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12 Content Marketing Best Practices in 2024

Updated: Apr 3

A laptop showing a picture saying that content is king.

You might have heard the phrase "content is king" tossed around in discussions about digital marketing, branding, and online engagement strategies.  

But what exactly does it mean, and why is it so frequently repeated? 

Content is crowned king due to its important role in driving audience engagement, boosting online visibility, and establishing brand authority. By crafting compelling and valuable content, businesses can connect with their target audience, improve their search engine rankings, and position themselves as industry leaders, ultimately leading to greater success in the digital landscape. 

In this article, we will look into 12 content marketing best practices that will help you craft valuable content.

12 Content Marketing Best Practices 

Here are the 12 essential content marketing best practices for better visibility and organic results.

Create a Strategy & Follow a Plan 

To strategise and plan your content marketing effectively, start by setting clear objectives.

Determine what you want to accomplish with your content, whether it is increasing brand awareness, driving sales, or establishing thought leadership in your industry. Having specific goals will guide your content creation efforts and help you measure success. 

A person planning his work.

Create a content calendar to plan your content creation and distribution schedule. This calendar should outline the types of content you will produce, the platforms you will use to distribute it, and the dates for publication. Be consistent with your posting schedule to maintain engagement with your audience. 

Measure the performance of your content marketing efforts regularly. Track key metrics such as website traffic, engagement, and conversion rates to assess the effectiveness of your content. Use this data to refine your strategy over time and optimise your content for better results. 

Know Your Audience 

Understanding your audience is crucial for creating content that resonates with them. Take the time to research your target demographic's demographics, interests, and pain points. Develop buyer personas to represent different segments of your audience, and tailor your content to address their needs and preferences. 

You can better understand your audience by following these steps: 

  • Market research 

  • Surveys and feedback 

  • Social media analytics  

  • Website analytics 

  • Competitor analysis 

Groups of people.

Conduct thorough research on your industry, competitors, and market trends.

Identify opportunities for differentiation and areas where you can provide unique value to your audience. Stay updated on emerging trends and changes in consumer behaviour to inform your content strategy. 

SEO Optimisation

Utilising SEO (Search Engine Optimisation) as a best practice for content marketing can significantly enhance the visibility and reach of your content.  

A graph explaining the SEO elements.

Here is how to incorporate SEO into your content marketing strategy effectively: 

  • Keyword Research: Start by identifying relevant keywords and phrases that your target audience is likely to use when searching for content related to your industry or products. Use tools like Google Keyword Planner, Semrush, or Ahrefs to discover high-volume keywords with relatively low competition. 

  • Optimise On-Page Elements: Ensure that your content is optimised for search engines by incorporating target keywords into strategic on-page elements such as titles, headings, meta descriptions, and image alt tags. However, avoid keyword stuffing and prioritise natural, reader-friendly content. 

  • Create High-Quality Content: Search engines prioritise high-quality, valuable content that satisfies the user's intent. Focus on creating comprehensive, informative, and engaging content that addresses your audience's questions and needs. Quality content is more likely to attract backlinks and social shares, which are essential for SEO. 

  • Optimise Content Structure: Organise your content in a clear and logical structure, with descriptive headings and subheadings. Use bullet points, numbered lists, and multimedia elements such as images and videos to enhance readability and user experience. 

  • Mobile Optimisation: With the increasing use of mobile devices for online searches, ensure that your content is optimised for mobile responsiveness. Use responsive design principles to ensure that your website and content display correctly on various devices and screen sizes. 

  • Link Building: Earn high-quality backlinks from reputable websites in your industry. Develop relationships with influencers, bloggers, and journalists who can help amplify your content and link back to your site. Guest posting on relevant websites and participating in industry forums can also help build backlinks. 

  • Monitor & Analyse Performance: Regularly monitor your content's performance in search engine results pages (SERPs) using tools like Google Analytics and Google Search Console. Track key metrics such as organic traffic, keyword rankings, and click-through rates to evaluate the effectiveness of your SEO efforts. Use this data to refine your strategy and optimise your content for better visibility and results. 

Omnichannel Distribution 

Omnichannel distribution in content marketing refers to the systematic delivery of content across multiple channels to provide a seamless and integrated experience for the audience.

It is about meeting consumers where they are and delivering valuable content through their preferred channels. Whether it is social media, email, websites, mobile apps, or physical stores. This approach acknowledges the diverse ways in which people interact with brands and ensures that content is accessible and consistent across all touchpoints. 

Here is how omnichannel distribution functions as a practice within content marketing: 

  1. Observe Audience Behaviour: Omnichannel distribution begins with a deep understanding of the target audience and their behaviour across different channels. By analysing data and insights, marketers can identify which channels their audience frequents, how they prefer to consume content, and what types of content resonate best with them. 

