So you decided you’re going to start blogging to build your business. Congratulations on making a wise decision. Business blogging is not only good for SEO, it can be a powerful tool for increased brand reputation too. You can go from being a minnow swimming in a large pool to being a killer whale making a big splash in the open waters of business potential. But before you get overly excited about the upside of content marketing for your company, it is crucial you understand a few critical components of effective content marketing. Remember the following tips and you’ll increase your marketing return-on-investment while building your thought leadership at the same time.
Understand what you want to achieve before you write a single word. If you don’t have a clearly defined end goal, how can you possibly measure the effectiveness of your content marketing campaigns? Know what you want to achieve, how you will measure your progress, and who is responsible for tracking results on an ongoing basis. When you know what your KPIs (key performance indicators) are, it is much easier to determine whether your outreach efforts are successful.
If you want to increase the effectiveness of your content marketing significantly, understand the importance of repurposing. You should never create a single piece of content and use it only once. Create SlideShare presentations from your blog posts. Turn your e-book chapter headings into a teaser YouTube video. Make an infographic out of your latest podcast appearance by highlighting tips you discussed. If you’re not repurposing your content marketing in multiple ways, you’re throwing money out the window and reducing the effectiveness of your marketing spend.
Brand marketers who focus only on what they want to say will see reduced content marketing ROI (return on investment). Your content strategy should be driven by what potential customers want to hear, not what you want to say. Which questions are constantly asked of your customer support team? What type of queries does your social media manager receive on an ongoing basis? Focus on the needs of your customers when creating your digital marketing strategy and you’ll be impressed by how quickly you’ll see a return on your investment of time and money.
Pay attention to new content consumption options if you want to increase the effectiveness of your content outreach efforts. Can you create an Amazon Alexa skill and offer basic content via smart home digital assistants? What about integrating audio into your social media marketing strategy and offering mini-snippets via Anchor.fm? Your content marketing doesn’t have to be in text and visual format only. The more options consumers have to enjoy your content, the likelier it is you’ll hit a home run with your audience.
Whether you call it content marketing or inbound marketing, the key to success is doubling-down on factors that increase your outreach effectiveness. By understanding what is working (and what isn’t!), you can increase your marketing ROI and improve your brand’s reputation as a knowledgeable industry expert.