“Content Marketing provides 4x the ROI of our traditional marketing spend.”~ Julie Fleischer, VP Marketing, Neustar.
The term content marketing and how to use it to expand your business are likely familiar to most online marketers. What is content marketing?
Content marketing is all about producing and disseminating online content that can increase your traffic from organic search engines like Google, Bing, and others.
This has business relevance since it makes sense mathematically. If you can increase site traffic, you are also expanding your pool of potential customers, and over time, a larger pool of customers should provide greater income and profit.
Because organic search has such a high value for your company compared to other acquisition channels, content marketing has become increasingly popular in recent years (e.g., social media, email marketing, paid search, referral).
Since you now understand the goal of content marketing, allow me to break it down into 7 phases so you can produce and sell content that can benefit your company right away.
- Choose your audience carefully
- Conduct a keyword research
- Resource Distribution
- Put together a content calendar.
- Create SEO Content
- Promote content to the target audience and
- Monitor Results
The most fundamental step in content marketing, choosing your target audience, is one that I find people frequently forget when I speak to them about it.
Avoid skipping this phase and jumping right in like a lot of businesses want to.
You should always choose a specific target market or market.
Any marketing strategy, let alone one involving content marketing, should always start with identifying your target market or markets.
Creating client personas is great practice in this circumstance.
If you haven’t already, you can accomplish this by analyzing both the quantitative and qualitative information on your website (using tools like Google Analytics) (e.g., feedback, surveys, etc).
Conduct a keyword search
Once you are certain of who your target audience is, it is time to determine what information is pertinent to their needs while also benefiting your company.
By doing and analyzing keyword research, this gets accomplished.
How does keyword research work?
It’s a study of the kinds of keywords and subjects individuals look up to.
To come up with a list of content ideas, you believe would be both pertinent and beneficial to your selected client personas, use the data you have got from them.
Why do I keep saying “relevant” and “useful”?
You must meet both requirements for any content marketing plan to be effective in influencing your target audience.
Why would they become your consumers, for instance, if the content you create for them is neither pertinent nor helpful to them?
After you’ve finished coming up with content ideas, start figuring out the keywords and phrases that your users are using to search for content like these.
The following are the two primary tools I advise to employ for this:
You can use both, they are the best for keywords search.
Truly, it aids in the discovery of as much reliable information regarding what people are looking for. I usually feel that two sources are preferable to one.
Simply enter the content ideas from your brainstorming into each tool independently, combine the data, and analyze the outcomes.
The following are some things to watch out for:
- What is the typical monthly search volume for the keyword?
- What is the typical monthly search volume for the keyword?
- Is the keyword continuously searched for, increasing or decreasing in popularity?
- How likely is it that your content will rank for this term, as measured by competition (SEMrush’s “KD per cent”)?
If your site is very new and you’re still developing your domain authority, you could wish to target less competitive keywords.
You should concentrate on creating content with a large enough user base to attract visitors to your website. It makes little sense to invest effort in content creation for modest traffic improvements.
Although getting through this can be a chore, I promise the effort will be worthwhile in the long run.
A timeless piece of advice is to avoid getting too caught up in focusing on targeting particular keywords exactly as they get written.
I recommend using your keyword research to identify broad subjects, target them, and then use the keywords to further segment this into pieces.
By doing this, you’ll be able to develop content that has a wider audience while still being detailed in its sections.
This enhances your ability to rank for a larger range of terms and creates a material that is extremely thorough in your intended audience.
For this kind of thinking and content architecture, SEMrush offers a Content Marketing toolbox.
It analyses your broad topic ideas, searches the web, and extracts the most pertinent content you should include to improve your material’s search engine optimization.
However, take this with a grain of salt because sometimes the crawls and suggestions it makes can be utterly unrelated!
Determine who will produce your content next by creating a production schedule.
Fantastic if you have a team for writing or marketing! It’s time to clean the cobwebs off of your ergonomic keyboard if you’re a little business or an individual.
You should have figured out your target audience personas by now, as well as laid out the format of the material you want to create.
Producing it now is the challenging part.
Once more, I frequently hear people complain they aren’t excellent at creating content and that they don’t have time to spare from other pursuits.
Never worry! Various alternatives exist.
For instance, we at ECML can complete your writings efficiently.
Make sure you have a process in place that addresses the following components, whether you are producing the content internally or contracting it out:
- Someone to oversee the production of the content
- The time and expenses for any resources, information, or documentation needed to create content (if outsourcing)
- The production, publication, and promotion stages of the content publishing process
- More resources get needed (e.g. images, infographics, videos)
Put together a content calendar.
Despite being very simple, this step may be very useful in figuring out how to drip-feed your audience and in demonstrating to Google how active you are.
It suffices for a content calendar to organise and distribute the promotion of your content, and to capitalise on important dates, times, and trends. A content calendar need not be in the least bit complicated.
Employing this strategy offers two key advantages.
The first benefit is that it makes it easier for you to grow your audience and attract new customers.
