There are now over four billion active internet users and over three billion social media users worldwide in 2019. This means a lot of opportunities for your brand to engage with a large audience and achieve growth for your business.
One of the most effective methods of spreading brand awareness and acquiring new customers for your business is through content marketing.
Content marketing is a strategy that focuses on creating, publishing, and distributing valuable and relevant content online. This kind of marketing targets a specific audience and incentivizes potential customers to convert into actual customers. It is a critical component for long-term, sustainable growth.
Here are some tips to ensure your content is cultivating the best content marketing strategy for your company.
Looking at the buyer’s journey is important in understanding what type of content you want to provide to your prospects and customers. While your content should be used to attract new visitors to your site, it should also be used to convert hesitant prospects and encourage customer loyalty.
A great piece of content to use for prospects who are hesitant to purchase your product or use your service is a video campaign or how-to article to show customers how to use your product or how to get started with your service.
Keeping your content up-to-date and relevant to search engines is also important. An easy way to tell if the topic you are writing about needs to be consistently updated is searching your “keyword+year” and seeing if your topic shows up in the related searches in Google search results. It’s important to note that you should not update the URL if you are optimizing your content. The URL should remain the same to ensure you don’t need to re-earn backlinks.
Here’s how you can keep your content relevant and updated:
Exclude the year in the URL
Include the year in the title of your content
Schedule times to revisit this content every year so you can keep it up-to-date
Data and Analytics
Quality content is something you should always strive for, but it won’t mean much if your prospects are not converting into customers. Here’s where analytics come into play. By monitoring, tracking, watching, and reporting on the numbers that come in from your content, you’ll be able to gauge what’s working, what isn’t, and what could be better.
Traffic is important, but the conversion rate is where it’s at. If your social media page has 1,000 followers and a conversion rate of 5% and your blog has 5,000 readers and 0.1% conversion, this should indicate social media is critical for conversions and should not be ignored.
It’s critical to produce content that works for both prospects and customers. As a marketing company that specializes in content marketing, we can help you create a strategy and the content to have your business ranking number one in searches. Contact us to get started.