1. Constant Content
2. Unique Descriptions
4. Optimise Images
5. Avoid Duplicate Content
6. Meta Descriptions
7. Product Reviews
Content marketing has become the number one tool in the process of promoting products and brands on the Internet market. It came to replace the intrusive, ubiquitous direct advertising, the effectiveness of which is rapidly falling.
Those companies that have already implemented this tool at home, actively blog, develop communities in social networks, make regular email-mailing. However, not all content marketing “shoots”. Filling out a blog with articles, recording hundreds of videos and casting subscribers with letters is not enough for a good result.
Therefore, many are concerned with the question: what should be done to make content marketing bring money? How to attract real customers and increase sales with the help of content? We’ll discuss the ways to make your content marketing effective.
First of all, we should understand what content marketing is, and what functions it performs in the business system.
Content marketing is a special tool for attracting, warming up and retaining the target audience, increasing recognition and sales. This content: articles, posts, letters, video, audio, photos, infographics, the content of which is interesting and useful to your client.
If the task of direct advertising is a one-time sale, then the task of content marketing is to build trust relationships with customers and sell them again and again. It is not necessary to explain that keeping an existing customer is much cheaper than attracting a new one. In addition, the banal “banner blindness”, which arose among users against the background of constant information noise, significantly reduces the effectiveness of such a touch. Therefore, it is obvious that content marketing wins in opposition to direct advertising.
Now let’s consider what tasks content marketing solves in the framework of promoting products and business. So, this tool performs 4 important functions.
First, useful content is a magnet for the audience itself. The amount of informational waste makes people appreciate really high-quality materials that meet their needs and solve problems.
Secondly, regularly updated, relevant and seo-optimized content in the blog helps to improve the company’s position in search results and, accordingly, to increase the flow of real traffic to the site.
In addition, social channels (Facebook, Instagram, Youtube, etc.) quickly and fairly easily distribute useful content, thereby increasing the reach of the audience and gaining additional traffic and, as a result, new potential customers.
People come to the Internet for information. Moreover, they are looking for serious, educational, and entertaining content. Everything depends on their goals. In addition, quality content marketing not only involves the user, it keeps him on the site, not letting go. The concept of “audience retention” has two facets: keeping the visitor on the site for a certain time and keeping the client in the stage of activity.
For example, we have an article. Let’s suppose you took it from the search engine, exploring the issue of content marketing. In this material, you find references to other publications on the topic that interests you. You go to the next article, then watch the video on the channel, then you go to the social network – and so on. That is, instead of reading the material and leaving, you continue to get acquainted with the content of the company for some time.
From the other point of view – content marketing helps to keep customers and convert them into a re-purchase. With the help of a series of letters, articles, posts, videos and other types of content, you train customers to properly consume the product and get the maximum result, support their interest in the company.
Too expensive or vice versa – suspiciously cheap. Can you trust to an unknown company? Will you get the result? Almost any objection of the client regarding the purchase of a particular product can be “overtaken” and worked out in its own content.
Target audience is being scared off by the high price? Write an article on the blog explaining why your product costs so much, what are its differences and benefits, what benefits the client will receive by making a purchase from you.
What if people do not understand how to use the product correctly? Create a vivid video with a demonstration of all the features of the product in practice.
That is, competent content marketing can turn a doubting potential client into a motivated buyer.
As already mentioned above, content marketing equally takes into account both the company’s business goals and the needs of customers. Useful, interesting and relevant content that meets the specific needs of the audience, builds trust and loyalty to the brand.
With the help of social networks and blogs, you can tell your story to the target audience, communicate values and views, show expertise in any field, answer user questions, engage in dialogue, give advice, train, etc. Thus, you build relationships with potential customers, warm them up and lead to a decision about buying.
However, in order for content marketing to successfully perform these tasks, you need to understand that the content generated by you must be selling.
Content and selling content are two different things. Content, as such, is simply information, a set of words and pixels. The man consumed it and went on.
The global task of content marketing is to sell. Therefore, the selling content, in turn, requires the user to perform a response. In addition, here it is important to understand that in this case “sale” is any target audience action in relation to business. It can be like: comment, repost, go to the link to the landing page, subscribe, add a review in the product card, participate in the contest and, of course, purchase your product.
That is, the task of selling content is to stimulate a person to perform a specific targeted action. Accordingly, any information unit, whether it be a post in Facebook or a video on YouTube, should urge the target audience to respond to you.
The selling content must be:
However, in order for the content marketing to produce the desired results, in addition to making high quality marketing content, it is necessary to follow certain important rules.
Many companies have their own groups in social networks, channels on YouTube, blogs, etc. Some of them are quite successful and regularly generate new clients for the business. However, let’s be frank, most communities / blogs / channels exist for a tick. They are inactive or completely “dead,” intuitive, and filled with irrelevant content. Such actions have nothing to do with content marketing, which we are talking about.
