Why has content marketing become the most important digital marketing trend? In the past some years, internet has transformed buying behavior. Customers are curious to know about your company, your services or products, your unique selling point and much more. Creating and sharing engaging and relevant content that respond to their curiosity is the most direct line to sales and loyalty.
48% of B2B marketers have a content marketing strategy, and 70% of B2B marketers are creating more content than they did one year ago. (Content Marketing Institute, 2015)
Content marketing across website, social media, blogs and more can fuel traffic and leads, but a major percentage of marketers struggle to align content with conversions.
How can you create engaging content and disseminate it specifically to the target audience? What can you do to put content in line with the conversions to encourage readers take action on your site? Let’s take a look.
- Know what your audience wants
Before investing in content creation, make sure you’re thinking from the perspective of your audience, instead of serving what you want them to see. Whether you specialize in web design, sales or marketing, establish yourself as an influencer in that field by creating valuable content that people are looking for and can learn from.
- Search engine friendly content
More search engine visibility leads to more credibility.
Researching the relevant keywords for high search volume and naturally implementing them within your writing is critical in creating SEO friendly content. Whether you’re writing a blog or posting a tweet, keywords can help you optimize your content for a larger reach.
- Develop quality content
While keywords play important part for promoting SEO, their impact banks on having a quality content. Panda (Google’s search algorithm), loves ‘High quality Pages’ and sweeps off low quality ones. Visitors want to find informative content they are looking for on your site, and if your site is keywords-stuffed, they will get discouraged and move on to one of your competitors. So, quality is the key.
- Headlines that can’t be overlooked
Your headline can make or break your landing page, social post, blog or any piece of content. It either grabs the reader’s attention to explore more or repulse their minds to abandon the page.
To capture their time and attention:
- Use your client’s voice
- Understand your client’s pain points
- Communicate value by clearly defining why they should read
- Identify what sounds best for your marketing goals
- Maintain the right balance of content that educates & content that sells
Audience tend to build a natural inertia to sales speak. For sustainable selling, start from the content that educates them on the solutions they are looking for, and build their interest deeper. When they reach a level of engagement, then is the time to place a short message driving them towards the purchasing decision.
- Create a separate approach for each social network
Content comes in all forms, and not every form is suited for every platform. Social media marketing differs for various platforms – Whitepapers might not serve the purpose on Facebook as it might do so on LinkedIn. Similarly, #hashtags might not be as valuable on Google+ as on Twitter. Build a customized approach and uplift your overall content marketing strategy.
- Publish a variety of content types in distinct forms
Popular types of content that you can publish to accomplish your online marketing objectives and boost conversions:
- Blogs
- Infographics
- Whitepapers
- Press releases
- Case studies
- Presentations
- Videos
Finally… Track your strategy via regular content reviews
You should be reviewing everything from what queries led visitors to your website to the average time spent on a particular page, frequently visited pages, leads and conversions. Based on these insights, evolve your strategy and improve your content marketing model as per your needs.
Advaiya helps businesses grow and succeed by combining technology and marketing in a systematic and intelligent way. Our teams align themselves around your success and offer the best for you through content marketing strategy , digital experiences, enterprise solutions, and custom development.
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