Create Your Own Effective Content Marketing StrategySeptember 4th 2014 Sally Ormond content engagement, content strategy, customer acquisition, measuring success
Before I begin I just want to say one thing – you’re probably going about content marketing all wrong.
You’re probably putting out blogs and articles whenever you get a minute and assuming thousands of people are lapping up your words of wisdom. OK, you don’t get comments, but they’re busy people and don’t have time to offer their opinion, or say “I agree”, or “nice post” or anything else for that matter.
You see, for your strategy to work you have to think about:
- Why you’re producing the content you’re publishing
- How effective it’s being
- The type of content you’re putting out
Scratching your head yet?
At the moment you’re writing content for the sake of it.
Your content strategy
Most content produced by companies is text (yes, I’m guilty of it too) – blogs, articles, newsletters, emails etc.
Yes, it’s a good way to get information across, but not everyone likes getting their information that way. That’s why it’s a good idea top mix things up a bit and use video, graphics, music and animation to add depth to your strategy and widen your appeal and reach.
Another thing to think about is how often you’re measuring the success of your strategy.
If you use your web traffic as your guide you’re missing the point. Yes, your content must attract people to your site, but you don’t want them to just visit. You want them to buy, sign up for your newsletter, book an appointment or buy from you, so a more effective form of measurement would be:
- Your sales leads and their quality
- Increase in direct sales
- Product awareness
These will show you how effective your content is in direct relation to your bottom line.
The goals of your content strategy must be:
- Lead generation
- Customer acquisition
Focusing on the things that matter, tangible things, will help you strengthen your overall marketing and market share.