Content marketing is the fuel that powers a business’s overall online strategy. It is becoming increasingly more important in terms of boosting your SEO engine and increasing your online presence in the most effective way. This is the era of multiple digital marketing channels, be it search, social or e-mail and all of these rely on quality content to drive them. Using these platforms allows direct engagement with your target audience and with content that is not just about selling but also about adding value for them and generating a positive view of your brand.
Where do I start?
Content can come from any area of your business, be it high level thought leadership content or nitty gritty information on exciting product features or business services.
Talk to stakeholders from different business departments to get their ideas, views and facts on different content pieces.
Focus on trending or topical content relating to your industry and add your company’s slant/opinion to it.
Wherever the content stems from make sure it always aligns with your corporate objectives and more importantly with your target audience in mind. If in doubt ask yourself ‘Does this blog post/content piece add value for my target audience?’ If the answer is no then scrap it and get back to the drawing board.
How do I share it?
The content you have produced, or your content strategy, defines your channel strategy – not the other way around.
Once you’ve gathered the quality content assets you need it is important that these are ‘atomised’ into individual blog posts, e-Zines, tweets, LinkedIn posts, infographics, videos and so on, to be used to keep your social networking channels fresh and current.
Regurgitating a certain content piece across all channels the exact same way will not bode well, especially if your target market is active across a number of different channels. Doing this can bore your audience pretty quickly.
Tailor your posts to suit each channel in terms of tone, messaging and call to actions. Continue the story across the different platforms to keep things fresh and engaging.
Some pieces will not be relevant for certain channels. For example a whitepaper on ‘Overcoming Email Marketing Privacy Challenges’ would not be the most fun or inspiring topic to share on Facebook or Pinterest but it would certainly marry well with your audience on LinkedIn.
How do I measure success?
Measuring the success of your content marketing plan is just as important as the quality of the content itself. Reporting should focus on your business objectives and from those you can decide on the key KPI’s your content marketing measurement should include.
Are you looking to build brand awareness? If yes, highlighting reach in your content marketing reports is very important. This can come in the form of UV’s (unique visits) or readers of your content. It is important to measure reach in more detail in terms of geographic location and device readership to understand whether your content is also being delivered to the right people on the right platforms.
Are you looking to engage with your audience? If so it is important not to lose your readers. A high bounce rate would mean you didn’t deliver on the content your audience expected after clicking. Reporting on bounce rates and time spent metrics should be good indicators of how engaged the traffic to your content is.
Ultimately the number 1 goal of most content marketing plans is to increase online conversions and return on investment. So measuring the number of leads or conversions generated from your content marketing efforts is the best indicator of success.
Content marketing is vital for any brand to attract, acquire and engage in today’s digital world. Looking for more information on how to create and deliver the most effective content marketing strategy for your business? Look no further and contact us to today.