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Effective Leveraging For Content marketing ROI
Posted by Insightlink on 12/08/21
Today, roughly 93% of the most successful companies do content marketing to one degree or another. In a world where much of the pre-purchase research is done online, it certainly matters that you put something out. Of course, the degree to which your content is effective is another thing altogether. What we’re going to look at today are the ways you can make the most out of your content marketing. These strategies will let you maximize your investment of time, money, and effort on content.
Strategy #1: Focus on what your audience wants to see.
Many B2B companies like to follow “successful”, viral online trends to stay ahead of their competition—or at least be “in”. While there’s certainly nothing wrong with that, what matters more is that you’re also providing content that your audience wants to see. The best way to find out what that is is to listen to what your audience is talking about. This can be in the engagement they have on your existing content or even what they tell your sales teams.
That said, it also pays to try out new things. If, for example, you tend to focus on long form content, you might want to mix things up with some videos or even infographics. Sure, other mediums might take longer to produce and create, but you never know when you have a winner until you try. Besides, the little bit of variety might be highly appreciated by your audience. Just make sure that the substance focuses on what your own audience needs to read and see.
Strategy #2: Leverage your social media presence.
There are currently over 3.78 billion social media users across the globe ass of 2021. That’s an increase of 5% from last year. What that means is that, if your B2B business doesn’t have any form of social media presence, you’re losing out. Of course, the primary consideration when selecting which social media platform to establish yourself on depends entirely on where your audience is. For B2B businesses, this is likely to be LinkedIn but you’d be surprised at where your audience might be.
Social media is useful because it can serve as a platform to project your content to more people—be it your blog posts, videos, infographics, webinars, etc. One key to success is consistency. If you can schedule a specific content type for a specific day, all the better as this lets people tune in to your social media to consume media that they enjoy. Consistency also establishes a sense of authority and dependability which you want to develop in your potential customers—and existing ones too.
Strategy #3: Up your SEO game.
Apart from actually getting your content out there via your socials, you can actually draw in your audience to your content on your website via Search Engine Optimization. While the actual work is far to complicated to talk about in a few paragraphs, it basically all about using critical keywords and keyphrases in your content to draw in the people who are searching for them. Naturally, you go for those that are related to your line of business and the products and services you offer.
The whole idea, really, is to make sure that when your audience and potential customers search for answers that you can provide that they find you. The key to being successful in this regard is actually to hire an SEO expert or specialist. SEO is so important to a company in these modern times that they require a focus all on their own. It’s a worthwhile investment, however, as being top of the search rankings makes you top-of-mind.
Strategy #4: Stop selling and tell stories.
Finally, it’s worth noting that one simple way to stand out and maximize your ROI from your content marketing is to veer away from hard-sell content. Given that people nowadays are constantly bombarded with advertising on a daily basis, many have become very resistant to sales talk. What people nowadays look for are stories. They want to see the practical real world applications of your products and services. They want to see how you have impacted other business.
Following this, you should consider content like whitepapers and case studies that focus on precisely these things. The idea here is to prove, essentially, that your offerings actually work. Now, again, you can diversify the mediums you use to present you content and frame these as videos and sharable infographics or even ebooks. These are very effective as sales tools as people don’t feel being sold to at all.
Apply these four strategies and you can be confident that all the time, money, and effort you put into your content marketing will be worthwhile. Just make sure that you check your analytics to find what works and what doesn’t.
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AboutInsightlink Communications are experts in employee survey design, data collection and analysis. Since 2001 we've helped companies of all sizes measure and improve their employee satisfaction and engagement.
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