Content Marketing For Remarkable Business Growth

Content Marketing For Remarkable Business Growth

Digitization of business is not a new thing now. You can find Millions of businesses over the internet. What actually changed is the way these businesses are representing themselves over the internet.

An interesting read was later brought by Forbes. In one of their article, they speculated that over 80% of consumer research online before making any real purchase. This change revolutionizes how businesses started marketing their business.

All this starts when Bill Gates mentioned once, “Content is King, and everything in the corporate world changed. A new marketing took birth and later became popular as “Content Marketing”.

In this post, I will be discussing it in detail. I mean really in-depth!!! So, buckle up as this post will be a long read (Promise I won’t make it boring at all!!!).

Let’s start with its meaning.

What Content Marketing Is?

I have gone way too far to find an exact meaning or definition per se, but haven’t found anything ironic. I mean definition close enough I found was on the internet was, “A marketing program which centers the creation, publication, and distribution of content for the target online audience”.

After an exhaustive fool’s errand, I decided that I will address this issue with my own approach. So, Content marketing is the branch of digital marketing which totally depends on content (as the name suggests). The only aim of such marketing is to engage the audience with the brand to make sure that the business highlights value to the audience. Content marketing focuses on the value-based campaign which has the potential to drive the customers not to only engage with your brand but also encourages them to be promoters.

In a nutshell, content marketing targets for these four components,

  • Create Attractive content
  • Then Engage with your audience
  • To Persuade them to purchase
  • Then turn them into Promoters

With these four simple ways, content marketing proves to be one of the strongest assets of marketing. Once you get familiarize with the content marketing aspect (which I will cover in this post), you will be able to distinguish all the major differences and avoid all the fool errands to promote your business.

So, before we go any further into the realm of content marketing, let’s understand some scenarios to grasp the aura of content marketing.

Scenario 1

You own a law firm which helps businesses and individuals to tackle law-related issues. This year, your business is lagging, so you decide to set up a blog and start sharing all the common law-related issues which any individual can face in their day-to-day life. You start with few posts a week and they start ranking on Google.

As people tend to search online, they found your post as the resource. Many of them learned things and moved on, but some of them with more serious problems will eventually start believing that your firm has the necessary expertise to handle such problems. They will turn to your firm for help resulting profit for your business.

Scenario 2

Imagine you are an owner of an agency who specializes in developing design solutions for other businesses. You’re having trouble attracting customers, though, because keeping an agency on retainer seems like a luxury for a small business. So you decide to create some DIY design tools to help them, you know, DIY. You do some keyword research and notice about 2,000 people are searching for an “Infographics generator” every month, so you decide to build one that people can use for free once — and if they like it, they can create more Infographics for free if they provide a name and email address.

You create a few sample Infographics and share them on social media so people see what the tool is capable of doing, and between that and the traffic coming from organic search, you start to get a few hundred people using it every month. A few of them like it so much they provide their name and email address so they can continue using it. Now that you have their contact information, you’re able to identify some people that would be a good custom fit and keep in touch with them, nurturing them into customers.

Figure Out How to Go With Content Marketing

Content marketing requires manpower, so the first step is figuring out who is going to head up the program. There’s no one-size-fits-all for team structure — it depends largely on the size of your company, your marketing team, and your budget. But if we assume that those three things are interlinked, as they often are, I can provide you with some frameworks based off of other content marketing-focused companies’ structures. These should help you hire the right people, and have them “sitting” in the right spot in your organization.

The proxy for content marketing in the following charts is “Attract”, since content marketing is the top-of-the-funnel activity that attracts people to your business. “Convert” and “Close” refer to middle-of-the-funnel and bottom-of-the-funnel marketing activities, like email marketing, nurturing, sales enablement, marketing ops, conversion rate optimization, etc.

Ideal Approach for Creating Content

the manner of sin when it comes to creating content, but we can go over 1) the types of content assets a content marketing team could be created to demonstrate the breadth of the opportunities available to the content marketing team, and 2) who should be involved in creating those assets.

