As internet trends come and go, they can cause you to abandon your current content strategy and adapt to new practices. By the same token, many of yesterday’s tactics have lost their effectiveness. Protect yourself by learning about five popular content marketing myths that you should ignore in 2018.
Any content will do
Avoid the mistaken belief that practically any content will help you achieve your goals. Instead, you need to understand the people who comprise your audience and use that knowledge to create an online experience that matches their expectations.
Additionally, you must avoid the myth that quantity matters more than quality. If you get in a rush to publish online content, its quality might be diminished, and fewer visitors to your site will have the experience that they’re looking for.
Rather than taking a hasty approach to content, plan your editorial calendar, including the topics and titles that you will cover in coming months. Plan your content and then make sure it has the quality and information needed to engage your audience.
Content Marketing isn’t for “boring” industries.
Sometimes industries and products are so exciting that the words practically leap from your mind onto the page. Other times, you might not understand why anyone would be interested in your content. In either case, what you write matters, as well as how you write it.
In other words, content marketing works for every business that wants to engage their audience and build relationships. The key is to publish high-quality material that solves real-world problems for prospects and customers while adding value to the marketplace.
Anyone can create great content.
Try thinking of content creation as you would think about working on your vehicle. You can do simple things with your car such as inflate tires and refill fluids. However, when the time comes for an engine overhaul, you instinctively look for an expert mechanic.
So, consider involving yourself and your team in the production of basic content while allowing expert employees or freelancers to do the “heavy lifting.” For a freelancer, you can expect to pay between $20 and $30 for each article.
If you get your employees to do the work, consider offering them a chance to work remotely. Doing so can reduce your overhead while substantially increasing employee productivity.
Content marketing ROI can’t be measured.
Every business wants to get ample returns on the money they invest at every level. Unfortunately, many business owners and managers believe the myth that they can’t track the returns generated by content marketing. This isn’t true.
In the end, the goals you set determine how you will measure ROI. So, when you execute a content marketing strategy, you have the responsibility to set goals that contribute to your mission. Also, you need to define relevant metrics that allow you to measure progress.
You can always measure things like page views, downloads, visitor time on site, gathered leads and conversion rates since it’s the engaged website and social media visitors who will contribute the most to your profitability.
Good content is all you need
Don’t believe the notion that, by publishing high-quality content, you can forget about other content marketing issues and SEO.
Even if you have created the most valuable content on the web that precisely meets the needs of your audience, you will still need to promote it. Needless to say, content promotion is a specialized field of its own. In other words, you can’t just promote a Facebook post or tweet and consider the job done.
Instead, spend time optimizing your content to meet the queries of the search engine users that you want to reach. Furthermore, when the time comes to expand your audience, you can utilize PPC and guest-blogging campaigns to promote it.
In conclusion, you have a lot of myths to ignore in 2018, if you want to succeed in content marketing. As you adjust your beliefs, remember that creating a new and successful strategy takes time and effort.
Jen McKenzie is an up-and-coming author from NY. She usually writes on business, marketing and HR subjects. When not at her desk, you can find her taking long strolls in the countryside or enjoying her free time brushing up on photo editing. You can reach Jennifer @jenmcknzie on Twitter.
http://coronationim.com/wp-content/uploads/2018/01/content-marketing-myths.jpg7201280Jennifer McKenziehttp://coronationim.com/wp-content/uploads/2018/04/coronation-im-logo.pngJennifer McKenzie2018-01-11 13:22:572018-02-04 11:17:595 Popular Content Marketing Myths You Shouldn't Believe in 2018
Marketers claim that content is king and with good reason. In fact, content marketing is the most effective and most efficient type of marketing today. Not only does content help business engage with their target audience, but it also gives customers something of value, such as information, education, and entertainment. Businesses that leverage content marketing is renowned for having customer’s needs in mind and not just for pushing sales pitches.
However, content used in marketing campaigns has to be highly relevant to the customers. 61% of consumers in the U.S. stated that they prefer relevant offers, while 70% of consumers claim that they get annoyed when they receive content that isn’t relevant to them.
That’s why it’s of the utmost importance to create content that will not only be relevant but informative, entertaining and top quality as well. Nonetheless, designing an effective content marketing strategy that can truly capture the attention of everyone you’re trying to reach, demands a lot of attention, effort, and dedication.
