Hey guys, welcome to digital marketing learning series, day three. It sure has been an interesting series so far. I’ve received several reactions and comments from previous posts and I just want to say thank you to everyone who has taken time out to read, like, comment and share. You guys are amazing!

Today, I’ll be exploring one of the most sensitive aspects of digital marketing which happens to be the most important part too — Content Marketing.

Marketing is all about content. From trying to convince buyers that you sell good products to converting them into customers. It’s quite clear that the only way to tell anybody about what you do is through creating convincing selling content. All marketing efforts will be of no use if there is no content to promote.

What is Content Marketing?

Content Marketing is a strategic process of creating and promoting relevant content such as blogs, videos, and social media posts in the process of stimulating buyer’s interest in the products/services you offer. As much as you think just any post would convince your buyer, content marketing will help you recognize the mistakes you’ve been making all along with your content and how to create quality content that has the potential of converting your buyers into customers.


It has been proven by content marketing experts that content which has great emotional stories have the highest effect in generating leads to landing conversions. When your content is all about your brand, your value propositions or your excellent team, buyers will easily get bored and will walk away because you have failed to spark up an ignition inside them. Don’t get me wrong, there is a time to create such content which will be targeted to your existing clients, but not to the new buyers you’re trying to impress.

Great content is about telling the right story. It’s about connecting your content with the daily struggles and challenges of your prospective buyers and at the end, offering them solutions through your products or services. Doesn’t that sound more interesting already? You can’t beat the power of a story you can relate to anyways.


There’s a term called ‘buyer’s journey’ used to describe the processes a buyer goes through before purchasing your products. You must be aware of this journey to fully understand your buyer and what they really want. The buyer’s journey consists of three stages; the awareness stage, consideration stage and decision stage.

Awareness Stage — at this stage, a buyer realizes he has a challenge or a problem. He also decides if this problem is worth his time or one he could just live with. At this time, he doesn’t recognize your brand yet, but you’re busy studying his moves.

Consideration stage — at this stage, he tries to map out ways to tackle this problem. He will be thinking of so many possible solutions especially the ones that won’t cost him too much. Now he wants to fix this problem which takes him to the next stage.

Decision stage — at this stage, he finally has made up his mind on what solution he would be going for and how he would look for it. To be wise, he realizes that there are several options he’s got to have in case any fails to solve this problem. He might as well list those options down along with conditions and criteria for selecting the best for his need.

This is where you come in. You must do a thorough and strategic research on your buyer’s journey as regarding your products. You need to identify the problems and challenges of people who need your products/services, how they intend to fix it and what ways, methods and channels they use most to search for what your offer. This is so important to your business if you ever want to get serious customers.

Understanding how your buyers think will help you create contents that will catch their interests and in the short or long run, turn them into customers. One of the challenges content marketers face is getting their buyers to discover their content on social media. On social media, the average attention a user commits to a post is 5–10 seconds. So, you have 5–10 seconds to strike the first emotional chord with your content if you ever want to get discovered.

How do I create great content after all of these?

I honestly can’t cover a lot on creating effective content in this series, but I’ll be creating a whole new series on how you can create captivating and effective content for your business. For now, I would give you a tip of the iceberg.

Creating effective content depends largely on recognizing your buyer’s journey. The first thing you need to do before creating any content is to know how people who need your products think, how they recognize their problems and where they look the most to get it solved. Take your time and do your homework. The second thing to do is to ask few people who fit your buyer’s persona about the kind of content that attracts them most and what platforms have the most effect on their decision-making process. Lastly, develop content surrounding their needs, and then present your product/service as the ultimate solution so as not to keep them hanging.

Now you see that it takes more than just posting your products on Instagram, Facebook and on Twitter. That tactic is great but for individuals who are not ready to expand their businesses. Content is king in marketing. Give it all your time and it will pay you back in the most rewarding way.

P.S: There are several things I couldn’t cover in this article such as storytelling, content formats, content re-purposing, among others, all of which I’ll be discussing in a whole new series dedicated to Content Marketing alone.

Thanks for reading guys and I hope you’ve learnt a thing or two in this series. Don’t forget to drop your comments or questions if you’ve got any.


Samuel Tomoloju