More and more marketers are getting into the content marketing’s game, as they finally recognize the great benefits that it brings. It’s been proven that 60% of marketers tend to develop at least one piece of content every day. Around 93% of B2B marketing professionals use content marketing to generate leads, and 78% of CMOs assess custom content as being the next big hit in marketing.
So why’s everyone so hyped up? Well, simply because content is and will be king. In today’s post, we’re serving you 8 hacks that’ll help you launch a successful content marketing campaign. Pay attention and apply!
1. Define Specific Content Marketing Goals
First off, before even considering publishing any piece of content, you need to define your specific content marketing goals. It could be one goal, two goals, three goals maybe, but never more. At least not at the same time. For your content marketing performance to be high, you need both your content marketing and business goals to be aligned. Here are some examples:
· Improving the brand’s awareness–so at the end of each contact, make every reader/prospect wonder “who wrote this great thing?”
· Generating email leads – by turning your viewers into subscribers, turning them later in customers will be much more achievable.
· Educating the customers – the most common questions and topics can be addressed, so your customers won’t encounter trouble while using your products and services.
Once you have a specific goal in mind, you’ll be able to focus on it entirely. It will be more pronounced and more effective, so due to your smart planning, you’ll save more time and money while performing the campaign.
2. Establish the Primary Campaign Performance Metric
Once you know what you want, you need to define your campaign’s performance metric. Every campaign has a performance that must be measured and optimized. Here are some of the most common key performance indicators (KPI) that you can choose from:
· Total time spent by the user on the website
· The traffic that comes from the content
· The bounce rate
· Number of pages per each visit
· Social engagement
Depending on your campaign’s goals, you’ll need to pick one or two metrics and carefully analyze their performance.
3. Develop Your Target Audience’s Persona
Marketing is a fine art and skill. To sell something to someone, you must first know that someone. You need to know how that person thinks, what he believes, what he craves the most, what are his biggest challenges in life, and so on. Simply put, you have to do your homework and empathize with people who will soon become your subscribers and customers.
Develop a target persona. This is the ideal target customer that you and your team should leverage in order to address your content and marketing message. Here’s a better explanation of how to develop a target persona.
Once you have it, you’ll spend less time thinking about what your audience wants. You already know what your ideal customer wants, so you’ll stick to the plan and generate progress.
4. Display Your Unique Value Proposition
Each business that respects itself should have already developed a unique value proposition (unique selling point). With today’s business competitiveness, you won’t stand a chance without bringing something unique to the table. This is part of your branding process, so if you don’t have a UVP yet, you’d better start developing one.
Considering that you have your business’ unique value proposition, start displaying it everywhere you can, mostly in your content. You want to let people know why they should they choose you instead of your competitors.
5. Create Mixed Content
A successful content marketing campaign usually features mixed content. There’s not only text, audio, or video. It’s a combination of all. This is extremely efficient, as each type of media can be distributed in different places, and they can reach different audiences. For example, you can leverage the power of video content, posting your best videos on YouTube, Facebook, and Instagram.
Create text content and rank it high in the SERPs using SEO techniques. Start your own podcast and build a solid database of consistent listeners. They all contribute to your campaign’s success, so focus on developing more types of media content.
6. Leverage Stories
Jane Campbell, Marketing Expert at Rush My Essay, suggests that:
“People love stories. Storytellers have always been appreciated individuals, ever since the prehistorical ages of mankind. When there was a story, people paid attention. Well, the world hasn’t changed a lot from this perspective, as we can see big brands leveraging stories to improve their brand’s awareness and reputation.”
Therefore, by creating stories for your audience, you’ll have a much better chance of going viral. You tell a story to 10.000 people, and even if half of them (5000) tell it to 2 more other friends, you have 20.000 people who have consumed your story. Well, your brand’s only going to benefit from that!
7. Develop a Strong Social Media Presence
Social media networks have increasingly become the most visited places on the web. Your brand needs to have a strong social media presence, as every customer somehow expects it. They want you to post new updates about the products, they want you to give discounts, they want you to craft new content. It’s a responsibility, yet it can be very fruitful for your business performance.
Content marketing and social media marketing are two marketing methods that work extremely well together. Make sure you use them both at the same time!
8. Test, Measure, Optimize
Test, measure, optimize. Simple yet concise. You first need to think of ideas, goals, and strategies.Apply them, and see the results you get. Measure those results, see what can be (if it can) and figure out how. Apply changes, and the process starts again. You measure the next results, and so on.
Content marketing is a trial-n-error process. The more you try the more you learn. Soon enough you won’t be making the same mistakes, so you’ll save time, money, and effort in the long term.
If you start playing the game, you’ll get better. Obviously, right? Just like with any skill you cultivate in life, content marketing is a marketing skill that needs to be practiced a lot. There are lots of complexities in it, lots of variables, and there are lots of decisions to be made.
And besides, there’s the marketplace and the people…they never slow down.The business environment is always changing, so you need to be right there, acknowledging and adapting to the marketplace’s shifts.
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