Quality content isn’t just an interesting article that you post on a famous blog or a website; it’s a sum of every type of digital content that you include in your marketing campaign and that you deliver to the customers.
That consists of, display ads and banner ads posted on various websites, landing pages that have specific design and messages to encourage visitors to perform the desired action (CTA), visual aspects of your content, such as images, videos, infographics that will engage customers. Even personalized emails that promote updates, sales, discounts or personalized offers are part of your content. Not to mention interactive content, such as games quizzes and contests. In short, quality content is every bit of content you will use in your campaign that will help you pique your customer’s interests and help you engage with them.
That’s why creating an effective marketing campaign requires you to design a funnel that will capture the interest of your audience and lead them towards what you want them to do while supplying them with quality content each step of the way. However, creating such a funnel requires detailed work and a well-designed workflow will help you realize that goal much more effectively. Here’s an example of a good workflow.
Creating a content strategy plan is essential in defining your goals and determining how to achieve them. To create such a plan, you must bring your content marketing teams together and decide what needs to be done and how. For instance, a cloud project management tool can greatly assist you in assigning specific tasks, managing time, visualizing steps and updating your teams in real time to improve their effectiveness. Designing a plan requires detailed research. For example:
Who are you creating content for? – Who is your target audience? What are their buying personas? What type of content appeals to them the most? What are their preferences?
Why are you creating content? – Are you attracting new customers or engaging with existing ones? Do you need more conversions or are you trying to drive loyalty?
What type of content do you need? – Who are you creating the content for and for what purpose will determine what type of content you need? For instance, guest post articles with visual content combined with promotional videos and social media contest can be used to drive new product sales. Also, how much value must content offer to customers, to engage them.
After determining what kind of content is required for your campaign, you can focus on giving it form. For example, how will you try to reach your audience: social media, your blog, email newsletters, forums and what content will be most welcomed such as article posts, images, videos, ads, etc.? Once you have a list of assets required for the campaign you can assign roles to members of your teams.
You can assign a specific task to your teams to improve their collaboration and effectiveness. For instance, social media marketers to create buzz on the social media platforms, email marketers to design promotional email and create a list of contacts, designers to create visual content for the campaigns including videos, pictures, banners, etc., writers to write articles and social media posts, editors to make sure articles and posts are in order and so on and so forth.
That way, every team has a specific task and they can focus on that task more efficiently. After all, when everyone knows what they have to do and what needs to be done they can collaborate to maximize their efforts.
Determine how long it will take to complete specific tasks and schedule them so that you can create a reasonable deadline. That way everyone will know when their task is due and can focus on completing it. Also, you’ll give your stakeholders insight about when will the marketing campaign be ready for launch.
Test and measure
Once your campaign is ready for launch, you can perform A/B testing to ensure its effectiveness and measure your success rate. That way you’ll know if your campaign will do what it’s supposed to do and you’ll know whether it needs improvements or not. Make sure you pay attention to headlines, images, and calls to action (CTA) when performing testing.
Workflows can really help you out in creating a truly awesome marketing campaign. Just make sure you identify all the key points of your strategy and design a workflow that will best suit your teams.
Oscar Waterworth is content marketing and link building professional, a writer and one of the editors at Bizzmarkblog. I have been building links and writing content for the past 3 years.
http://coronationim.com/wp-content/uploads/2017/09/coronationim-post-featured-image-2016-11-21-1-1.jpg7201280Oscar Waterworthhttp://coronationim.com/wp-content/uploads/2018/04/coronation-im-logo.pngOscar Waterworth2017-09-26 10:10:352018-01-10 12:30:15Content Workflow for Content Marketing Teams
SEO. This is probably a phrase we’re all sick of hearing yet, as content marketers, it’s a term that our lives revolve around. After all, if we want our content to be read and seen by our users, it’s something that we have to do. However, it’s easier said than done. Google wants you to keep your sentences short and precise, yet you have a ton of information to convey. You want to provide your readers with high-quality content yet you’ll get penalized for hosting high-resolution images.
It’s all about finding the right balance. Today, we’ll explore several essential tips and techniques you can use to find that balance, enabling you to achieve a high SEO ranking in your content while giving your readers what they want.
Nail the Headlines
The headline of your content is easily one of the most important parts. Not only is the aspect of your article that will draw your readers in in the first place, but it’s also the first part of your article that will contain the keywords that Google will use to index your content. Invest time in creating the perfect headlines that set the tone of your article. Ensure it makes an impact.
