HERE’S JUST A FEW OF THE BENEFITS:
Increased Opportunities: By boosting the amount of meaningful, high quality content on your site, you’re enticing users to spend more time on your page, which leads to a much higher likelihood of converting them. Brands who are leaders in content marketing experience 7.8 times more traffic and 56% higher brand recall.
Improved Visibility in Search Engines: Regularly updating your website with relevant content gives Google more opportunities to index and track your website. This means you can rank higher in search queries, especially those you actively target that you know relate to your users needs.
Cost Effective: The general marketing standard is - throw some digital ad dollars at the problem, but that doesn’t work long term. It’s an ever hungry money furnace, burning up your marketing budget faster than you can imagine. Content marketing offers a means to build assets that continue to bring value long term, without increasing the cost.
Brand Loyalty: Providing your users with new, valuable content on a regular basis instils a feeling of trust in your competency and industry leadership. This is particularly the case if you collaborate with influencers or thought leaders in your space. Content marketing offers an easy yet highly effective way continually engaging and fostering trust in your brand.
Social Media Growth: One of the most common distribution channels for your content is social channels. Those social channels grow and are slowly transformed by the content you share. The more relevant it is to your target audience, the more engagement (likes/shares/comments) you engender and this in turn leads to follower growth. The specialty of content marketing however is that you’re not just randomly attracting followers, with a clear focus on specific topics, you’re ensuring you attract the RIGHT followers: potential customers.
Any industry, any time: Content marketing isn’t limited to any specific industry. I’ve worked with B2C Apps for teenagers, B2B SaaS companies targeting 40 year old executives; in both cases we were able to engage and convert our target audience.
Whether your business is in fashion, real estate, fitness, retail or software, Content Marketing will have create clear, actionable results.
WHICH TYPE OF CONTENT TO CHOOSE?
There’s a lot of different type of content out there, how do you decide what to focus on?
That question depends entirely on your purpose. Below I’ve put together a list of some of the most common types of content, and below that you’ll find them matched to the user journey.
Narratives - Stories that your users would find informative/helpful
Example: New Startup Every Month (ThinkApps)
How To - How To’s explain the steps to take in order to achieve a specific goal.
Example: How to Instagram
Opinion - Opinion piece is the discussion of a controversial topic important to your target audience. They are made to stand out and provide thought leadership opportunities.
Example: Minimum Wage, yes or no?
Case Study - Showcase how users and/or brands have used your product to achieve their goals. Example: Instagram Conversion Rate Case Study (Yotpo)
Mega Projects - Large undertakings that are useful or interesting to target audience.
Example: Apple Watch
As you can see, the type of content you create depends on the stage in which you’re customer finds themselves. It’s generally good form to do ⅔ Top of Funnel content and ⅓ Bottom of Funnel.
If you’d like to know more about how to match this directly to your customers, and how to set up a content calendar that best leverages content types, feel free to reach out to me for a consultation.
HOW WILL WE SEE A DIFFERENCE?
Let’s imagine that your goal is converting leads to paying customers, how can you tell the effectiveness of your content marketing activity?
There are a lot of vanity metrics people use, I tend to focus on a couple of key metrics
Visitor growth on main brand platforms (website, app)
Time spent browsing
With just those metrics you can determine if your content is bringing in the right people (bounce rate), more people (growth) and if it’s truly resonating with them (time spent).
If all of these are increasing, you will see a clear difference in your sales as more visitors turn into marketing qualified leads.
If you want to take your content marketing to the next level, you should consider matching it with all the other marketing activities you have in mind and turned into 360 campaigns.
That means combining content marketing with paid advertising, influencer marketing, social media, PR and more.
The reason for this and why you should always consider a more holistic approach to your content and marketing initiatives is that it can dramatically increase their effectiveness while lessening the resources necessary.
Still not sure it’s worth while? Check out this great case study by the folks at Grow and Convert.