Would not you want your content to be liked, shared and generating revenue? Off course yes. So what would you need is an objective to create it, tools to publish it and platforms to promote it and at last analytics to measure the ROI. Content is not limited to creation only but it requires effort to bring visitors, leads, and signups. Content marketing effort should be congruous with the business objective that is what most industry experts have been emphasizing upon.
Influencers have been boasting that content marketing helps drive awareness, create engagement and convert the visitors into customers. That is true but this overhyped word is incorrectly being understood by marketers. There are billions of content being published and crawled by crawlers. Only some of them get ranking and almost 95% wither away and thrown back in pages which have 0% chances of being searched by users. So what makes you set apart from the pile of likes of content is unique, fresh and enriching content well formatted to all devices and all eyes.
Brands have started hiring lots of content marketer just to stay ahead in the race in terms of creating the fresh content. There are sage advertisers who nicely curate content and publish them accordingly given their limited bandwidth. They are right. It does not matter how big or small you are resource or money wise. What matters is the end result, which a company CEO would like to see through is that content marketing strategies deployed to achieve the outcome should be in agreement with organization’s overall vision.
Site owners sometimes add lots of straying content to their site, which does not yield the result but it plummets the site performance. One needs to work on the efficacy of content marketing. Your effort in a content generation may be very good, but nobody is reaching it is again a failed objective. So align your business objective with content creation planning goal, and it should always be in sync with other department be it sales, finance, technology or marketing. You create content accordingly by including them the part of the best content creation process and make them your content authors too.
Your CEO may be more interested, how the company is going to be benefited from this content, sales team will ask about the numbers of leads it will get, Marketing will ask if it can create noteworthy impact and drive brand awareness through it. Content creator always believes that his content is the best, but marketer thinks if it can generate the buzz from that piece of content.
Content planning may be vital and is intrinsic to overall marketing strategy. It is dependent upon the fulcrum of marketing and sales team. It becomes very intriguing for business to understand the reason behind the creation of content and then the second utmost important thing is to disseminate it across the audience by using right channel and distribution platform.
According to Content marketing institute, 86% marketers have been producing content but only 21% of them have been able to gauge the ROI. This clearly reflects that marketer who has the first-hand challenge of creating content becomes obsessed with that but ignore the later part which is promotion and 69% B2B marketer have lack of time in creating that
The market is gradually steering towards content performance and optimization path. This word itself suffices the understanding on how one has to create compelling content with fresh ideas, different formats used and SEO friendly text and images required to emanate the success. Creating content and optimizing them will actually help your business get more queries and customers both.
It does not matter that how often you produce it, but more importantly how you propel it to the customer so that they should see it, read it, like it and share it.
Every business needs to document their content marketing strategy in 2016 to bring more impetus to the content marketing strategy effort. 66% marketers have documented strategy for content marketing.
Here you can use the content marketing with following objectives. The objective is not limited to one but can be various and even every department can have an objective before creator can draw the contour of its contents. You need to align your content efforts with your key business objective
Heidi cohen says that you need to align your content efforts with your key business objective
“This enables your organization to provide the kind of information that your prospects and customers actively seek. As a result, your potential buyers are more knowledgeable and closer to buying from your business, whether you’ve got a B2B, B2C or not-for-profit”
Business Objective: You have a business of leather manufacturing and you want more inquiries and more export to the international market where buyers tend to buy your product. You need to ask yourself some questions. Can your content add value to business If yes then how much? You need to know KPIs if your content objective is aligned with those KPIs. Can your content create enough inquiries or can showcase your manufacturing output or can broadly emphasize on your ability to cater international market
Remember KPIs are always measurable and is termed as metrics and is quintessential for any business, These KPIs can be a number of inquiries, the number of visits, time spent on the content, downloads of e-books etc.
Your content should be easy to read with clear text, meaningful visuals that should clearly be propagating the intent of that content. It is great to optimize or format your content in a structure which can be appealing to its audience.
Content objective fails if it does not broach up engagement and interest, which may be one of the key factors of customer behavior. Content has to serve a purpose for them. This is where persona-based targeting is essential.
Content is surely bound to fizzle out or can chip away at your business revenue if it does not properly have these components
Experience is what brings your customer to be intrigued and invoke emotions and binds them further to dig more into that. It seems to them that their choices are dependent upon the fact which your content supplements. Emotion and Psychology are vital parts in making decisions. To efficiently succeed in content performance, you need to touch base the pain point, relevance of that content and what exactly has driven them to your site. So assuage their queries and surfeit them with answers which are a stark experience to them so that they can begin to explore more about your product.
This experience can be created once you have spoken to your existing customers and done some market research. As this exercise is preliminarily in nature for any marketer to make its content buzzing. Effective storytelling is the best experience and this is what most marketers have started to inculcate the practice of storytelling into their effort to augment the best content marketing planning for their business.
Content with the best storytelling will survive in 2016 and further as stories are always an instrumental in connecting the customer with brands. It too yields recall and adds strength to brand and business’
Telling stories aren’t hard. In fact, it can be simple in many cases. Below are a few tried and true tips to getting your stories found (e.g. in Google search results), friended (e.g. a Facebook like), followed (e.g. followed on Twitter), and forwarded (e.g. shared).
- Keys to Engaging Storytelling:
- Authenticity and Transparency
- Create and Expand Opportunities For Your Target to Share Stories
- Find, Curate, and Amplify Content That’s Already Been Published
- Keys to Getting Found:
- Make your content “SEO-Friendly” and follow best practices for SEO.