Short & Precise Content
According to LinkedIn statistics, 40% of users will give up on loading a website if it takes longer than three seconds to load. This is the reason that Google penalises you for hosting large-sized images. The best way to ensure that this doesn’t happen is by using ‘lossy compression’ on your images, which shrinks the image while only slightly reducing the quality. Additionally, you’ll want to ensure you don’t have too much text in your article. Per the article, you’ll want to aim for around 300 – 1,500 words, depending on the nature of the article. Be sure to check your keyword density.
Formatting Your Content
If this article were written in just a huge block of text, even if the words were the same, you’d have a hard time reading it and Google would have a hard time indexing it. While writing your content, split it up into paragraphs and add essential sub headings where they are due. As a rule of thumb, only have around 3-5 sentences per paragraph.
Know Your Audience
Before you sit down to write any form of content, it’s essential that you know your audience. What language do they speak? What are their interests and why are they reading your article? Your readers will be on your website for a reason. If you don’t supply that reason, they’ll only leave.
Jump on the Bandwagon
Writing content regarding content that is trending in your industry is crucial. For example, if you’re running a rideshare blog and the CEO of Uber has just left the company, this is what you need to be writing about. Not only will you receive more views as well as forming the appearance of being a leading source of information, but Google will also pick up your keywords and stick you right at the top of the page.
I know I’ve been going on about not using slow-loading 10mb images, but that doesn’t mean you shouldn’t use images altogether. The internet is a highly prominent place and including relevant images in your content can award you with increased view rates, sometimes as much as 94%. Optimise and compress them correctly, and you’ll see a huge boost when it comes to your page ranking.
Accuracy is Key
This is predominately for the benefit of your readers, but it’s essential that you proofread and edit your work to perfection. Nobody wants to read through an article that’s riddled with mistakes, bad grammar and spelling mistakes; it harms your credibility as a website. Always triple check your work before you upload it.
Implement Analytical Software
You’re never going to get to the top of your game if you don’t track your progress. Monitor your page views, your engagement rates and your search engine statistics. This will enable you to see what content is successful and what isn’t. With this information, ignore the content that failed and reproduces similar content to the successful posts as this is obviously what your readers what to see.
Make it Easy to Share
Finally, there’s no better form of advertisement than word of mouth. That’s users reading your content and putting their credibility on the line. Include easy to see and use share buttons so users can share your content with their followers, once again increasing your SEO page ranking and your view count. Place the button in a prominent place, and you could even implement a call to action to ensure that your readers to click it. Just be subtle and smart with your placement.
Rachel Summers has been a social media manager for seven years, working for a variety of companies, both big and small, including Top Canadian Writers, a leading custom writing service. In her free time, Rachel also helps and advices a variety of small and start-up businesses on their social media strategies.
http://coronationim.com/wp-content/uploads/2017/08/how-to-write-captivating-content.png7201280Rachel Summershttp://coronationim.com/wp-content/uploads/2018/04/coronation-im-logo.pngRachel Summers2017-08-22 09:49:362018-01-10 12:25:11How to Write Captivating Content for Your Readers While Optimizing It for Google
We have heard a lot about social media sites. Most of the people use it for communicating with one another. However, recently it is also in use for business promotion. Moreover, in this page, we will discuss building communities. We will also discuss the various ways in which you can build traffic to your blog site. Social media sharing is no doubt easy, but a little bit of effort is required on your part. You need to do more than just little sharing of the blog posts on the social media. You will get to know about some useful tactics from this blog that will help you in marketing on social media.
Almost every month you will see that new social networks are coming up. There are both large social media network platforms and niche for social networks. You have lots of opportunities to promote your blogs on these social media sites. Moreover, if possible, you can use all of them to promote yourself. Practically, this is almost next to impossible. Moreover, the use of multiple accounts also becomes a major problem with no interaction or very less interaction with the audience. Lack of time, management, etc. become the biggest problem to handle all the social media profiles. So, it is better that you choose a couple of them or even one among them and give your best effort in promoting your business or service.
It is important to identify the target readers
You can use either one or two social media networks or a couple of them. However, which site should let you go for depends on the readers you target. It is essential that you first identify the readers and then choose the social media networks, rather than doing just the opposite.
