2 weeks ago on
20 Ideal Places To Share Your Content [Infographic]
Content methodology involves processes such as research, identification, content creation, proofread, approval & publishing, social media distribution, etc.
But, are we promoting the content on right social media channels?
The answer might be a big no.
Writing blogs and publishing on your website does not guarantee you best content marketing results.
You know what, more than 3 million blog posts are being published by different websites daily.
So, if want to achieve any real traction, you need to think outside the box.
You need to look beyond publishing content on your website.
Think about sharing your content on industry or niche platforms to get it discovered by more people.
Here is an infographic illustrating 20 ideal places to share your content for better conversions.
Contact us for a free quote
1 month ago on
A Guide to Successful Content Marketing Career
What is Content Marketing
The technique of creating or curating and distributing valuable content that is relevant to a specific type of customer audience so as to attract them is called content marketing. The basic premise of content marketing is to make some profit out of the prospective customer’s action.
The most important work of content marketing is to provide value to the target audience. It has been observed that content marketing costs almost 62 per cent less than traditional marketing but generates over three times the number of leads.
The act of content marketing is essentially the act of sharing information, entertainment, knowledge or advice in forms such as: emails, blogs, webinars, podcasts, infographics, videos, articles, quizzes, cartoons, social media content, etc.
Whereas inbound marketing focuses on specific buyers, content marketing is always directed towards a broad spectrum target audience.
Given below are a few details about the different types of content that are marketed with a view to turning the customer sentiment to a positive action. It is estimated that the worldwide content marketing revenue will be about $313.42 billion by the year 2019.
Content marketing is done for the reason that businesses hope to get the reader’s contact details whether they are reading your blog, filling out forms, or subscribing to your monthly newsletters.
They are awarding you the permission to contact them in the future if they provide you with their email address.
Different Types of Content
In today’s digital marketing world, there are many using content to promote the product/service of your company. In fact, content marketing is seen more as a necessity today.
To make customers discern your product/service as the better one among millions of others’, it is important to provide value-driven and engaging content to the target audience.
The first type of content that was marketed was the blogs. Now they have become very common. Publishing blogs are the act of disseminating valuable information over the Internet to the discerning audience for free.
Moreover, when you share content free of charge, there is an element of trust that builds up between you and the prospective buyer.
If you consistently share blogs on a single topic, you are acknowledged as an expert in that niche. This act keeps prospective customers returning to your blog pages and sooner or later some of them are likely to turn into buyers of your product/service.
In the meanwhile, it is also important to provide links to different parts of your content and the customer-to-be can bounce around for some time before making a buying decision. This happens quickly if the blogs are consistent and are of high quality.
It is also possible to lose readers if you fail to update information or do not post new blogs in a consistent manner.
2. Longform Content
This type of content is just what its name means – lengthy and free. It may range from 5000 to 15000 words. The content is made of a more than one chapter, each on a separate URL page.
This is observed as an ideal way to build readership and increase loyalty. They are typically guides for a single topic. The readers do not have to go anywhere else as all the required information is available there itself.
The information is split into separate chapters. The best part is that the online marketer can promote each section of the long form content heavily.
If the content makes interesting reading, all you need to say is, “You can just subscribe so that we can keep you informed when our next chapter is published”.
Whereas blogs are shorter to read, ebooks are more detailed and longer. They share more information to bring in more prospective customers. EBooks are lengthy and share a substantial amount of information on a single topic.
The thought of writing an eBook is overwhelming. However, once published, a good quality eBook is a great lead magnet. It is a good idea to get an eBook written by a good freelance writer.
Ebooks are usually 5 to 30 pages long. However, if an eBook does not offer the required solutions to a problem that has been highlighted, there is a good chance that readers are not likely to become convinced and subsequently will not get converted into customers.
Infographics is a graphic representation of a lot of related information stacked vertically as one image. It is created in a way so as to make the information easily digestible.
Usually, a lot of information is packed into one infographic. It is more visually appealing than when the same information is represented using a bullet list or as charts.
