Content marketing ranks among the top trends in the space of digital marketing. For brands and organizations, the ability to build a content marketing supply chain and determine how to create, curate and cultivate content is critical. Because of the rise of content as a critical element of marketing, producing quality content is one of most important tasks that marketers can do. It should be in every marketer’s interests to consistently publish content that converts.
But what exactly is content that converts? Simply put, content that converts uses, content as the way to achieve objectives. These objectives can range from brand awareness to lead generation, to user/customer engagement, to sales, to lead nurturing, to social advocacy, and to professional networking. The thing about objectives is that they are always specific to your context—whether you are an individual or a business.
Here are 7 useful tips
“What gets measured gets managed”. –Peter Drucker
This can be true with many things in life, including content. Hence the most important step in any content journey is defining your content conversion metrics. Content conversion metrics are unique to your industry, nature of business, customer base, organization phase of growth, and marketing budgets. Therefore the metrics defined need to be unique and relevant to your specific context. Once the conversion metrics are finalized, they should be communicated with all key stakeholders.
Example of metrics can be
25 email registrations for a service
1,000+ social shares
“Failing to plan is planning to fail”. –Alan Lakein
A content plan, which covers all aspects of the content lifecycle, is the key stepping stone for a successful content plan. Content lifecycle includes all phases from content ideation, creation, publishing, promotion, discovery, engagement, management, and reporting.
It is important to validate the following
Who is the reader of your content?
What kind of content formats are popular with the target reader?
Which channels/devices do they typically use to read content?
Which content topics are trending and may be of value to your readers?
What are the key drivers to convert your readers to potential buyers of your product/service/offering/solution?
According to the 2015 Benchmarks, Budgets, and Trends—North America report, one of the key differentiating characteristics of great content marketers is that they consistently follow a documented content marketing strategy. So planning and execution are the two foundational pillars of effective content marketing. At the end of the day, how effective your content marketing is completely depends on what you actually do.
to make content marketing happen, and happen well, knowledge and skills are of paramount importance. Aspects of content around storytelling, creativity, design, visualization, and articulation are what truly determine the impact of content initiatives.
“Content and Technology are strange bed fellows. We are joined together. Sometimes we misunderstand each other. But isn’t that after all the definition of marriage?” –Howard Stringer
The number of tools and technology available to make content marketing faster, easier, and more effective is amazing. From deciding what to write about to coming up with the most effective title for a content piece to determining who are the influencers for a particular topic—tools and technology are a powerful boon. The key is to identify which technology and tools are relevant in your context…and to effectively use them.
Constantly monitoring, tracking and reporting conversion metrics at regular intervals with all key stakeholders is the most important checkpoint in the content journey. With an ample number of social media listening/analytics/monitoring tools, it is important to identify the right tools for your context, define a frequency for reporting, and then start. Reporting on metrics doesn’t stop there; it’s crucial to spend time analyzing the metrics to draw actionable insights.
Based on the insights from your metrics, it is important to refine your content plan. Simple rule of thumb is this: Whatever’s working; do more of it. Whatever’s not working; do less of it. Be flexible enough to test new things.
Conversion based on content takes time and focused efforts. Patience, persistence, and a positive outlook yield results. You may not be able to immediately see a conversion based on content, but if you are patient, you will see the impact of your content marketing.
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