Blog Posts

Predictably, blog posts are typically written by the bloggers. However, if your team is large enough to have someone dedicated to creating gated assets and premium content — things like ebooks and tools — they should also write blog posts to help promote those assets. SEO specialists will also work closely with bloggers, as blog posts are often a company’s best opportunity to improve organic search rankings. As such, bloggers should be writing posts that help improve the site’s SEO, and drive organic traffic and leads. Their editorial should be informed by keyword research and optimized for SEO.

Types of Blog Posts to Write:

How-to – Posts that teach readers how to do something; these typically perform very well in organic search if they align with long-tail search terms.

List Posts – Curated examples that can be informative, and thus also rather search-friendly, or simply entertaining.

Thought Leadership – Posts that explain fundamental shifts in an industry, or ask the reader to rethink convention wisdom.

Newsjacks – Timely content that either report on industry news, or finds unexpected tie-ins with popular news items.

Infographics/SlideShares – Blog posts that primarily use visual content to tell a story.

Premium or Gated Assets

Premium or gated assets are typically longer forms, and/or more time-intensive pieces that don’t exist on a blog. They might be used to generate leads or contacts, or for brand-building purposes. These are typically created by the dedicated long-form content creator if your team is large enough to have one, but sometimes bloggers get involved too, as blog posts are good testing grounds for what performs well and are thus worth investing in.

Types of Premium Assets to Create:

Ebooks – An incredibly popular format, typically presented as a PDF and redeemed behind a form.

Research Reports – Often presented as a gated PDF or an ungated microsite.

Webinars – Though time-intensive, webinars may feature a guest speaker who brings his or her own audience, which can help broaden the top of the funnel. Recorded versions of webinars can live behind a landing page to extend their lifespan.

Tools & Templates – Because they’re extremely utilitarian in nature, tools and templates often prove to be incredible for the long-term lead generation despite the upfront resource-investment required.

Visual Content

Regardless of team size, it’s common for visual content to be created by nearly everyone except, perhaps, the SEO specialist. While designers will do the bulk of the advanced creative work, bloggers, content creators, and social media managers will all get involved in the lighter-weight design. Often, designers will also create templates for the writers on the team so they can be more independent — like creating ebook templates so premium content can be laid out by just about anyone with an InDesign license.

Types of Visual Content to Create:

Infographics – These can be embedded in blog posts, and shared on social media.

SlideShares – Some social media managers focus a lot of energy on SlideShare as a channel, and create content exclusively for it.

Video – Whether for YouTube or a blog post embed, short videos for the sake of entertainment or education can help you diversify your content portfolio and improve your SEO.

As your content marketing team grows, who creates what content becomes more specialized. But even as the largest team size, a lot of overlap exists between each role, and if it becomes less pronounced in the creation of the content, the opposite is true when it comes to distribution of the content.

Measuring Your Content Marketing

There are a host of metrics to look at when you have a robust analytics solution, but having too many goals to live up to tends to result in prioritization difficulties. I recommend content marketing teams have 2-3 metrics they measure, and perhaps some secondary metrics each sub-team can measure to help understand when there are different levers to pull. Here are my recommendations:

Content Marketing Team

Team-wide, the content marketing team should be focused on site traffic and leads. Leads because they are a top-of-the-funnel metric that can be tied to revenue, and traffic because more visitors mean more conversion opportunities.

Blog

As a major part of any website, and as an asset that lends itself to being a traffic lever, I recommend new blogs measure themselves on traffic and subscribers. As a blog matures and has grown traffic at a predictable rate, fold in a lead generation goal.

Gated Assets

As the assets that were created to generate leads, measure, well, the leads generated per offer. If you’re in a very sales-focused company, opportunities influenced are another strong metric.

Social Media

Because the reach of a social network is so critical to the strength of social as a content distribution channel, measure the number of followers/fans on each of your most important social networks.