- Encourage linking to your content from other sites.
- Measure the organic traffic your content is getting from search engines. To the extent you can understand the keywords people are using to find your content, do so.
- Track the traffic from organic search all the way through to conversions and revenue on your site. Understand which content and stories are the ones that are driving the greatest engagement, conversions, and revenue.
- Keys to Getting Friended and Followed:
- Make commenting, liking, and following part of the story you’re telling. Present counters next to these actions as a way to reinforce the idea that yours is a story worth reading/watching/listening to.
- Recognize and reward the people that Like, Tweet, Pin, or Follow Your Content. Doesn’t have to be big but it should be unique to this audience.
- Keys to Getting Forwarded:
- Make sharing a part of the story. The story gets bigger and better the more people with whom it’s shared.
- More than 90 percent of the sharing that happens does so through email, SMS, IRC, and other “private” channels. Neglect these shares at your peril. They should be treated in a manner that is equivalent to your audiences on the major social sites.
- Recognize and reward your influencers, the people who are actively referring their friends and followers to your content. There are many ways to do this, but the best are to do so with the development of a long-term, loyal relationship with the influencer in mind. The people are a brand’s most valuable audience segment and should be treated as such.
Next step is how the audience is responding to your website and its content if a content is binding in nature and fresh that injects fresh lease and adds some knowledge. Your content should ideally be awash with insights and some factual information, which your audience is scouting for, It will abound the interest and create more quality backlinks and less bounce rate. Engaged readers do more sharing with others and it enhances the prospects of your content being found in search engine result.
3-Intelligent tools should be used while creating and distributing the content
You have created experience and engagement now what matters most is how you gauge the ROI and measure the impact of content. What are the channels performing for that content, keeping your intelligence tied with the ROI of content can help a marketer to scale up and scale down the content’s ingredient? Intelligence can be applied at the time of using the correct distribution platform for broadcast and right channel to embark upon to reach the audience. Content creator and content marketer both should have the prowess to take their effort to next level that is intelligence choice of creating and promoting it. Content creator can use buzzsumo to know the most talked about content or headline analyzer of co-schedule and content marketer can use social media tools the HootSuite or buffer to publish it more intelligently and quickly to its audience
3-Targeting Audience with right keywords
Your business can not be found if you have not optimized your content with a keyword, which your audience is trying to search for. Every brand, whether be it small or large should know the demography of its audience and where are they spending more time and what are they doing on your site, which cities are they from or what age bracket they fall in, You should have deep eyes in your analytics which can portray the better picture while planning your content. You content should be in sync with your audience’s interest and keywords they have been looking for.
4-Efficiently understand the customer journey while creating the epic content.
You cannot write the content which accentuates on conversion or buying, what brands should do is find a content match with buyer’s journey on your site. It can help the buyer to advance to next level of the journey. Buyer journey is segmented into five stages, which you need into consideration while bearing down on the content creation planning part
5-Know your best content, which has been performing.
This is the easiest and foolproof strategy for any marketer to succeed and it can ease some pressure off creating content from the scratch. The best strategy is to repurpose your content and redistribute them across the channels. You should be very cautious while republishing them across the audience. That content should have an impact and should not drop away the interest. It should give a seamless experience to your audience and should not reek off any feeling of content derived from the original source.
For example. Leather manufacturers may not add new content to its site due to limited product features, but it can add how it is creating an experience, how its employees have been working day in day out for optimal productions. They can add some case studies, how a consignment was delivered in limited time.
6-Measure and Attribute the content
Metrics is instrumental in the success of any content. You should know that how is your content progressing and how is it aligned with a business goal? Where are you failing and where do you need to up the ante? These can be decidedly done on the basis of goal you have set. Your efforts will turn turtle if it is not yielding the expected result which you outlined while creating the content.
There can be metrics to be measured after the content is published as there is no way to stop. But the only way is to measure and then attribute it to performing channels.
1-How many customers have read your content completely
2-How many times a post was shared
3-How people are unique visitors or returning visitors.
4-How many signups happened
5-How many downloads brought the new customers or existing customers
So these goals need to be set at the outset and then accordingly you should stick up your content generation effort.
7- Ramp up SEO effort for organic reach.
This piece cannot be discarded as organic traffic can bring up the ROI and can add more customer aligned with keywords and queries raised by them in tandem with content. In the longer term, it trumps card which can be vouched for. Great content cannot be driven until it has flavor and support of SEO’s techniques
8-Use social media platform wisely and aggressively
If you are B2B marketer then the onus is on you to decide which platform do you need to opt for distributing the content. LinkedIn, twitter and Facebook are a great platform to start with. But LinkedIn being little expensive, you can harness the power of facebook and twitter both together. You need to look at your budget and customer where they are available to be targeted. Facebook can help you in remarketing and is good for both global and local business; twitter is good for global business. Still LinkedIn is the considerably preferred medium for promotion of content.
Conclusion: Content marketing is now overused words and marketer may need to be wisely using it while crafting their strategies in 2016. Business objective will remain same but content creation will be more challenging than ever. One has to look at all dimensions, customer’s behavior, old performing content, site engagement, keyword strategy, content distribution platform, a tool used for the creation of content etc. All these factors can be helpful for devising the path for greater reach. Interesting and insightful content is referred again and again and gets a place in the bookmark of the browsers. So are you ready to shore up your business with great content strategy.
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