Content Marketing is a marketing approach the aim of which is to create and distribute useful, valuable and relevant information to attract the attention of the target audience in order to pursue certain aims.
Content marketing goals
- New leads generation
- Target audience growth
- Increasing customers' engagement
- Lead nurturing
- Building brand awareness
- Customer loyalty raising
- Driving traffic
- Passive clients reengagement
- Cross-selling and upselling
The choice of goals depends on the stage of the buying cycle you consider.
Buying cycle stages
Once you set your goals — decide which key performance indicators will measure the fulfillment of every goal.
The most used indicators are the following:
- number of page visitors
- time spent on every page
- unique visitors
- bounce rate
- comments and likes
- shares on social websites
- conversions and transactions
Besides, you should set the goals for these indicators for you to see the progress, work better, and improve content. Make sure that all the goals you have set are realistic, achievable and measurable.
Now, it's high time to dwell on the content that will make your business develop and bring income.
How to create good content
Know your audience
Creating content for its own sake is a complete failure. You should know your audience. It does not mean just having a large mailing list. Why don't you spend some time on researching? This way, you will provide yourself with valuable information about your clients that will help create desirable for THEM content. Make sure that your content satisfies the needs of your clients, solves their problem.
Find out the information regarding your customer's age range, occupation, social status, education, place of residence, hobbies and preferences.
Provide qualitative content
Content marketing is aimed at creating original, unique and valuable content. These 3 features mean quality. You may ask about the amount of content to publish, but there's no one answer that will fit everybody. Once you neglect your content quality in favour of quantity, you will lose customers. They should look forward to reading from you. Don't disappoint them!
Even if you have 10 thousands of loyal customers or fans of your blog — there will always be at least one grammar nazi who will leave you because of your grammar or whatever else. Mistakes can be misprints but they show your attitude towards your work. Use the spellcheckers and edit, edit, edit.
Write eye-catching titles
After reading a title, a reader decides whether an article is worth reading or not. Make it informative, unambiguous and intriguing.
Consider different types of content
This issue usually makes beginners feel confused. They desperately try to find out which type of content will outdo. An ultimate guide or a short checklist? In fact, none of the above. It's important to create both long-reads and short articles depending on the topic. Discover the best length for blog content. It will help you craft both engaging content for readers and optimized for search engines.
Optimize every piece of your content
Search engine optimization is a must and it can't exist without any content. For people to read it, you should take special care for the search engines to see and to rank it. You don't need to be SEO specialist to create valuable content. For search engines valuable content means one that fits peoples' queries, i.g. content should meet people's needs. Use Google Keyword Planner while thinking over the topic to write about. Pay attention to the number of queries and competitiveness. Besides, you can use Google Analytics, Google Webmaster Tools, Google Trends. All these tools will help you discover new terms, give better insights on keywords used by people to land on your page and much more analytics about your pages.
Blog is the pioneer of content marketing. It is stated that businesses having a blog get 55% more visitors than those who don't have. Blog influences the relationships between businesses and the clients.
Content marketing formats
- blog posts
- case studies
- data-driven visuals
- illustrations and photos
- how-to guides
- glossaries and dictionaries
- graphs and charts
- white papers
- user-generated content
Now you are acquainted with the goals content marketing is able to achieve, tips on creating valuable content and the most popular content marketing formats. Consider these issues and enjoy the results!