Content marketing is a long-term marketing strategy that aims to attract the target audience and build trusting relationships. To achieve their goals, marketers create and distribute relevant content.
Why Content Marketing Is Important
Content marketing helps build significant audience reach. With its help, customers are attracted and go to the reception. For example, companies that have a blog attract 55% more visitors.
According to the Content Marketing Institute, content marketing generates three times more leads than paid search advertising. A study by Demand Gen Report found that 47% of buyers view three to five posts before buying a product or service.
Content Marketing Goals
- Lead generation
- Increasing the number of views
- Improving customer performance
- Lead nurturing
- Increasing brand awareness
- Attracting traffic
- Reactivation of passive clients
- Loyalty increase
- Upsell and cross-sell
Goals in content marketing evolve from the shopping cycle. They will be different.
Purchase cycle stages:
- Problems with consciousness
- Searching of decisions
- Exception
- Purchase
Once the goal has been achieved, key performance indicators need to be defined.
Frequently used indicators:
- Number of site visitors
- Time spent on each page
- Number of visitors
- Bounce rate
- Comments and likes
- The number of posts that were sent to social networks
- Conversion and evaluation
It is also important to set goals for performance. This way you can see the progress and improvement of the content. Make sure your goals are specific, measurable, and achievable.
often analyze indicators of efficiency and improvement of the quality of accumulation. This approach will improve audience reach, increase reach and increase revenue.
Do you think content marketing starts with descriptions of interesting and original articles? This is not true at all. Below are some recommendations that will help you build an effective strategy.
Research Your Target Audience
Creating content for the sake of content is a failed tactic. Increasing the mailing list is also no guarantee of success. You need to know your potential customers – their needs and interests. Do your research. Gather as much valuable information as possible. Please find out the age of clients, their profession, social status, education, place of residence, hobbies, and preferences. Create content that will be interesting to your target audience and help solve existing problems.
Write a Content Plan
To achieve your goals and keep potential buyers engaged, create a plan. Take into account the needs and interests of customers. Provide answers to frequently asked questions. Planning saves time, helps avoid repetitive content, and allows you to focus on the tasks at hand.
Provide Quality Content
Content quality is defined by 3: originality, uniqueness, and appeal. Original expert content based on the following unique experience is the best option. Sometimes quality rewriting is acceptable. Regarding publications, there is no single answer that fits all. Never neglect quality in the use of quantity. Customers should expect news from you. Always try to live up to their expectations. And to get a quick response, tag the segmentation. Dividing customers into target groups will increase the effectiveness of content marketing and the completeness of advertising.
Use Different Types Of Content
This statement often leaves beginners confused. After all, they are desperately trying to find the content that works best. Long guide or short checklist? Use both options: long reads and quick notes. This approach will optimize content for search engines and increase user engagement. Moreover, connect different communication channels.
Content types:
- Blog posts
- Articles
- Books
- Educational materials
- Letters
- graphics and photos
- Webinars
- Video
- Guides
- Glossaries and dictionaries
- Charts and Graphs
- Reviews
- User Content
- research
- Presentations and more
Create Catchy Headlines
After reading the title, the potential client decides whether to read the article or not. Make the title informative, clear, and intriguing.
Proofread Articles
Even if a brand has 10,000 loyal customers, there will always be someone who will leave because of poor grammar. Mistakes may be typos, but they show relevance to the work. Therefore, be sure to check spelling and punctuation.
Optimize Your Content
SEO is the basis for promoting any content. Search engines carefully analyze sites for compliance with user requests. You don’t need to be an SEO expert to create relevant content and rank high in the SERPs. Just write articles that answer customer questions and satisfy their needs. To choose a topic and find out the frequency or competitiveness of a query, use tools such as Google Keyword Planner, Google Analytics, Google Search Console, Google Trends, and Ahrefs. They will help you analyze your site pages, find article ideas, and identify relevant keywords.
According to the NMC Digital Agency, organic SEO is about 5.66 times better than paid search ads.
Adapt Your Site For Mobile Devices
According to Google, more than 51% percent of users find a product or service through their smartphones. Cisco reports that the share of mobile traffic is growing rapidly. Therefore, in order not to lose customers, adapt the 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.