Need to determine the potential of the social networks you target There are some social media networks that we all are accustomed to, and the list includes Facebook, Google+, Twitter, Pinterest and LinkedIn. As compared to the new sites, you will see maximum people using these popular platforms. So, it is essential that you target such a networking site which is preferred by a large group of people or at least the group of people you target for your blogs.
The results usually vary depending on the readers. Always remember if your blog is geared around professional matters, then business and professional readers from Google+ and LinkedIn can add to potential traffic. If the group of reader you target is more visual, then you can focus on Pinterest, Facebook, and Instagram. You can add more followers on Instagram to ensure that the process of promotion is speeded up.
Automatic sharing of contents
Marketing on social media can be time-consuming, and we have already discussed the online community building process above. It is not a child’s play to develop these communities. In fact, even after building them, it is quite difficult to channelize your blogs through them. However, you do not need to worry because there are various tools available for this job. Automation can be said to be your friend in this regard. It can help you to share your blog posts on the social media sites.
This is a free social sharing tool, and you can use it to schedule around ten posts in the queue for posting on various social networking sites. If you go with the free version of Buffer, which is indeed the best option if you are a newbie, then make sure that you create a social profile on each of the available networking options. There are some company pages like that of LinkedIn that needs premium version.
Use of hashtags
The use of appropriate hashtags is important when you share updated on the Buffer as well as on social media. These will also require for the content to work on social networks. You can use the free as well as premium hashtag services to know about the trending tags that can drive the maximum traffic to your site.
Sharing button is a must
Make sure that your blog is accompanied by a sharing button so that it can be shared by the readers on other social media platforms easily. If the share button is hard to find, then users will only stay away from sharing the post. Usually, Twitter, Google+, Facebook, and LinkedIn are the standard social sharing buttons given near the blogs. If you prefer any other social networking sites, then you can give that option too. However, remember too many cooks spoil the brother. Similarly, too many sharing buttons will demotivate the readers from sharing the post at all. So, maximum add up to only three sharing media.
Sharing snippets of your blogs without actual promotion
Well, you will be amazed to know that you can use a strategy to promote your content without actually promoting it at all. Many times, people do not seem to like when a profile shares just the link back and titles to their blogs. So, to enhance the appeal, you need to share contents that are meant for the “social media only.”
Share tips and stats related to your service and business
Sometimes you will see posts that cannot be termed as blogs but contain stats and tips of a particular factor. You can add further value to your social media updates with the sharing of this valuable advice and information.
Hope, the above points will help you in promoting your online business. If you are a startup company, then using the points above in an efficient manner will enable you to get instant results. Make sure that you hire the service of an expert if you are not well-versed with the online marketing criteria.
Walter Moore has worked as a social media strategist in the SEO industry for seven years. He has written numerous articles and blog posts on topics related to social media marketing, including gaining visibility by leveraging followers for Instagram.
http://coronationim.com/wp-content/uploads/2017/08/PRACTICAL-TIPS.png7201280Walter Moorehttp://coronationim.com/wp-content/uploads/2018/04/coronation-im-logo.pngWalter Moore2017-08-17 10:02:502017-08-17 10:06:11How can you add traffic quickly to your website with the use of practical tips and strategies?
A sales funnel has four stages: awareness, interest, decision, and action. So while building the sales funnel, you need to make sure you cover all these stages for the desired outcome.
The primary purpose of a sales funnel is to guide users through the different levels of their purchase journey. Companies create sales funnels to attract, interest, and convert prospects into customers. So if you own an online business, creating effective sales funnel is crucial for driving sales and earning revenue.
The gifographic below explains, in depth, the method of creating a sales funnel. But before that, let’s get a basic idea of the different steps of building a conversion funnel.
Step #1. Begin with Researching Your Target Audience
To identify your target audience, and understand them better you need to conduct research based on:
What interests them the most?
Where to find them on social media?
What do they like the least about online purchasing?
What are their pain points that you need to address?
Step #2. Incorporate Buyer Personas
Buyer personas represent your ideal customers. By creating different buyer personas, you will be able to personalise your approach towards the different segments of your audience who’s buying journey may vary. Base your buyer personas on:
Why will they purchase a product?
What motivates their buying decision?
How will they use the products they buy?
