Content marketing is a strategy focused on creating, publishing and distributing valuable content to attract, educate, convince and retain a clearly defined audience. Its ultimate goal is build authority, increase visibility, capture qualified traffic and turn users into customers, without resorting to intrusive advertising.

In 2026, content marketing isn't just about writing articles: it's an ecosystem that integrates SEO, video, social media, email marketing, automation, design, UX and, increasingly, Generative AI.

What is Content Marketing for?

✔ Attract organic traffic and improve SEO
✔ Build trust and authority in your industry
✔ Generate leads and sales more economically than advertising
✔ Educate your audience before buying
✔ Maintain a steady flow of new customers
✔ Build a community around your brand
✔ Support the sales team (BOFU content)

Types of Contents (TOFU — MOFU — BOFU)

TOFU (Top of the Funnel — Attraction)

Content to capture new traffic, educate and reach large audiences.

• Informational blog articles
• Definitive Guides
• Short videos
• Infographics
• Viral posts on networks
• Free checklists or templates

MOFU (Middle of the Funnel — Consideration)

Content for those who already know your brand and are looking for comparisons or solutions.

• Case studies
• Comparisons
• Webinars
• Ebooks
• Newsletters
• Whitepapers
• Advanced Guides

BOFU (Bottom of the Funnel — Conversion)

Content to close sales and demonstrate real value.

• Product demo
• Testimonials
• Free Trials
• Discounts
• Optimized landing pages
• Success stories with metrics

How to Make a Content Marketing Strategy (2026)

1. Define your goal

• More organic traffic
• More leads
• More sales
• Better brand positioning
• CAC reduction

2. Create your buyer personas

• Who is your ideal customer?
• What pain does he have?
• What are you looking for in Google?
• What format do you consume?

3. Keyword Research + Intention Research

In 2026 this also includes:

• Optimization for AI Search (ChatGPT, Perplexity, Gemini)
• GEO (Generative Engine Optimization)
• Frequently asked questions detected by AI engines
• Purchase intent + informational intent

4. Plan the Editorial Calendar

It includes:

• 4 to 12 items per month
• Evergreen content
• Trending content
• Cluster and pillar articles

5. Produce optimized content

✔ Technical SEO
✔ Perfect on-page
✔ Clear structure (H1—H2—H3)
✔ Scannable reading
✔ Optimized images
✔ Use of original date
✔ Long formats (1000—2500 words)
✔ 100% useful and actionable content

6. Distribute the content

Content DOESN'T work if you just publish it.

It should be distributed in:

• LinkedIn
• Instagram/TikTok
• Email marketing
• Google Discover
• PDF Lead Magnets
• YouTube (Shorts and long videos)
• Ads (if you want to accelerate traffic)

7. Measure and adjust

Key metrics:

• Organic traffic
• Positioned keywords
• Conversions by content
• Time on page
• Scroll depth
• CTR
• Leads by content
• ROI

Examples of content marketing

• HubSpot: blog + courses + free tools.
• SEOTopSecret : SEO briefs, guides, articles for clients, GEO/AI strategies.
• Lyssna: UX Research guides with perfect SEO structure.
• Canva: free templates to attract users.

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FAQs

Q1. What are the key trends in content marketing for 2026?

Key trends include storytelling with data, immersive content with augmented and virtual reality, advanced personalization using artificial intelligence, and a focus on creating interactive and multisensory experiences for users.

Q2. How can I adapt my content strategy to a more demanding consumer?

Focus on advanced personalization using detailed user behavior data, implement interactive content that requires active participation, and create immersive experiences using technologies such as virtual and augmented reality to generate deeper connections with your audience.

Q3. What types of content are currently generating the best results?

Evergreen content, such as tutorials and comprehensive guides, generates sustained long-term traffic. User-generated content (UGC) increases authenticity and trust. A combination of educational content to build authority and emotional content to create deep connections is often very effective.

Q4. When should I consider outsourcing my content marketing?

Consider outsourcing when you need access to specialized knowledge, when your content needs are fluctuating, or when you require an outside perspective. However, keep strategic activities in-house and those that require a deep understanding of your brand.

Q5. How can I measure the real impact of my content strategy on the business?

Focus on business metrics such as conversion rate, cost per acquisition, and customer lifetime value, rather than vanity metrics. Use tools such as Google Analytics to measure user traffic and behavior, and establish a clear connection between your content and sales by working in an integrated way with CRM and sales teams.