{"id":13326,"date":"2024-01-12T09:00:00","date_gmt":"2024-01-12T12:00:00","guid":{"rendered":"https:\/\/cmlo.co\/?p=13326"},"modified":"2024-01-12T14:39:40","modified_gmt":"2024-01-12T17:39:40","slug":"marketing-de-conteudo","status":"publish","type":"post","link":"https:\/\/cmlo.co\/en\/marketing-digital\/marketing-de-conteudo\/","title":{"rendered":"Content Marketing: From Planning to Execution"},"content":{"rendered":"<style>.elementor-13326 .elementor-element.elementor-element-5e9772f3{--display:flex;}<\/style>\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"13326\" class=\"elementor elementor-13326\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5e9772f3 e-flex e-con-boxed e-con e-parent\" data-id=\"5e9772f3\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-28e09163 elementor-widget elementor-widget-text-editor\" data-id=\"28e09163\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Content marketing is one of the most effective strategies for attracting, engaging and converting customers on the Internet. But how to execute <\/span><a href=\"https:\/\/cmlo.co\/en\/marketing-digital\/marketing-para-grandes-empresas\/\"><span style=\"font-weight: 400;\">strategy<\/span><\/a><span style=\"font-weight: 400;\"> in a planned and efficient way? How do you get good results?<\/span><\/p><figure id=\"attachment_13328\" aria-describedby=\"caption-attachment-13328\" style=\"width: 1122px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-13328\" src=\"https:\/\/cmlo.co\/wp-content\/uploads\/2024\/01\/grafico-de-rascunho-de-design-de-layout-de-e-book.jpg\" alt=\"Gr\u00e1fico de rascunho de design de layout de e-book\" width=\"1122\" height=\"851\" title=\"\" srcset=\"https:\/\/cmlo.co\/wp-content\/uploads\/2024\/01\/grafico-de-rascunho-de-design-de-layout-de-e-book.jpg 1122w, https:\/\/cmlo.co\/wp-content\/uploads\/2024\/01\/grafico-de-rascunho-de-design-de-layout-de-e-book-300x228.jpg 300w, https:\/\/cmlo.co\/wp-content\/uploads\/2024\/01\/grafico-de-rascunho-de-design-de-layout-de-e-book-1024x777.jpg 1024w, https:\/\/cmlo.co\/wp-content\/uploads\/2024\/01\/grafico-de-rascunho-de-design-de-layout-de-e-book-768x583.jpg 768w, https:\/\/cmlo.co\/wp-content\/uploads\/2024\/01\/grafico-de-rascunho-de-design-de-layout-de-e-book-16x12.jpg 16w\" sizes=\"(max-width: 1122px) 100vw, 1122px\" \/><figcaption id=\"caption-attachment-13328\" class=\"wp-caption-text\">Draft e-book layout design graphic<\/figcaption><\/figure><p><span style=\"font-weight: 400;\">In this article, we'll explain everything you need to know about the subject, from concept to execution. Follow along!<\/span><\/p><h2><span style=\"font-weight: 400;\">What is content marketing and what is it for?<\/span><\/h2><p><span style=\"font-weight: 400;\">Content marketing is a form of communication that aims to educate, inform and entertain a brand's target audience by creating and distributing relevant and valuable content.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The purpose of content marketing is to generate authority, trust and rapport with potential customers, leading them to move forward in the buying journey and make decisions that are favorable to the business. As such, the strategy can be used for a variety of purposes:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increase organic traffic to the brand's website or blog by optimizing it for search engines (SEO);<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Generate qualified leads, i.e. contacts who show interest in the solution offered by the brand, by offering rich materials (e-books, webinars, infographics, etc.);<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Nurturing and educating leads through content that clarifies their doubts, pains and needs at each stage of the buying journey;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increase sales conversion through content that shows the benefits, differentials and success stories of the brand's solution;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Building customer loyalty and delight through content that adds value, generates satisfaction and encourages recommendations.<\/span><\/li><\/ul><h3><span style=\"font-weight: 400;\">Advantages<\/span><\/h3><p><span style=\"font-weight: 400;\">Content marketing brings several advantages to brands that invest in this strategy. Here are some of them:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">According to one <\/span><a href=\"https:\/\/www.rdstation.com\/resources\/wp-content\/uploads\/sites\/3\/2019\/06\/Maturidade-do-Marketing-Digital-e-Vendas-no-Brasil.pdf\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">RD Station survey<\/span><\/a><span style=\"font-weight: 400;\">94% of companies invest in content marketing strategies.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">According to the Content Trends report, companies that adopt the strategy generate 2.6 times more visits and 3.7 times more leads than those that do not.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Content marketing also has a positive impact on SEO (Search Engine Optimization), which is optimization for search engines such as Google. This is because by producing relevant and optimized content with the right keywords, the company increases its chances of ranking in the top positions of organic results, attracting more qualified visitors to its website or blog.