Why to Leverage Content Marketing Performance
Before we step into “How to Leverage Content Marketing Performance”, let’s take a look into “Why to Leverage Content Marketing Performance” in the present Industry”. Using links to increase organic search performance has always been in significant focus. With the advent of internet SEO service providers have used them to deliver the required result via both legitimate as well as illegitimate ways. However, in the past few years, we have encountered an algorithmic shift in the above trend, as nowadays most of the people in this market prefer using content marketing option for link building. This very trend has forced most of the brands and webmasters to create contents for their website in an attempt to drive traffic to their website. However, sadly only a few of them have used this very option for driving traffic and achieving the required results. As per SEO experts, it is a great way to drive traffic to a website, but in reality, this very option overlooks consumers’ needs and wider business performance implications.
Even the recent studies carried out on the performance of contents on the brands and whether it adds any value to the brand showed negative results. It was found that brand contents not only underperform to a great extent but in addition to that it has very little impact on people’s lives and business results. It is true that most of the people are consumers expect brands to produce contents but in reality, most of the created contents are irrelevant, inadequate and fail to deliver the required result. Most of the contents present online are seen as garbage by consumers and cannot be used as leverage content marketing performance.
The studies show that content marketing has less scope of generating results, yet in reality, excellent contents can deliver phenomenal results. If you have a desire to use content marketing as a great tool to forge a connection with the targeted audience and for link building then you should consider following the tips enlisted below to leverage content marketing for performance:
4 Tips To Leverage Content Marketing Performance
Define the KPIs and Strategy
To convince your potential customers to purchase anything from your site, you will need to engage your potential customers throughout the purchase journey. To do this, you will need to have a strategy outlining the ways and methods to achieve the required result. You will have to find out what all the information you will need for each stage of the journey. It is also important to identify the link or authority requirements for competing in this tough market and drawing the attention of potential customers towards your product. Some of the KPIs you can consider for instance;
- Owned KPIs: Backlinks, Bounce Rate, Time on page, engagement metrics (such as most engaged pages on your site)..etc
- Social KPIs: Likes, shares, tweets…etc
- Business KPIs: Leads, conversions, eBook downloads…etc
It is important to understand what KPI (Key Performance Indicator) exactly means? You should understand that KPIs are one of the most integral parts of your business as they act as a backbone of your business. With the help of KPIs you can know if your company is on the right track or not, and in case if it is headed in the wrong direction then where you should focus your attention. Without getting into technical terms, we would like to mention here that KPIs can help you and your business by providing you chance to make necessary improvements for achieving the required goal.
Image Courtesy: Hubspot
Understand your Potential Customers and the Main Purpose of the Content
It is of utmost importance to build contents that aren’t only relevant, but in addition to that, it should have a connection with your audience that you are planning to target. For coming up with such contents, you need to:
- Define whether you want the content for the retained audience/present customer base or attracting new clients.
- Understand your targeted audience and the best way to do so is by research and emotional intelligence.
Various studies prove that people not only like content that informs, educates, rewards, inspires, and helps, but in addition to that they also look for and expect brands to come with contents that:
- Tells stories
- Crates events and experience
- Offers solutions
For getting the most out of content marketing, you will need to develop a thorough understanding of your targeted audiences and also about the contents that they can engage with. After clearing this, you can start working on ideation process. No matter whether you are creating new content or repurposing the existing one, the content should always add value to the potential customers. Read more on the types of contents – most commonly used by industry leaders.
Connect across Channels
To be useful to your targeted audience, it is of utmost importance to use OESP (Owned, Earned, Shared and Paid) approach so that you can identify who your targeted audiences are and how you can get in touch with them. While doing all this, you will have the opportunity of repurposing your content via the OESP spectrum to drive maximum engagement.
While keeping this in mind collaborative approach will also be required where content will no longer operate in silos so that teams can collaborate on a single content plan. One of the widely accepted frameworks that facilitate this includes Hero, Hub, and Hygiene.
It signifies larger content based campaign where one tries to capture the audience’s imagination via experiential events, storytelling, and entertainment.
Content created to increase authority and trust by drawing in the influencers and their audiences in the campaign
This signifies contents that are set up to inform, educate, be helpful and provide solutions.
This very method will ensure that content campaigns are well connected across all channels, with the primary objective of providing relevant and informative content to targeted audience, and the channel KPIs will form secondary objective.
Adapt to the Mentality of Less is More
In the starting of this very article, we discussed that the customers or consumers think that 60% of the content created by brands are clutter. To take your business performance to new heights and for elevating organic search, you should create far less content. However, the content that you create should be impactful and spread across channels.
In the end, you will need to deliver contents that interest consumers and force the target audience to engage. If your content has all these ingredients and delivers all the required things that consumers want, then it will sell itself.