Do you like it?

Let me know your thoughts on content marketing and the tenets I mentioned in the post.

Did I miss something? Why don’t you remind me over the comments section? Adios till then fellas!!!

Top 6 Digital Marketing Trends That You Must Consider In 2018

Top 6 Digital Marketing Trends That You Must Consider In 2018

Only those who adapt to changing scenarios will continue to survive and prosper. Some work hard, and unfortunately, some don’t exactly make it. Digital Marketing is an industry that is continually evolving. It’s something you need to be on top of to ensure you don’t lose your competitive advantage. So before you begin, here are some trends that are set to take off in 2018 that you should consider when making your marketing plan for the coming year.

The Twist in Social Media is Something You Must Adapt to Succeed

twitter

Twitter – you may love it. But, it looks like it is dying. Its efforts to develop in 2017 by expanding the number of characters in a tweet from 140 to 280 presently can’t seem to pay off. Amid 2017, they invested in developing their client base (which bombed), rather than making changes to their advertising platform which has forced marketers to look somewhere else.

On the other hand, LinkedIn has made a lot of updates consistently in 2017, which has offered various new opportunities for advertisers searching for a B2B audience. Furthermore, this is all because of the great improvements made to their ad platform.

Worth reading [Twitter Tactics for Increasing Engagement]

Recently, Instagram declared that 800 million individuals utilize their platform every month, making it the most valuable platform in the market. Their latest tool, Instagram stories are more well-known than Snapchat despite the fact that it’s just been a year it was released. As a lot of brands are getting better engagement from Instagram, it’s no big surprise, it’s an advertiser’s best tool going into 2018.

Blogging will turn out to be an Essential Aspect of Digital Marketing

The significance of blogging has been documented for a long while. In the present market, online businesses can rely upon blogs to draw in customers on a more profound level and furthermore to increase awareness about their brand. Blogging nowadays is used to make the content viral. This can be in any form; video blogs also known as vlogs or traditional content blogs.

Native Ads with Smart Content Is Definitely Going to Make Its Way

native-ads

 

Native Ads are expected to drive more than 74% of ad revenue by 2021. With a natural placement and formatting, native advertisements have a tendency to get more exposure and engagement than conventional banner ads and are less irritating for customers. The main issue is native ads require a different approach to copy—one that can profit by the unique preferences of people seeing the advertisements. In 2018, we’ll observe increased spending on native advertisements, and we will also see the rise of smart content for those promotions, ready to adapt to audiences utilizing cookies and an understanding of the target audience.

One-to-one Communications with Customers

The internet is a bustling place, so it is not difficult to get lost in the crowd. That is the reason more consumers are favoring personalized experiences by having one-on-one communication with brands. Obviously, a simply one-on-one approach isn’t possible and that is the reason more brands are swinging to chatbots as a financially savvy alternative.

Chatbots have begun to grow more customizable and intelligent, and are getting more well-known with brands and consumers alike. Before the finish of 2018, chatbots will turn out to be a practical necessity in case you need to give your clients a large scale but individual experience.

Live Videos will Turn out to be Much More Crucial than Before

Digital Marketing Experts are prepared to explore how to incorporate live streaming as a feature of their marketing strategy and it’s as of now accessible over numerous social media networks. The effect of a live video will prompt new immersive experiences, increasing quick engagement with an audience that develops more into a new and innovative way of communication.

This will bring new opportunities for user-produced content and promotion. While influencer marketing can turn out to be much more engaging with live videos or streaming. The question will be selecting a platform to use i.e. Facebook, YouTube, Instagram or Twitter. The ideal approach to begin is to go where your audience is and after that to experiment with the various platforms.

Facebook will Become more Strict

Facebook will downgrade the posts that directly urge clients to connect to a page, asking for like, comments and shares. So, the Facebook page managers must re-assess their engagement techniques.