Step #3. Work on Your Lead Generation Strategy
There are several ways in which you can drive the audience to your website and generate leads. These include:
It is time to educate your audience about your products or services. They need to know why they should buy your products and how they will benefit from buying them. Your audience engagements strategies can include:
Creating blog posts that offer value
Creating engaging and useful videos
Promoting your content on the social media platforms
Having relevant influencers to review your products and also offer tutorials on them
Sending out newsletters and updates on your latest blog posts through emails
Step #5. Take Steps for Lead Conversions
The buying journey of your audience ends when they convert from prospects to customers. Make sure all your previous efforts do not go in vain buy facilitating the checkout process. Provide for an easier purchase experience by:
Decreasing the form fields
Reducing the number of steps for completing a purchase
Providing for one-click sign-in and sign up options
Now that you have a brief idea about the different steps of building a sales funnel, you can learn more about it in detail in the following gifographic.
Shane Barker is a digital marketing consultant that specializes in influencer marketing, product launches, sales funnels, targeted traffic and website conversions. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities.
http://coronationim.com/wp-content/uploads/2017/08/guide-building-sales-funnels.png7201280Shane Barkerhttp://coronationim.com/wp-content/uploads/2018/04/coronation-im-logo.pngShane Barker2017-08-15 08:45:142017-08-15 08:45:28A Complete Guide on Building Sales Funnels
Unique, timely content that informs and entertains can turn potential buyers into loyal consumers. To create relevant content, you must understand the issues and desires of your audience. These insights can guide your content strategy, ensuring a better experience for your consumer.
Use the following strategies to understand your target market better and increase your bottom line through streamlined content creation.
Step 1: Create Buyer Personas
Creating buyer personas for your target audience helps you better understand their needs. A buyer persona is a detailed description of your ideal customer, crafted through market research and hard data gleaned from existing customers.
Buyer personas make it easier to tailor your content and can help you transform product development tactics, consumer services, and messaging in campaigns. The buyer persona is a crucial piece of the puzzle; it provides insight into the specific needs and interests of your consumers, indicates relevant background factors, and explains their motivations to buy your product or service.
As you form a buyer persona, include customer demographics, buying patterns, goals, and motivations. The more detail you can provide, the more valuable the persona. When surveying existing customers to collect important data, be sure to ask the following types of questions:
Describe your educational background.
What is your profession? Job title?
In which industry do you work?
What are your biggest challenges?
Describe your demographics (marriage status, children, age, etc.)
With accurate answers, you can begin to form content based on demographic interests and needs.
Let’s take a look at an example buyer persona from HubSpot. We can see below Betty’s likes and dislikes and the different needs that she has as a consumer. It’s important to remember, though, that you will probably need more than one buyer persona as your target market likely consists of multiple consumer types. Create as many buyer personas as you need to represent your target market thoroughly.
Step 2: Identify Pain Points
Uncovering pain points that led previous customers to your door can help you pinpoint the motivation for potential customers. Take a close look at your most profitable customers: what was it that motivated them to buy your product or service? Recognizing buying patterns for these profitable customers can help you create content designed to draw in similar, lucrative prospects.
Surveys are a simple, effective way to determine your target consumer’s main problems. Survey results can help you come up with potential solutions, and show you how to best present these solutions to your target audience.
Surveys are a quick way to gather information, but to ensure accurate results, you must ask the right questions in the correct way.
Keep It Simple: Make it easy and convenient for people to access, understand, and answer your survey questions in a minimal amount of time. Be brief; lengthy questions may lead to survey abandonment. Write easy-to-understand questions, and keep it short.
Avoid Yes/No Questions: If your question can be answered with a simple yes or no, change it up. With these types of polar questions, you won’t have the opportunity to analyze customer reasons and motivations. These close-ended questions won’t give you any important information, and will likely just reaffirm things you already knew.
Ask One Question at a Time: Don’t inundate your customers with a bevy of questions at one time. Instead, ask question by question to get accurate, precise responses.
Use Open-Ended Questions: Ask respondents to write a comment or paragraph in response to your question. This lets consumers write exactly what they’re thinking and provides more detailed insight. Provide a text box, and limit the number of characters that can be used to avoid essay-length responses.
Not only do survey results give you insight into how your customers are thinking and feeling, but they also serve as exclusive content that no one else has. SmartMove, a division of TransUnion, makes use of this strategy by surveying their customers and including the survey results in a blog post. By using their proprietary data, SmartMove can be confident that their content will resonate with their target market.
Customer Relationship Management
Customer relationship management (CRM) is crucial. Use CRM software to handle your relationships with clients and track consumer activities, real-time data, and sales.