Effective content marketing should be well organized and systematic. Therefore, we recommend that you follow the rules to “squeeze” out a maximum of this tool.
Big Idea is a key message that the company broadcasts to audiences in all its marketing activities: advertising, packaging and product design, articles, posts on social networks, videos, etc. It combines content into a single whole, makes it logical and memorable.
Without Big Idea, your content marketing will look like an exploded puzzle – there is information, but there is no obvious connection between it and the company. It will be much more difficult to form a correct idea about your business.
Therefore, before implementing content marketing, you need to develop the Big Idea of your business. This idea needs to be systematically broadcast in all its content, so that in the minds of potential customers, step by step a correct picture of your brand is created.
Take, for example, the Volvo company. What associations do you have with this brand of cars? Certainly “security”, “reliability”, “protection”, etc. This is how millions of people around the world think. Why? It’s all just in the Big Idea of Volvo brand. For many years, the entire marketing of the company revolves around one idea – “a feeling of complete security”. Each video on TV, banner on the Internet, poster in the magazine, every advertising campaign of any model of the Volvo car carries this message.
Due to such large-scale implementation of Big Idea in marketing communications, the necessary association has firmly established in the minds of people that Volvo is the most reliable and safe car in the world.
Content marketing should be a continuation of the company’s key marketing strategy. For example, you need to improve brand awareness, increase customer loyalty, increase sales by X percent for Y days, rebuild from competitors, return lost customers, etc.
That is, on the basis of the company’s overall marketing strategy, you need to set goals for content marketing – what results should it ultimately bring in the business? Then, considering these goals, you need to formulate a strategy for your content marketing – how you will achieve these goals.
Without a perfect understanding of your audience, you create useless content that will not bring the expected result. The essence of content marketing is the generation of information that is sufficient, useful and interesting to a specific target audience. Remember this.
Addressing the content directly to the entire audience, you generalize the problems of Central Asia and, in the end, do not give it a concrete solution. In addition, this means that interest in content is reduced to zero.
For example, all people are concerned about the crisis in their own way. For some, it is important to find out in which currency it is more profitable to keep bank deposits, for others – how to find a decent job, and for the third – whether it is worth taking an apartment in a mortgage now. Each segment has its own pain. Your task is to “get” into this pain and give a concrete solution.
Separate your CA and work with its individual groups, appealing specifically to their pains, desires, interests. Focus on the segments. This will help create more accurate, meaningful and valuable content.
Effective content marketing is impossible without an approved exit plan for publications. Without it, your actions will be inaccurate. In other words, you will not understand what exactly is to give the audience, where and when it is more preferable to post your material in order to get the maximum result.
The content plan should contain a clear schedule of publications, headings, topics and channels for promotion. Due to this, it ensures regularity and systematic content marketing.
Do not forget about the possibility of attracting additional organic traffic. Be sure to write seo-articles to the blog, but not a set of phrases for search robots, and quality, useful materials for your target audience, using relevant keywords. Also, optimize your videos on YouTube to see more users, post tags to posts.
Remember that high-quality content is a must have, and optimized quality content will provide an increase in organic to your sites.
Analytics is necessary in order to correct the strategy in time, to strengthen the content plan and get the maximum ROI. Ignoring the data, you are blind and waste resources.
Analyze the activity of consumers of your content. At what time they are more inclined to open letters, watch videos and keep up their positions? Based on the data obtained, develop an improvement strategy and test it.
How effective your content strategy is and what results it brings, you can measure by 3 key metrics:
It’s important to keep a firm grip on the pulse and keep track of which types of content work best with your audience, conduct surveys, get maximum feedback from subscribers, analyze the data received and flexibly respond to changes in content marketing.
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The world of online lead generation has changed. If we look at what the bigger companies are doing, it is no longer about hitting consumers with the hard sell but building rapport and making them to want to find you. Once they make contact, the ball is then in your court and you need to build on and nurture the relationship between you so that they don’t want to go elsewhere, enabling you to generate leads.
Let’s take a look at how you can do this if you are a B2C company looking to build your business and produce leads online:
Content marketing – Every business needs leads and by taking the time to get your content spot-on, interesting and relevant, your target audience will be attracted and engaged. It needs to be valuable and powerful enough to encourage them to visit your website, provide contact information and hopefully save your site to their ‘favorites’ tab. This is the first step on the ladder towards building a relationship between the two of you. Remember the quote, “If you build it, he will come”? Well the same applies to content – if you make it relevant and appropriate, your customers will follow. And this doesn’t only apply to blogs – whilst blogs work well, you can also create content via free e-books to be downloaded, videos, podcasts and the very popular social media posts. Don’t limit yourself; use them all. And when it comes to social sharing, encourage it, letting your content do all of the hard work for you.
