Content marketing should explicitly be about promoting the right content to the right audience at the right time in order to achieve your marketing goals
Whether you're creating content from scratch or refurbishing existing content, your goal should be to engage and entice your target audience effectively on different platforms and, ultimately, prompt action.
Your blog posts, videos, infographics, contests and ads all need to be perfectly aligned with the buyer’s journey. This means you need to understand the awareness, consideration and decision stages.
[si_guide_block id="70710" title="Download our Premium Resource – Content marketing strategy e-learning course" description="Use our course to step through the analysis, planning and implementation activities which will take your content marketing to the next level."/]
However, it’s quite difficult - if not entirely impossible - to do this without having a documented plan that covers effective distribution of your content. At the same time, your content marketing campaigns may end up…
Content marketing that converts was created to help differentiate your brand from the others and help you achieve your business objectives
Have you ever found yourself trapped in a conversation where you’re talking to a self-absorbed person, almost doing a monologue about themselves, not caring what you think and feel?
Your readers could be feeling the same thing when they read your content.
There’s a misconception among marketers that content marketing should make them stand out. While there is a truth to this - after all, content marketing that converts was created to help differentiate your brand from the others and help you achieve your business objectives - it’s not meant to position you as the hero of your own story.
Why?
Because your customers are the heroes of the story. Not you.
[si_guide_block id="34016" title="Download our Premium Resource – Evaluating content marketing ROI guide" description="This guide is aimed at helping you improve…
Chart of the Day: 47% of content is for top of funnel buyers
Research published from the Content Marketing Institute has shown that almost half of the content created by B2B marketers is for early-stage buyers - to generate awareness and interest.
This matches the reasons that marketers gave for using content marketing, with 87% of them saying it was to generate leads and potential customers and 82% stating it was to create brand awareness.
This isn't a great surprise, as the branded content is (most frequently) available to browsers without the need to purchase or log in beforehand. A brand can promote charity initiatives, relevant survey/report results their customers may be interested in, and personal brand growth stories (new offices, securing investment, landing industry awards etc.) to establish themselves in the minds of customers.
However, what is surprising is that only…
Leverage the power of user-generated content to drive traffic and increase conversions
User-generated content (UGC) has become an important part of the content marketing strategy in the current era where customers are ready to rave about your products or services online. UGC refers to the content that is created by the users of a brand. It can be anything from comments, reviews, and images to social media posts.
According to the Nielsen Consumer Trust Index, 92% of consumers trust organic, user-generated content more than they trust traditional advertising. This is because brands don’t pay for UGC, it is unbiased and created by users because they like the offerings of a business. As a result, UGC is perceived as more authentic and honest.
[si_guide_block id="5651" title="Download our Premium Resource – Content marketing strategy guide" description="This guide shows you…
How to get better results from your online content marketing strategy
Building a profitable and successful company is no easy task. Even with a great idea/product, incredible staff to bring it to fruition, and all the drive in the world, if you are unable to connect with consumers then the fact is that it just won’t get off the ground.
This is exactly why it’s so important that you also consider your content marketing strategy. Your strategy needs to address one very important question, which is "what is the purpose of your content". Why are you creating the content in the first place?
In order to have a clear answer for this question, you need to fully understand the wants and needs of your consumers, which means there needs to be a research and discovery process in place. So how exactly do you…
Anything that affects the performance of content should be a content creator’s business (even if not directly)
Content makes the digital world go around. It helps drive greater traffic to businesses, generate lead growth, and improve conversion rates.
But content that can achieve all that requires great planning and strategizing. En route content creators run into several roadblocks.
By content creator, I mean anyone who creates content. That could be a dedicated team, a freelancer, or a new business owner who does all the digital marketing themselves, of which content creation is a part.
[si_guide_block id="5651" title="Download our Premium Resource – Content marketing strategy guide" description="Less than half of businesses have a content marketing strategy, meaning they're missing out on the opportunity to plan, manage, and optimize their content marketing."/]
With that in mind, I’m presenting a wide variety of challenges that content creators face. Some are specific to content creation, while others may…
Marketing your non-profit is essential to the success of your cause and luckily, the internet offers numerous possibilities – you just need to make the most of these opportunities
Non-profits and charities often have small budgets and few people to help with their marketing strategies. But without a good marketing strategy in place, how do you raise awareness of your cause? How do you attract more supporters and donors to help support your cause? Marketing your non-profit is essential to the success of your cause and luckily, the internet offers numerous possibilities – you just need to make the most of these opportunities.
In this blog post, I’m going to share 3 effective strategies for non-profits and charities.
Advertise online…for free?
Google Ads can be extremely successful; they appear right at the top of search results so they’re the first result people see when doing a Google search.
…
A headline can make or break your content
A good headline drives traffic, social media shares, and even helps (indirectly) generate leads. A bad headline, on the other hand, will get overlooked. There is too much amazing content being published every day and if you want to be able to compete with it, you not only need quality content that provides value, but also a headline that will make people want to click on your links, as well as share your articles with their own friends and followers.
In this blog post, I’m going to show you how to write headlines that drive traffic.
Step 1: Use relevant keywords in your headlines
Keywords not only help with your search engine optimization (as those are the words people use to search for content like yours), but they also make it clear what your article is about.
Even before you start writing a blog post or…
Research into customer expectation and behaviour, quality and delivery method, when it comes to content marketing
B2B customers in the digital age have greater access to information. They are actively researching solutions and providers before engaging with a salesperson. As a result, content marketing is becoming more prevalent and receiving lots of investment.
The interest in content marketing, however, has created tough competition and higher customer expectation. How can you make sense of all the trends in the content marketing world and make sure that your strategy will bring in results?
[si_guide_block id="5651" title="Content marketing strategy guide" description="Read our 7 steps guide to content marketing for practical advice on how to develop a strategy to deploy content across all your online marketing. Less than half of businesses have a content marketing strategy, so get (and stay) ahead of your competition with our strategies."]
Here are seven…
How do you create content that people actively look out for, and make sure that they’re able to find it?
Blog posts are great for your business. They drive traffic to your website, raise awareness for your brand and continue to generate inbound leads once they start ranking in Google – in theory, that is.
In practice, it’s just as likely that your brand new blog post sees fantastic traffic numbers right off the bat...which die off quickly after the first week or so. In the world of SEO, or Search Engine Optimisation, we call this phenomenon the Spike of Hope – which degenerates into the Flatline of Nope.
This is what it looks like.
What’s happening here is: your traffic spikes after you publish and promote your blog post (on social media, through your…
