CONTENT MARKETING STRATEGY
There are several purposes to creating content, including:
- Creating tantalizing content to increase initial conversions
- Content to enable better decision making as to products/services we offer
- Content to re-engage visitors who haven’t opted in on the initial offer
- Content for existing customers and community members
- Content to increase the breadth of the semantic footprint of your business, and deepen the impression of that print in Google Search i.e. more results, higher ranking results
This largely is done through an extensive blogging calendar and ideas from Keyword volumes (here is an example of Step 1 of own keyword research).
The ideal is to have activity 4 to 5 days a week, and to release 2 to 3 blog posts every week, with the other days made up of ‘quote posts’ or video content. This is really a generalisation though – quality over quantity counts every time.
Tip: if you don’t want to write your own content, then look to use a platform like Clearvoice.com to find quality writers. There is a monthly subscription fee of around $500 for brands to access the writers, and the writing tools.
Your content strategy needs to integrate with your approach to SEO, generating contacts within each vertical. Here is an example of how it will look:
Alongside a content strategy, you will need an SEO approach (see Organic Traffic for results below).
This approach included:
- Backlinks from high authority sites (owned by myself)
- Increasing citations from 10 to 217 sites
- Increasing number of quality reviews on Google Adwords and Facebook
- On-site changes
Once you start to see conversions coming, you will want to continue to optimize the pages that work ‘best’ for you – as such, use A/B testing to increase conversions (see below for more info).
Also, adding a simple ‘slide in pop up’ gets around 3.5-5% conversion rate depending on the offer e.g. a quality ebook. This should be included as part of your plans to increase TOTF conversions.
Note: for most businesses, once they get their Organic Traffic and Ad Spend to create conversions will face a new issue – how to move people to the next stage in the funnel.
Look to build up a library of content with regular updates based on new courses/approaches. And make sure they are both comprehensive and visually appealing e.g.
This type of TOTF asset can be used for both landing pages, and pop up forms. For targeted traffic to a landing page, you may well find as high as 30% opt in rate for a quality landing page – which can make lead generation highly cost effective.
You probably know you should be doing VIDEO but you may not know why it is so important, so here are a few reasons:
1. LinkedIn/Twitter/Facebook users love video – it helps to build your brand through connecting with your story, promises, existing customer experiences etc
2. YouTube is the second biggest search engine, and it’s relatively easy to optimise videos and gain search results/traffic. Check out this article for tips.
3. Video is a great place to start with your content, and then turn e.g. an interview into blog article afterwards. One 30 minute interview can easily be 5 videos that can be shared across all channels.
Tip: make sure you get a good intro/outro produce (e.g. 10 seconds) that can be added to all videos. This will lift up the level of the content from the viewers perspective.
Infographics are an investment, but if you use them well we’ve found you can gain good Search results.
The key thing is this: make sure the infographic builds your overall authority, and isn’t just a pretty image. Having said this, a vibrant style is usually what you want to go with.
This is the sort of tip that could change everything you do: create a quiz that gives you the information about your buyers to help you understand them better.
We have used a personality quiz using LeadQuizzes.com that then pushes their test result to their central record – this way allows us to see a more 360 view of the person, not just what content they may have downloaded.
You can also tailor your communication via email to suit their personality, or other factor you may be ‘quizzing’ around.
If you have the capability in your email marketing, you can also stream your follow up workflows based on the quiz results, giving you ongoing tailored communication.
Take a look at the potential below:
♦ Type 1 – The Reformer: The devil’s in the details!
♦ Type 2 – The Helper: The customer’s always right!
♦ Type 3 – The Achiever: Make the client’s life easier!
♦ Type 4 – The Individualist: Sales and service are always personal!
♦ Type 5 – The Investigator: Explain how it works!
♦ Type 6 – The Loyalist: Explain absolutely everything!
♦ Type 7 – The Enthusiast: Make your enthusiasm contagious!
♦ Type 8 – The Challenger: Go for the big sale!
♦ Type 9 – The Peacemaker: It’s all about rapport!
This approach will allow your sales team to speak their language like never before.
CONSISTENT IMAGE THEMES
You want to apply a consistent approach to imagery across emails, product pages, blog posts and adverts etc.
Using the example of a parenting campaign with multiple blog posts, emails, Ads you don’t want to reuse the same image over and over, but you do want to build up a theme, as you can see below:
Here is another example of an image theme for a Leadership campaign:
This principle allows for better continuation of the product narrative for the campaigns – when people see an email, and then visit the website and see a blog post with a similar image, the narrative makes sense. Add in an ebook for them to download that has a similar cover and you connect the dots in their mind.
By applying such rules to all products e.g. Stylised ‘Brain’ images for one product set, you can better ensure consistency – creating more trust in the minds of the reader/contact that ‘this product’ is the same each time.
Note: We tend to use Shutterstock.com for our image sources, and we would advise you always pay for images unless you know there will be no repercussions to use.
Using ‘quote posts’ you will tend to get more shares and likes on Social Media than on much other content. People like quotes.
By adding in e.g. ‘upcoming course information’ as links, you are ensuring your are also using Social to move promotions across the network, and get clicks back to your website.
Here is an example of a themed set of quotes:
Note: you will need to track the success of different approaches across different networks, as people respond differently to different content between e.g. Twitter and Facebook:
Tip: Canva.com is a great free tool for people who don’t have design skills but want good looking images. Check it out.
Your own Content Marketing plan needs to fit into your overall Marketing Strategy.
If you would like to get support in creating content that works harder for you, reach out to us here.