A study conducted by Content Marketing Institute found that only about 35 percent of businesses have their content marketing strategy well-documented. This same study concluded that 55 percent of small business owners will increase their content marketing budget within the next year. There is no denying the power of great content. With informative and engaging blogs, press releases and social media posts, finding a larger audience for your business will be easy.
If you are like most business owners, however, you might be a bit confused about how to get a good content marketing campaign started. Here are some key factors that will help ensure content marketing success.
1. An Understanding of Who Your Audience Is
When creating a new piece of content, the first thing you’ll need to do is understand who you are writing it for. Failing to establish your target audience before you write your draft will almost always cause you to miss the mark when it comes to engagement metrics. Once you learn how to nail buyer personas, you’ll be off to the races. Check out our latest webinar with buyer persona expert, Adele Revella, which will give you the tools you need to get started.
Once your personas are in place, you’ll be able to target and distribute all of the content you produce more effectively. Consistent messaging that is attuned to your buyer’s cycle stage can go a long way when trying to convert your audience and market to them across their entire buyer’s journey. We learned a ton about how to distribute content to your audience at each stage in their journey in our webinar with expert, Ardath Albee titled,”creating Connected Experiences with a Strategy for Context”. (You can download the on-demand recording here.)
2. A Well-Thought-Out Map of Your Sales Cycle
Moving prospective customers down the sales funnel with good content should be your main objective. The key to effective content is making it appeal to different customers at different stages of the buying process.
A survey conducted by MarketingCharts compared six different types of content and how effective they were during different stages of the buying process. Most consumers in the pre-sale phase responded better to white papers, while consumers in the final sales process found blog articles more helpful. This is where lead scoring and nurture campaigns will help you. If done properly, you can automate a ton of your personalization and upper funnel marketing.
3. Informative Content Is a Must
Rushing through the content creation phase of your marketing campaign is a recipe for disaster. Your main focus during this phase should be to provide your audience with information and insight into what your business does and how it can benefit them.
According to the CMO Council, 65 percent of consumers value well-thought-out research reports and studies over all other types of content. Providing your audience with cold hard facts about your products and services can spark their interest and turn them into loyal customers.
4. A Method of Promoting Your Content
Once you have new content developed, promoting it should be your next goal. Having great content on your website won’t matter at all if you are unable to get consumers to read it. Using social media to promote the blogs on your website is a great idea. Not only can this help to increase the traffic to your website, it increases the chances of your links getting shared by your followers. There are also tons of ‘quick-win’ ways to promote your content. For example, smart email signature tools, like WiseStamp, dynamically pull content from your blog, RSS feed and social media so that your email recipients will see a headline and link to your latest content right within your email signature. According to data from WiseStamp, emails with email signatures receive 22 percent more engagement and 30 percent more replies!
5. Analytics of Your Content Marketing Campaigns
Some business owners make the mistake of publishing content and forgetting all about it. In order to figure out what your audience wants, you need to track the page views you are getting. By doing this, you will be able to easily see what type of content is getting the most traffic. Once you have this information, you can alter your content marketing strategy with ease.
Looking for an easy and effective way to keep up with the content assets your company has? If so, look no further than Mintent. Instead of using complicated spreadsheets or an endless array of email messages, you can keep track of your content in one place with the help of Mintent.