The digital world’s main thing nowadays is content and content marketing. Indeed content has evolved in leaps and bounds. From just an ordinary catchphrase to being a primary element for online marketing technique, content marketing now has shifted from the former offshoot and by-product of SEO initiatives to mainstay of businesses and enterprises of all sizes.
Indeed, the exhortation that content is king stands more true today than before in the ever evolving digital world. Where rank is might and where ranks matters, content and content marketing takes centre-stage. And why should you not? Remarkable results can be had with content marketing, well for the most part, you can achieve this if it is done well. With 2016 just a few days shy, this is the opportune moment for you to strategize, conceptualize and plan for your next move on your content marketing.
Here, we’ve outlined some key points which you might want to consider while strategizing and planning for your content marketing initiatives this 2016.
1. It isn’t just a blog; think beyond it.
Sure, blogs still does its magic in bringing in viewers and site visitors but confining yourself in the rigidity of just writing blogs or the notion of writing for the mere purpose of posting something with the hopes of attracting visitors doesn’t work anymore. Today’s online readership demands something higher than that which necessarily translates into thinking outside the box. This means articles that are rich in graphics and pictures, explanations or points punctuated by infographics and made richer and palatable with videos.
Humans—we, the individuals viewing and reading blogs, articles and other contents are visually oriented species. One must adapt to that to enhance user experience thus continue reaping the benefits of a good read. And by reaping the benefits means active engagement of users and site visitors through shares, comments, suggestions, reviews and the like.
2. Share information and be shared.
Now, more than ever and with the continuing growth of content as a versatile conduit for increased page ranks and as a highly viable cost-effective way to position your brand—and, more importantly, yourself — as an expert, content shouldn’t be monopolized and kept to yourself only. Wiser initiative is for any digital marketer and marketing initiatives to give out valuable information for free. The idea is that when you do so, without waiting or anticipating something in return people reading and reviewing your content or blog or article will begin to convert into actual leads and ultimately, into actual sales. That is called visioning; looking forward never backward.
3. Big and small every business type can reap the benefits of content marketing.
Content and the use of the same for marketing indubitably can benefit any business type and any marketer. While it is true that the idea for the use of content for marketing is the same for both business and marketing there is a need to tweak the use of the same to tailor-fit it according to the purpose of your use.
4. Recognize how you can gauge the success of your content marketing success or failure by setting your KPIs.
Gauging your success or failure in using content for marketing and business can oftentimes tricky, however by setting and identifying the Key Performance Indicators (KPIs) when using content for business and marketing can give you a glimpse or a snapshot of how effective you are utilizing content. Keep in mind that every business is unique therefore there is no such thing as a generic all-can-fit content marketing designed to fit all types of businesses and marketing plans. That said, each and every type of business inherently have different KPIs and it is vital you identify yours before even trying to use content for your marketing efforts.
To guide you, here are some possible KPIs you may use to capitalize on content for marketing:
a. People that visit your website. This necessarily means your site visitors or the number of people you manage to draw to your website thru a specific content or a particular campaign. Valuable tools are available to help you do this like the URL builder and analytics tool by Google.
b. Monitor the number of downloads. Should you be using numerous number of contents to drive site visitors to a download offer it would be prudent and wise to track the number of downloads that comes from each source content that manages to push for downloads. Remove those contents that scantily perform and take note which of your contents perform better through the response and interaction of your site visitors. This, then you can use in future marketing campaigns.
c. Check your shares in social media. Social media shares is a great indicator of the efficiency of your content marketing initiative. The number of shares and interaction with your content demonstrates how well-received your content is by site visitors and target audience. From here you can benchmark and use the these figures to replicate and use as basis for using the same because high shares means more interaction and acceptability of your content to your target audience.
d. Monitor the bounce rate of your site. If you see a spike on the bounce rate of your website you should start to be wary. Bounce rate means that a visitor visits your website but leaves immediately. This may mean visitors are not satisfied with your content or are not really appreciating what they see on your website. When this happens, you should start revisiting your content and doing something right away.
e. Check for links going to your content. Links going to your content and ultimately your website means or simply inbound links means people and other site owners find your content important and helpful thus linking it for others to see and hear your thoughts. A well-thought, well-written and authoritative content will be linked by other websites and earn you positive marks and benefit your search engine optimization (SEO) initiatives. However, take note of Google’s rules and follow Google’s Webmaster guidelines.
5. Diversity is the key to efficiently use content for marketing.
Don’t put your eggs in one basket. Diversify in your online marketing initiatives and use different strategies in the implementation of your content marketing. You can have astounding results if you can wisely utilize the powers of content in your marketing initiatives.
Content is a great way to build your name and ultimately your brand digitally. This is an efficient way to build and generate site traffic, develop leads, social media exposure and will greatly help you on your search engine optimization initiatives.