Content marketing guidelines

Content marketing guidelines




Content marketing is an important part of any digital marketing strategy. Creating high-quality, valuable content allows you to attract and engage your target audience. However, it’s not as simple as just writing blog posts or making videos. To be successful with content marketing, you need to follow some key guidelines. Here are some important content marketing guidelines to keep in mind:

Do Keyword Research

The foundation of great content is doing proper keyword research. You need to identify keywords and phrases that your target audience is searching for and optimize your content around those terms. Use keyword research tools like Google Keyword Planner, SEMrush, or Ahrefs to find popular and long-tail keywords with good search volume and low competition. Focusing your content around the right keywords will help it get found in search.

Create Different Types of Content

Don’t just stick to one format of content. Create a variety of content types like blog posts, infographics, videos, podcasts, and more. Different types of content appeal to different learning styles. Mixing up your content makes it more engaging and helps you connect with more people. Here are some popular content formats to consider:

  • Blog posts
  • Infographics
  • Videos
  • Podcasts
  • Webinars
  • eBooks
  • Research reports/whitepapers
  • Interactive content like quizzes, calculators, etc.

Optimize for SEO

Make sure to optimize your content for search engines. Do things like:

  • Include your focus keywords naturally in titles, headers, meta descriptions, alt text, and content.
  • Make content easily scannable with headers, bullet points, short paragraphs, and bolding.
  • Include internal links to other relevant pages on your site.
  • Create schema markup for richer indexing.
  • Write long-form in-depth content exceeding 2,000 words.

SEO optimization will help your content rank higher and drive organic traffic.

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Create Compelling Headlines

Your headline makes the first impression on readers. An engaging headline that speaks directly to your audience will capture attention and encourage clicking and sharing. Some best practices for headlines include:

  • Front-load headlines with your focus keyword for SEO.
  • Use numbers, lists, how-to, questions, and emotions to create interest.
  • Make them specific and targeted. Vague headlines won’t cut it.
  • Keep headlines scannable, under 60 characters, and compelling.

Spend time crafting great headlines to boost engagement.

Structure Content With the Reader in Mind

Think about how your readers will consume your content and structure it accordingly. Use principles like:

  • Inverted pyramid structure – Start with the conclusion first, most important info up top.
  • Scannable formatting – Short paragraphs, lists, bolded text, subheaders, etc.
  • Simple explanations – Define industry jargon and technical terms.
  • Useful takeaways – Include actionable tips, next steps, and insights.
  • Multimedia – Break up text with relevant images, graphics, videos and polls.

Making your content easy to digest ensures readers stay engaged and call to actions are clear.

Promote Your Content

Just creating amazing content isn’t enough. You also need to actively promote it to drive traffic, leads, and conversions. Content promotion tactics include:

  • Link building outreach – Reach out to publishers for backlinks.
  • Social media marketing – Share your content across all social channels.
  • Email marketing – Promote new content in your email newsletters.
  • Paid ads – Run ads pointing to your content.
  • Site pop-ups/banners – Cross-link content on your website.
  • Influencer marketing – Have influencers share and create content.

Amplify the reach of your content through both organic and paid distribution methods.

Analyze Performance

You need to track the analytics of your content marketing efforts. Look at metrics like:

  • Traffic
  • Leads/conversions
  • Engagement
  • Backlinks
  • Social shares
  • Scroll depth
  • Bounce rate
  • Goal completions

Analyze this data to see what content resonates most with your audience. Then produce more of that successful content. Continuously optimize your strategy based on performance.

Foster User-Generated Content

User-generated content (UGC) in the form of ratings/reviews, comments, social shares, etc. is extremely valuable. UGC builds trust and credibility. Actively encourage your audience to engage with your content. Ask questions to spark discussion. Make it easy to share through social media buttons. Monitor UGC and respond when appropriate. Showcasing UGC gives you free promotional content.

Be Consistent

Effective content marketing requires playing the long game and continually publishing new content. Posting inconsistently will cause you to lose relevancy. Stick to a consistent content calendar and promotion strategy. Maintain the same voice, style, and quality across your content library. Consistency establishes you as an authority in your niche.

Focus on implementing these key content marketing guidelines and you’ll see great results from your efforts. Monitor what works and continue optimizing your strategy. The work you put into content creation and promotion will pay off.

Additional Content Marketing Tips

Here are some additional helpful tips for creating standout content:

  • Interview experts in your industry to provide unique insights you can’t get elsewhere.
  • Curate content like links to other helpful resources to build value.
  • Make content visually appealing through custom graphics and eye-catching designs.
  • Tap into current news or trends related to your niche to capitalize on interest.
  • Repurpose content into different formats to improve ROI. Turn a blog post into a video or podcast.
  • Guest post on authority sites in your space to expand your audience.
  • Collaborate with influencers to co-create and cross-promote content.
  • Produce timely seasonal content like guides around holidays to boost traffic.
  • Optimize content for voice search by using natural dialogue and commands.

Keep these additional tips in mind as you build out your content marketing strategy and look for new ways to improve.


Successful content marketing relies on a strategic, optimized approach. Just creating generic content and hoping for the best won’t cut it. Follow these content marketing guidelines around keyword research, SEO, promotion, analysis, and more outlined in this article. Keep producing valuable content tailored to what your readers want. Consistently provide amazing content across different formats. Stay agile, monitor performance, and continue optimizing. By putting in the work to implement these guidelines, your content will engage your audience and achieve powerful business results.


  1. Hubspot. The Ultimate Guide to Content Marketing in 2022. Retrieved from 
  2. Semrush. Content Marketing Guide for 2022. Retrieved from 
  3. Neil Patel. Content Marketing Guidelines: How to Create Content That Generates Leads. Retrieved from


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