1. Think beyond just a blog.
Don’t assume that a blog alone will satisfy your content marketing efforts -- infographics, eBooks, vlogs, webinars and podcasts are all examples of different forms of content that you can mix into your strategy.
2. Don’t be afraid to give out information for free.
Content marketing is a great way to position your business -- and yourself -- as an expert. Don’t be afraid to give your audience valuable information for free. When you provide pure value time after time, without asking for anything in return, some those people that have been absorbing your content will begin to convert into warm leads and then sales.
3. Every business -- B2C and B2B -- can benefit from content marketing.
Content marketing can work for everyone -- both business-to-consumer and business-to-business marketing efforts. While the concept is the same, you need to tailor the approach for each a bit differently.
A business-to-consumer customer can be won over with compelling stories that trigger specific emotions, but a business-to-business customer needs to see value and data-backed information in your content.
4. Identify the key performance indicators (KPIs) that will help you gauge the success or failure of your content marketing.
It’s not always easy to track the return on content marketing, as only 21 percent of content marketers say they are successful at tracking return on investment (ROI). Every business is going to have different key performance indicators -- it’s important that you identify yours before you start. Some examples of content marketing KPIs include: Number of website visits, Content asset downloads, Number of social shares, Bounce rate, Inbound links earned, Time on page, Cost-per-click (CPC), Number of leads generated, Cost-per-lead (CPL), Conversion rate, Revenue generated.
5. Make sure you diversify your online marketing.
Content marketing can produce amazing results, and it’s an incredible way to grow your business, but that doesn’t mean you should put all of your eggs in one basket -- you should never do that.
You should be building brand awareness and generating website traffic, leads and sales from multiple channels -- social media, email, pay-per-click, SEO and display ads are additional sources that you should be tapping into. This ensures that your business doesn’t come to a dead stop if one of the channels suddenly dries up.
source: entrepreneur.com
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