Content marketing works. The statistics show the same that content marketing delivers a phenomenal ROI. 70% of marketing professionals believe they have benefited from it in generating more leads.
Why is that? 42.7 percent of people are using an ad blocker, and the only method to reach them is via content. The first mistake you make is to include content marketing in your marketing strategy.
If you're already making use of it (congratulations! ) Let's look at what other flaws you should avoid and how to increase the ROI of your content marketing:
1. Don't use your information to promote your content marketing strategy.
The majority of content marketing strategies actually aren't even strategies actually. This is just one or two individuals who are pondering concepts that might be beneficial to their blog.
When you're trying to decide the best place to stay with your buddies it's best to have the ideas in your mind, but with no data-based foundation. However, not when you're expecting tangible outcomes through your work.
Instead of "cold" brainstorming, here are some suggestions that my agency for content marketing uses for clients:
Find the differences in keywords by using Google Search Console.
Always analyze the effectiveness of your content. What did you get right and what did you not? What are the kinds of content that generate more leads? How can you duplicate them?
Discover opportunities by analyzing the strategies of your competitors: what does the best for them and what isn't working. What other titles could be discovered?
Find the alignment between the client's goals for the business and the opportunities to market content What topics can fulfill both the goals of the client and the information requirements of readers?
Data is all over the place. All you require to study the data and transform it into useful insights is a reliable analytical tool (and there are many of these, pricey or free) and you must have a goal to achieve.
2. You don't pay attention to SEO.
SEO might not be the most important of your things to consider. There are other methods to generate leads via content marketing, and that's fine. Don't ignore this.
SEO's ROI can be up to 1,381% (! ) depending on the field you're working in. If you can not locate a comprehensive SEO strategy for your website Try:
Choose a keyword for every article you write and then optimize it to match it.
Monitor your ranking and the statistics of the way your SEO has been changing.
Don't forget the most effective SEO techniques.
3. You Don't Monitor Content Marketing Performance
You've published four blog posts along with a whitepaper. You gained new prospects in the next few months. Congratulations!
However, where did those leads originate precisely? Which of your blog posts was most effective in attracting them? Was it the whitepaper? What blog post was a failure and generated zero leads and only a dozen hits?
If you don't address the following questions you'll be unable to be able to find the right formula for you. Publishing new content without any reason can only lead to losing millions of dollars.
Content that is good quality can be expensive regardless of whether you design the content in-house or outsource it via an agency freelancer. Articles that cost $5 are no longer relevant therefore, if you truly want success, prepare to invest at minimum several hundred dollars on every item of information.
It is important to note that I meant to invest not to waste or spend. This means you must anticipate outcomes. Even if a piece of content is costly, it does not mean it will yield results. Sometimes, the piece is great in its own right however it does not align with your objectives in a way that is satisfactory.
This is the reason why you have to evaluate every single thing you publish. Set goals in Google Analytics. Check these metrics on a weekly basis. Re-visit the drawing board whenever you aren't getting the results you want. Re-wash and repeat.
4. You Don't Mix it up
You might have discovered an approach that has worked. Even if a certain kind of blog post has been working for a few months, however, that does not mean that it will last forever. People become bored and their needs change and their preferences change.
If you're stuck on one kind or type of information, how do you know if you're getting a more effective option? The majority of marketers (myself too!) believe in evergreen content. It's the type of content that will bring you the most traffic as well as the highest amount of leads over the course of time. The investment keeps providing.
However, this doesn't mean that you shouldn't write case studies or write-ups on the latest developments in your field. They may become out of date after a while however, they'll show your readers that you're aware of everything happening in your industry and show that you are able to stay ahead of the curve.
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