpensive, easy to use and accessible to the masses.

  • Water is Life

To be or not to be…RELEVANT

The only way that nonprofits will keep sustaining and expanding its global voice leadership is by continuing to be ‘relevant’ to their audiences, optimizing the content and the way it is delivered -strategic and compelling storytelling-, and being proactive in communicating on emerging issues affecting audience as they arise.

Storytelling is so important for any brand or organization, but it’s especially so for nonprofits that live on the support and involvement of others to stay afloat. People have to be pulled into a nonprofit’s story and literally and figuratively see themselves in it, believing that their involvement can somehow make a difference.

The nonprofit sector is growing rapidly, creating a major need for expert advice on how to manage these organizations effectively.

Branding for nonprofits is more than just your logo or name. Branding is telling your story to your audience and showing why YOU matter. It’s about the experience and perception your audience has of your organization online, in-person, and on paper.

So…why don’t you take advantage of visual content marketing storytelling?

nonprofit word cloud, nonprofit, organization, community, branding, marketing, society, cause

8 Habits of Effective B2B Content Marketers

8-habits-of-effective-b2b-content-marketersThe results from CMI’s 2015 B2B Content Marketing Benchmarks, Budgets, and Trends reveal that 86% of B2B marketers use content to attract and retain customers.

But what are the successful marketers really doing differently from others?

Here are 8 habits that successful B2B content marketers use:

Make content marketing strategy Documented and reviewed

Successful B2B content marketers have a fundamental  habit.

They document their content marketing strategy and transform their strategy into action. Also, they review the strategy whit their teams on an ongoing basis.

Involve your advocates in your content marketingb2b

Your company’s advocates can have a big impact on the quality of your content marketing. So, invite them (customers, partners, and employees) to get involved at every stage of your content process using an advocate marketing program. This process can generate ideas, participation in content creation, provide feedback, and they can also share your content through their social networks. In addition, this strategy can generate credibility and trust with your advocate.

Tell fascinating stories

Applying the key elements of journalism and storytelling can create more effective content marketing contents.

Firstly, Attract your audience with compelling stories focusing your stories on your audience’s key pains and opportunities , not your products or services.

Secondly, Use strong visuals to help illustrate the emotion in your story.

Finally, Create editorial guidelines and share them with your content team. This helps maintain a consistent voice throughout your content and helps your contributors comply with your brand and quality standards.

Manage your content development using Trello18ixcsrp44y9gjpg

Trello is a tool that helps you to  organize contents and to keep an eye on your progress. It can help you to keep track of hundreds of moving pieces at the same time by updating boards every day. It’s very useful in team work. Trello allows you to attach files and images to every board and to keep transcripts, multiple drafts, and photography in one place for every article. It also gives you the possibility to start a commenting thread on each page to stay up-to-date.

Create value using the skill of reading

Reading headlines, industry publications, trade publications, consumer trends, tech trends, fiction, and non-fiction is best way to understand which content trends are engaging in the present time.

The biggest misconception that a content marketer can have is to know everything. The writer needs to think through his objectives and put himself  in his audience’s shoes. Because there are so many different types of content marketing, it’s easy to get in error.

Always keep in mind the three main questionsiStock_000018475056Large[1]QuestionMarkMan_0

  • Why change? – Don’t talk about your solution or its benefits. Instead, focus around their pain. Get them to recognize that an issue exists. Share industry insights that helps them realize that their peers are experiencing similar issues.
  • Why now? – Help the prospect realize that the status quo isn’t just an issue but a real cost and business risk. Provide content that helps them quantify the cost of doing nothing.
  • Why you? – Each solution has unique advantages, but buyers often don’t notice the subtle differences among competitors. Today’s buyers are drawn to price and value as evaluating criteria. Communicate and quantify how your solution can deliver better business value.

Treat Internal Experts as a resource

When you properly manage your internal experts, you bridge the gap between content and customer relations. Which are inseparable.

A key habit for B2B content marketers is to manage internal experts as corporate assets. Your experts are treasure troves of knowledge and potential content. When you amplify their knowledge, they will not only be recognized as thought leaders but also as life savers by your customers. You must have processes for managing internal subject matter expertise. For example, capture the answers to questions that customers ask your experts. Then, repurpose these answers as a Q&A on your website to your knowledge base or as blog posts. Additionally, internal experts are often unaware of the opportunities that they have to nurture leads and may let customer relations sift through their fingers, along with your opportunity to create valuable content assets.