You can make yourself seem more relevant and useful to users by consistently promoting content. By doing this, you show them how engaged and on top of things you are.
Consider yourself a client or a potential client. Would consistent content creation and promotion increase your interest in a brand more than a massive influx of it at random times?
Google appreciates websites that are constantly improving and creating.
As well as routinely updating and optimising existing content, Google wants you to be producing and promoting new content.
It shows your availability and that you are still creating new content. Google adores content!
It’s important to remember that Google may interpret even minor changes to existing pages on your website as new material.
Google will have a more favourable opinion of your website because it almost always seems brand new if the information gets updated
Create SEO Content
This level may seem extremely obvious, and it is.
However, there is a distinction between merely producing material based on your research and effectively set it up to match the requirements for on-page SEO.
Keep it simple and write for people instead of trying to manipulate the system by stuffing your blogs and posts with the keywords you’ve found.
Even though it might seem obvious, I frequently observe online writers trying to create their headings, title tags, meta descriptions, and even alt text for search engines rather than for human readers.
Throw out this notion if it exists in your mind. People will read your information, and ultimately, people will decide whether it is worthwhile to read, share, or act upon.
The reader should therefore be the primary focus of everything you do, including your tone of voice, structure, readability, and flow.
By organising your material into distinct sections under the broad theme you chose, which you found in your keyword research, you will gain the upper hand.
Make sure the order is sensible and sequential. Don’t just include parts for the sake of including them; each paragraph you write should have a distinct function and contribute to the overall value of the work.
When you get satisfied with your article, look over every on-page component to make sure your blogs get optimised for search engines.
To make your material engaging for the reader and obvious to the search engine, concentrate on the reader, apply your keyword and topic research, and write with the mind reader.
The easy secret to producing excellent content is writing effortlessly and rationally while leveraging your homework.
Before publishing your articles or blogs on your website, read them through several times. I know it sounds obvious.
If possible, run it by a coworker for quality assurance; if not, read it aloud until it satisfies you with all aspects of the writing, from the facts presented to the tone and style.
Promote Content To The Target Audience
Yeh! You’ve succeeded! That your material gets written and relevant to readers is significant.
The next section explains how to position your outstanding material to the proper users and effectively trumpet your accomplishments.
You should use your extreme intelligence here.
Every piece of content you create should be your net in a successful content marketing strategy, and it is up to you to decide what to do with the prospects you catch and how to nurture them further.
To increase the visibility of your fresh material, it’s a good idea to apply the obvious techniques from the digital marketing mix, which should contain any or all of the following strategies:
- Organic posts on social media
- Social media advertisements (budget dependant)
- Email Advertising (e.g. Newsletter and include in any DRIP campaigns)
- Influencers: Ask your collaborators to help you promote the material if you’re working together.
These techniques for gaining attention are fairly self-explanatory, but what you want to do is figure out how to make use of these users for your company. Here are 2 approaches to try:
You don’t want a user’s visit to your website to finish with them taking your information and leaving to wander over the internet. Rather, begin developing marketing qualified leads (MQL).
First, check to see if your website has any relevant advertising or social media pixels, especially on the pages with strong conversion rates and content.
If you use an advertising platform like Facebook, Twitter, LinkedIn, Google Ads, AdRoll, Criteo pixels, etc., these use a different one if it lacks one.
If you’re unsure, send me an email or leave a comment and I’ll explain how you can simply set these up using Google Tag Manager or by manually changing the HTML code of your website.
By putting these in place on your pages, you’re ensuring that your cookies record every user who signs up (as long as they accept your cookies).
This entails that you can re-engage website visitors who previously clicked on your material within your larger marketing funnel.
One effective strategy to maximise the value of the content you provide for conversions is to provide visitors with a succession of messages about your goods and services that are linked to what they have read about or interacted with on your website.
The best aspect is that, once everything gets set up, everything happens automatically and within the limits of your advertising budget.
Content that is gated is a bit more clear.
Why not create a fair informational exchange between people and your website rather than just allowing them to browse it, read your content, and depart taking no further action?
If they provide their information, you essentially won’t let them access your stuff (e.g., name and email address).
Developing mailing lists in this manner can be quite beneficial.
Regardless of the CRM system you use, this can be a terrific strategy to increase your mailing list size and prospects.
You may now market appropriate affiliated products or services, or even other related content, to your highly engaged visitors by capturing this information through the use of pop-up windows or certain website pages.
It seems like an exchange.
Be cautious when you approach your fresh batch of prospects
To be certain to support these users. Don’t immediately bombard them with product pitches and naively believe they’ll purchase after reading an article.
An excellent alternative is to introduce these visitors to particular email DRIP campaigns related to the website content they engaged with.
For instance, send them follow-up emails regularly with your latest news, content roundups, articles, and brand messages.
Create a trigger in your email marketing DRIP campaign to introduce higher-value converting emails if these users keep clicking and engaging with your emails (e.g., product or service offerings, discounts etc).
