So, you’re jumping on the content marketing bandwagon. Bravo! These 10 benefits of content marketing were likely too delicious for you to refuse, amiright?
Now what? It pays to know what you’re getting yourself in for. This isn’t just a blog-and-they-shall-come scenario, I’m sorry to say. Content marketing requires a dedicated, regular, and consistent approach – but before I scare you off, content marketing is also fun! It’s an opportunity to really stamp your unique mark within your industry, while really showing off your skillz and know-how while you’re at it.
Before you begin, it’s a good idea to map out the steps you’ll need to take to really achieve content marketing domination in your niche. Lucky for you, I’ve done that for you. Follow these six steps for successful content marketing campaigns:
Don’t go into your content marketing campaigns blind. First of all you need to work out what you want to achieve and set specific goals. That could be views, downloads, conversions… I’m assuming that the end aim of your content marketing is to convert leads into customers, but get specific around what numbers you’re after or what the value of a lead means to you.
2. Create Valuable Content
Now it’s time to build out your assets. Get busy creating your content calendar, your ebook ideas, crafting your killer case studies, and optimising your website. Note that the key word here is valuable. Don’t just bulk out your blog with a whole lotta noise; that will be counter-productive. Create helpful content that answers key concerns of your audience, content that is easily shared, and if possible, gated content – that is content that requires your audience to enter their email address, such as to download an ebook.
3. Engage with your Audience
Don’t assume that a willing audience will flock to your content. Invest time in engaging with your audience and influencers online. Establish relationships before you go ahead and ask others to share or link to your content. If you’ve made the effort to build mutually beneficial relationships, links and social shares will occur naturally.
4. Amplify for Greater Return
What can you do to get the most leverage out of your content? Consider ways that you can reach a greater audience and put your content in front of the right people. There are paid options that allow you to promote your content, co-marketing opportunities, or consider a guest blogging campaign which will allow you to promote your content in a less direct way.
5. Measure Results
There’s no point doing any of this if you’re not going to keep an eye on results. The beauty of inbound marketing is that it’s much easier to measure ROI than traditional means of marketing. Revert back to your goals in step one and consider whether what you’re doing is still keeping you on track towards achieving your goals. Remember that content marketing is a long-term strategy, you can’t post a couple of blog posts and expect to have a rush of customers at your door. Content marketing is designed to give you mileage for a long time to come.
6. Learn and Adapt
It can be hard to know what content your audience is going to lose it’s mind over, and what they fling to one side, so it’s important to closely monitor what content is capturing the attention of leads, what content in converting, and what content is flopping. Do more of the good stuff, and less of the stuff that isn’t working. It could be a matter of changing your content format, or something as small as changing the verb in your call-to-action. The point is that you continuously learn from your content marketing experiences. Tweak and test and tweak and test some more.
Need some help getting your content marketing show on the road? We can help. Mark My Words offers content marketing services on a retainer contract basis to a limited number of clients (just so we can always give you the best care and attention).
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