Both clickbait and engagement bait are under Facebook’s consideration. This implies 2018 will be the year in which we’ll see a shift of content on Facebook, wanting to promote quality content.

Read also: Tactics to Escalate Your Growth through Facebook Ad Campaigns

Wrapping Up

These are not the only trends we’ll see in 2018; however, they are some of the greatest and most at present established. So begin preparing a financial plan for 2018—with all the new turns and twists that the year will offer.

Ways to Repurpose Old Content Over and Over Again

Ways to Repurpose Old Content Over and Over Again

We all know the importance of regular blogging for your business. But then coming up with new and valuable topics to post about every single day can be really difficult and time-consuming.

Rather, 60% of the marketers say that creating engaging content is among the biggest challenges in 2016.

One way to simplify the process of consistent blog content creation is to repurpose the old posts to new formats. The Pareto principle states that 80% of the effects come from the 20% of the cases, where 20% of your posts bring in 80% of your organic traffic.

That is to say that you don’t need to reinvent the wheel. Rather than writing spanking new, content every day, you can make use of the hundreds of old posts by renovating, combining and repurposing them. Although the specific repurposing techniques would still require some effort on your part, they wouldn’t be really time-consuming as the ideation, research and drafting of articles based on the new topics.

Many digital market expert India believes that besides saving time, by updating and republishing the old content on your website, you can increase your organic traffic further. You will have a greater chance of older blog posts ranking better than the brand new posts.

So scan the data worth several years from your analytics to find your top-performing posts and get to work on them! Decked are a few ways to repurpose your old blog content:

Update or expand old posts

Technology moves really fast, with the websites, products and services disappearing as fast as the new ones emerge to replace them. Reexamining your perennial posts every year or two not only keeps them in the vanguard, but also increase the organic traffic.

Let’s suppose you run a digital marketing blog. You’d know how quickly information, algorithms and techniques change, which means that the recommendations that you shared would also change.

Some ways to update your old posts are:

•  Add images/graphs/videos
•  Include current stats and facts
•  Fix the outdated information
•  Refresh examples
•  Add a content upgrade
•  Add Call to Action
•  Link to the other posts or blogs

In addition to hyperlinking to the other blog posts, you can also add a ‘Read More Here’ phrase right under the paragraph where you discussed the related topic. A few more things to keep in mind are:

•  Add a line at the top of the post to announce the update. Use can use ‘2nd Edition’, ‘Updated’, ‘Now with More’ or  ‘Updated to Include More’.
•  If using a WordPress post, you can simply change the publish date to today’s date and update it once all your    changes are made.
•  Use the same old URL instead of creating a new one.

P.S: These tips ensure that you don’t lose your ranking for the post.

Record a video version

Videos have turned out as the most popular online medium for consuming content in no time.

According to Google, YouTube explains that annual mobile video consumption has increased by more than 100%. 100 million hours of videos are watched on social media daily and it is expected that 79% of the internet traffic will come from videos by the year 2018.

Recording video versions of your olden articles are a fun way to capitalize the wealth of the content. There are a number of ways to do this:

•  Create screen capture videos that show you carrying out different tasks and procedures described in the past blog and articles.
•  Record yourself an ad-lib on the topics covered in the blog posts. If you are comfortable with it, even a  conversational video on the past topics can come across as more natural for the viewers.
•  Consider exploring the live-streaming world. However, it can be a little terrifying until you get used to it.
•  You can also create animated videos using text, photos, music, video clips and sound effects. It proves to be a great  choice for the camera-shy people in your team.

Whatever approach you decide, publish your new video blog post to your own website and then upload it to YouTube (and/or on other video sharing sites) to see the expanded reach of your ‘New and Improved’ content.

Create podcast episodes

If you run a podcast, look to your old content to provide inspiration for the future audio episodes. Podcasting is a tremendously popular medium, and it is getting bigger and bigger. And with the fast growing use of smartphones, the podcast audience is only going to get bigger.

