Content marketing is based on long-term strategies that help any company to attract the targeted audience and develop a strong relationship with them.
Why content marketing is important
Content marketing helps you develop long-term relationships with your target audience. With its support, they attract future clients and keep existing ones. For example, organizations that maintain a blog get 55 percent more visitors.
According to the Content Marketing Institute statistics, content marketing generates three times more leads than paid search ads. And Demand Gen Report research indicated that 47 per cent of shopper’s view three to five posts before purchasing a product or service.
Content Marketing Goals
- Lead generation
- Increasing target audience
- Increased customer engagement
- Lead nurturing
- Increasing brand awareness
- Driving traffic
- Reactivating passive clients
- Increased loyalty
- Upselling and cross-selling
The goals in content marketing are directly related to the purchase cycle. Therefore, they will be different at each stage.
Buying Cycle Stages:
- Awareness of the problem
- Finding a solution
Once the goals are set, the key performance indicators need to be identified.
Frequently used indicators:
- Number of site visitors
- Time spent on every page
- Number of unique visitors
- Bounce rate
- Comments and likes
- Number of posts shared on social media
- Conversions and transactions
It is also important to set goals for performance indicators. This way, you can see your progress and improve your content. But, again, make sure your goals are specific, measurable and achievable.
Review performance metrics regularly and improve content quality. This approach will improve the relationship with the target audience, increase engagement and increase income.
How to launch a successful content marketing
Think content marketing starts with writing interesting and original articles? It’s not like that at all. Below are some guidelines to help you build an effective strategy.
Research your target audience
Creating content for the sake of content is a failed tactic. Increasing your mailing list is also not a guarantee of success. You need to know your potential buyers – their needs and interests. Do your research. Collect as much valuable information as possible. Find out the age of clients, their profession, social status, education, place of residence, hobbies, preferences. Then, create content that will interest your target audience and help solve existing problems.
Write a content plan
To achieve your goals and keep potential buyers engaged, create a plan. Consider the needs and interests of your customers. Provide answers to frequently asked questions. Scheduling saves time, avoids repetitive material, and keeps you focused on the tasks at hand.
Provide quality content
The quality of content is determined by three factors: originality, uniqueness and value. Original expert content based on your unique experience is the best option. Quality rewriting is sometimes acceptable. As for the number of publications, there is no single answer that would suit everyone. Never neglect quality for quantity. Customers should look forward to hearing from you. Always try to meet their expectations. And to get the maximum response, use segmentation. Dividing potential customers into target groups will increase the effectiveness of content marketing and audience engagement.
Use different types of content
This statement often leaves newcomers confused. After all, they are desperate to find the content that works best. Long guide or short checklist? Use both long reads and short notes. This approach will optimize content for search engines and increase user engagement. Moreover, connect different communication channels.
Content Marketing Strategies:
- Blog posts
- Educational materials
- Illustrations and photos
- Glossaries and dictionaries
- Charts and graphs
- User Content
- Presentations and more
Create catchy headlines
It is after reading the title that the potential client decides whether to read the article or not. Therefore, make the title informative, clear, and intriguing. Read more about creating creative headlines in our article.
Even if a brand has 10,000 loyal customers, there will always be someone who quits because of poor grammar. Errors may be typos, but they show attitudes towards the job. Therefore, be sure to check spelling and punctuation.
Optimize your content
SEO is the foundation for promoting any content. Search engines carefully analyze sites for compliance with user requests. However, you don’t need SEO to create relevant content and rank in search results. Just write articles that answer customer questions and satisfy their needs. To find a topic, find out the frequency or competitiveness of a request, use tools such as Google Keyword Planner, Google Analytics, Google Search Console, Google Trends, Ahrefs. They will help you analyze the pages of your site, find ideas for articles, and identify relevant keywords.
Organic SEO is about 5.66x better than paid search ads, according to NMC Digital Agency.
Adapt your site for mobile devices
According to Google, over 51% of users find a product or service through their smartphones. In addition, Cisco reports that the share of mobile traffic is growing rapidly. Therefore, in order not to lose customers, adapt your content for mobile devices.
Now you know how to start content marketing for your business. It’s time to set goals, create relevant content, and measure results.