Backlinks are usually embedded within the infographic image. Therefore any infographics image that gets shared and goes viral is a definite lead magnet.
The best infographics always have a simple design with plenty of white space. The title should in all respects describe what the infographic is all about.
5. White Papers
Content with all the information that it can gather about a specific topic including problems and their solutions is called a white paper. Publishing white papers is the best option when you want to become an industry expert in a specific niche.
White papers are typically lengthy, have a formal introduction and are organised into neat sections. If the length is more than a few pages, they should have a ‘Table of Contents’ to guide the reader into specific topics.
Videos are shorter and are made to latch with specific buyer personas. They are more engaging, fun and can be made in such a way that they share a great deal of information with the watcher. Viral videos sometimes get all the attention that a business needs.
Videos can be distributed as part of content marketing or social media campaigns. Videos can be uploaded to YouTube and embed or coordinate them with the posts that you publish.
Videos should be made so as to offer value to the customer and should clearly include a ‘call to action’ for effective conversion. The video can also attempt to send the viewer to website or a landing page.
Emails subscribers for a brand form the recipient group with who you share brand information, more content, both of these being important for nurturing leads. Eventually, some of these subscribers turn into your customers.
Instead of just sticking to blogs or infographics, adopting a diverse content marketing strategy is always the best and brings significant results in the longer term. Using different types of contents helps to increase traffic, generate more leads and drive up sales.
The Scope of Content Marketing
All the industry gurus have predicted that digital market is indeed going to be content driven. It is therefore likely that there is going to be a rise in the importance of marketing quality content. Publishing this kind of content will allow online businesses to reap greater ROI and stay ahead of the competition.
In short, content marketing is favoured by online businesses because it helps to segment the target audience and helps to turn valuable prospects into loyal customers by using customized content to act as lead magnets. Read on to find out the actual scope of content marketing and how it serves to enhance the profitability of online businesses.
1: Increased Revenues and More Sales
Content marketing reaps greater ROI than any other strategy. For small businesses sales volume is very important and content marketing seems to be the most effective ways to manage that. However, it has to be used appropriately to render it productive.
Every business ultimately wants to improve its sales. Search engines are working on algorithms that strive to understand what a person wants when they type the search words.
If you are actively blogging and publishing quality content in your social media for all your services, it is possible to get unexpected visitors to become your loyal customers.
That content marketing has a far reach is an established fact. Content marketing meets the very purpose of marketing: acquaint your business to brand new individuals every single time.
Content marketing is seen as the most powerful medium to effectively attract these new individuals to become your customers.
2: Strong Relationships
Content marketing helps to gain trust from prospective customers when you provide solutions through your blogs, videos or white papers. This ultimately builds a fan base that is loyal to you and helps to build up your sales consistently.
3: Cheap and Effective
Content marketing is much cheaper compared to other forms of marketing (costs only 62 per cent approx.) and brings you higher returns. However, it requires that you remain patient for some time before the profits start rolling in.
Notwithstanding this, publishing high-quality content through different media helps to rope in prospects and later automatically convert them into customers. All of this at no extra cost.
4: Improve Brand Image
Any type of business can improve its brand image by sharing related quality content. According to statistics, for every dollar spent, content marketing creates three times the leads that can be otherwise obtained through paid online searches. Therefore, content marketing is worth every dollar that is spent.
5: Establish Personal Connection
Content marketing helps the business owner/organization to establish a personal connection with the prospects-to-be. Publishing high-quality content in a regular fashion can get the clients to place trust in you and this serves to increase the brand’s credibility. It is important to bear in mind that low-quality content, can, in the same manner, tear down your image in your prospect’s eyes.
6: Customer Engagement
Content marketing through the different media is a great way to keep your customers engaged. Talking one-on-one with every customer and giving a solution to their problems can greatly boost the image of your brand. It also helps to retain the interest of the prospects as you lead them through the buying process.
Content marketing enables the band owners to see the mood of the buyers via the comments in the social media pages as well as the landing page activity.
This gives the marketer the much-required personalized view of the customers’ feelings and feedback. Good-quality content is always a marker for a superior quality company and helps youbeat the competitors.
