It’s no secret that traditional forms of marketing, which interrupt audience members, are less effective than they once were for reaching prospects and converting leads into customers. That’s why content marketing has become a popular way for businesses to reach and engage their target audience.
By providing audience members with useful content to educate them on your products and services — and show them how those products and services effectively solve their pain points and challenges — you can increase conversions, improve brand awareness, boost revenue, and more.
Today, outbound marketing strategies (or anything that interrupts your audience members) aren’t as effective for reaching audience members and converting leads as they once were. Content marketing has become a popular way for businesses to combat this issue.
The first part of your content marketing strategy is to set SMART goals. These should be specific to your business — they’ll likely complement your broader marketing and company goals. Start by thinking about the goals you want to achieve. Do you want a higher click-through rate on your site? Raise your presence on social?
You may want your content to …
- Improve brand awareness
- Boost revenue
- Increase conversions
- Improve brand loyalty
- Increase customer engagement
- Build rapport and trust among prospects and customers
- Attract strategic partners
2. Content Influences Almost Every Other Online Strategy.
First, it’s important to understand that content can serve as a complementary strategy to almost any other online marketing strategy. Content has several positive effects on many aspects including:
- It attracts new traffic.
- It builds your reputation.
- It encourages trust and faith in your brand.
- It can influence conversions.
- It can make you a separate stream of revenue.
- Evergreen content lasts forever
They call it “evergreen” content because it never decays. Trendy content, news content, and other forms of “in the moment” material are all important and tend to attract a lot of visitors, but some forms of content will always be relevant. For example, people will always need to know tips for better communication or advice on how to travel efficiently. There may be new elements to some of these features as new technologies develop, but you can always spruce up old posts with a few new tidbits as relevant. Because content can theoretically last forever, it never loses value, making it a perfect long-term investment.
No, going viral shouldn’t be your only goal! By setting SMART goals, you’ll avoid ambiguous video objectives. By sticking to SMART goals, you’ll see real and relevant business results that hit your targets.
- Specific
- Measurable
- Attainable
- Relevant
- Time-based
3. Every Piece You Write Is Permanent Real Estate.
Unless you take one of your posts down or change the URL, every piece you publish on your site is valuable web real estate that will never go away. Your guest posts are under the control of other editors, so you have less influence there, but for the most part, every new URL from your content is another URL that can be indexed by Google and found in organic search results.
Set key performance indicators (KPIs) for your SMART goals. KPIs are quantifiable data points you can use to measure your actual performance against your goal.
For instance, brand awareness may be driven site traffic, social media followers, subscription sign-ups, mentions, whereas conversions could be determined by conversion rate, shopping cart abandonment rate, associated shipping rate trends, competitive price trends.
4. Content Gives Compounding Returns
Hopefully, you’re familiar with the concept of compound interest–as your investment earns interest, your principal grows and you earn more interest with each subsequent round of compounding. Content works much the same way since it’s more or less “permanent.” If you publish twice a week, you’ll have 110 pieces the first year, so the first year you’ll produce 110 pieces and get 110 pieces’ worth of results. In the second year, you’ll produce 110 pieces and see 220 pieces’ worth of results. In the third year, you’ll see 330 pieces of results, and so on. Additionally, the more people see your name, the more they read your content, and the longer you’ve been around, the greater the effects you’ll see with every piece.
4 Content Marketing Facts.
90% of searchers haven’t made their mind up about a brand before starting their search. (Status Labs, 2018)
Video content is 50 times more likely to drive organic search results than plain text. (Omnicore, 2018)
After watching a video, 64% of users are more likely to buy a product online. (Forbes, 2017)
47% of buyers viewed 3-5 pieces of content before engaging with a sales rep. (Demand Gen Report, 2016)
The purpose of a marketing campaign plan is to identify relevant, integrated, marketing activities and channels to reach campaign objectives as well as influence customers.
An effective campaign plan has an engaging, shareable, campaign concept that utilizes both online and offline marketing communications tools and digital media channels. Your marketing campaign plan should be used to maximize the reach of online campaigns and acquire new customers.
5. Content Might Evolve, But It Will Never Be Unnecessary
Unless you take one of your posts down or change the URL, every piece you publish on your site is valuable web real estate that will never go away. Your guest posts are under the control of other editors, so you have less influence there, but for the most part, every new URL from your content is another URL that can be indexed by Google and found in organic search results.
Awareness stage:Â Attention-grabbing Videos, Company Brand Videos, Educational/Advice videos, Product Demos
Consideration:Â Tutorials, Product Comparison Guides, Expert Guides, Explainers / Vlogs / Webinars, Social Proof
Purchase:Â Explainer Videos / Webinars / Advice / Product Demos / Customer Stories/Company Culture /FAQ Videos/ Instructional Videos
Loyalty:Â Thank you videos / Customer Delight Videos
How Does Twisted Content Work?
After you receive your Smartphone Filming Kit from Twisted Content, your monthly content subscription works in 3 simple steps.
- Each month our team will help you strategize and map your content plan.
- After each recording of your vlog, live event or video series, simply send us the footage. Let us know the highlights or keys points you wish to emphasize.
- We professionally edit and produce your footage, ready to publish across all your platforms. Get all the text and video content you need for your website and social media to build your brand.
Want to see your business boom?
From strategy to production, from sound to script, to final edit, our creative geniuses are on it. Let us help you activate your shiny new video online, Â getting your message in front of the right people, at the right time, and on all the best social platforms.
