As of 2015, companies are three times more likely to see a higher ROI through inbound marketing (getting discovered by customers) than outbound marketing (directly pitching to customers). Even so, many businesses still focus on outbound marketing as a core strategy. Here are four strategies to help your company expand its content marketing campaign: 1. Think about and target your key audience(s) It’s better to target a smaller audience that consistently converts rather than a larger one that ends up being a pool of visitors who don’t convert. Don’t just guess on topics, but make sure that it responds to the needs and desires being communicated by your target audience. If you’re looking to just build awareness, share your content with key influencers (e.g. business leaders, people with a large following, etc.) If you want to transform your customers into evangelists, design entertaining content that customers can share themselves which will create a buzz around your company. Being specific about what business outcomes you hope to achieve before beginning a content marketing campaign will help you develop and execute that campaign most effectively. Having a content schedule keeps your company motivated and on track to produce lots of great ideas to reach your customers, and you’ll be able to build an audience faster if you post at a consistent rate and people know what to expect from you. The developers themselves provide content for the blog, allowing the company to produce visionary insights from the very talent their client companies are looking for.
It’s official: inbounding marketing has replaced outbound
marketing as the King of the Hill. As of 2015, companies are three
times more likely to see a higher ROI through inbound marketing
(getting discovered by customers) than outbound marketing (directly
pitching to customers). Even so, many businesses still focus on
outbound marketing as a core strategy.
Content marketing is arguably the most favorable form of
inbound marketing today. At its core, content
marketing is a strategic marketing approach focused on creating
and distributing valuable, relevant, and consistent content to
attract and retain a clearly-defined audience — and, ultimately, to
drive profitable customer action.
Marketers continue to rate content marketing as one of the most
effective and increasingly valuable marketing strategies in
recent surveys. At the same time, businesses are not always
getting the biggest bang for their content buck because
they are not using the right strategies.
Here are four strategies to help your company expand its content
marketing campaign:
1. Think about and target your key audience(s)
It’s better to target a smaller audience that consistently
converts rather than a larger one that ends up being a pool of
visitors who don’t convert. To better understand your
audience, analyze current trends in the market.
What is working (in terms of content marketing) with your
particular audience? An impressive tool for tracking the behavior
of your target audience is BuzzSumo, which helps companies analyze
which content performs best for any specific topic as well how
their competitors’ content is performing related to any given
topic.
It’s also important to remember that your content marketing
campaign will likely be adjusted considerably as your company and
its products evolve. Don’t just guess on topics, but make sure that
it responds to the needs and desires being communicated by your
target audience. Creating a dynamic relationship between your
content and your audience is one of the key ways to keep your
content marketing fresh in a way that will lead to regular
conversion of visitors into customers.
2. Know and align your goals to desired outcomes
Before producing content for your campaign, you should know why
you are doing it from a business perspective.
Are you just looking to build awareness about your business? Do
you need to retain customers but increase their rates of purchases?
Are you striving to convert customers into evangelists to boost
sales through word of mouth?
As these questions suggest, there…
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