Content marketing is non-industry specific, meaning it works for products belonging to any industry. All it does is to help propel the brand in a forward direction. Content marketing helps to attract those customers that are genuinely interested in the product or service that is on offer.
Content marketing is effectively used even by non-profit organizations. This is because all that customers need is to address the issues that they have about the product/service. All that content marketing needs to succeed is a well-planned and neatly executed strategy.
8: Long-term Audience
If the content is of consistently high quality, there is something always beyond the problems and solutions that you can talk to your customers. The more of this kind of an interaction harbours long-term relationships with your customers turning them into a mighty big loyal fan base for years to come.
This type of interaction also helps you to get more insight into the customer’s wants, behaviours and their buying patterns.
Interaction with the audience also helps to clear confusion and brings in fewer complaints. Once the content appeals to your clients, they will not hesitate to share the content with their like-minded contacts and this increases the audience multifold. This, by far, is one of the most significant advantages of content marketing.
9: Preparedness and Success
Unlike as in traditional marketing, where many a time the marketing is done without any preparation, content marketing is best done on the basis of a well-thought-out strategy. Follow-up strategies such as nurturing with emails or marketing through social media can bring about rich rewards.
The gains in audiences by using such methods are steady and strong. Content marketing is a level playing field for all businesses. The ones that do this diligently emerge as the winners.
10: Improved Virality and Email Response Rates
Content marketing has the ability to increase email responses and also create viral forwards and shares of high-quality content. This ability can be taken advantage of by channelizing customized campaigns according to the needs of a specific audience. Interesting, entertaining and valuable content can go viral in no time and only content marketing can provide this.
11: Encourages Self-dependency
Content marketing has the singular ability to allow online businesses to become self-dependent and dependence on external factors get reduced over time. Lead generation is the most important function of any marketing activity.
With content marketing, the need to obtain leads from outside sources decreases as content marketing by itself generates all the leads that you would need.
12: Influence Decision Making
Content marketing can do enough and more to influence the purchase decisions of your prospective customers in favour of your product/service.
If you are able to convince your prospective buyers through your content who buying your product would be the best choice, you could get them to do what you exactly want them to do.
Statistics prove that over 91 per cent of online B2B marketers would prefer to use content marketing as a tool to influence buyers’ decisions.
A majority of the prospects prefer content to adverts and other forms of aggressive selling. Content marketing has a way of telling the audience that they care about them.
The most powerful premise about content marketing is that it is reusable. Many elements of a content marketing campaign can be reused creatively with ease.
Videos, infographics, long-form content, etc., are extremely reusable in many other ways for different campaigns. That video content can be created by reusing written stuff in graphic form is an apt example.
Content marketing campaigns are restyled when the psyche of the customers change with the changing times, or with different sets of audiences.
This content marketing is powerful to drive traffic across different audience groups and different points in time. It is best to create content that is creative and integrating psychology into content marketing campaigns.
As a final note, it can be concluded that content marketing is flexible enough to align naturally with customer psychology so as to influence them to make buying decisions and consequently boost sales and revenue.
Skills that Are Required to Become a Successful Content Marketer
‘Content marketers who are trained professionals and bearing good quality are hard to find’ – is a common woe of online business owners/organizations. Today, at least 32 per cent of marketers say this.
This number shows a three-fold increase than those who said it posed a challenge in the year 2014. The challenge is thus a growing one and is causing concern. Moreover, the organizations that want to hire seem to be at a loss and are not able to define the role clearly.
It has been observed that the content marketers that get noticed are the ones that have fine-tuned skill sets. In this context, listed below are some of the most important skills that you need to hone to become a successful content marketer.
1: Extensive Research
A good amount of research is required for every bit of content that you create.
- It is a good idea to brainstorm, read from the Internet about specific topics, and use books.
- Researching the target audience is an equally important task.
- The content marketer should know their wants and distress points.
- It is equally important to know the channels that the audience seek out; this helps in effective distribution.
- Knowledge of the terminology and the key search phrases used by the audience help to find out what the audience is looking for and provide solutions to problems if any.
