How to Run Successful Content Marketing

There are many ways to foster the connection between your brand and your customers. As co-founder of Firon Marketing, I’ve helped companies successfully grow this connection through social media, a blog, videos, case studies, sample books, and more. With all the different content options, how do you choose what’s best for you?

First, what is the benefit of content marketing? It’s not just about connecting customers to your brand. When a potential customer goes to your social media profile and sees content, it gives that person a sense of trust. When there is communication through shares or comments, the bond between the customer and the company is strengthened.

With quality content, you also give your brand authority and credibility in your niche. You’ll see how content drives traffic, whether directly from SERPs (search engine results pages) or through your social media presence. All of this can lead to increased sales.

So how do you scale your content marketing to make the most of what it has to offer as your business grows? Here I have broken it down into a few easy steps.

have a strategy

To start anything, you need to have a plan. At the most basic level, this means allocating resources to content marketing, identifying your goals, and double-checking what you already have in terms of content.

The next step is to develop your strategy, from content types to frequency. This strategy guide can include social media posts, blog topics, video ideas, and more.

Examples of social media posts could be tips highlighting your niche or testimonials from people who have used your product. Blog topics can include SEO-verified tips of your trade, helpful explanations, or other ideas that your customers might be interested in. Including your customer base is a great way to get people excited and wanting to see more too.

Get started and keep an eye on progress

In short, you need to start, you need to be consistent, and you need to check how it works for your brand. Start with your team of writers and SEO experts to create the content. Remember to be consistent with it. If you post a video every week, try not to miss a week. If you’re mixing things up, make sure you’re not posting the same type of content two days in a row. Humans like stability.

And finally, you have to pay attention to how it works. You need to be plugged into the KPIs (Key Performance Indicators) of your blogs or social media posts. How many people read blogs? How many followers have you gained in the last month and what is the engagement like on your posts? What can you do to increase these numbers?

Consider your income

More importantly, you’ll want to try to quantify how your content strategy is generating your revenue. If it’s having the impact you were hoping for, you’ll have to consider whether or not you should allocate more resources to your content marketing.

I realize it can be a lot. With content marketing, you can choose to use in-house employees or hire a marketing agency that will do everything from content marketing to social ads to boost your brand awareness and customer engagement. Either way, the ROI of well-executed content marketing is often high, so it’s worth considering it as part of your overall marketing strategy.

Avoid making fixable mistakes

While we’re talking about well-executed content marketing, you might also be wondering what you absolutely shouldn’t be doing. Here are just two of my biggest pet peeves with content marketing that I see all the time:

We don’t have a good SEO strategy. This is a key part of content marketing in terms of your website. If I took a look at the backend of your site and saw Yoast’s default settings, I’d know it’s time for you to learn more about SEO. You need to have your descriptions in place so that when a user searches for your product, they see an accurate answer.

The second is typos. It’s so simple and can be avoided with a little care. The thing is, your audience will form a negative opinion of you and your business if you have spelling mistakes.

These are two very quick examples of things you can take care of right now to up your content game. Be sure to pay attention to what Google shows users and what you put on the page.

The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.