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Content marketing also helps to build a loyal and engaged audience, which consumes and shares the brand's content, generating more reach and visibility.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It also helps to educate the market, showing the target audience the benefits and solutions that the company offers, as well as removing doubts and objections that could prevent them from buying.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Finally, it generates a competitive edge for the company, which positions itself as a reference in its segment, generating more credibility and authority.<\/span><\/li><\/ul><h2><span style=\"font-weight: 400;\">Best content marketing strategies<\/span><\/h2><p><span style=\"font-weight: 400;\">There are several ways of doing content marketing, but some stand out for their efficiency and popularity. Check them out:<\/span><\/p><h3><span style=\"font-weight: 400;\">Inbound marketing<\/span><\/h3><p><span style=\"font-weight: 400;\">It's a <\/span><a href=\"https:\/\/cmlo.co\/en\/marketing-digital\/omnichannel-inbound-como-construir-um-plano\/\"><span style=\"font-weight: 400;\">digital marketing methodology<\/span><\/a><span style=\"font-weight: 400;\"> which consists of attracting, converting, closing and delighting customers through relevant content on different digital channels.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Inbound marketing follows the stages of the customer's buying journey and uses tools such as blogs, social networks, email marketing and marketing automation to generate results;<\/span><\/p><h3><span style=\"font-weight: 400;\">Video marketing<\/span><\/h3><p><span style=\"font-weight: 400;\">Video marketing is a way of producing and distributing content in audiovisual format.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The strategy can be used for various purposes, such as educating, informing, entertaining, persuading and moving the public. The videos can be published on platforms such as YouTube, Facebook, Instagram and TikTok.<\/span><\/p><figure id=\"attachment_13330\" aria-describedby=\"caption-attachment-13330\" style=\"width: 1060px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-full wp-image-13330\" src=\"https:\/\/cmlo.co\/wp-content\/uploads\/2024\/01\/jovem-blogueira-gravando-video-para-a-camera-camelo.jpg\" alt=\"Jovem blogueira gravando v\u00eddeo para a c\u00e2mera\" width=\"1060\" height=\"706\" title=\"\" srcset=\"https:\/\/cmlo.co\/wp-content\/uploads\/2024\/01\/jovem-blogueira-gravando-video-para-a-camera-camelo.jpg 1060w, https:\/\/cmlo.co\/wp-content\/uploads\/2024\/01\/jovem-blogueira-gravando-video-para-a-camera-camelo-300x200.jpg 300w, https:\/\/cmlo.co\/wp-content\/uploads\/2024\/01\/jovem-blogueira-gravando-video-para-a-camera-camelo-1024x682.jpg 1024w, https:\/\/cmlo.co\/wp-content\/uploads\/2024\/01\/jovem-blogueira-gravando-video-para-a-camera-camelo-768x512.jpg 768w, https:\/\/cmlo.co\/wp-content\/uploads\/2024\/01\/jovem-blogueira-gravando-video-para-a-camera-camelo-18x12.jpg 18w\" sizes=\"(max-width: 1060px) 100vw, 1060px\" \/><figcaption id=\"caption-attachment-13330\" class=\"wp-caption-text\">Young blogger recording video for the camera<\/figcaption><\/figure><h3><span style=\"font-weight: 400;\">E-mail marketing<\/span><\/h3><p><span style=\"font-weight: 400;\">Sending commercial emails is also an excellent way of communicating with leads and customers.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Email marketing can be used to send newsletters, offers, news, invitations, tips or any other type of content that adds value to the recipient.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">As such, it's an effective way of nurturing leads with relevant information throughout the buying journey, as well as maintaining the relationship with customers after the sale.<\/span><\/p><h3><span style=\"font-weight: 400;\">SEO<\/span><\/h3><p><span style=\"font-weight: 400;\">SEO in content marketing is a strategy that seeks to improve the positioning of websites or blogs in search engines such as Google, increasing organic traffic and the visibility of these pages on the Internet. <\/span><a href=\"https:\/\/cmlo.co\/en\/marketing-digital\/o-que-as-agencias-de-marketing-podem-fazer-pela-sua-empresa-na-internet\/\"><span style=\"font-weight: 400;\">internet<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p><p><span style=\"font-weight: 400;\">To do this, the strategy involves various factors, such as choosing the right keywords, optimizing titles, meta tags, images, loading speed, responsiveness, quality and relevance of the content, among others.\u00a0<\/span><\/p><h3><span style=\"font-weight: 400;\">Rich materials<\/span><\/h3><p><span style=\"font-weight: 400;\">They are more in-depth and complete than ordinary content, such as blog posts or videos.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Rich materials can be e-books, webinars, infographics, podcasts, white papers, checklists, worksheets, among others. The main objective in this case is to generate leads, as these materials require prior user registration in order to access them.