Content Marketing in 2022 – The Definitive Guide

Content Marketing in 2022 - The Definitive Guide

Table of Contents


Despite the rise of video, live streaming, and social media, content marketing remains the most effective strategy for driving traffic, increasing sales, and boosting prospect activity. 

As a result, it remains the best way for both new and experienced marketers to build organic traffic funnels due to search engine results.

Those days of writing an article, getting a few backlinks and sitting back while traffic poured in are gone. 

Those forms of marketing don’t work due to the competition, and the search engines have changed the way they value content to provide exposure through keyword searches.

A successful content marketing campaign takes more effort and thought and a more complex strategy, but it’s certainly not impossible.

 You will be able to funnel traffic into your website as quickly as possible if you use this guide’s more innovative content marketing tactics.

In addition, you’ll learn about some of the key metrics you can use to determine whether or not you’ve created a successful content marketing strategy and how to create a winning strategy right from the start, requiring fewer tweaks and limited trial & error. 

 I will provide a step-by-step guide to creating successful content marketing campaigns.

You’ll also discover how to generate even more traffic to your website through content-based campaigns and how to figure out precisely what your visitors want so that you can provide them with the best possible on-site experience. 

So, without further delay, let’s get started!

The Old Ways of Content Marketing

content marketing

The older (and outdated) content marketing methods aren’t as effective as once.

They are either marginally helpful, not applicable, or damaging to your ability to generate leads and create traffic-generating campaigns that stand the test of time.

Search engine traffic was the primary source of content marketing for many years. However, that strategy is no longer viable.

It’s too competitive, and search engines favour older sites with a track record of trust and authority over newer sites without an established history or quality score. It is challenging to rank a new site, though it’s not impossible. 

In the past, all you had to do to rank well in search engines was to use targeted keywords throughout your website.

Using keywords throughout your website (such as your meta keywords, page title, header tags, etc.) will also help you rank better in search engines. This is called “keyword stuffing”.

As ranking based on keyword stuffing became more competitive, and search engines learned of the methods people were using to manipulate the ranking of their websites, it became increasingly difficult to compete.

As a result, they became outdated and ineffective.

Due to changes in the way search engines determine which websites should appear when specific keywords are entered, website owners began to focus instead on building backlinks from authority websites, stealing the credibility of other established pages.

In most cases, if you have a good number of backlinks pointing to your website and you use on-page SEO to optimise your pages to target those keywords, you can expect your website to rank on the first few pages of the major search engines.

After that, search engines changed their algorithms again, and webmasters were scrambling to figure out what the engines wanted to see on their websites to assign decent rankings.

Below are some tactics that are either no longer effective or are no longer as effective as they once were. Watch out for these so that you don’t get penalised by Google:

Keyword Stuffing – Don’t overuse a keyword. Include it only as much as necessary to convey the message you want to convey. You may get penalised or banned from search engines if you stuff too many keywords into your content.

Backlink farming – While it is still important to build backlinks to your websites from high authority sites, getting too many backlinks too fast or having a large number of low-quality links won’t help your site and could even cause it to be penalised. Focus on building quality links over a longer time instead. Take your time.

Keyword Domain Names – Registering keyword-based domain names to rank higher in the search engines isn’t always practical. Even though it won’t get you penalised, it won’t necessarily boost your ranking. Rather than registering a generic domain name, choose a name that is easy to spell, relevant to the content of your website, and helps establish your brand. It should also be memorable!

Overuse Of Anchor Text For Backlinks – In the past, it was critical to use your main keyword in most, if not all, of your backlinks. As a result, your backlink anchor text should be spread across multiple components, such as page and article titles, main keywords in your content, and keyword variations.

Pages For Every Variation Of A Keyword – People used to create a brand new article (which was usually a slight variation of another similar article) for every keyword variation. Still, nowadays, that’s not a good idea. It is far better to have one long article of high quality than ten thin articles.

Here is the good news now that you know what to avoid. You don’t need to rank well in the search engines for important keywords to succeed! It is possible to run a successful business without any search engine traffic. 

So, what DOES work for SEO and content marketing? 

This is a difficult question because SEO is such a complex subject. A short report would not be enough to cover everything.