Want to please your customers? Solve their problems. A recent report from Harvard Business Review found that 81 percent of customers will say something negative about your product or company if they find you can’t solve an issue.
CRM software can help you circumvent this negative press. Because this software collects all data from a customer into a single system, you can access everything from email marketing results to purchase history to online chats. With this data in hand, you can analyze an individual customer’s pain point, leaving you better prepared to offer products or services that solve their issue.
One of the main ways CRM data is used to create content is in email marketing campaigns. Harry’s, a shaving brand, created an email to encourage users to share the product with their friends. By using data from their CRM software, they were able to determine which customers were satisfied with the product and therefore more likely to recommend it to others.
Taking advantage of social media is integral to success. Customers use digital platforms to express their views and opinions, making social media channels a viable well of information for your business. Use social media to tap into a cache of detailed, current data on how customers interpret your company’s product or service. Understand how customers are talking about your offerings, and use this insight to tweak your content strategy.
Go beyond counting “likes” on posts. Look at conversations, comments, and shares to gain further understanding of customer needs and motivations. You must monitor your social media channels and listen to the opinions of your audience to better serve them.
By monitoring what their customers were sharing on social media, Oreo discovered a trend – customers were experimenting with new ways to eat an Oreo. Knowing this, they created a web series called Oreo Snack Hacks in which they feature well-known chefs creating recipes with an Oreo twist. Through social listening, Oreo was able to understand their customers better and create relevant and engaging content.
Step 3: Determine the Appropriate Channels
The quality of your content won’t matter if it’s not distributed to the appropriate channels. Choosing the correct channels to deploy your message is crucial. Where is your target demographic most likely to see your information? Blogs? Podcasts? Twitter? Facebook? Yelp?
Blasting your company content onto every available channel is a waste of time and resources. Reaching your customers means communicating with them through their preferred methods and channels. Not all channels will serve your aims; some will be well-suited to your business while others will prove fruitless. Evaluate consumer feedback, analyze the reach of your current channels, and pay attention to your industry’s social media trends.
How do you find which channels your customers are on? Sprout Social provides demographics for each of the leading social media platforms. Using your buyer personas, find where your target market fits in based on this data.
Bottom line? You don’t have to engage in every social media channel; focus your efforts on the ones that best suit your customers and those that can help you build relationships. Focus on quality communications, and don’t spread your social media efforts thin by trying to utilize all channels.
Step 4: Define Key Benefits
Don’t explain what your product or service does – explain what it does for your customer. Indicate the problem you’re helping them solve, and define the benefits that will directly resolve their issue. Speak with your target audience to determine the questions they’re asking – then pepper your content with the answers.
Benefits serve as your selling point, and will indicate the answers to consumer questions like “What will I get out of this?” or “How will this product make my life easier/better?” The most enticing benefits are those that provide financial or emotional gain. Emotional returns are linked to making the customer feel better, while financial gain sees customers making money or saving money.
For example, Colorescience, a beauty brand, uses language in their product description specifically to appeal to the consumer’s emotional side. By explaining how simple the product is to use, Colorescience is demonstrating a significant benefit that is important to many consumers in the beauty space – quick and easy application.
Informative, unique content is at the core of business success. Understanding your audience can help you better attract customers and serve their needs through strategic content creation. Utilize these strategies to understand your target market better and make valuable content that will serve your business aims well.
Nicole Stelmar is a managing editor at 365 Business Tips, a new site geared towards helping small business owners grow their business. Nicole specializes in helping entrepreneurs master the art of content marketing and improve their digital presence.
http://coronationim.com/wp-content/uploads/2017/05/content-marketing-strategy.jpg7201280Nicole Stelmarhttp://coronationim.com/wp-content/uploads/2018/04/coronation-im-logo.pngNicole Stelmar2017-05-30 10:01:512017-05-30 10:03:39Improve Your Content Marketing Strategy In 4 Simple Steps
Content marketing is no secret. In fact, you could call it one of the most traditional marketing philosophies out there. There’s the right reason for this, of course. Content marketing is good for a lot of things. The first being that it will catch the attention of your ideal audience. It also converts your ideal audience into leads, nurtures them through the sales funnel until the first sale, and then turns first-time buyers into lifetime customers or, better yet, brand advocates. Other channels undoubtedly play a role in the process, but compelling content is the underlying thread tying them all together.
