There are many ways to foster connection between your brand and your customers. As the co-founder of Firon Marketing, I've helped companies successfully develop this connection through social media, a blog, videos, case studies, samples of books, and much more. With all of the different options for content, how do you choose what's best for you?

First of all, what's the benefit of content marketing? It's not only connecting customers with your brand. When a potential customer goes to your social media profile and sees content, it gives that person a sense of trust. When there's communication through shares or comments, the bond between customer and company is strengthened.

Through quality content, you also give your brand authority and credibility on your niche. You'll see how content generates traffic, whether it's directly from SERPs (search engine results pages) or through your social media presence. All of this can lead to increased sales.  

So, how do you scale your content marketing to get the best of what it has to offer as your business grows? Here, I've broken it down in a few easy steps.

Have a Strategy

To begin anything, you need to have a plan. At the very basic level, this means allocating resources to content marketing, identifying your goals, and double checking what you already have in ways of content.

The next step is to build out your strategy--from types of content to frequency. This strategy guide could include social media posts, blog topics, video ideas, and more.

Examples of social media posts could be some highlighting tips related to your niche, or testimonials from people who've used your product. Blog topics could include SEO-verified tricks of your trade, helpful explanations, or other ideas that would be interesting to your customers. Including your customer base is a great way to get people excited and wanting to see more too. 

Get Going and Keep Tabs On Progress

The long and short of it is that you have to start, you have to be consistent, and you have to check on how it's working for your brand. Get going with your team of writers and SEO experts to create the content. Remember to be consistent with it. If you're posting a video every week, try not to miss a week. If you're mixing it up, then make sure not to post the same type of content two days in a row. Humans like stability. 

And finally, you need to pay attention to how it's working. You must be plugged in to the KPIs (key performance indicators) of your blogs or social media posts. How many people are reading the blogs? How many followers did you gain last month and what is engagement like on your posts? What can you do to grow these numbers?

Consider Your Revenue

Most important, you'll want to attempt to quantify how your content strategy is driving your revenue. If it's having the impact you had hoped, you'll need to think about whether or not you need to allocate more resources to your content marketing. 

I'm aware that this can be a lot. With content marketing, you can choose to either use in-house employees or hire a marketing agency that will do everything from content marketing to social ads to boost your brand awareness and customer engagement. Either way, the ROI of well-executed content marketing is often high so it's worth considering as part of your overall marketing strategy.

Avoid Making Fixable Mistakes

While we're on the topic of well-executed content marketing, you may also be wondering what you absolutely shouldn't be doing. Here are just two of my biggest pet peeves with content marketing that I see all of the time: 

One is not having a proper SEO strategy. This is a key part of content marketing in terms of your website. If I took a look at the backend of your site and saw default Yoast settings, I'd know it's time for you to learn more about SEO. You need to have your descriptions in place so that when a user searches for your product they see a polished response.

The second is typos. This is so simple and can be avoided with a little bit of attention. The fact of the matter is that your audience will form a negative opinion about you and your company if you have spelling errors. 

Those are two super quick examples of items you can take care of right now to up your content game. Make sure you're giving attention to what Google shows users, and to what you're putting on the page.