Content marketing. Creating and sharing quality digital content



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Content marketing

Content marketing is a marketing technique that consists of creating and distributing relevant and valuable content to attract and retain a target audience. The objective is to generate engagement with the audience, create a relationship of trust and position yourself as a reference in your sector. In content marketing, content can be of different types: blog articles, videos, infographics, ebooks, webinars, podcasts, among others. The content must be useful, informative and relevant to the target audience. In addition, it must be tailored to the different stages of the customer's buying process and be distributed through the appropriate channels (social networks, email marketing, etc.).

Content marketing is especially useful for businesses looking to increase their online visibility, generate traffic to their website, improve their search engine rankings and build long-lasting relationships with their customers. In addition, content marketing can be a more cost-effective strategy than traditional advertising, as it focuses on creating quality content rather than buying advertising space. In a nutshell, Content marketing is a very effective marketing technique for building trust and customer loyalty.

Explains why in marketing it is said that content is king.

In marketing, it is said that content is king. because it is considered one of the most effective strategies to attract and retain customers. Instead of focusing on direct and persuasive advertising, content marketing is a more effective way of marketing content.focuses on creating and sharing relevant and valuable content for a specific audience, with the aim of attracting their attention and gaining their trust. By providing useful and educational information, content marketing can help establish a company as a leader in its industry, improve its search engine rankings, generate traffic and engagement on social media, and increase conversions and sales. In a nutshell, Content is king because it is the key to attracting and retaining customers in the long term, and can provide a significant ROI (return on investment) for companies that use it properly in their marketing strategies.

Content marketing for entrepreneurs

Content marketing is a marketing strategy that focuses on the creation and distribution of relevant and valuable content to attract, retain and engage a target audience. This strategy is especially useful for entrepreneurs, as it allows them to create a strong online presence, drive traffic to their website and social media, and establish themselves as experts in their field.

Here are some ways in which entrepreneurs can use content marketing:

  1. Blogging (+): Creating a blog on the company's website is a great way to share useful and interesting content with site visitors. Entrepreneurs can write about topics relevant to their target audience, share useful tips and tricks, and showcase their experience and expertise in their field.
  2. Social networks (+): Social media is a powerful tool for content marketing, as it allows entrepreneurs to share content with a wider audience. Entrepreneurs can use social media to share blog posts, infographics, videos and other relevant content.
  3. Videos (+): Video is a popular form of online content and can be used by entrepreneurs to create tutorials, product demonstrations, interview videos and much more. Videos are an effective way to engage audiences and create exciting and relevant content.
  4. Infographics: Infographics are a visual form of content that combines images, graphics and text to communicate information effectively. Entrepreneurs can create infographics on topics relevant to their target audience and share them on their website and social media.
  5. E-books (+): E-books are a popular form of downloadable content that offers detailed and valuable information on a particular topic. Entrepreneurs can create e-books on topics relevant to their target audience and offer them as a free download in exchange for the reader's email address. 

Content marketing is a powerful marketing strategy for entrepreneurs looking to establish a strong online presence and engage their target audience. By creating valuable and relevant content, entrepreneurs can improve their brand visibility, establish themselves as experts in their field and drive traffic to their website and social networks.

Tools and techniques to apply content marketing

There are various tools and techniques that can be used to apply content marketing effectively.

Some of them are:

  1. Create a content plan: It is important to define clear objectives and strategies for content, as well as to establish an editorial calendar with publication dates and specific topics to be covered.
  2. Keyword research: Keywords are fundamental for SEO and for the creation of relevant and quality content. You can use tools such as Google Keyword Planner or SEMrush to identify the right keywords for your business.
  3. Create valuable content: The content must be relevant and of quality for the audience, offering solutions to their needs and doubts. Content can be created in different formats such as articles, videos, infographics, etc.
  4. Promote content: It is not enough to create content, it is important to promote it on social media, email marketing, paid advertising, among other channels.
  5. Analyse and measure results: It is important to measure the success of the content and adjust the strategy based on the results obtained. Tools such as Google Analytics can be used to monitor website traffic and other important metrics.
  6. Collaborations and guest posting: You can collaborate with other websites or industry experts to create joint content or to publish content on your website, which helps to expand your audience and increase your site's authority.
  7. Update and optimise old content: Old content can be leveraged and updated to improve it and optimise it for SEO. It can also be republished in different formats to reach new audiences.

These are just some of the techniques and tools that can be used in content marketing. It is important to keep in mind that quality and relevant content is key to attract and retain your audience.

Practical examples of content marketing in start-ups

Here are some practical examples of content marketing in start-ups:

  1. Creation of a blog: A new company can create a blog on its website to publish relevant and valuable content for its target audience. For example, if the company sells beauty products, it can post articles on how to care for skin or how to apply make-up properly.
  2. Production of instructional videos: A new business can produce instructional videos to teach customers how to use its products or services. These videos can also be shared on social media and on the company's website.
  3. Publication of success stories: a new company can publish success stories of satisfied customers to show how its products or services have helped solve the problems of others.
  4. Organisation of webinars: A new company can organise online webinars to educate potential customers on relevant topics related to its industry or products.
  5. Collaboration with influencers: A new company can collaborate with influencers on social media to promote its products or services. These influencers can create sponsored content that showcases the benefits of the company's products or services.
  6. Creation of guides and manuals: A new enterprise can create guides and manuals to help its clients solve specific problems or to learn new skills.
  7. Participation in forums and discussion groups: a new company can participate in online forums and discussion groups related to its industry to share useful information and establish its authority on the subject.

