Content Marketing Basics

Content marketing is one of the most effective strategies that companies can use in their promotional efforts. When companies are able to create valuable, informative, and entertaining content for consumers, they will generate a lot more sales.

That’s because, through the use of content marketing, companies can establish themselves as experts in their industry or niche, and consumers will see those companies as their go-to sources on a subject whenever they need to research it.

There are several steps that companies need to take if they want to create valuable and compelling content that caters to the needs of the target audience and converts more consumers.

Target Audience

The first step in creating compelling content for a company’s target audience is researching what that audience wants to see. It’s important that companies build their promotional campaigns from the point of view of the consumers rather than of the company’s.

The key is subtlety, as companies need to use messages that can convey a positive image for their consumers, without speaking ill of any competitors.

Before publishing any promotional messages for the target audience, it’s important to run tests and see how the consumers might respond to various types of content and messaging. It’s important to figure out which content will generate the best results for a business.

Objectives and Goals

Companies need to know what they want to achieve with their content marketing campaigns, as well as how to get those results, in order to create effective promotional campaigns.

That’s why it’s important to define a campaign’s objectives and goals as early as possible, to figure out which strategies can best support those goals and generate positive results. That means segmenting the target audience and determining which segments should receive which messages, which should depend on their values or their stages in the buying journey.

Determining a company’s goals and objectives for a promotional campaign early will bring clarity and inform all of their strategies, tactics, and activities throughout the campaign.

Working Strategy

As with most business operations, companies also need to choose the right working strategy when it comes to their promotional efforts. It’s important that businesses make a clear distinction between their public relations tactics and their public relations strategies.

Tactics involve the day-to-day activities that companies implement to carry out the strategies they’re using. On the other hand, strategies are general approaches that a business uses to achieve its PR goals and objectives.

Distinguishing between the two helps a business choose the right promotional approach, and one that best suits a company’s needs. With the right working strategy in place, companies will be a lot more likely to achieve the desired results with their promotional campaigns, which ultimately results in more conversions and sales.


Matthew Caiola serves as Co-CEO at 5W Public Relations, managing the overall growth, direction and day-to-day business of the Corporate & Technology Communications Divisions and Digital Marketing. With more than 17 years of PR experience, Matthew leads teams in launching and building high-growth tech companies, disrupting industries, building global brand resonance through thought leadership, C-Suite profiling, and speakers’ programs, as well as crisis communications across a variety of industries.

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