The 3 Best Methods for Building a Powerful Content Marketing Strategy
Unless you’ve been living under a rock, you’re most likely aware of the fact that content marketing can result in some huge profits for your business. As one example, conversion rates are six times higher for companies and brands using content marketing than those that aren’t. But why exactly is content marketing so effective, and how do you successfully incorporate it into your digital strategy?
First, let’s take a step back. In 1984, a person saw an average of 2,000 ads per day. By 2014, this number had increased to a massive 5,000 ads per day. As a result of this oversaturation, consumers are tired of blatant, obvious advertising. These days, consumers are attracted to content that feels authentic, transparent, and above all, valuable.
Giving value to consumers means that they will want to come back to your brand time and time again because they trust your brand, service or product. When you narrow it down, content marketing is all about relationship-building. It’s about establishing trust and focusing on the customer’s needs, which in turn creates brand loyalty.
While paid search is still an effective digital marketing method, content marketing gets three times the leads per dollar spent on pay-per-click advertising. When you compare the two side-by-side, content marketing has lower upfront costs and more effective long-term benefits than paid search, which requires a constant cash flow to keeps the leads coming in. When done right, content marketing is fantastic for generating organic traffic that will continue paying off for your business in the long haul.
Are you interested in trying out content marketing, or doing an overhaul of your current strategy? Here, we’ll outline the best tips for tightening up your content marketing tactics and seeing the return every marketer dreams of.
1. Set goals
Over half of B2B marketers say they are unclear on what content marketing success or effectiveness looks like. This is because many content marketers don’t establish a plan prior to kicking off their marketing campaigns – after all, how can you know if you’re succeeding when you have nothing to measure your success by?
Before you begin to produce content, establish what goals you wish to achieve by implementing a content strategy. To give you some direction, the top goals for B2B marketers using content marketing are lead generation (80%), brand awareness (79%) and engagement (71%).
Some good starting points for metrics to measure your goals by can include website traffic, sales lead quality, higher conversion rates and sales. Keeping track of these metrics and sticking to a content plan takes away the temptation to “wing it” and throw ideas at a wall to see what sticks. When you have a plan, you can employ actionable concepts that really do work.
Consider how you will document your strategy and what processes you will use to achieve your goals. Once you’ve done this, congratulations. You’ve taken the first vital step to a successful content marketing strategy.
2. Put on your problem-solving hat
As well as being creative and open to trying new things, a great digital marketer knows how to problem-solve. When it comes to content marketing, it’s essential to develop a solid understanding of your customer’s pain points. This is where you ask yourself two vital questions:
- What is my customer’s problem?
- How can my brand solve their problem?
Content marketing is all about creating content that solves the same problems as your company’s products or service. Today’s consumers will no longer be swayed by a neon sticker that proclaims your product is the best on the market. You need to provide proof of your company’s value by offering solutions.
Your content should offer your potential customers ways to live better, work better, sleep better, eat better… You get the point. Take HubSpot as an example. Every marketer knows of them as the company that sells cutting-edge inbound marketing and sales software. However, their website is also packed to the brim with valuable content such as eBooks, marketing kits, blogs, user guides, webinars and online courses on inbound marketing.
By using their extensive knowledge on inbound marketing with customers, HubSpot is helping to solve the problems of their customers, establishing trust and increasing their credibility at the same time. This is effective content marketing.
3. Measure and update
Whenever you try out a new technique or channel in your content marketing strategy, ensure to keep track of how it’s performing. It won’t help your brand to assume that your audience is engaging with the video content you’re producing because you read once that video is an effective digital marketing tactic. Every audience is unique, and what works for one demographic may not be as effective for another.
Find the information you need in the metrics you established in Step #1 by regularly checking the analytics for each of your channels. Take the time to educate yourself on your target market; there’s no point in creating content if you don’t know exactly who it’s aimed at. Create buyer personas so you can pinpoint the exact audience you’re trying to capture and narrow it down to what that market will find valuable.
If something’s not working, don’t lose hope. Content marketing is a slow burn. It takes significant time to create valuable content, develop your brand’s voice and find topics that work with your audience.
However, when you tackle these issues through continual testing, measuring and refining, you end up with a loyal customer base that keeps coming back. After all, it costs 5x more to attract a new customer than it does to retain an existing one, which is why content marketing is the best way of supercharging your business’ growth.
Inspired to create some content right now? Check out our blog on 6 Amazing Content Creation Tools That Will Save You Hours to kickstart your content marketing strategy.