The X’s and O’s of Content Marketing

Ogno The Xs and Os of Content Marketing

The growth of content marketing over the last 10 years has been explosive. It’s moved from an exciting marketing trend to a must-have strategy. Over 90% of B2B marketers now use content marketing to reach new customers.

Content marketing provides a platform to showcase your business’ values, create brand awareness, drive targeted traffic, and build confidence among existing and potential customers. You can establish yourself as a thought leader worth listening to and a business worth buying from.

What Is Content Marketing?

Content marketing is a strategy of generating interest in products and services by publishing engaging and valuable content that is highly targeted to potential customers’ needs and pain points.

People consume content throughout every stage of the buyer’s journey. From awareness and consideration through to conversion and post-purchase brand advocacy. Content helps people to make decisions and choose one brand or product over another.

While traditional advertising is about shouting about how great your products are, content marketing builds relationships. It shows how your products are the best solution. That’s why content needs to be “natural” and why 70% of people would rather learn about a company through articles than an advert.

Benefits of Content Marketing

The best way to demonstrate content marketing’s benefits is to take stock of your business goals. What do you want to achieve with your marketing?

More Affordable Customer Acquisition

Content marketing has a low barrier of entry and is very cost-effective. On average, content marketing campaigns are 62% cheaper than traditional marketing.

More Website Traffic

Companies that publish content receive 55% more website visitors than businesses that don’t.

More Leads

Businesses with a blog generate an average of 67% more leads per month than companies without a blog.

Showcase Expertise

Content is a great way to attract customers and demonstrate expertise. Nearly 55% of the Fortune 500 companies use blogging for thought leadership and product promotion.

Sustainable and Scalable

When aligned with customer user intent at each stage of the buyer’s journey, an effective content marketing strategy helps you achieve your long-term business goals. It does so without blowing your budget on short-term traditional outbound advertising.

Use Unconventional Content Types

Because content marketing is so effective, digital channels are overloaded with content from businesses. To get your target audience’s attention, you need to be creative with the types of content you publish.

Here are 3 of the most effective unconventional content types that you should consider when building out your content marketing campaigns:


Audiences love visual content. Building an Infographic can make information much more eye-catching and easy to understand. People are 30x more likely to read an infographic in full than a standard blog post.


Video content is one of the fastest-growing content types. According to HubSpot, 54% of consumers want to see businesses produce more video content. You can explain the benefits of your product in an engaging and dynamic video explainer.


Checklists are easy to create, actionable content. They offer lots of value to the target audience. You can list the things your audience needs to do step-by-step to achieve a desired outcome. Then, gate the content behind an opt-in form to grow your email list.

Where to Share Your Content

Content promotion and distribution are just as important as content creation. Your content marketing performance depends on how well you promote your content. And how you’ll get it in front of the right audience.

Here are the 7 most important content distribution channels:



With over 2.7 billion monthly active users, Facebook is the largest social media platform. Whatever industry you’re in, your target audience is on Facebook.

Organic reach has dropped over the last few years, but you can overcome this by publishing value-packed content that resonates with your audience. You can also leverage Facebook Ads’ powerful targeting features to ensure your content is reaching the right people.


Instagram has over 1 billion active monthly users. You’ll find your target audience on Instagram, but the platform is much more visual than Facebook. Focus on promoting your visual content assets, including infographics and video content.


Reddit can be a great place to share your content, but you need to be strategic in how you do it. Subreddit online communities are very aware of brands trying to spam content. Take time to contribute to the community before posting and be selective over the content you choose to share.


LinkedIn is the number one content distribution channel for B2B marketers, with over 63 million business decision-makers using the platform. You can reach and engage your target audience by publishing articles from your LinkedIn business page and posting in relevant LinkedIn groups.



Email marketing is a highly effective content distribution channel. By sending content directly to your email list’s inboxes, you can cut through the noise online and open up direct lines of communication with your customers and leads. It also delivers excellent ROI. Companies generate up to $44 for every dollar spent on email marketing.

Guest Blogging

Guest blogging enables you to increase brand awareness and expand your reach. getting your content in front of new audiences. Most third-party sites will also allow you to link back to your site within the content or in the author bio. The more backlinks you have from high authority third-party websites, the higher your chances of ranking high in search results.

Your Website

Getting more organic traffic is one of the most appealing benefits of content marketing. Once your published content has been indexed, it can drive targeted organic traffic from search engines. On average, companies that regularly blog have 434% more indexed pages and get 97% more backlinks than those that don’t.

Consistency of Output

Consistency is vital when it comes to content marketing. You need to maintain consistent quality but also consistent output. Businesses that keep an active publishing schedule often see the best results from their content marketing efforts.

According to HubSpot, companies that publish 16 times per month receive 3.5x more web traffic than those that publish less than four times.

A documented content strategy and editorial calendar can help you to better manage your content output and contribute to stronger digital branding. By maintaining a consistent content publishing schedule, your audience will know what to expect from you.

How to Measure Your Content Marketing Strategy’s Effectiveness

Every marketing strategy needs to be tracked and measured. Content marketing is no different. Adopting a data-driven strategy will help you to see what’s working and what needs to be improved.

Before you launch your content marketing campaign, you should determine which metrics you will use to measure performance. Content marketing campaign metrics can include:

  • Visits
  • Sign-ups
  • Downloads
  • Impressions
  • Likes
  • Shares

You can’t manage what you can’t measure. While sales and leads will be the key performance indicators for most businesses, it’s essential to have a framework for measuring each piece of content’s performance and how it contributes to your overall strategy’s success.


Launching a content marketing strategy is one of the most important steps for a business looking to expand its online visibility.

The most effective content marketing strategies are focused on the audience’s needs. By solving problems, helping people achieve their goals, and building relationships, content marketing can play a vital role in the growth of a business.
If you want to use content marketing to get more sustainable and scalable marketing results, contact the inbound marketing specialists at Ogno for a free consultation.

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