You can either record reading the articles word-for-word yourself, or can use the past blogs as an inspiration for your podcast episodes to avoid turning off the listeners with a stiff delivery style.

Turn posts into email newsletters

If you think that people don’t really read emails, then you are definitely lagging on something. What your potential customers aren’t really interested in are the promotional emails from you. But they would never negate something of value, if that entertains them, teaches them something new or helps them in one or the other way.

You can post your blogs ‘as it is’ into individual newsletter issues, or use the pared down version, or simple prompts to redirect the readers back to the original posts. If they haven’t seen it earlier, its new to them!

If you have a selection of the past blog posts based around the same theme, then you can consider releasing the newsletter as a series of posts.

Let’s suppose, if you have 5 different articles discussing link building techniques, then you can put them all altogether and advertise your newsletter as an e-course for ‘5 weeks to Link Building Success’.

Binding posts together in this way make the readers more likely to come back week after week, as compared to ‘one off’ messages.

Create Snapchat Stories

The best way to figure out the working of a new platform is by familiarizing the existing content to it. Since you already know the type of response a particular blog has generated, you can see whether you are able to replicate a similar response through an emerging platform.

Snapchat has become one of the leading social networks out there in no time, but it is still early enough for the marketers to see significant ROI because only 1% of the advertisers are using Snapchat for marketing.

You can also repurpose any strategies that you teach or discuss in your blog posts into bite-sized Snapchat stories.

Compile them into an eBook

To make an eBook out of the old blog posts, look for a series of at least 10 blogs based around a similar theme, bring them together in a way that makes sense, and write any additional test required to make it a more solid read.

You can offer your eBook as an incentive to encourage the new readers to join your email marketing list. This will prove to be extremely cost effective. Rather than having your fans reading 10 different blog posts, you can make available to your readers in a convenient, downloadable PDF with an elaborated cover and a bit of extra content that attracts people.

The eBook can also be used as a content upgrade or a lead magnet for the other posts, which is an excellent way to convert your readers into subscribers.

Run a best of promotion

One final alternate to consider for repurposing your old blog content is to pile up several past posts into one ‘best of’ article.

Suppose, you had a series of articles that didn’t perform as you hoped they would, then sharing them again in a new format may bring about your desired level of recognition.

But irrespective of what type of repurposing you decide to use, there is one thing to bear in mind: Bloggers fear that repurposing the old content will bore the current readers or will run the risk of seeming monotonous, this hardly happens.

A very few visitors would have read every piece of content on your website. This makes your repurposing more of a welcoming introduction to the past articles they have missed, and not an unwanted promotion of the already seen content.

Convert it to an infographic

Infographics are the new slide decks! In fact, they are liked 4 times more than the traditional presentations on portals, and have shared 3 times more than any other content on social media. In addition to this, 65% of the marketing executives believe that infographics and the similar visual content communicate their brand story better than just text. They appeal more to our visual brains and don’t require too much of our short attention spans.

Almost everything can be converted to an infographic, but it does work better with the statistic and heavy duty content pieces. Remember that this format is visual, so ask yourself if the information can be conveyed with numbers, images or other statistics. If not, you should probably just write a blog post or create a video tutorial.

Tips for creating an infographic:

• Research to be sure that all your facts are correct and ensure that you cite all of them
• Create a draft of the text of the infographic, breaking down the different sections with strong headers. Also, always   proofread what you write
• Take time to think about what look you want for the information and how it represents your brand. You can take  the help of a designer or can Do-It-Yourself!

Beyond these cases, be conscious of the fact that people like to abstract content in different formats. What might seem like a long, overpowering text post could come across as much more handy in video format, depending on the unique preferences of your readers’.

In this situation, you are not being repetitive – you are actually introducing your message to reach a greater number of customers.

Consider the above described techniques as a way to strengthen your message and minimize the amount of effort needed to run a successful business blog.