- The content marketer should have an idea about the most trending content for a specific topic.
- Audience concerns can be tackled by carefully reading the comments section and discussion threads extensively.
- Finding out which type of content and what type of format make for the farthest audience reach and greatest engagement.
Content marketers who are successful will have done an immense amount of data prior to embarking on a content marketing campaign. The more the research, the more the data collected, the more the chances of success.
2: Leverage of Current Trends
Current trends give an idea of what is foremost on the minds of the audience in the present. Both industry trends as well as what is on the minds of the people have to be keenly observed and followed. This helps to keep the content marketer stay ahead of the pack in the market.
If you are the first content marketer to jump at new industry trends and incorporate them into your content, you have an advantage like no other in front of your target audience.
However, it is also important to observe other hashtags that appear in social channel posts to get to know the current pulse of your audience.
With your creativity, you can correlate your content with the trends that appear and place this in front of your audience. This also helps you to reach out to millions of new customers.
3: Promotion and More Promotion
It may not be enough for the content marketer to promote new content in the social media and then depend on organic traffic for the rest of it to happen. To maximize the reach, it is essential that you promote new content through every available channel. Some of the activities to boost promotion of new content could be:
- Upload videos on YouTube
- Distribute podcasts (audio and video) on iTunes
- Post content to more than one website, say 2 websites
- Promote content on social media such as Twitter, Facebook, and LinkedIn
- Send email notifications to your clients and ask your connections to share the content
Diligent promotion of new content definitely brings out better results.
4: Dig the Data
As a keen content marketer, you should not be satisfied with just creating good quality content. You should know how to read and analyse the data to make sure that goals are being met. It is not an easy task to dig into the data and analyse and assimilate it.
However, it may be easier to identify the metrics that are just required for your business and get on with analysing and understanding these. Determination of too many metrics can leave you overwhelmed and confused.
With a clear understanding of how to read the data and accompanying metrics of a content marketing campaign, you can ultimately figure as to what topics you can keep and rehash into new content and what subjects you can throw away.
5: Superior Strategy
According to statistics, it has been observed that only about a third of content marketers are organized enough have a well-documented marketing strategy that they wish to implement. According to industry figures, it is seen that those organizations with such strategies have 36% more chance of success than others. It pays to have a clear-cut, written-out strategy that helps to deploy your content effectively (using an editorial calendar).
6: Good Quality Writing
To win over a good audience, it is important to write well. However, it is not as easy as it sounds. A majority of content marketers always seem to prefer quantity over quality. Good quality writing not only means having no errors or typos but long-form content that is complete in all respects and full of value.
7: Good Design
Good design is as important as good content. It pays to know some basic designing knowledge as it can help you to quickly turn over compelling content by just editing a few images and adding good text. It is a good idea to learn to use Pixlr or Canva to create professional images.
8: Good Story
More than half of the existing content marketers say that their main priority is to tell compelling stories to their audience. However, it is seen that over two-thirds of them have still not been able to produce engaging content for their audience.
The best content marketers are those that are able to get their audience to have an emotional connect with their content. This further helps to cement the audience with the brand.
9: Versatility Speaks up for Itself
Organizing diverse content is the key to successful content marketing. Most successful content marketers rely on more than one form of content: whereas some of them would want to listen to podcasts, others would want to watch videos and some other would want to curl up and read.
Producing different content such as case studies, white papers and infographics in addition to all of the others would ultimately place you in front of the large audience that you have always wanted.
10: Collaboration is Necessary
The content marketers who succeed are those that ask for help. Seeking assistance from others is seen as a much-needed skill in this area. Partnering with an influencer from your industry is a part of the recipe for success. If you have not partnered yet, just sound your new ideas to the influencers in your industry.
The set of points mentioned above is not exhaustive. Nevertheless, if you pay some attention to these points there is a good chance that you will stand apart from your competitors and well on your way to success with your online business.
Job Opportunities in Content Marketing
Many industry gurus are unanimous in their thinking: they believe in Seth Godin’s words that content marketing is the only kind of marketing that is left.