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">In addition, rich materials help to educate the market and generate authority for the brand.<\/span><\/p><h2><span style=\"font-weight: 400;\">Content marketing and the customer buying journey<\/span><\/h2><p><span style=\"font-weight: 400;\">Content marketing is closely related to the customer's buying journey, which is the path they take from the moment they recognize a problem to the moment they decide on a solution.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">It basically consists of four stages: learning and discovery, problem recognition, solution consideration and purchase decision. Therefore, the content must offer value to the customer at each stage. Here are some examples:<\/span><\/p><h3><span style=\"font-weight: 400;\">Learning and discovery<\/span><\/h3><p><span style=\"font-weight: 400;\">At this stage, the customer doesn't yet know that they have a problem or a need. The aim of content marketing, then, is to arouse their interest and educate them on the subject. The most suitable content is blog posts, videos, podcasts and infographics that cover general and introductory subjects.<\/span><\/p><h3><span style=\"font-weight: 400;\">Recognizing the problem<\/span><\/h3><p><span style=\"font-weight: 400;\">This is when the customer realizes that they have a problem or a need that needs to be solved.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">At this stage, content marketing must offer ways to help the customer identify and understand their problem or need, showing the causes, consequences and possible solutions.<\/span><\/p><p><span style=\"font-weight: 400;\">In this case, the most suitable content are e-books, webinars, white papers and success stories that cover more specific and in-depth subjects.<\/span><\/p><h3><span style=\"font-weight: 400;\">Considering the solution<\/span><\/h3><p><span style=\"font-weight: 400;\">At this stage, the customer already knows what their problem or need is and is looking for the best solutions to solve it.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The aim of content marketing is therefore to show that the solution offered by the brand is the best option for them.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The most suitable content are comparisons, testimonials, demonstrations and free evaluations that address the benefits, differentials and results of the brand's solution.<\/span><\/p><h3><span style=\"font-weight: 400;\">Purchasing decision<\/span><\/h3><p><span style=\"font-weight: 400;\">The final stage is when the customer has chosen the best solution for their problem or need and is ready to buy.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">At this stage of the buying journey, you should offer content that encourages the customer to make the decision to buy, showing testimonials, success stories, guarantees, special offers or any other element that generates confidence and urgency.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The most suitable content are offers, discounts, guarantees, bonuses and calls to action that address the commercial conditions and incentives for purchase.<\/span><\/p><h2><span style=\"font-weight: 400;\">From planning to execution: how to do content marketing?<\/span><\/h2><p><span style=\"font-weight: 400;\">To do content marketing efficiently, you need to follow a few steps. See what they are:<\/span><\/p><h3><span style=\"font-weight: 400;\">Make a strategic plan<\/span><\/h3><p><span style=\"font-weight: 400;\">Strategic planning is essential for aligning your actions with your goals and optimizing your resources.<\/span><\/p><p><span style=\"font-weight: 400;\">So before you start producing your content, define the objectives, goals, indicators and budget for your content marketing strategy. Align these elements with your brand's mission, vision and values.<\/span><\/p><h3><span style=\"font-weight: 400;\">Create personas<\/span><\/h3><p><span style=\"font-weight: 400;\">Personas are fictional representations of your ideal customers.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">In content marketing, they help you better understand who your target audience is, what their demographic, behavioral, psychographic and professional characteristics are, what their pains, needs, desires and expectations are in relation to your solution.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">To create personas, you can use tools such as interviews, questionnaires, market research and data analysis. Or use online tools such as <\/span><a href=\"https:\/\/maikon.biz\/gerador-de-personas\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">MAIKON.biz<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p><h3><span style=\"font-weight: 400;\">Study the best keywords for your business<\/span><\/h3><p><span style=\"font-weight: 400;\">Keywords are the terms that users type into search engines to find information on a particular subject.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">They help you define the themes of your content and optimize your website or blog to appear in the top search results.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">To study the best keywords for your business, you can use tools such as Google Keyword Planner, SEMrush and Ubersuggest.