Take the time to define your target audience demographics (maybe create your own customer avatar). Look at what they value, what they are looking for in terms of information, what inspires them and where they spend most of their time looking at. If you focus on creating interest and relationships rather than selling, your audience will come to you.
Company B2C website – Every B2C company needs a website and from it, plenty of web leads. This is a vital lead generation tool and if your website is created correctly and professionally, it will work hard for you. When you post content online, make sure it directs people to your site. Your SEO strategies need to be taken care of effectively with traffic coming from organic or paid searches. If you have a web designer in Birmingham building or revamping your site, they will ensure that it does all of the following and generating leads online:
On top of all of this, your company website needs to be incredibly appealing and easy to navigate. Your landing pages should connect with viewers very quickly and be for a specific purpose. They should never be over-complicated and should always show your logo and company name. Showing Privacy Policies on your website will also help to create an air of trust and security.
Social Media Marketing – Don’t make the mistake of trying to use social media to promote your products/services; you must only use it to tell stories, create trust and interest and encourage the creation of relationships. My making your content highly shareable, readers will love it, particularly if it is funny, inspirational or gives them some sort of value. Your website designer can add Google Analytics to your site so that you can see how popular your posts are and how much traffic they are generating in term of real leads. You will also receive details about your lead conversion rates.
Google Lead Services – If you are thinking of hiring a professional company to look after your B2C lead generation via paid or organic Google searches, don’t fall into the trap of signing up for ‘Google Lead Services’. The site that you will land on has nothing to do with Google and is crammed with ads. If you do decide to sign up using PayPal, you will receive nothing more than a few banner ads on websites that are completely unknown. If you are looking for real bona fide lead generation services from reputable online lead generation companies, use one that you know and trust and who comes with recommendations and testimonials. They will also be able to provide you with some lead generation website examples.
So as you can see, generating leads online for your B2C company is not difficult but you do need to provide high quality content and make sure that your website and online lead production is taken care of by experts who know what they are doing.
That way, you should receive only good quality leads, enabling you to grow your B2C company in a safe and reliable way.
Marketing is a two-step method of communication. A business needs it to communicate its products and services and it also needs to leverage it strategically in order to connect with its audience(s), and without being intrusive or downright sleazy.
Targeted marketing allows an inbound marketer to introduce compelling messages through inbound marketing that focuses on delivering exceptional value to customers.
While outbound marketing uses a one-way approach that more and more consumers view as disingenuous because of it’s “me, me, me” attitude.
Inviting consumers to buy before an introduction and a “see what happens” is rapidly becoming outdated as more and more start ups and mid-level companies are willing to explore the impact of their traditional marketing (print, direct mail, and signage) from their outbound marketing while leveraging their intuitive marketing (speaking and listening to customers) in their inbound marketing campaigns to increase their bottom line.
Learning the differences between outbound marketing and inbound marketing can make the difference between a business that hordes attention like an opera singer and a business that values its consumers by putting the “customer first”.
If old marketing is traditionally pushy (billboards, cold calls, radio advertising), then new marketing can provide intrinsic value to your customers by creating an interactive means of communication and the reasons are twofold:
First: People can get services and products they need from a variety of places, and
Second: Consumers are learning to control how the offers and promotions get to them.
Traditional (old marketing) tactics play a part in the ways people limit their exposure to non-targeted advertising—The Numbers:
Older pillars of marketing like direct mail continue to engender favorable interaction from consumers in relationship to the ‘emotional value’ it communicates. Millward Brown research posits that “Neuroscience” plays a significant role in the consumer engage through the touch and feeling sensations that are elicited from a tangible and tactile experience.
An outbound marketing campaign is useful in helping marketers discover where their core audience visits by observing how closely its promotions sync with the searching and buying patterns of its ideal customers.
Getting your message to your visitors is at the heart of what makes an effective inbound marketing campaign.
Create Content Marketing that addresses your web visitors’ specific needs:
allow you to promote a business or your company without appearing catchpenny, but instead as the authority.
Make use of Keywords that allow you to signal to searchers that your content answers their problems with valuable solution-savvy information.
Use Social Media to promote content across a variety of channels. Direct content through the channels that your ideal customer and target audience frequent most:
Structure a content delivery system for your inbound marketing strategy with services like Buffer to maximize promotion for start-up, mid-sized, and corporate level marketing budgets.
No inbound marketing system strategy is created equally and every inbound marketer(s) seek to improve their campaigns’ and conversions’ performance:
22% of salespeople are in the dark about what a CRM is.
40 % of salespersons continue to store customer data on Excel or Outlook.
65% of marketers’ biggest challenge is generating traffic and leads. (Source: HubSpot)
An all-in-one inbound marketing system is a trial and experiment process at best, and the costs compared to a do-it-yourself approach is tempered only by the metrics each inbound marketer chooses to leverage.
