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- Content Engine Content Marketing
- Dec 24
- 5 mins read
Your Content Marketing Strategy Should Start at the Core

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It seems like every week and year brings a new high-profile reason to update your digital marketing strategy. For Google in particular, recent decision-making has pushed them away from the long-standing trition of structured data markup. With limited access to information, the notion of handing over ownership of “real-time data” to a “black hat” attacker has some researchers not too happy. That brings us to a recent study from Jakob Nielsen which indicates that text content plays a greater role in how people perceive you as a brand, than profile photo in a promotional article. In fact, other studies have also concluded the same. The interesting thing about these findings is that they seem to ignore Google’s more mainstream publishing strategy. Building content is a wise investment. In fact, it’s a large part of building trust in the le generation process, or as the Nielsen study says:
“In practice, the biggest content-creation challenge remains the follow-through with content. A well-executed content marketing strategy seems to recognize that building and maintaining an audience and generating sales are important objectives, but sometimes content can be forgotten about. ”
Creating your best content strategy in dition to giving your visitors the best experience on the web should help you stand out. Taking a look at the strategies and tactics available to you, here are some important strategies to consider. Know Your Target Audience
Without an audience, your content and your strategies on how to create more of it becomes highly subjective. You want to know how users see you, and what they think is unique to your brand or business. More likely than not, if you are targeting marketers, that your users will be facing similar challenges as those you might encounter during a B2B marketing or branding/prospecting meeting. In certain cases, it might be worth chatting with users about their day and the issues they encounter during their workday, and then creating content around that topic. Who are your ideal customers? What issues, issues, and concerns do you want to cover, and how can you best provide that through your content? Knowing that may be a key part of planning your strategy. Also, you should think about the value of each piece of content in relation to your community and the general audience. Knowing how your audience feels about content is also imperative to the success of your content marketing campaign. Create (on Purpose) Content for Your Target Audience
You need to make sure your content is dedicated to your target audience. You need to connect the dots between the audience you’re targeting. How are they consuming your content? What make up are they doing? Are they spending time on your site or elsewhere on the web? What are they reing, or where are they spending their time on your page? Is their break going to your site? Do they have media, or what media? By the time you’ve taken the time to figure that out, many of them have alrey seen your content. For others, it may be that a specific format isn’t working for them, so you’ve got to create something different. This isn’t always as simple as you think it is though. You might have a channel that doesn’t do well with vertical content. Or a website, or content management system, that doesn’t support your topic in any way. Also, be sure your content fits your site and/or content management system, and you’ve got to find out what specific challenges users are having, and what you can do to help them out. Email, or any campaign, needs to make sure it’s valuable to the right people. Choose the Right Tone
Tone is one of the biggest areas when it comes to content marketing.For most websites or content marketing campaigns, the goal of a tone has two main elements:
Sensitivity
The tone that you use to deliver content is the subject matter that your marketing goal is affecting. You want to use an easy-to-understand tone that dresses the issue on your target audience’s minds in a completely modern and relevant way. This is the real-time media type of tone we’re referring to. The language in a tone is a reflection of the tone of content that it’s created for. There are four main categories to think about when choosing a tone:
Likeness
Sincerity
Utility
Intense
Intense tone is created by using the sense of urgency and shock that such sound is. Likeness tone is a more subtle approach and you need to make sure the content is relevant to the topic you’re doing content for. More of an interesting tone makes you more approachable, and your audience is more likely to engage and keep reing.
Sincerity and Utility are two other tone categories. Effective content is personalized and simple, and trustworthy is powerful. You’re trying to build credibility by creating a valuable data point that will help your target audience. ditionally, ensuring that your content is interesting, useful, or interesting can make you more memorable. These kinds of tone areas can be a bit more cumbersome to work through, but they aren’t difficult.
Utility, on the other hand, begins with the data that you provide. There’s a safety valve that you can use when you’re making data-based content. Utilizing visual as a tool is a great way to make content for use with images easier and more accessible.
You want to consider creating content in various parts, for each of these modes. You want the content to be process-oriented, which means that it’s geared toward delivery a clear stepwise process of your end. Your data use has to be driven by that process in order to communicate an image you want your audience to take when they use your content.
Utilizing the data can be done using current events. If you’re doing an influencer content campaign, you can create content that’s heavily focused on a main event such as the Oscars this week. For brand building, if you’re using data, you want to provide insights about the most popular product or phrase.
I’m highlighting the top quality “vibe” in a different tone category to give you a better idea of what’s possible when you get content done from this platform. We’re not only looking for content that’s relevant and interesting, but also ones that is relevant and interesting to the context of the medium you are creating. Bottom line, if you create content that your audience identifies with and encourages, they’ll also feel the vibe of your content. You want to make sure your content is a group effort, with your writing, editing, video, design, and/or visual elements, all done well together in the environment that your content is creating.
1. Visibility by Content Workflow
Most forms of content are largely created outside of the building. We’re spending a lot of time on our computers, phones, and tablets as we browse the web or pick up different types of information. All of this is done without much thought about the content that we’re creating. We simply type out the webpage or video piece or article that we want and press “publish.”
The most successful content is the type of content that is completed with an eye toward how we can offer value to the reers and why we are standing out of the crowd. The content creation process at the brand (whether paid or owned) or marketing department should always be linked directly back to the tone in a tone you want to use for the content. You should be aiming for being the recipient of your audience’s eye. I say “attract” because like the old saying goes, “attract is the journey, not the destination.” The short and sweet content that is appealing is more than likely going to be the content that people are going to interact with first, which is why content should be a “trending” topic.
Because the platform is visual, it’s important that the content has a strong dynamic between the images. Visibility has a strong emotional attachment that we can immediately feel when we’re looking at the content and reing it. To capture that emotional attachment, the videos are extremely important. Using the emotions of your content as your pulse is a great way to ensure your content delivers great value for your reers and listeners, which will translate to increases in reach.
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