<\/span><\/p><h3><span style=\"font-weight: 400;\">Choose the format of your content<\/span><\/h3><p><span style=\"font-weight: 400;\">As we saw earlier, there are various formats you can use in your content marketing strategy, such as blog posts, ebooks, infographics, videos, podcasts, webinars, etc.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Ideally, you should choose the most appropriate formats for each stage of your customer's buying journey and for each distribution channel.<\/span><\/p><h3><span style=\"font-weight: 400;\">Define distribution channels<\/span><\/h3><p><span style=\"font-weight: 400;\">Distribution channels are the means by which you will disseminate your content to your target audience.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">You can use your own channels, such as your website, blog or social networks, or third-party channels, such as partners and digital influencers).<\/span><\/p><h3><span style=\"font-weight: 400;\">Measure the results<\/span><\/h3><p><span style=\"font-weight: 400;\">Finally, you must monitor and analyze the results of your content marketing strategy, using the appropriate tools and indicators.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">In this sense, check whether your objectives were achieved, what the strengths and weaknesses of your strategy were, what the most accessed, shared and commented content was.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Also, check the conversion, retention and loyalty rates, among other important aspects.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">This way, you can identify opportunities for improvement and optimize your strategy.<\/span><\/p><h2><span style=\"font-weight: 400;\">How to invest in a content marketing strategy?<\/span><\/h2><p><span style=\"font-weight: 400;\">As you can see, content marketing is a powerful strategy for leveraging your business in the digital market.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">However, to invest in this strategy, you need time, technical knowledge and a dedicated team.<\/span><\/p><p><span style=\"font-weight: 400;\">If you don't have these resources or want to save time and money, you can count on CMLO&amp;CO's solutions, <\/span><a href=\"https:\/\/cmlo.co\/en\/\"><span style=\"font-weight: 400;\">agency specializing in marketing and advertising<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p><p><span style=\"font-weight: 400;\">With over 12 years' experience in the market, we offer the following services and differentials for your business:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Creation of high-quality, original content for different formats and channels;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Optimization of content for SEO, increasing your organic traffic and visibility on the internet;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Distribution of content on the best channels for your target audience, expanding your reach and engagement;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Analysis of content results, using the best tools and metrics on the market;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Constant monitoring of your content marketing strategy, making adjustments and improvements as necessary;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Personalized, transparent and efficient service, understanding your demands and offering the best solutions.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">If you want to know more about how CMLO&amp;CO can help you take your content marketing from planning to execution, <\/span><a href=\"https:\/\/cmlo.co\/en\/contato\/\"><span style=\"font-weight: 400;\">talk to our experts<\/span><\/a><span style=\"font-weight: 400;\">. Don't miss this opportunity!<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Content marketing is one of the most effective strategies for attracting, engaging and converting customers on the Internet. But how do you execute the strategy in a planned and efficient way? How do you get good results? In this article, we'll explain everything you need to know about the subject, from the concept to the execution. Follow along! [...]<\/p>","protected":false},"author":3,"featured_media":13337,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[16],"tags":[],"segmento":[],"solucao":[],"class_list":["post-13326","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital"],"acf":[],"_links":{"self":[{"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/posts\/13326","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/comments?post=13326"}],"version-history":[{"count":0,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/posts\/13326\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/media\/13337"}],"wp:attachment":[{"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/media?parent=13326"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/categories?post=13326"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/tags?post=13326"},{"taxonomy":"segmento","embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/segmento?post=13326"},{"taxonomy":"solucao","embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/solucao?post=13326"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}