Shift From Traditional to Content Marketing
Content marketing is less aggressive and more subtle in its approach than traditional marketing. This has resulted in the fact that the consumer now pays less attention to traditional advertising methods and marketing.
Moreover, content marketing is aimed at providing immense value to the prospective customer with no expectation of anything in return. All this has spurred an interest in content marketing.
Another interesting statistic is that over 88 per cent of companies are now involved in content marketing. Consequently, they are keeping aside bigger budgets to invest in staffing, strategy and technology. Another research figure indicates that over three-quarters of respondents are increasing their content marketing investments this year.
Though more than 70 per cent of the companies are gearing to produce more content in this coming year, the entire exercise is thought of to be a tough one because traditional marketers are simply not good at writing, editing, or proofreading good content. Therefore companies are finding it hard to create top class content.
This is where the requirement for good content and marketing such content arises. This has resulted in a surge in the hiring of content marketers. Statistics have it that more than 43 per cent of organizations now employ people to specifically produce content.
Content Marketers – Skills Set
The basic skills that a content marketing job requires are good grammar and average writing skills. Other skills include being able to tell stories, research skills that are required for analysis, and also the capability to work in high-pressure situations.
Other than writing skills, content marketers have to be masters of search engine optimization and they should be able to edit content efficiently and quickly. A certain amount of ‘tech-savviness’ is preferred.
Basic design skills are a plus so that they can create images in a flash. This is what a major portion of content is made up of. Technical skills are required and they should be able to work with content management systems such as WordPress. Candidates with all of these and who can produce animation and video would be more favoured.
Career Advancement In the Content Marketing Field
These days, there are thrice as many jobs for content marketers as there are for traditional product marketing jobs. This in itself is evidence that there is a lot of opportunity for a career in content marketing.
In a majority of digital marketing companies, there are entry-level positions that are open. However, they are also on the lookout for higher-level officers to create and manage a content marketing strategy.
Over half of the digital marketing companies (about 51 per cent) have a higher-level executive to manage their content marketing department. Last year, this figure was less at 42 per cent. There were over 19000 job openings in content marketing in the fall of 2016.
As the content marketing department reaches maturity there is more demand for senior-level executives such as Chief Content Officer, VP (Content Marketing) and Director of Content.
For those on the lookout for senior positions, it is better to look at smaller companies (less than $10 million turnover) and very large corporations (more than $1 billion turnover).
The industries that have content marketing openings are commonly Marketing & Advertising, Computer Software, Information Technology, Internet and Non-Profit Organizations.
The basic jobs that require less effort in the field of content marketing include social media posting and curating content, short blogs, etc. Infographics, slideshares, etc., require a reasonable amount of effort.
These content marketing activities that require a large amount of effort are presentations and long-form blogs, eBooks, thought leadership articles, white papers, etc.
Content Marketing Team and Its Participants – Jobs that you can look for
Content strategists are required to work out the pre-production details such as editorial strategy, style guidelines, etc. You can either get a consultant to train you or hire a strategist for the purpose.
Writers form the creative force in the team and are good at English grammar and storytelling skills. Skilled writers have to be paid more. You can hire writers for the purpose or even tap into an employee’s writing skill.
Whereas some of them will be tech-savvy enough to change content into HTML and do the SEO, others will just be good with their words.
Editors are hired to edit the writers’ works. Developmental editors who create end-to-end content and make it happen and copy editors to check grammar errors and typos. Some editors are talented enough to do both the jobs.
Coordinators keep track of every detail and are organized and creative. They are equally concerned about relationships and the quality of work. They can even look after the freelance workers starting from vetting them to making sure they do their work.
Salaries for jobsadvertised in the content marketing departments were in the range of $40K (30% of job openings) to $120K(5% of job openings).
AI and Content Marketing
Artificial Intelligence (AI) is the buzzword of today. The world has made a number of strides in AI with automatic driverless cars and speaking assistants at home. Traditionally, computers function according to algorithms that are coded as programs and these tell the machine what to do.
However, AI differs in that the computer creates and executes its own algorithms. This includes determination of new paths and taking suitable decisions while traversing along these paths.