My main point is to keep in mind to move these clients through the funnel. Don’t pressure them with the big sale too soon.
Without precise metrics, it could seem no marketing campaign was successful.
Idealistically, this need to contain benchmarking and a set of key performance indicators (KPIs).
Now, I know that for some firms, this is easier said than done.
These kinds of jobs frequently get neglected if you don’t have enough resources to completely handle your content, promotional channels, and analytics. Therefore I’m going to emphasise the key indicators to watch for and why they’re significant.
Look at Google Analytics if you’re just going to use one data source to assess the success and failure of your campaigns.
I mention this because Google Analytics can collect all pertinent on-site data, conversion statistics, and a mass amount of email and social media data (if set up correctly).
To save time, pay particular attention to the following metrics while gauging the success of the new content:
- Pageviews are a measurement of how many people view your content.
- How long do readers spend reading your material on average (the longer, the better!)
- The percentage of site visitors who land on your content but don’t browse any other pages gets known as the “bounce rate” (usually you want this as low as possible)
- Exit Rate: This is the proportion of visitors who left just your content page (again, this should be as low as possible).
You should eventually evaluate and compare the effects of various traffic-generating channels (referred to as the “Source” in Google Analytics) that are directing readers to your blog or article.
You aim to direct most of your traffic through organic search.
They did not build Rome in a day, so be ready to wait for the organic search channel to bring in traffic as an acquisition channel.
Mostly, ranking for desired keywords and sending hordes of visitors to fresh material via Google and other search engines doesn’t happen overnight.
Instead, during your early promotional phase, you’ll probably notice increases from other channels, like social media and email. Following the initial advertising, this will probably fade and traffic will decrease.
has received a lot of initial traffic and showed to crawlers that it is comprehensive, relevant, and useful, you can expect to see an increase in organic search traffic.
This will assist your content rank in the targeted key terms throughout the previous months and generate ongoing, consistent traffic from organic search channels like Google.
Be prepared to wait because it won’t happen right away when you make it live!
Social Media Analytics
Social networking is an excellent avenue for accelerating the time to market and the initial visibility of your content.
Being active across several channels is typically a smart strategy to maintain growing your audience, as are regular promotions and new material (e.g. Facebook, Twitter, LinkedIn, YouTube etc).
As a result, promoting fresh material is kind of like killing two birds with one stone.
The key metrics from websites like Facebook, Twitter, and LinkedIn get listed below for you to monitor:
- Impressions are the number of times your post or advertisement was viewed (if engaged with)
- How many people clicked on your post or advertisement?
- Comments – the number of comments your post or advertisement received – responding to them can help you increase your engagement level overall, so be active!
- Amount of views on the landing page (paid posts only) – The number of users who clicked on your content after seeing it in an advertisement
- Rate of Views on Landing Pages (paid posts only) – The cost of each click your users made on your content.
- Marketing Analytics for Email
- The most well-known cheap marketing method is email.
Email Marketing Analytics
Email Marketing Analytics, when configured properly, is a means to increase the value of an internet business.
Emails are a terrific way to increase awareness of fresh information at very little expense, just like social networking (depending on the level of sophistication you have set up and your existing audience size).
The following metrics are the primary ones to monitor:
- Open Rate is the percentage of times users have opened your emails.
- The percentage of users who clicked on your links (such as a link to a content page) compared to the number of emails opened is known as the click-through rate.
- Unsubscribe Rate: The proportion of subscribers that unsubscribed from your email list because of receiving the email
- Many uses for these measurements are possible.
A variety of uses for these metrics are possible.
They may also reveal how well designed your emails are and whether your audience needs to be cleaned up besides helping to show the effectiveness of your email marketing in directing consumers to your website content.
First, your email design might be a touch-off if you are seeing poor open rates and click-through rates (i.e., below industry benchmarks).
A/B testing, in which you can provide one design choice to half of your audience and a different one to the other, is an excellent technique to address these problems.
When analysing the metrics mentioned above, determine which performs the best before using solely the most effective design.
Performance testing, adjusting, and improvement should be ongoing activities.
This is a fantastic method for enhancing the effectiveness of your email marketing.
Second, it’s worthwhile to perform a data cleansing if you’re seeing an unusually high unsubscribe rate.
By performing this routinely, you will eliminate subscribers from your mailing lists who persistently don’t interact with your emails.
Why invest resources in users who aren’t interested?
The most powerful strategy for expanding your business is content marketing.
Long-term, you’ll undoubtedly see a return on your investment if you stick to the advice in this blog and put in the work.
Always make sure that the content you publish is pertinent to and helpful to your readership, and keep coming up with new and exciting ideas for writing.
Your importance to your audience and Google will increase in direct proportion to each other. You can build an effective marketing funnel by casting out conventional nets to attract prospects.
So, if modern organisations are to generate value, content marketing is crucial.
I hope you enjoyed reading about using content marketing to expand your business.