By: Lior Sigel
“Content is king”
Over the past years, there have been tremendous changes in consumer behavior, journey and purchasing habits. The new consumer is a new type of breed: impatient, cautious, indifferent to commercials, and willing to spend time on homework and research (75% of shoppers research online before buying).
In today’s world, generating interest among young buyers requires real value creation for your audience. Content marketing will help you understand your customers and increase your presence online.
Still not convinced?
Content marketing costs 62% less & generates 3x as many leads than outbound marketing (Source: Demand Metric)
Content is the most effective SEO technique
89% of B2B organizations use content marketing on a regular basis
Blue Apron grew 500% in a single year off the back of its content marketing efforts.
47% of buyers viewed 3-5 pieces of content before engaging with a sales rep. (Source: Demand Gen Report, 2016).
 Salesforce Unwraps its 2017 Connected Shoppers Report
Content Marketing Tips to Success
Now that we have covered the “Why”, it’s time to understand the “How”:
Think before you act
Creating content isn’t enough, strategic planning is the key to your success.
72% of content marketers who increased their level of success over the past year credit their strategy as a major contributor (B2B Content Marketing 2018: Benchmarks, Budgets, and Trends).
Before you begin creating content, be sure to define your goals, target audience, available resources, and Key Performance Indicators (KPIs) to ensure success. The insights you’ll cover can make all your tactical decisions easier to plan and manage.
Free templates for building your initial content marketing plan:
Tell the right story at the right time to the right person
Characterize your customer’s journey. The customer’s journey is the research process your prospective customers go through leading up to their decision.
Understand what that journey is, who it’s for, where it takes place, when, and why. Map the specifics of how to enable your content to facilitate that journey.
It’s not about you – it’s about them
Don’t invest your precious time and resources in content that suits you – but that no one else wants. Devote your efforts to creating content that adds true value to your customer needs.
Instead of writing about how your cheese is magnificent, write a recipe for utilizing your cheese.
Instead of writing about your data analysis capabilities, write insights about ways in which the data you’ve accumulated can serve others.
“Tafasta merube lo tafasta” (If you have seized a lot, you have not seized)
Content marketing is a hot trend holding numerous tactics for action: social media content, blogs, website, webinars, emails, podcasts, newsletters, videos, apps, case studies, events and much more.
Content marketing has evolved to such an extent that there is no limitation to the number of approaches you can use. Still, remember that no one can have a strong presence on all channels. And it’s not necessary, it takes time and resources. What is key to remember is that there are various ways to reach your target audience, and your content efforts must fit your budget, goals and target audience nature.
If You Can’t Measure It, You Can’t Manage It
Content creation is only the first step, if you strive for success you have to measure EVERYTHING. Setting goals and measuring them are the foundation for judging the profitability of your efforts – without it, you’re in the dark.
Deep-dive into your data and understand your content value. Basic metrics to track include:
- Site and pages traffic – the amount of visitors
- Click-Through Rate (CTR) – the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement
- Conversion rate – the number of customers who have completed a transaction divided by the total number of website visitors
- Traffic from organic search – organic search results are listings on search engine results pages that appear because of their relevance to the search terms, rather than their appearance due to paid advertisement.
- Cost Per Lead (CPL) – the cost of investment in leads divided by the amount of leads produced.
- Reach – the total number of unique users exposed at least once to a medium.
Find more about data analytics here:
If You Build it, Will They Come?
If you build it, you will probably increase the odds of them coming – but it’s not enough.
The Internet is a crowded place and in order to stand out from the crowd you’ll need to invest in content promotion. Improve your exposure reach by dozens and even hundreds of percent by using dedicated tools for each content type.
Test and optimize – maximize your budget and allocate your resources respectively to each platform performance.
Bonus – Tools to Help You Succeed
Outbrain – Drive traffic and get your content discovered on leading publisher’s websites.
BuzzSumo – Analyze topics and find influencers.
MailChimp – Marketing Automation platform an email marketing service.
Google analytics– Web analytics service offered by Google that tracks and reports website traffic
Upwork – Don’t have the funds for a content writer? Find freelances for your content marketing tasks.
Google Keyword Tool – Research content marketing keywords, this tool suggest keywords and estimate the amount of volume to that keyword.