Content marketing is an essential part of any marketing strategy for any business, especially for those that operate online. Content marketing is the creation, publication, and distribution of online content, with the aim of reaching a hyper-focused audience and converting them into loyal customers. But how do you get content marketing right?
Set Clear Goals
One of the best marketing tips is to set clear goals. There are lots of options for making content, so choosing the right method can be overwhelming. With options from blog posts and Instagram posts to ebooks and podcasts, where should you start? How do you know which method is the best one?
Use analytics to make sure your content finds your audience. How does the content link back to your business? You need to direct those reading back to your business and your services. Make it clear who wrote the content and why you’re the expert in your field. You can also hire companies to do this for you. If your business needs specialist content, then hire a specialist, such as natural gas marketing, if that’s your field.
Understand The Buyer’s Journey
Your content marketing strategy must engage your reader at every stage of their buying journey. While content is mostly thought of as a way to attract new people to your company website, it can and should also convince a potential or existing customer to make a purchase. Good content keeps existing customers loyal as well as bringing in new ones.
Work out what could cause customers to not purchase and create content that addresses those concerns. For example, are customers seeing your product as too complicated to use? If this is the case, create some content from your sales team like a series of simple instructional videos or how-to blog posts to convince customers that your products are easy to use. If you have a large range of options in your products, this can help to simplify the decision of what to buy too.
Track Performance With Analytics
Your content needs to convert viewers into customers. Analytics is the best way to keep track of how this is going. Monitor the numbers closely to see what kind of content is working for you and what content isn’t. This can help you to see where you can improve your content to do more of what works and less of what doesn’t.
As well as traffic, look at your conversion rates. For example, if your blog only gets 500 readers, but your Instagram has 5000 followers, it might seem that Instagram is more worthwhile and successful for you. However, if the blog has a conversion rate of 7%, while Instagram only has 0.5%, this shows that your blog is doing a better job of converting people to sales, and shouldn’t be overlooked, despite the smaller audience. An engaged audience is more important than a big audience, as these are the ones who make purchases, spend money, and engage with your content.