There's no universal recipe as to what kind of content – education materials, insider news, whitepapers etc. – works best. But to hit the target, the content:
- must be centered around the needs, desires, hopes and fears of your potential customers;
- must be anything but sales oriented.
A time-proven way is to showcase your expertise by educating target audience on topics that you have special insight into. For example, by answering patiently customers' questions on your blog you can become a trusted expert.
Content distribution is no less important than content creation. The default set of distribution channels is the trinity of project's site, blog and last, but not least, SMM.
Integrate via Social Media.
SMM is an effective and cost-friendly digital marketing technology. Social media penetration will undoubtedly increase in the coming years, which makes SMM a marketing tool ahead of time. Community management, in combination with other SMM techniques, provides effective liaison between brand and customers and makes your community of followers grow. SEO marketing is still of great importance.
It is strongly desirable that you combine content production with keyword research in order to ensure that the content is capable of bringing traffic to your key platform. By ranking for relevant keywords, you are helping right customers find your brand at the right time.