How to Build a Content Marketing Creation & Promotion Machine

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Building a content marketing strategy is a lot like building a house, says Visme's Farzad Rashidi .

You need a good foundation and infrastructure and a nice facade.

You need to have a clear understanding of the best keywords that will attract readers to content and determine the most relevant channels to publish content.

But creation should only account for 20% of your time.

80% should be devoted to promotion and distribution, as well as updating and refreshing existing content.

That's the formula for content marketing success.

Key takeaways

Spend about 20% of content resources on creation and 80% on promotion. If that is not affordable, publish less, such as one very good blog post a month, and spend the rest of the month promoting it.

Prioritize opportunity keywords, meaning phrases with high search volume and clicks, real commercial intent, and relatively low competition from the big players in your industry.

Promotion means earning links from authoritative sites. Find non-competing posts that briefly mention your topic, or study who links to the top 10 results, and pitch those authors.

Audit content every six months. Delete posts with no links or traffic, and update posts that have backlinks but are slipping in rankings.

Content is not right for every company. Software sold on $100K+ licenses may be better served by outbound sales and events, since those buyers are not searching Google for it.

How to Build a Content Marketing Creation & Promotion Machine

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