With online consumers receiving more than 2,900 marketing messages per day, the digital space has become very crowded and noisy. How do you make yourself visible then? The answer is: content marketing.
How can Kulture Konnect support your content marketing efforts?
Content marketing focuses on creating, publishing, and distributing relevant content for your target audience. Its main goals are to attract new customers, influence their considerations and help them make a decision based on relevant information. We can help you with the following:
Blog articles have great impact on your organic SEO and it is one of the most effective ways to getting found through relevant searches. We can help you the development of an editorial calendar that supports your campaigns and PCRs, copywriting, keyword optimization, blog formatting and deployment.
Premium Content Resources (PCRs)
Expanding on your brand’s expertise, subscribers and leads is an important aspect of content marketing. We can help you with the creation of campaign calendars, development of PCRs such as e-books, infographics, checklists, case studies, slide decks, workbooks and more.
Social media can be a powerful channel to support your blogging and PCR activities as it can provide you with additional exposure and engagement. We can provide you with support to create a social media calendar, post copywriting, post artwork and social media ad strategy and management.
Implementing a strategy where your first interest is your customer puts your business as a thought leader, building brand preference as you inform and educate buyers. This increases the chances of a strong bond between your brand and customers that continues to grow and strengthen over time.
Content marketing vs traditional advertising
Historically, marketers tools to grab prospects and customers’ attention relied on traditional advertising methods such as TV ads, magazine and newspaper display ads, booths at trade shows and marketing events, billboards and more. This is a way to “rent attention.” For example, when a brand pays millions of dollars for a Super Bowl ad, they are hoping to get the attention of the TV network audience by “renting their attention,” but they’re not offering anything of value to the consumer. On the other hand, content marketing is based on providing relevant information that solves your prospects or consumers’ problems, which brings them to your website, products and services by their own choice.
Why does your business need a content marketing strategy?
Nowadays, it is not about how pretty your website is, interactive elements flying in and out of your home page or product design, it is about how you provide a customer experience that gives solutions to their problems. Personalization and how you influence your customer journey for each stage of the buying cycle can set your business up for predictable, scalable, and cost-effective traffic and lead-flow that doesn’t rely on securing budget each month. 73 percent of customers can’t be wrong about it!
80 percent of people are more likely to buy a product or service when they are served content that speaks to their specific pain points. If you understand what stage of the buying journey the customer is at, then you should be able to serve them relevant content for that. Here is an example, Let’s look at it through the lens of a pest control company:
- Attract. Your prospect or customer discovers your article on “how to get rid of ants in your kitchen” through a search on Google. They like what they read as it helps them understand various ways to deal with it and get rid of the problem.
- Consideration. Your content has helped them to understand what they need. On that same page, there are other product/service-focused links to help the user through the buying journey.
- Decision. After they read your blog article, they get a better sense of their problem and can make a decision on whether they try to deal with their ants problem on their own, bookmark the page for later or call a professional.
This is an easy way to show your prospects and customers that you care about their problems and are willing to share your knowledge without strings attached to help them in their consideration and decision stages.
As a business owner or marketer you need to start considering a content marketing strategy if you’re looking to:
- Increase the volume of your organic search. This is especially important since your content will only be shown when it’s relevant, which will make your audience less inclined to tune it out.
- You need to create brand preference. As you become the expert in your field, you will create trust as a source of information and education.
- You have a content marketing plan, but it’s not working. This problem comes in different ways: you are wearing many hats, your staff doesn’t have time or doesnt know how to create content, you don’t have a clear grasp of what you’re selling, etc. In these cases it might be time to consider an outside resource.
How can I measure the ROI of a successful content marketing strategy?
When it comes time to report on KPIs and ROI, there are a tons of metrics to look at, which can get very overwhelming . But if you have too many goals, then you will have issues trying to prioritize what’s important. Having 2-3 metrics and some well defined secondary metrics should be enough. This is what’s recommended:
Website traffic and leads
In terms of traffic, the more website visitors the more conversion opportunities, and when it comes to leads, as a part of the buyer’s journey and how it influences users, it can be tied to revenue.
As your blog matures, traffic should increase and become more predictable. Also, your blog should be an indicator of what is of interest to your audience so you can be aware of valuable and relevant content.
The whole purpose of gated assets is to generate marketing qualified leads, so, a good metric here is how many leads are generated per offer and how many opportunities are influenced by any given asset.
Social media performance
Social media has changed significantly over the past few years. Although followers and fan counts continue to be relevant, it is not as critical as it once was. Many marketers still argue that follower count improves brand awareness, but if followers aren’t converting to customers the numbers are just vanity metrics. In the same way, a lot of business owners have the belief that if they don’t have a large following they would not appear legitimate to consumers. However, it would be more obvious that you’re not legitimate if you have 10K followers, but they have a low engagement rate with your content. We recommend the following KPIs for social media: Reach, Engagement, Leads/Conversions.
Content marketing ROI can be tricky to measure, but the value it provides is clear if you have in mind that, according to the Content Marketing Institute, 92% of marketers reported that their company views content as a business asset, increases their brand perception as a trusted resource and it creates three times more leads than paid search advertising.
An effective content marketing will allow you to reach your target audience and increase conversions. Content marketing can include several ways to help you influence a prospect or customer to make a buying decision, which would support your revenue, growth and branding efforts.