Content Marketing Strategy
The content marketing strategy is widely known to digital marketers, though it still isn’t a 100% trusted digital marketing strategy by those making budget decisions in companies. It’s understandable. It can be hard to trust that investing time and money in the creation of content will be worth it in the end.
How can a blog that specifically isn’t trying to sell something actually sell something in the end? Are you throwing away money on videos, articles, and other content when emailers and cold calls at least give you a more immediate answer? How do you even measure the return on investment from content marketing?
Content Marketing Will Never Be So Cut And Dry
One of the things marketing departments need to accept is that content marketing can produce ambiguous results. However, content marketing does produce tangible results. And that means something.
Let’s look at the results we can get with content marketing in the following series of infographics.
One of the easiest metrics to measure content marketing is the engagement with the audience. It’s easy to see your number of views, shares, comments, and saves. You can see pretty quickly if people like your content, if they hate it, or if they just don’t care. The benefits of an active community around your brand are:
- You have a group of people to study so you can find out what they really think about your brand.
- These people include current and potential users that you can sell to.
- People who are engaged with branded content are more likely to feel like they identify with your brand, report higher satisfaction, and are more likely to return to buy from you in the future. They’re also more likely to share your brand with their own communities.
Written content gives you an opportunity to include keywords that people search for when searching for the kind of products or services your company offers. The more quality content you have with these keywords, the better search engines like Google will reward you by boosting your ranking on their search engine results pages.
When you rank higher on results pages, you are more likely to be clicked on by those people looking for your products and services, even if they don’t know who you are. Many users come to company websites, not through the Home or Services pages, but through relevant article pages.
The best case outcome of creating content in your field is reaching the point where people relate your name to your industry. Do people think of your company when they think of what you do? Are you the first name that comes to mind? By creating a lot of high quality, original, experience-based content that people read and watch, you are showing people that you know what you’re talking about.
When people think of shampoo, they think of Head & Shoulders. Amusement parks? Disneyland. Business school? Harvard. These are all brands that are immediately thought of for their industries. That’s the goal. Even if you are small, you can become an industry expert for niche fields. But you have to show that you know what you’re talking about, and that means creating content.
How often do you try new products or services that you’ve never used before? Now, how often do you return to brands a second time? A third time? It’s not enough to attract new clients, convince new customers, and entice new users. You have to keep them around once you’ve converted them.
Providing genuinely helpful content is a great way to prove that you are there to help users succeed. And that can make all the difference between you and an equally qualified competitor.
Content Strategy Marketing Boosts ROI
Content marketing, when done correctly with appropriate user research, expertise, quality execution, and appropriate marketing, is ROI positive. It might not be as easy to measure as other marketing strategies. But it is measurable. And it does work. You just have to see for yourself.
Pixel506 is a digital marketing company that believes in the intersection of quality writing, design, and technology. Together, these three major components create some of the best digital marketing and content marketing campaigns that bring about the kind of leads and conversions that boost ROI and bring real growth to your company.