Newer sites are not gaining traction as quickly in search engines, so it makes more sense to focus on other traffic sources, like social media, rather than solely relying on search engine traffic.

You will get more traffic faster, but you will also improve your SEO ranking significantly!

A basic strategy would look something like this:

• Write long, high-quality articles between 1,500 and 3,000 words and post them on your blog or website.

• Make your articles search engine friendly with relevant keywords throughout the content, article titles, and a linking strategy that directs readers to other related articles on your website.

• You should have social share buttons on every website or blog page.

• Use your own social media profiles to share all your content.

• Encourage your followers and visitors to like, share, and comment.

• Building links naturally is the best way.

Key Performance Metrics

There are a few key performance metrics you should consider when judging the success of your content marketing efforts.

There’s so much more to content marketing than just looking at your traffic logs.

Let’s look at a few of the different metrics you should be paying attention to when deciding if your content marketing strategy is working as it should.


Traffic is your most important metric. Aside from paying attention to the overall traffic to your website, you should also pay attention to several other metrics, such as:

  • Traffic to individual articles – This will help you determine what your readers are most interested in reading and whether or not you’ve addressed their needs.
  • Where your traffic is coming from – If you receive little traffic from some sources but a lot from others, you can either increase traffic by focusing more on successful sources, or you can increase traffic by focusing more on those that receive little traffic.
  • How many people are sharing your content – It’s vital to find out how many people are liking and sharing your content because this will tell you whether you’re truly reaching your audience or not. People won’t like and share content that doesn’t interest them. 
  • Comments – Comments are always a good indicator of whether or not your content is living up to the standards people expect. If you receive very few comments or people don’t have a lot of positive things to say, it might mean you’re not hitting the right points with your content.
  • Conversion rate – If you want to know if you are truly reaching your audience, you need to understand how many people like and share your content. Nobody will like or share content they don’t enjoy. 


You want to make sure your content marketing efforts have a positive net impact on your business, not a negative one. You should always avoid content marketing that can have a negative net effect on your business.

A variety of factors can cause negative impacts:

  • Content of poor quality makes a reader doubt your authority on the subject.  

You must convince your readers that you have an in-depth knowledge of the topic and are a reliable source of accurate information. Content that does not resonate with your audience and demonstrates a lack of understanding of your market will make you struggle to encourage repeat visitors.

  • Marketers who create content that sells without informing often make this mistake.

The content you create should be able to educate and entertain your audience. Engaging content can drive traffic and encourage people to return. Leads will not convert into customers if your content fails to engage your audience.  

  • Content that truly connects and resonates with your target audience produces a positive impact. Therefore, you must know your market (the niche) and your audience (the people) very well. Your objective is to learn what content people respond to positively, how to best help or educate potential customers, and what kind of content will connect with them. Your ability to create content that drives traffic and converts into sales will be enhanced the more you understand your market and know your target audience’s deepest needs, hopes, and desires.

We’ll discuss how to determine what kind of content your audience wants to read in the next chapter so that you can create wildly successful content marketing campaigns!

How to Create Contents that Converts

content marketing guide

Conducting market research is essential if you wish to identify what kind of content your audience will love.

Researching your potential content before writing it is crucial, and there are several easy ways to do so.

It is easy to search for articles that have garnered a lot of likes, retweets, and shares by assessing social media sites like Facebook or Twitter. 

That’s a clear indication that your target audience appreciates and wants the kind of content shared.

Pretty logical, right? 

Keep track of the types of content with few likes and shares to find out why it may have done poorly. 

It is vital to notice the differences between poorly received content and information that garnered a positive response.

In many cases, a larger following isn’t just about which author is most popular but about the content itself.

With social media, you can keep up to date with the most popular content and the stale content (no retweets, little sharing), allowing you to create content based on the most successful formats.

This type of market research also puts you in the shoes of your potential prospects, giving you a unique perspective of what you would find engaging and what kind of content reaches out to you and pulls you into the sales process.

What are your thoughts about sharing articles that contain factual inaccuracies, inconsistencies, or grammatical errors?

How do you feel about sharing content with little value but thick in advertising? 

You probably don’t want to post uninteresting content.