  1. Content Optimisation for Each Channel: Content is adapted and optimized for each specific channel while maintaining consistency in messaging and branding. For example, content shared on social media may be more visually appealing and shareable, while content on a company blog may be more detailed and informative. By tailoring content to suit the unique characteristics of each channel, marketers can maximise engagement and relevance. 

Interactive Content 

Interactive content engages users by requiring them to actively participate in the experience, rather than passively consuming information.


Examples include:  

  • Quizzes 

  • Polls 

  • Surveys 

  • Assessments 

  • Calculators 

  • Interactive infographics 

Interactive content encourages users to spend more time engaging with your brand.  

By providing valuable insights or entertainment, interactive content can help build brand awareness, foster engagement, and drive conversions.  

Create Video Content 

Video content continues to dominate as one of the most engaging and shareable forms of content online. Whether it is tutorials, product demonstrations, behind-the-scenes footage, or storytelling, videos have the power to captivate audiences and convey messages compellingly and memorably.  

Some statistics about video content being most shared content.

Wyzowl's State of Video Marketing report states that an impressive 91% of businesses incorporate video into their marketing strategies, highlighting its widespread adoption and effectiveness. 

Incorporating video into your content marketing strategy can help increase brand visibility, engagement, and conversion rates. Platforms like YouTube, TikTok, and Instagram Reels offer opportunities to reach a wide audience and showcase your brand's personality.  

Live streaming allows brands to interact with their audience in real time, fostering a sense of authenticity and connection. 

Prioritise Social Media Engagement 

Social media platforms provide invaluable opportunities for brands to connect with their audience, build relationships, and foster community engagement.  

To use social media effectively, prioritise meaningful interactions with your followers by responding to comments, messages, and mentions promptly. Share user-generated content, behind-the-scenes glimpses, and exclusive offers to keep your audience engaged and excited about your brand.  

Use analytics tools to track engagement metrics, identify trends, and refine your social media strategy over time. 

Implement Chatbots for Customer Support 

Chatbots are AI-powered tools that can automate customer service interactions and provide instant assistance to users on your website or social media platforms. By implementing chatbots, businesses can enhance customer satisfaction, improve response times, and streamline the support process.  

A website's service page with a chatbot popping up.

Chatbots can handle common queries, provide product recommendations, and even facilitate transactions, freeing up human agents to focus on more complex issues. Integrating chatbots into your content marketing strategy can help enhance the overall customer experience and drive conversions. 

Invest in Influencer Partnerships 

Influencer marketing involves collaborating with social media influencers and content creators to promote your brand or products to their audience. Influencers have built trust and credibility with their followers, making them influential advocates for your brand.  

By partnering with influencers whose values align with your brand, you can reach new audiences, increase brand awareness, and drive sales.


When selecting influencers, consider factors such as audience demographics, engagement rates, and alignment with your brand's values and messaging. Build authentic relationships with influencers and provide them with the creative freedom to ensure genuine endorsements that resonate with their audience.


User-Generated Content 

User-generated content refers to content created by consumers rather than brands.

It can include:

  • customer reviews

  • testimonials

  • photos

  • videos

  • social media posts featuring your products or services.  

UGC serves as authentic social proof and can significantly influence purchasing decisions.

Encourage customers to share their experiences with your brand by creating branded hashtags, hosting photo contests, or featuring user-generated content on your website and social media channels.


Personalisation involves tailoring content and experiences to individual users based on their preferences, behaviours, and past interactions with your brand. Personalized content can include product recommendations, targeted emails, customized landing pages, and dynamic website content.  

By delivering relevant and timely content to each user, you can enhance engagement, increase conversions, and build long-term relationships with your audience. Leverage data and analytics to segment your audience, identify patterns, and deliver personalized experiences that resonate with each user's unique needs and interests. 

Stay Agile & Experiment 

It is essential to stay agile and continuously experiment with new ideas, formats, and channels. Test different content types, distribution strategies, and messaging to see what resonates best with your audience.  

Stay informed about industry trends, emerging technologies, and changes in consumer behaviour, and be willing to adapt your content marketing strategy accordingly.  

You can stay ahead of the curve and drive ongoing success in your content marketing efforts by staying agile and open to experimentation.

In conclusion 

Incorporating these additional best practices into your content marketing strategy can further enhance its effectiveness and help you achieve your business goals.

From leveraging user-generated content and personalisation to staying agile and embracing experimentation, each practice offers unique opportunities to engage with your audience, drive conversions, and ultimately, grow your brand.  

You can create a content marketing strategy that delivers meaningful results and drives sustained success for your business by continually refining and optimising your approach.


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