Are You Taking a 360 Degree View of Content Marketing?
Creating content that relates to customers and builds engagement has consistently been the top challenge for marketing departments. Many marketers feel like they're just shooting in the dark in terms of content marketing — sometimes it works and sometimes it doesn’t. This is especially true for teams that are trying to increase sales by building brand authority in their industry.
So here are some critical questions that CMOs and content managers can ask themselves to determine if their strategy is on the right track, confirm whether they’re sticking to the fundamentals and make sure they aren’t making any obvious mistakes.
Is Your Messaging in Tune With Industry Buzz?
Keeping your company’s marketing content relevant and interesting doesn’t mean that you should pursue every trend that passes by. However, that doesn’t mean you can simply dismiss all of them either. Content must either be unique or refer to current events fresh in people’s minds in order to keep their attention, regardless of how informative it is. By keeping up with the latest news and updates specific to your industry or niche, you could be one of the first outlets to provide an opinion on them.
Great content marketing and SEO go hand-in-hand, so in order to make your content seen and heard, it must include the terms, slang and even jargon that might draw in relevant audiences. By keeping up with the latest conversations and expressions being thrown around, you can tweak your content to identify more closely with your target audience.
Google’s Trends tool can help you monitor the keywords and topics being searched for and discussed online. It also shows you the volume of these searches and how fast interest in a given topic is rising or waning.
Don’t just latch on to any topic that is trending in your area of reference. Be sure that it is relevant to an audience in your niche and that you understand what it is all about, and are able to share insights or at least use it in an entertaining way
Once you find the kind of themes and issues that your pique your audience’s interests, you can nail down a direction and certain ideas around which to build your brand messaging.
Are You Letting Your Audience Guide Your Content Strategy?
In order to let your audience and customers drive your ideation and approach, you must make sure you know them through and through, so that you can create the most relevant and engaging content. This is best done by formulating audience personas to help get into the mind of your typical consumer. You will need to delve deep into the demographics and analytical data to create generalizations about the type of people that follow your brand.
- What do they look like?
- How do they speak?
- What buzzwords are they familiar with?
- Where and how do they consume content?
- What industries do they work in?
Create multiple personas. These generalities can then be used to guide content by focusing on the subjects that would likely appeal to these different personas. For example, Customer A may be more interested in the nitty-gritty details of your industry, while Customer B might be more interested in learning practical ways to use your products or services. Customer A might place a premium on your brand experience while Customer B might just be looking for the cheapest product around.
Perhaps the most important ingredient to a fresh content strategy is simply knowing who you are communicating with and how to do so effectively.
Are You Analyzing Visitor Behavior on Your Website to Understand Intent?
The role of big data in content marketing cannot be underestimated. To stay competitive, businesses and marketers need to understand that they’re operating in a competitive environment that needs constant adjusting and optimization. Whenever a landing page is tied to a piece of content, blog post, email or even social media update, you need to know exactly how it performs in relation to your goals.
Before you even begin designing or optimizing your landing page, you must first ask yourself: why are customers coming to this specific page? What do they intend to get out of it and what are they looking for?
Marketers need not wait for coders or designers to develop or customize a landing page. Tools such as Landingi offer easy ways to add a quick page with forms, text boxes, drop downs, buttons and other elements to help you optimize your marketing funnel and automate the user workflow on your site.
Take a sign up page for example. You can easily create a form to gather information that tells you more about your audience. This can as simple as their location, most pressing concern, or how they discovered your brand. Using this data, you can refine your sales approach in a way that resonates with current or potential leads.
Remember that the intent of visitors is not always (read, almost never) to purchase. On the contrary, the majority of your first-time visitors will be looking for information on what your company or product does, how much it costs, and so on. You need to create exact content so that each landing page fulfills a specific purpose.
One great place to start is by answering common questions that visitors are asking. You can find these through intent-based keyword research for more general topics or you can address issues that customers frequently raise with your support or service team.
Kapost used this strategy to great effect by sharing information directly from their sales and customer service team’s conversations with their marketing department. Their content team then created specific pages for these questions so that future customers could instantly find this information and they could create more relevant landing pages.
You can also experiment with different variations of your landing pages through split testing. Consistently testing components like style, copy, and CTA buttons will give you plenty of data-backed insights as to what makes your audience tick.
Are You Using Events and Experiences to Create Content?
Your business events can provide a plethora of valuable inspiration that can be used and reused to support a sustainable content marketing strategy. You can also use these insights in future promotions with value-based messaging.
Ecommerce platform Shopify teamed up with Kylie Jenner to promote her temporary pop-up shop as well as their retail POS system. While there was a lot of marketing buzz promoting Kylie Cosmetics during the event, Shopify pulled the online equivalent of a guerilla marketing stunt by telling the story to their customers through their blog.
They published a post talking about all that goes into the planning of offline experiences for online businesses and the power it has. They even shared some behind-the-scenes pictures and details about Kylie’s store. The story was by no means blatantly promotional, but instead it had some real-life applications and valuable insights for retail business owners – Shopify’s core audience.
Don’t be fooled. The entire piece was marketing content for their own company. Shopify used the event as an opportunity to mention their new POS system that Kylie Cosmetic used in order to handle all of the transactions during the pop-up. They even snapped a photo of Kylie herself using the system.
By turning a business event into marketing content, you can not only provide your audience with great information and examples, you can also promote your product’s usefulness through effective storytelling.
While statistics and numbers are great for proving points and communicating research, studies have found that when content tells an actual story and provides a practical application, it resonates far more with audiences and produces better results, eventually boosting conversion rates in the process.
Over to You
Consumers are more than an accumulation of facts and figures; and so must be your marketing strategies. There is so much pressure in the marketing world to deliver sales, to come out with the most innovative, creative, and unique strategies that marketers have lost focus on what is truly important: the customer experience.
Through content marketing, organizations are now able to build real connections with their customers as well as a larger audience in a way that was never before possible. The best content marketing strategies don’t necessarily depend on budgets or technology; they’re tied to brand-customer relationships.
As a marketer, it your job to empower your brand to build these relationships and facilitate experiences that bring positive results. The best way to do this is to give customers information that they can actually use – and make sure they use it!
Rohan Ayyar is the regional marketing manager for India at SEMrush. His blog, The Marketing Mashup, covers digital marketing from the perspective of B2B, B2C, lead generation, mobile marketing, SEO, social media, content marketing, database marketing including predictive analytics, and conversion rate optimization. In addition, he'll look at emerging marketing technology and how marketers can use it. Reach Ayyar at firstname.lastname@example.org.