It’s important to create web content that users find most engaging. Highly engaged users tend to share content, and sharing is great for a website’s authority. Think of sharing as throwing your content to the wind, trusting the wisdom of the crowds to carry it fourth.

But creating consumable online content that users actually want to visit and share comes with unique challenges. How will you market the content? Paid Ads? SEO? Partnership building / cross linking? Sponsorships? A combination of the above?

To get answers to these questions, it helps to have a content marketing strategy. To build a strategy requires plenty of data. Don’t have any data? Now is the best time to start collecting it.

Many times, companies have more data than they know what to do with. For this reason, many companies employ marketing analysts who can comb through the data and identify opportunities that may be unique to that company and its target audience. By learning what motivates customers, a company can present the right content to the right audience, at the right time. By looking for trends in buying behavior, geography, preferences and patterns, companies can become proactive in their marketing activities.

Basic marketing data goes a very long way in helping teams build personas, or imaginary people who represent the values of the brand. Personas can help companies realize their target market.

Writers, designers and developers produce digital assets including writing, images, photos, downloadable files, videos, games, apps and more. Before starting a content marketing program, it’s good to have well defined target market. This will help identify the types of content that should be produced and figure out how that content should be marketed.

Creating a large volume of content can help a website’s search rankings – as long as a large volume of content is warranted. An example of this may be a magazine publication where subscribers expect a large variety in editorial.

How do smaller websites compete? Without becoming too repetitive or straying too far off topic, a company must publish new content, often. Quality and relevance should be at the top of mind when creating any type of content.

Because it takes time for new content to climb up in the rankings, some companies use a combination of paid ads and organic content. Paid ads can have a far reach, but the investment required to make an impact can be great, especially when dealing with highly competitive areas. Some companies employ a combination of paid ads and long-tail content production. A content marketing mix that is tailored to the goals of the company is usually the best way to approach the creation of a content marketing strategy.

It all goes back to the goals of a specific organization. What do you want to achieve? How will you measure success? What behaviors do you desire users to do while on the website, interacting with the app, or reading a promotional email?

There are many ways to make web content work harder through effective web content marketing, and they all add up to a proverbial field of dandelions.  But first, get a clear strategy in place. The pieces will fall into place after that.