If you have ever heard “Content is King” then you should know it’s a powerful tool for growing a brand and connecting with customers. 

I’m excited to share some content marketing tips and strategies that will start to get you thinking about your brand.

I’ll go over how you can create content that resonates with your audience and drives results specific for African businesses.

What Are the 4 Areas of Content Marketing?

Before anything, content marketing has four main areas for your success:

  1. Strategy: Planning your content approach
  2. Creation: Producing valuable, relevant content
  3. Distribution: Sharing your content effectively
  4. Analysis: Measuring and improving your results

Now, let’s look at how to put these into practice with some actionable tips.

1. Developing a Content Strategy

It always helps to start with a plan, otherwise you will just be trying things that don’t benefit your content marketing. Here’s how I approach it:

Example of content calendar for the month
  • What’s The Goal?: I start by answering this question. The goals can be: getting more website traffic, increasing sales, or building brand awareness.
  • Finding Out Your Audience: This can be difficult especially if you are starting out.  But when you know your target then consider what are their needs, interests, and challenges?
  • Choose Your Channels: With so many social media platforms, it’s hard to be everywhere.  It is better to concentrate on two or three main ones to start with and increase with time and focus your efforts there.
  • Plan Your Content: If it’s just you then decide on the type of content you’ll create (blogs, video, social media post, etc.). But if you are using an agency then and they have a team you can do more.

2. Create Valuable, Relevant Content

Instead of just posting, a content marketing tip I can give you is to focus on creating high-quality, useful content like this, and here’s how:

  • Try To Solve A Problem: It could be a challenge they have or a question most customers have when using your product or service.
  • Tell a Story: You can use storytelling to make your content more engaging and relatable like what inspired you to open the business.
  • Use Visuals: Don’t just post photos try to include videos, and infographics to make your content more appealing.
  • Create Content for Locals: Instead of posting what’s happening in the world, use local language, reference trending news, and examples when appropriate.

3. Optimize for Search Engines

I’m sure by now we have all heard of SEO (Search Engine Optimization), well it’s still relevant in 2024 to appear in search engines and make sure your content reaches your target audience. Here are some tips:

An example showing a Google search
  • Research Your Keywords: You don’t need to use fancy paid tools, instead a simple search on Google and you can get auto-complete show what people might be searching for.
  • Use Keywords Naturally: Include keywords in your content, titles, and meta descriptions. Instead of repeating a keyword several times which leads to what is called ‘keyword stuffing’ (not good practice).
  • Create Long-Form Content: To appear in search engines it’s important to often write in-depth content with a different idea not what other people have written already.
  • Optimize for Mobile: We spend most of our time on mobile phones, so make sure your content is easily readable on mobile devices, as many Africans access the internet through smartphones.

4. Leverage Social Media

As social media usage is growing in Africa, making it an important part of any content marketing strategy. Here’s how to make the most of it:

Icons image of different social media platforms
  • Choose the Right Platforms: Focus on popular platforms in your country or where your audience spends time.
  • Create Specific Content: Customize your content to each platform’s unique features and audience expectations.
  • Engage Your Audience: Always respond to comments even negative ones, or ask questions (great for your next content idea).
  • Use Hashtags: Though people are saying this does not work anymore (with updates), still include relevant local and industry-specific hashtags to increase your content’s visibility.

5. Use the Power of Email Marketing

Email marketing is a missed opportunity for most businesses, as your social media account can get banned, and customer emails you own. It’s an effective content marketing tip for businesses in Africa. Here’s how to do it right:

  • Build Your List: Offer incentives for people to sign up for your emails.
  • Segment Your List: Group subscribers based on their interests or behaviors for a more targeted email sending.
  • Provide Value: Share business updates, tips, client feedback, or offers in your emails.
  • Optimize for Mobile: Ensure your emails look good on mobile devices, before sending them.

6. Collaborate with Influencers From Your Country

We all have that influencer we follow online and sometimes we see them promote a product. Well, that’s influencer marketing -it’s becoming an effective way to increase followers in Africa. Here’s how to approach it:

  • Find A Relevant Influencer: Look for people who align with your brand values and have engaged followers in your target market.
  • Focus on Micro-Influencers: A good place to start as they often have highly engaged audiences and can be more cost-effective (they cost money and the more followers they have the higher the cost).
  • Co-Create Content: Work with influencers to create authentic content that will resonate with their audience.

7. Repurpose Your Content

If you get stuck coming up with content ideas another effective content marketing tip is to repurpose content across different formats and platforms. This allows you to:

  • Reach Different Audiences: Some people prefer reading, while others prefer watching videos or listening to podcasts consider this when you run out of content ideas.
  • Reinforce Your Message: You can take a post that works well and present the information in different ways to help make the information look new.
  • Save Time and Resources: You can create multiple pieces of content from one core idea.

8. Measure and Analyze Your Results

Make sure you learn from your content marketing efforts and improve, it’s crucial to track and analyze your performance.

Screenshot examples of good and bad engaged audience

Here’s what I focus on:

  • Set Key Performance Indicators (KPIs): These could include engagement rates, website traffic, lead generation, or sales.
  • Use Analytics Tools: Tools like Google Analytics, social media insights, and email marketing software provide valuable data. Then use your findings to refine your content strategy over time.
  • Experiment and Test: Try different content types, formats, or distribution methods to see what works best for your brand.

To Wrap-up

As a business owner content can seem complicated especially when starting out, but with these content marketing tips and strategies shared here you can implement them easily.

Which of these are your favorite tips? Or which one do you use that I’ve not covered here and it working for your brand?

Share them with me through email and I’ll get back to you with or create a blog post about it.

For more tips like these on how to improve your online marketing efforts – and produce better results because of it – check out the Marketing Afrika newsletter today.

It’s packed with smart marketing tips… till the next time!

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