Content marketing has become the weapon of choice amongst top brands. According to research, 43% of companies are winning on their content ROI whilst 80% of marketers said they will be investing more on content in 2015.
Whereas content has been a major factor in boosting page rank and improving visibility, the biggest challenge for online marketers has been to turn marketing campaigns into conversions.
However, top brands have recognised the advantages content has over other forms of online advertising and have develop disciplines marketing models that are designed to improve conversion rate.
Content marketing strategies?
Social media networks remain the biggest driver of content marketing campaigns. It is the easiest way to connect to a wider audience and share content.
The problem many companies face however, is converting social media followers into paying customers. But without a defined content marketing strategy, it is tantamount to swinging a golf iron wearing a blindfold and hoping to hit the ball.
Your content marketing strategy should begin with a brainstorming session to come up with as many content ideas as possible. It is important at this point to think of the type of device your content will be accessed on. Don’t forget mobile.
Your content therefore has to be a variety of images and written text, short and long articles. Set times of day when each piece of content will be posted. For example, images and short articles intended for mobile should be posted during commute hours.
A surprising amount of content marketers do not analyse ROI or performance metrics of their content. This is a big mistake, because how do you know which content is receiving the most engagement from your audience.
Publishing content for the sake of it will not get your very far quickly, and in essence is a waste of time and money. If you do not already have a content strategy, sit down and plan one asap.
Content serves different purposes, namely attract traffic, lead generation and conversion. Your strategy should outline your goals and detail where it fits in your overall sales funnel.
Your content also has to be positioned in the right place. Blog content for example, should not read like a sales pitch, whereas a landing page requires a call to action. Social media platforms and community forums should be used to offer advice and position yourself as an expert in your field.
Speaking of which, also consider contributing to third party blogs and recognised industry magazines. This will raise your online profile and brand awareness. Earned media through influential channels dramatically increases your chances of improving ROI.
Content marketing requires a substantial investment of your time and, if you a paying a content curation service, also has a significant impact on your marketing budget.
If you want to see a return on your investment, make sure you have a strategy and analyse the performance of your posts. There are plenty of free tools you can use and with a little time and patience you can become a content marketing expert and compete with the top brands.