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The Ultimate Guide to Content Marketing: Best Evergreen Do’s and Don’ts

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The main goal of Content Marketing is to convert the audience into paying customers. But this goal is not an easy task. People who manage marketing campaigns don’t just create something and post it elsewhere.

Content marketing requires a lot of planning, strategies, and research to be done to achieve the desired goal at hand.

Content marketing is an important aspect of a business to become successful. If you don’t spend time and effort producing great business content, it’s more likely to fail. Therefore, as early as now, invest in it.

Here are the do’s and don’ts you must take into consideration when creating content for your campaigns.

DO Some research

It’s exciting to dive into making content and share it with the world, but not all content is effective. The best way to know what works and what doesn’t is to do some research.

With in-depth research, you’ll be able to know who your audiences are, what they want, and what marketing strategies will be effective to get your target audience’s attention.

Hire an expert

If you think that you don’t have the skill to market your business, you can always hire an expert.

Instead of trying many things and constantly wasting money and time, hiring a team of marketing experts to manage every aspect of your internet marketing goals is best.

A marketing team not only includes professionals in marketing alone. It’s comprised of web designers, writers, developers, and more.

Understand your audience

At the beginning of this article, it was mentioned that we need to do some research. The importance of doing research is that you’ll be able to know what your audience wants and needs.

Delivering content based on what your audience desires is the key component of a successful marketing strategy.

Your audience determines what you should market. If they are satisfied with what you deliver, they will help spread the word about your business or content to others.

Therefore, increasing traffic to your website or more potential customers brought into your business.

Explore every platform

With 4.3 billion internet users, you can now easily reach your customers through online platforms. One of the best ways to reach customers or audiences is to use social media to share your content.

In today’s age, almost everyone is on social media, whether it be Twitter, Facebook, Instagram, or others.

These 3.4 billion active social media users are your target to establish your brand.

The more you use different platforms for your content, the more likely it is to be noticed by many, and you’ll be able to reach more readers.

But don’t just post on every social media platform. Look for the right platform that best suits your brand or marketing strategy.

Know who your competition is

When designing a marketing strategy, you don’t only take note of what your customers or audiences want. You must also take into consideration what your competitors are doing or not doing.

Knowing what your competitors are up to will give you an idea of what content is selling or not selling, what they are not yet delivering to the audience, and what they are doing well in the industry.

Create emotionally engaging content.

Today, people make decisions based on their emotions. If you want to get more of an audience and turn them into paying customers, you must include emotionally-provoking content for people to engage with.

Emotional content triggers people’s emotions and helps them connect to your brand.

Track the activity of your content

After planning your content, you are ready to share it with the world. But that’s not the end.

Content marketing is a never-ending story.

You plan, publish, and track.

This cycle is what marketing is all about to generate more income for a business.

Tracking how your marketing campaign has performed can help you either move forward or solve problems.

Knowing what’s going on around can give you a picture of where you need to focus your time more.

Some tools are available for you to track the analytics of your website or your content.

Write and schedule consistently.

When producing an effective marketing strategy, quality content is not the only thing that is needed.

If you want to retain your readers or audience and drive more traffic to your website, you must consistently produce excellent content.

There are content scheduling software and apps you can use to help you and your team post your content on a specific time and date. Some tools to try, whether free or paid, are Buffer, Hootsuite, SocialOomph, and more.

Try different forms of content

What your audience wants sometimes differs from one piece of content to another.

About 6 out of 10 people watch videos online more than they watch TV.

Even Facebook said that live videos are 3x more viewed than recorded videos.

Therefore, when planning your content, take into consideration different ways to deliver your various pieces of content.

You can use infographics, images, podcasts, videos, and a lot more. Experiment on these different content strategies and find out which platforms your users prefer.

DON’T Sound like a Salesperson.

Your marketing strategy aims to generate more income, but bombarding your audience with sales content will only make them go away.

Produce content that adds value to your customers. In that way, customers will be more drawn to your brand and more likely to purchase from you.

Don’t forget to engage.

Content marketing also entails how you build your relationship with your audience.

As it is a never-ending story, part of your marketing strategy is to reply to comments, like, and build a relationship with your audience.

Reach out to your users and stay in touch with them. In this way, it is possible to retain your customers, and they are more likely to recommend you to others.

Don’t Forget keywords.

Producing consistently with meaningful and engaging content helps boost your traffic, but one thing must be taken into consideration.

You may please your users, but you must also know how to get along with Google’s search engine algorithm A.K.A. SEO.

Don’t neglect the importance of searching for keywords. This will generate more traffic to your website.

Copy what others are doing.

Knowing what your competitors are doing is one thing you need to know when deciding on your content strategy.

But this doesn’t mean you have to copy what they are doing. If you want your brand to stand out, you must have a unique voice in your niche.

Think about quantity

Consistency is required when it comes to content marketing, but consistently producing poor-quality content shouldn’t be.

Your content must be rich in quality and add value to your users’ life in one way, shape, or form.


These do’s, and don’ts lists will guide you and your team when creating a great strategy for your content marketing needs. Consider them to ensure that you are producing high-quality content for your marketing strategy.



John Ocampos is an Opera Singer by profession and a member of the Philippine Tenors. Ever since, Digital Marketing has always been his forte. He is the Founder of SEO-Guru, and the Managing Director of Tech Hacker. John is also the Strategic SEO and Influencer Marketing Manager of Softvire Australia – the leading software eCommerce company in Australia and Softvire New Zealand.

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