Just like in other sectors, AI can help marketers in making sense out of enormous amounts of data with a view to delivering the best customer experiences. AI is likely to change the landscape of the content marketing sector as well. Read on to find out the role of AI in the changing content marketing scenario.
AI is already being used to streamline processes when there an overload of content.
2: Content Generation
With AI it is possible to generate content automatically. At first, it is likely to be simpler stories such as stock updates and reports on sports. It is interesting to note that companies such as AP, FOX, and Yahoo have been using AI generated written content for quite some time now.
3: Auto Chatbots for User Interaction
Chatbots carry on chat conversations with human users. These use AI as the basis and carry on conversations, answer user queries, etc., in real time. Some chatbots carry on conversations with users even when the app is not open yet (UBER). On the whole, chatbots do away with the need for users filling up forms. The queries are answered right away in real time.
4: Automated Newsfeed Algorithms
Applications such as Twitter and Facebook customize the users’ newsfeeds in such a manner that they get to see only what they are interested in. This intelligence is displayed on the basis of algorithms analysis of hundreds of different variables.
They also manage social media ads in such a way that a user gets to see only what he/she likes to see or may be interested in.
AI helps the apps to get to know as to what the users find interesting. The marketers can then create content along these lines that will keep their customers engaged. Similarly, marketers can create Facebook ads that their prospective clients would favour.
5: Predictive Intelligence
This means personalized content according to one’s individual tastes to appeal to individual users. Another area where this helps is in lead scoring: this is a points-based system to determine the location of prospective buyers’ position in their buying journey.
This helps to quickly convert those who ready to buy depending on their past behaviours. This technique is predicted to prove useful for low-lead as well as high-lead volumes.
As far as content marketing is concerned, it will help to serve a specific piece of content to a specific client depending on their behaviour and search history.
6: Content Creation
Content creation via curation as done by humans now can be effectively done by AI in the coming years. Curation refers to the process of consistently finding high-quality content, reprocessing it and serving it in the most valuable fashion to the seeker.
The task is not an easy one because of the time involved in sifting through relevant material to be curated from.
Curated content helps a client to become aware of certain products and services so that they end up buying the same. AI helps in creating relevant content for this purpose at every single stage of the buying cycle.
7: Enhanced Customer Experience
This could mean that users will get interactive help instead of having to fill out forms. The AI systems will be able to help them with their query immediately and even direct them to resources that they would require in the future.
An apt example is of a concierge robot used in the Hilton Hotels Connie that works with customers answering their queries. AI ultimately works to provide the highest degree of personalization.
At the end of it all, AI enables marketers to take care of customers’ needs in real time. This is done by analysing data generated when algorithms work. Consequently, users feel at ease and make a quick buying decision.
In the content marketing sector, AI will change how the marketing channels work and what new skill sets are required for survival in the future.
AI may be able to write basic content and perform more cognitive tasks that were originally performed by humans.In the light of this knowledge, content marketers have to adapt suitably.
Growth in the content marketing sector has been phenomenal in the last few years and the number of job openings in the sector is increasing by the day. It looks like it is not taking a backseat anytime now.
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2 months ago on
Content Marketing Checklist to Follow in 2018
Content marketing strategy is the foundation of success in digital marketing. It aligns all your content campaigns and content pieces in one direction. It ties in all your efforts for maximum effect.
It is different from content plan which only details the content topics, timelines and actions to be taken. Content marketing strategy on the other hand, answers broader questions of how you will achieve your marketing goals through content marketing.
An effective content marketing strategy must answer fundamental questions before directing and content creation actions. Without answering these clearly, your content marketing strategy will fall flat and simply fail.
But once you have done this groundwork, you can easily come up with content that is valued by your audience and brings in leads and customers regularly.
So here is the checklist of questions to make sure you are on the right track for your content marketing strategy.
1. Do I have a Clear Objective?
Answering the ‘why’ before setting out to do content marketing (or anything really) is important. ‘What’ and ‘how’ you build your content depends on your purpose of content marketing. Your reason could be to get leads, attract traffic or simply build a brand authority online. Whatever the goal, it must be SMART.
