Content marketing represents one of today’s most important lead generation strategies. But how do you use it effectively? To boost your SEO performance, follow these content marketing best practices:
Here’s how to put these content marketing tips into practice to generate more traffic and sales conversions.
One of the most fundamental content marketing tips is to understand the journey your buyers make on the path to becoming a customer. By envisioning the steps that lead buyers from search engines and other sources towards your website, you can develop content that meets your market where they’re at and guides them towards becoming a buyer.
A customer’s complete journey generally includes these stages:
As a content marketer, your primary focus is on the first two of these stages, lead acquisition and sales conversion. However, all stages of this process can benefit from supporting content. Additionally, understanding your customer’s experience throughout all these stages can help you better understand their needs. Some customers may be coming to you after already experiencing all these stages with other companies that did not meet their needs at some point.
A best practice for understanding your target audience’s path to your site is to create a customer journey map. This is a visual representation that identifies what the customer experiences during each step and what needs to occur for them to enjoy a satisfying experience. As a content marketer, this means understanding what keyword search terms and needs prompted search engine users to seek out your site.
This will differ for different target markets, so you can create multiple customer journey maps to cover major market segments. However, do not create more than a few, or you run the risk of making the process too complex to use.
Mapping out your customer’s journey puts you in a position to create an effective content marketing strategy. A good content marketing strategy starts with research that answers key questions about your market, such as:
Once you know who your audience is and what keywords attract them, you can begin developing a strategy to reach them. You can define your strategy in terms of the goals of your content campaign. You can launch campaigns for a variety of purposes, including:
When defining content goals, seek to make goals measurable. For example, if your goal is to increase brand awareness, you might define this in terms of how many followers, likes and shares your brand attracts on social media and how many new visitors come to your website as a result of your campaign.
To attract visitors to your website, your content needs to deliver a compelling value that your audience wants. This can take a variety of forms, such as:
Incorporate your market research into your content by focusing it on topics, needs, benefits and keywords of interest to your audience.
Content marketing is a game of numbers. The more quality content you produce, the more your traffic will grow. This means that to get results, you need to create content on an ongoing basis and not just in occasional bursts.
For best results, create a content publication schedule. Set goals on how much content you need to reduce to get the results you want. Then schedule your production accordingly.
Using a content management platform will help make this process more efficient. This will allow you to schedule and publish all your content from a single interface instead of having to log into multiple profiles.
Content production can be time-consuming and expensive, so it’s vital to get the most out of your marketing investment. One way to do this is to repurpose content you’ve already created by repackaging the information in other formats. One simple way to do this is to reformat content for different media. For instance, you can:
You can also repurpose content by giving it a new slant. For instance, you can retarget the content of a blog post towards a specific niche audience to create a new post.
To measure the success of your content marketing efforts, you need to track your campaign performance. The best way to do this is to use key performance indicators (KPIs) to quantify the results of your campaigns. Some vital content marketing KPIs include:
Some of these metrics can be narrowed down for a more specific focus. For instance, you can segregate web traffic by page to see which of your pages are attracting the most visits, or by source to see where your leads are coming from.
To make your campaign tracking actionable, set measurable goals and make adjustments and improvements to achieve these targets. For best results, create performance reports and review them regularly. You can also use an analytics tool that makes it easy to display real-time KPI performance in a dashboard view, making it easy for key personnel to get results updates.
Putting these content marketing best practices into effect will help you attract more qualified leads to your website and make more sales conversions. If you need assistance, SimpleTiger specializes in helping B2B SaaS providers scale up organic traffic by developing customized marketing strategies and producing quality content. Fill out our online form to schedule a discovery call and discuss how we can help you achieve your content marketing goals.