The inbound marketing system tools you use in your inbound marketing strategy can help you measure your engagement by revealing the effectiveness of your campaigns: and ultimately in the ROI, they bring.
A good CRM with CMS can help your inbound marketing but decide on the one or on its complement that best suits your allocated budget—and finite time for each of your campaigns. Automation is a key factor in finding the one-two combination that may help you streamline your marketing.
A new era in marketing doesn’t leave the sound principles of traditional marketing behind: it leverages it. Apply the intuitive inbound marketing strategies in Inbound Marketing as a resource to invite visitors to explore your content, introduce them to your offers, and nurture them through a delightful and individual experience that turns them into loyal and repeat customers.
A thorough SEO strategy blends the evergreen principles of marketing with the evolving iterations of technology. Keeping with the pace of technology is an increasing conundrum for marketers who imagine a comprehensive one-fits-all solution—while considering the necessary facets of SEO that are an integral complement to an effective SEO marketing strategy.
Solving the SEO puzzle is a championed endeavor when advancements in computing and mobile-driven adaptations have doubled every one and a half years.
Designing a well-planned SEO strategy starts from the vantage point of the type of impact your marketing elicits through:
observed by metrics that measure
across a specified amount of time, from your business’ On Page and Off Page SEO.
Your On Page Content is comprised of 4 smaller indicators that signal your online SEO’s value to customers through:
Quality Content—and it must be germane to your audience and double as an answer to each person’s unique situation.
Freshly Designed—your content must speak to your visitors’ and buyer’s experiences as they are invited to engage with more of your promotions and unique offers.
Engagement Measured—each customer receives personalized content that is also segmented to reflect only their unique interest(s).
Keyword Savvy—general phrases that easily can be ranked for (aka immediately recognized by search engines) won’t get you to the head of pack; select longer words (3-word combinations or greater) to get your content picked up by the search engines’ radars by choosing targeted key phrases that your audience(s) are already ‘searching’.
Choose your website architecture to present Site Maps and indexed web pages that search engines can readily understand and visitors can breezily navigate.
Always remember that search engines like Google ranks web pages and not websites:
Create a copy of your site map and upload it to Bing, Google, Yahoo!, and other search engines charting websites that provide their searchers the greatest value.
Are its web pages easy to crawl?
Apply keywords into your website coding to ensure it speaks your audience’s search-behaviors:
a) Write Meta descriptions so search engines can identify your site as a relevant source that answers web searchers needs;
b) use ‘<H1>’, ‘<H2>’, ‘<H3>’, ‘<Title>’, ‘<IMG>’ and other relevant organizational tags to streamline your content so its instantly sharable and eagerly consumed.
c) Orchestrate your web coding with a URL structure that also uses relevant keywords, and that make sense to visitors and automated search crawlers. without ‘stuffing’ or ‘link-bait’ (e.g. sending traffic via content that isn’t relevant to searchers) to sites that produce questionable content) that may signal as ‘Spam’.
Who she is, where she spends her time, and the online destinations she frequents that most represents your services and offers.
Her persona preferences are the indicators of her needs and wants that also are the signals of her habits.
Implement metrics that measure her offline engagement by:
Represented as “Likes”, “Tweets” and ‘Shares’.
Improve the value of your links by strategically designing them to best represent your business:
Relevancy of Links—make content that other websites will find useful to their audiences through back links.
Quality of Links—never ‘Spam’ or indulge in black hat (questionable) link creation; provide links that point to highly-valued web page content.
Quantity of Links—valued content attracts greater numbers of links search engines recognize as search-relevant; focus on delivering exceptional link quality that increases website engagement.
Anchor Text Links—design keywords to link to specifically-targeted content that search engines and audiences will immediate recognize as poignant, and shareable. Create linkable content that they readily can consume as:
Social media is an immediate benchmark of audience engagement. Shepard your business’ reputation by measuring your brand’s reach across a variety of online channels.
Improve your brand reputation by streamlining and amplifying your targeted audience reach:
Review Sites—Update your website’s sentiment impression with audiences on reputation-themed sites.
Reputation Management—Infuse only high-quality internal links, web content, and social engagement to create a valued digital footprint that favorably presents your website reputation; garnering new audiences and repeat visitors to your business.
Domain Authority—measure your website’s presence and maturity as it evolves with its:
Domain Age—develop your branding with your ‘keywords’ to reflect your domain and also your sub-domains as your business evolves.
Page Authority—search engines gradually index a website’s pages based on their value to visitors and the back links and social engagement they also generate.
Trust—the greater your business engages audiences, the more opportunities will open to welcome and to introduced them to your service(s) and your product(s).
The complement to your business’ brand reputation is the trust it engenders. Implement the practices in How to Solve the SEO Puzzle to deliver audience-driven content that increases audience engagement and increases conversions as part of your go-to marketing SEO strategy.