These are just a few examples of how a new business can use content marketing to improve its online presence and attract more potential customers.

Success stories of well-known companies thanks to content marketing

A well-known success story of a company that has used content marketing for growth is the e-commerce company HubSpot. HubSpot has used a content marketing strategy to educate potential customers about the importance of online marketing and sales, and has created a blog and a series of ebooks and guides to help its customers improve their marketing and sales efforts. The company has also used content marketing to increase its visibility on search engines and generate more traffic to its website, which has led to increased sales and greater brand recognition. Overall, Content marketing has been a key component of HubSpot's success and has helped the company establish itself as a leader in its market.

Content marketing for companies wishing to internationalise

Content marketing is a digital marketing strategy that can be very useful for companies that want to internationalise. Through the creation and dissemination of relevant and quality content, a company can increase its visibility and attract a global audience.

Here are some content marketing tactics and tools that can be useful for companies that want to go international:

  1. Market research: Before starting to create content, it is important to research the target market to understand the needs and preferences of the audience. Companies can use keyword analysis tools such as Google Keyword Planner or SEMrush to identify the most relevant keywords for their target market.
  2. Creation of multilingual content: To reach an international audience, it is necessary to create content in several languages. Companies can hire professional translators or use machine translation tools to create multilingual content.
  3. Cultural adaptation: In addition to translating content, it is important to adapt it culturally so that it is relevant and appealing to an international audience. Companies need to take cultural differences into account and adapt their content accordingly.
  4. Use of social networks: Social media can be very useful for disseminating content internationally. Companies can use social media platforms that are popular in different countries and regions, and adapt their content to each platform.
  5. Influencer marketing: Influencer marketing can be an effective way to reach an international audience. Companies can collaborate with local influencers to spread their content and reach their target audience.

In short, content marketing can be a highly effective strategy for companies wishing to internationalise. By creating culturally relevant and tailored content for international audiences, and using tools such as market research, multilingual content creation, social media and influencer marketing, companies can increase their visibility and attract a global audience.

For which company profile is content marketing interesting?

Content marketing is interesting for any type of business looking to increase its online presence and reach, build engagement with its audience and increase its customer base. However, it is often particularly effective for companies that operate in highly competitive industries and need to stand out from their competitors. It is also useful for companies that want to build their brand and reputation online, as quality content can help build trust and credibility among consumers. In addition, content marketing is a long-term strategy that can have a lasting impact on company growth. Today, we all have to create y share digital content on websites and social networks, either for the development of our own personal brand, or for the relevance and awareness of our company. There are many benefits to creating and sharing engaging, quality digital content.

Let's say you are an entrepreneur starting a healthy food delivery business. Your goal is to attract an audience interested in eating a healthy and balanced diet, and who also value the convenience of having the food delivered to their home. To achieve this, you decide to implement a content marketing strategy that allows you to educate and generate interest in your target audience.

Here are some steps you could take in this process:

  1. Identify your target audience: In this case, these are people who are interested in eating a healthy and balanced diet, but do not have much time to cook at home.
  2. Define the issues of interest: Once you have identified your audience, it is important that you define the topics that interest them. For example, you could write articles about the importance of healthy eating, tips on how to prepare healthy meals in a short time, easy and healthy recipes, among others.
  3. Create a blog: Create a blog on your website where you can publish your articles and content related to your business. Make sure your blog has a clear and simple structure, is easy to navigate and has an attractive design.
  4. Generate quality content: It is important that the content you publish is of quality and provides value to your target audience. Make sure you research your topics well, use reliable sources and write clearly and concisely.
  5. It uses different formats: Content marketing is not just about publishing articles on a blog. You can use different formats such as videos, infographics, podcasts, among others, to reach your audience more effectively.
  6. Promote your content: Once you have your content published, it is important that you promote it on different channels such as social networks, email, among others, so that it reaches more people interested in your business.

By following these steps, you could implement an effective content marketing strategy for your healthy food delivery business. Remember that the key is to generate quality content and provide value to your target audience.


  • Improve visibility and presence in social media.
  • Establish yourself as a reference.
  • Optimise your time and resources by making successful content.
  • Enhance your skills to share your work.

But, although it is a quite natural process for many, we still make some mistakes. errors.


  • Conformism without exploiting new forms and formats of content creation.
  • Failure to understand the potential of technologies.
  • Lack of motivation to generate impactful content.
  • Lack of critical and analytical thinking.
  • Laziness and lack of curiosity to learn.
  • Always use the same type of resource.
  • Lack of rigour by not checking sources and the veracity of the information published.

Knowing these mistakes to avoid, we need to step up and improve our content production.

Characteristics of the content professional:

  • Get to know the various creation tools.
  • It establishes methodological guidelines for creating content to optimise time and resources.
  • Share and integrate digital content, identifying the media and how best to use it.
  • Structure the information to organise the content correctly.
  • Know the limits, rights and obligations that exist with respect to copyright.

 Always bear in mind the following key guidelines:

  • Search and knowledge of the tools that facilitate and enhance your work.
  • Experiment and try out different tools. Use intuition.
  • Plan before you start, structuring the creative process.
  • Define and choose the subject matter depending on the audience you want to address.
  • Searching for information and organising own and others' content (texts + multimedia).
  • Check and test everything before publishing.
  • Participate and share content. Choose well what and where to share. Take care of the format and tag the content.






Picture of Pablo Zafrilla Díaz

Pablo Zafrilla Díaz

A lifetime in the financial sector presenting, developing and implementing projects. Design thinker. Scrum Master. Toastmaster member
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