When it comes to turning the skeptics on your marketing and leadership teams into believers, though, the above story of content as a significant driver of sales is likely to be met with eye rolls. Why? It sounds unrealistic, and, ultimately, lacks numbers. In the digital age of marketing–where everything that can be measured, will be measured–content needs to step up its game.
Luckily for you, there’s an easy way to do that: tracking and reporting on content assisted conversions. First, though, you have to write content that converts. This isn’t as scary as it sounds, but it certainly isn’t easy.
Keep reading for three fool-proof tips that will help you write killer content that will both convert your audience and make your marketing team look great.
1. Make sure your blog is as compelling and as consumable as possible
Compelling and consumable. They go together like peanut butter and jelly, and they speak more to blogging best practices than own marketing strategies. You want to pair these tactics together because if you write great, consumable content, but no one is compelled to read it, you’ve wasted your time. The opposite is true as well; if you’ve compelled your audience to click through to your content, but they don’t stick around and consume it, you’ve wasted your time again.
Writing compelling content–namely, content that drives clicks–is tricky. Content saturation is at an all-time high, and even click bait has begun to lose its effect. Your headline must have pull, and your first few sentences must immediately engage. The best headlines create a sense of urgency, invoke strong emotion (positive emotion performs better, but negatively is better than neutral), and keep the value up front. Scroll up, and you’ll find a headline that does just this.
Now that you’ve got readers engaged keep their eyes moving down your page. A little-known secret here is to treat your blog like a landing page. This means eliminating distractions, making strategic use of white space, and keeping all elements flowing towards the ultimate goal of the page.
Do you want readers to download a white paper? Follow you on social? Subscribe to your email newsletter? If you don’t show readers the goal of the page (or, even worse, you don’t know the goal of the page), they likely won’t accomplish it. Everything from bullet points to image usage to clear CTAs–more on this later–will help you accomplish this.
2. Use audience research and segmentation to ensure you’re speaking to needs
Marketers and writers alike often make the mistake of trying to speak to everyone. The logic goes, it seems, that if you try to appeal to 100 people, you might appeal to one. What research and experience have shown, though, is that if you aim to appeal to one person, there’s a high likelihood you’ll appeal to many. There is no substitute for polished content focused directly on one pain point when it comes to influencing conversions.
To do this well, you need to know two things. One, who your audience is. Two, what they want.
Hopefully, your audience consists of more than one person, though. If it does, there are still ways to write precisely to one person. Audience segmentation tools can break your audience down into smaller, more homogeneous groups. With these smaller groups, you can develop a stronger idea of simple wants, needs, and background information that you can translate into hyper-specific, realistic personas.
Ultimately, when you’re speaking to someone’s needs, getting them to convert isn’t a hard sell. It’s the natural next step.
3. Move your audience down the funnel with compelling and relevant CTAs
If the other steps were the cornerstones, this one is the steeple. You’ve captured your audience’s attention with a great headline and introductory paragraph. You’ve moved them down the page with easy-to-read content that solves their problems. Now, all you have to do is give your audience more of what they want.
Most of the time, what they want is more great content, so this is an appropriate time to offer that great whitepaper you just launched or your email newsletter tailored to this audience member’s pain point. Other times it may be a chat with a sales representative or a sample product. Luckily, you’ve done your audience research, and you know how to serve up a well-placed, genuinely valuable offering that will be a win-win for both your audience members and your marketing team.
Closing The Deal With Content
Once you’ve got your audience clicking through to your content and keeping their eyes on the page, getting them to convert is easy–as long as you know their needs and speak to them openly. In fact, keeping content assisted conversions high is as simple as always keeping your audience front and center, following the basic tenets of quality copywriting, and ensuring that readers always have an important next step they can take to engage further with your brand. So are you ready to write killer content delivers better conversions?
Aaron Gray is a leading digital marketing expert in Australia, specializing in Blogger Outreach services through Nobullshit.com.au. Aaron’s goal is to deliver professional blogger outreach to clients across almost all industry niches. He is dedicated to hard work, his job, and loves to travel in his downtime.
http://coronationim.com/wp-content/uploads/2017/04/killer-content.jpg7201280Aaron Grayhttp://coronationim.com/wp-content/uploads/2018/04/coronation-im-logo.pngAaron Gray2017-04-21 12:05:482017-04-24 12:19:09Killer Content: How You Can Write Killer Content That Sells For Better Conversions