Persistently pursue your story.

In a Business oriented world you must create connections, nurture relationships, and perpetuate a dialogue with your audience, prospects, and customers. And you must do this while telling a compelling story and keeping tabs on what is and isn’t working from a business perspective.

  • Persistently pursue the story : In many industries, people often write about the same thing. Look for the right story within a topic and approach it from a fresh angle that will distinguish your content as great.
  • Consistently review and revise:  Good content marketers are always striving to make their content better. Hone your skills and use them to make every subsequent piece of content better than the last.
  • Always listen : The best content marketers consume far more content than they create. Keeping an eye on the content created inside and outside your industry can be a great source of ideas and inspiration.

Content Marketing Strategy in 5 Steps

content-marketingWhat is Content Marketing and its goal?

Content marketing is a technique that consists in creating and sharing relevant and quality content to attract and capture a target audience. It is a way of communicating with customers without having to sell them anything. Content Marketing seeks to generate marketing solutions from what makes a brand remarkable and unique, your proposal goes beyond the specific characteristics of products offering relevant and useful content to your audience to influence their lives. The final goal of a content marketing strategy is to attract new customers to generate conversions with them.

What does “relevant content” mean?

Relevant content means focusing on our audience may not be looking to purchase the product but that is constantly looking for information and would like to feel fully informed before deciding on a final product.

When the content that offers a brand is relevant to an audience, this tends to be shared, increasing its level of confidence by having a recommendation from people outside the brand who consider that the offered content may represent a solution for others.

The important part of a marketing proposal was traditionally brand differentiation. Now, in the digital world, the new paradigm is the relevance.

1. Define your goals Content-Marketing-Trends-Most-Important-Objectives1

You must identify the objectives for your content strategy that are specific and measurable that will later allow analyzing its succes or failure:

  • Increasing brand awareness
  • Generating leads
  • Reaching sales goals
  • Encouraging customer loyalty

You must make each objective in amounts or percentages that you want to get in a given period of time. These objectives can be updated and adjusted later.

2. Know your target audience

In order to properly communicate your messages and connect with your audience to reach, it is very important that you know your audience. Therefore, once you have identified the target to which you want to get, you have to analyze it and the right way to start this process is through the creation of a buyer persona. This is the base to determine the main characteristics, the background, understand this ideal customer, and create content that meets his or her needs. Depending on your brand and industry, you may want to develop primary and secondary buyer personas for different sub-groups within your audience.

Consider these key areas when developing your buyer personas:copyblogger_image

  • Age, sex, nationality
  • Education level
  • Employment experience
  • Income level
  • Personal life
  • Thoughts and emotions

3. Which content to create

Most of the content that you create has to answer the questions of your audience and meet their interests and needs, so you must understand very well what motivates them.

For that you should answer some questions:

  • What kind of content do your users tend to search?
  • Do you have some content that you can take advantage of?
  • What type of content do you need, beside from the ones that you already have

You can use several formats:

Infographics – capture the attention quickly

Videos – are very popular to inform or entertain audiences.

Guides – useful and very popular between readers, can do tutorials on programs, tools, products, services, etc.

Tutorials – learn how to do something or the resolution of problems.

Blogs – the most widely used content

Compilations – best articles related to a topic description

E-Books, Whitepapers, and Webinars.


4. Promotion and distribution

Content marketing isn’t just about developing targeted material. Half the job is about making sure you expose your content to the right people.

Some basic promotion strategies include:

  • Building an audience on social media and distributing your content to them
  • Submitting your blog posts to content communities
  • Working with influencers to broaden your reach
  • Using paid promotion methods (especially on social media)

Distribute your content is through various channels on the internet and participate in social networks to increase your visibility. According to the type of strategy and content be defined channels, the most common are:

  • Blog
  • Facebook
  • Twitter
  • Google+
  • Instagram
  • Pinterest
  • LinkedIn

5. Analysis of your progress

This last step is one of the most important. The measurement is essential to know if what you’re doing is working or not and to establish the next steps. You have to measure everything you do and eliminate those things that do not work.


To do so, it is essential to use a tool of measurement, and Google Analytics is one of the most powerful. With it you can:

  • Analyze the behavior of your users
  • Know how much time spend on your website
  • Know if you have read your content, and which of them
  • Know the number of visits that receives your web page
  • The number of users that visit your web page. etc.
canva by Aldo Gallesi. Photo online.