Daniel Ceniceros, Founder and CEO of Connect Commercial Real Estate.

Many companies are investing in content marketing more than ever before because it’s a proven way to demonstrate value and build credibility with target audiences. Content marketing gives companies a channel to showcase thought leadership expertise, increase brand visibility and drive business. According to HubSpot’s Annual State of Marketing Report, 82% of marketing respondents report actively using content marketing, up from 70% last year.

In my line of work, I’ve seen the benefits of implementing a solid content management strategy firsthand, from valuable brand exposure garnered to generating viable business leads and repeat clients. Here’s how company leaders can put together a strong content management strategy to help grow their business.

1. Clearly define business goals.

It’s important to first define your goals before implementing a content management strategy. Are you looking to reach a wider audience and get more customers? Do you want to increase business revenue, drive more traffic to your website, create awareness for a new business offering or product or improve your social media engagement? Once you identify your goals, you can define what it will take to be successful without spreading yourself or your team too thin by overproducing content. It’s important to set a clear goal, be strategic and target your content appropriately!

2. Determine your audience and how they consume content.

Identify your target audiences and figure out their needs and behavior. Your company might have several different target audiences, and each audience may consume content differently. Content marketing can feel overwhelming to many people, so first think about how you consume content. It might be through newspapers, online, podcasts, broadcast media or even social media. Since people digest communications differently, tailoring your content to your audiences’ unique needs effectively captures their attention and keeps them engaged. Content marketing is not about pushing out your business tagline. It’s about understanding your target audiences’ challenges and the business solutions that will resonate with them. You must demonstrate your company’s value proposition and intelligence to build an impactful content strategy.

3. Identify the content format and your distribution channels.

Once you’ve identified who you are developing content for, the next step is determining what type of content to create, whether it’s a blog post, infographic, brochure, video or another content format. Again, according to HubSpot, video is the primary form of marketing media being created in 2021, followed by blogs and infographics. For companies with limited budgets, maybe start by simply creating a series of iPhone videos in which a company leader provides unique insight on trending topics in their industry or how they tackled a recent industry challenge. The videos can be created at home with a professional-looking backdrop and posted to relevant social media channels each week to create awareness among target audiences. Remember to start small, measure the results of your content and adjust accordingly.

4. Develop a cadence for your content.

Don’t be a one-hit-wonder when it comes to content creation. You need to be a constant source of content to win the trust of your target audiences, and this takes time. Content cadence matters, and so does the quality and quantity of your content. If you’re not sure about the right volume of content to produce, start on a smaller scale, but not so small that you can’t measure the impact. Perhaps set a goal to create eight to 10 assets a month, whether it’s blog posts, an email marketing campaign, video and/or social media posts. It’s imperative that you measure and analyze the success of your content and adjust and scale your plan from there. When analyzing your content strategy, don’t just look at key performance indicators (KPIs) such as website views. Instead, look at whether the right audiences are watching and engaging with your content. Continue to measure your progress and refine your strategy against your overall goals.

Content marketing is one of the best new business development tools available today, and it doesn’t have to cost a lot of money to be effective. The content your business puts out can generate leads, ramp up traction in your industry, showcase your expertise and increase visibility.


Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?