Endorsements and content marketing experts have known for decades that to get people to engage with your brand and make an emotional connection with your message, you need to get their name in front of their eyes first. But what exactly does a content marketing strategy entail?

From introduction:

Content marketing is the process of creating content through which you market your business to existing and prospective customers.

The content you publish online consists of articles, blogs, video content, Twitter and Facebook posts, surveys, infographics, social media posts, ads, eBooks, and whatnot. But in terms of any business’ content marketing strategy, the approach is standard. A content marketing strategy should consist of three main items:

Initial Editorial: What you write and say about your product or service from the beginning is the most important content you create. We should have a constant flow of new posts and information, making sure that it’s unique, concise, and engaging. The writing is paramount. Distinctive personality You can imagine that, after writing posts, it’s hard to come up with ways to make the content better. It’s more important to have a distinct personality than to work on phrasing and even grammar. Personalize This is the most important element. Personalization is creating content, regardless of the platform that it is published on, that’s personal to your brand. You can see what you can customize in the following picture that comprises of the gender and age of each person: While it’s more useful to change the gender and age of users because it’s more “synchronized,” this is something you can include in most any article, no matter the medium. Mentioning someone as “guest” is redundant. Your comments should be personally relevant, as well as unique. Create value This is something that isn’t directly tied to content marketing. Value is defined as the attitude toward an issue, especially when you’re discussing one that affects the clientele or your audience. Content marketing is good in establishing some sort of value, but it’s important to have the personality to name at least one thing that you can offer in return in a series of posts. If you’re selling books, it might be obvious, but it’s also good to notice what you can deliver in return that is unique to your business. A certain demographic seems interested in the lifestyle of a certain wedding planning blogger and how it relates to their lives. What’s in return? How is that becoming different? Link to brand mentions In the publication of an article, it’s relatively easy to share it on social media or email. What’s more important is that the author and/or publisher makes comments on it, too. This isn’t something that you can take advantage of every day. When you do it, it can give your clients a different perspective about the brand.

Up next: How do you use one of your employees as a content marketing resource?