Content has always been the vital force driving meaningful connections between businesses and their audiences. Yet, as the tools and platforms for content creation become more sophisticated, the challenge of producing content that truly resonates with an audience and measuring its success has never been greater. The rise of AI-generated content, the need for data-driven strategies, and the importance of maintaining a human touch are just a few of the complex issues facing marketers today.
This article brings together insights from seasoned experts in the field to explore the best practices for both creating and measuring effective content marketing. Whether you’re navigating the latest AI trends, fine-tuning your SEO strategies, or simply looking to refine your content’s impact, the advice shared here will guide you toward achieving greater success in your content marketing efforts.
Graham Constantine
CEO, Digital Freelance
In recent times, the trend of AI-generated content has gained significant momentum. However, it’s essential to recognise that any skilled writer can typically distinguish between content created by humans and that produced by AI. While AI undoubtedly has the potential to dominate the content creation landscape in the future, we’re not quite there yet. At present, AI serves as a valuable tool to handle the more laborious aspects of content creation, but the human touch remains crucial to imbue the content with a truly authentic feel.
When it comes to measuring the success of content, a combination of quantitative and qualitative metrics is essential. Quantitative measures include the number of likes, shares, comments, and inbox responses your content generates, alongside analytics provided by platforms like LinkedIn. Additionally, incorporating a call to action (CTA) based on direct marketing principles can further enhance engagement. On the qualitative side, it’s worth considering the calibre of individuals interacting with your content. Are influencers and thought leaders engaging with your posts, or are you simply attracting individuals looking to sell to you? While creating content, aim to avoid polarising topics and “clickbait” headlines. While these tactics may increase views, they can also harm your brand in the long run.
John Russell
Digital Groundwork Ltd
Effective content marketing is built on strong foundations, and in my experience, there are four critical pillars for driving digital marketing growth. First, keyword research is fundamental. It’s vital to understand what your audience is searching for, and with the upcoming launch of our own keyword research tool in September, this process will become even more streamlined.
Second, data-driven content marketing is essential. By using a strategic approach informed by data, you can create content that drives organic traffic and truly resonates with your audience. Third, setting up and implementing Google Ads, coupled with proper training, is a powerful way to amplify your reach and ensure your content reaches the right people. Finally, search engine optimisation (SEO) is a non-negotiable element of successful content marketing. By regularly submitting your pages to Google, akin to doing so through Google Console, you can significantly boost your traffic—this approach works 100% of the time.
Louise Stevenson
Tiger Marketing
With over 20 years of experience in marketing and a decade leading an agency, I’ve had the privilege of working with clients across a multitude of industries. This diverse experience has deepened my passion for marketing, particularly in the realm of content creation. The key to successful content marketing lies in truly understanding your clients’ needs and the unique challenges of their industry. Tailoring content to address these specific needs not only enhances engagement but also builds a stronger connection with your audience.
Raj Randhawa
Director at WordBrand
For over two decades, I’ve specialised in business development and brand messaging, with a particular focus on content creation. The clarity of your brand message is paramount—it’s the foundation upon which all your content should be built. Whether you’re crafting value statements, web content, thought leadership articles, video scripts, newsletters, or case studies, your content must consistently communicate your brand’s core message and values. This consistency not only strengthens your brand identity but also ensures that your audience understands and connects with what you stand for.
Content marketing, when done right, can be a powerful tool for building brand awareness, driving engagement, and achieving business goals. The insights shared by our experts underscore the importance of blending creativity with data-driven strategies, maintaining authenticity, and continuously refining your approach. As you implement these best practices, remember that content marketing is not a one-size-fits-all solution—it’s a dynamic process that requires constant learning, adaptation, and measurement. By following the guidance provided in this article, you’ll be better equipped to create content that not only captures attention but also delivers measurable results.