You need to make sure the type of content you create you personally would enjoy reading and sharing, but you also need to ensure that the audience you are targeting will enjoy it. 

That’s why content creation should begin with research.

The comments on popular websites in your market can also be an easy way to discover what people are looking for.

Don’t forget to include comments on Facebook and blogs as well.

A direct response from your audience can be an incredible source of information, helping to shape the type of content you decide to create for them.

Commentaries on articles might say things like:

“The article is fascinating, but you were silent on what qualifications are required. 

What are the academic requirements for this field? 

Can a certificate be enough to land an entry-level job?”

You need to know what information you should include in your work to ensure your article covers all the points a reader might expect to see and be most interested in.

This is especially true if the same type of comment appears repeatedly. 

You will be able to write content that addresses burning questions in your industry by noting how often a particular question is asked or how often comments are made about something that is lacking.

In studying the content of your competitors and looking at the comments they get, as well as how widely the content is shared, you will be able to determine what type of content is most likely to appeal to your average prospect.

Setting Yourself Apart

To be completely different from your competitors and build one of the best brands in the world, you must figure out exactly what your visitors are looking for and deliver an experience that is above and beyond all expectations.

Beyond figuring out exactly what your visitors are most interested in, you also need to deliver an experience that goes above and beyond if you want to truly stand out from all the competition and build a brand recognised for quality and trust.

Here are some suggestions for how to develop a content marketing strategy that will help you stand out from the rest.

  • Create A Content Plan- It’s not uncommon for people to enter the content marketing field without any strategy.

They think writing articles and sharing links to these articles on social media is all that is necessary for them to succeed. 

It’s NOT.

A plan of action and content planning is required if you are going to create high-performing content marketing campaigns.

Start by determining your primary objective, which is probably to generate revenue and any secondary goals, such as growing social media followers, reaching new customers, or growing an email list.

Your articles should somehow contribute to achieving one of those goals.

Depending on the article, one might be more focused on promoting a product or service for you, and the other might lead to an opt-in magnet to boost your subscriber base.

In addition, knowledge-based content may enhance your brand’s credibility and help to educate your customers. 

Regardless, each article you write should have a goal that will assist you in reaching your objectives.

A good way to keep track of upcoming article ideas is to create an editorial calendar. 

Be sure to note the goal that the article will help you reach. 

That way, you can plan your content to help you reach all those goals at once, and you’ll clearly see if you’re missing any important aspects of your strategy.

  • Don’t Forget Existing Content- You might already have created a base of content if you’ve been doing content marketing for some time now. 

Perhaps it’s not performing well or isn’t getting enough exposure. 

Going back and editing older content can be extremely effective in order to add new information, updating the material, deleting anything that has become obsolete, and improving the content itself.

  • Include Multiple Formats – You can rebrand existing content into different content formats, such as a SlideShare presentation, a video or an infographic. 

The repurposing of content is also an inexpensive way to breathe new life into outdated content, providing your website with fresh material at no cost.

  • People nowadays are searching for content that reaches far beyond simple articles –Their attention is more likely to be caught by Images, infographics, videos, slideshows, reports, and more rather than plain text.

Content that is magazine-quality, or even better, is what they want, and if you are unable to provide that, there are thousands of other websites to choose from.

Furthermore, your additional media may give you a ranking boost on search engines, as well as get you more traffic from sites such as YouTube or Pinterest, where media isn’t just limited to written words.


There will always be a need for quality content. 

High-quality content is imperative for attracting prospects, gaining attention from new customers, and establishing a brand in your niche. 

More effort is needed than ever before, but that gives you more of a chance to stand out from the crowd. 

While others still cling to that old-fashioned way of getting easy traffic through outdated methods, you can craft a user experience that is not only search engine friendly but will also attract the right type of buyers, as well as expand your reach, enhance your social media presence, and increase your profits.

Before writing a piece of content, you must study your metrics deeply and conduct thorough research.

By doing so, you’ll be able to create content that engages your audience and achieves your goals. 

Need to outsource your content marketing strategy?

We are a Creative Digital Agency in Nigeria that helps businesses build highly professional conversion websites and create digital strategies.

Get in touch with us today, and we’ll happily provide a free video site audit that explains the current state of your content marketing strategy + and resources to improve.

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