- S – Specific – clearly defined and narrow enough
- M- Measurable – quantified if possible
- A- Achievable- has to be realistic
- R – Relevant – relevant to your business and overall marketing strategy
- T – Timely – have a timeline
An example could be “Getting 50,000 unique visitors to our site by this quarter end.”
Once you have a clear objective many other decisions such as content topic, target audience, content format, etc., become clear.
2. Do I Know my Audience?
You cannot come up with a content strategy without knowing who your audience is. Everything you do has to appeal to your target audience, so if you don’t know them you are pretty much shooting in the dark.
You must know your visitors/ readers/ customers like the back of your hand. Ask yourself if you can answer these about them:
- What are their pain points?
- What are they searching for?
- Where are they searching for it?
- What is the buyer’s journey?
- What are their hopes and fears?
Yes. These are intimate questions and you should know your audience intimately. Without knowing this you risk building content that nobody even wants to read.
3. Does my Plan have Visual Content?
Every content strategy is not the same and in fact should be different depending on your business. However, visual content is form of content that must be a part of every strategy today. It’s too profitable to leave out or ignore. After all, video content will make up 80% of all traffic by 2019.
This means that your content plan must have infographics, videos and images in it. Visual infographics not only explain your point easily they are also more fun and are shared 3x times more than any other form of content.
Video platforms like YouTube are also turning out to be a good source of website traffic. It is a great way to attract new visitors and get them curious about your offering. So invest in video channels early on and pay attention to video search optimization.
4. Is My Content Optimized for Mobile?
Mobile traffic is another trend that is here to stay for good. More than 60% of traffic not comes from mobile and so your content must be optimized for mobile audiences.
With Google Hummingbird update it has become even more important that content creators serve the mobile traffic first.
This means content built for small screens, shorter attention span and competing with continuous notifications from other apps.
To make the most of your time your headlines must be grabbing and content length just right to hold attention. Content should also be scannable with bold headings and big fonts.
5. Does my Strategy have Feedback built into it?
Content marketing is an ongoing strategy and does not end at publishing content. There is the whole process of moving visitors along the funnel and growing your loyal following online. All of this requires continuous monitoring and feedback from audience.
Your strategy must be flexible enough to make changes too. This does not mean changing your purpose and objectives that we mentioned earlier, but the ways to achieve them can change.
For example, you make see that influencer marketing is not working as well with your audience and decided to concentrate on email marketing only.
Of you may decide to concentrate on lead conversion rather than on lead collection.
All of this is only possible if you are listening keenly to your audience. Data on visitors, email subscribers and conversions will also give you insights into what you need to improve upon.
6. Do I have the Resources?
One of the major factors impacting your success in content marketing is the long-term commitment you have for it. Content takes time to show returns and cannot be done with a short-sighted vision.
If you do not have the right resources for it, you will run out of fuel and patience to succeed at it.
You must ask yourself what resources you need to implement your content marketing strategy. Usually this includes staff time, skill training, budget, effort and management support.
For medium and large sized companies, management support becomes very important. This is because great content requires inputs from all departments and a decent budget.
If the seriousness is not driven from top-bottom then nobody in the company is going to support you with information, time and feedback.
The Bottom Line
Content marketing strategy is the glue that holds all the content making activities and gives your plan a direction. You must set your purpose clear before you set out to make any content.
Researching your audience is essential as it answers questions on what content to create, how to create and where to promote it.
Visual format, mobile optimization and feedback loop as some of the other things to complete the checklist on content marketing strategy.
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2 months ago on
Who is a Content Marketing Manager? What does he do?
If you have created content or worked on digital marketing you may have come across the role of a content marketing manager in your agency. In this post we will share the role of content marketing manager and what he/she can do to grow your business online.
But first it is important to understand how content marketing fits into digital marketing.
How Content Marketing Fits into Digital Marketing
Digital marketing is a channel of marketing to build an online following for your brand on the internet. This could be through website traffic, email subscribers or YouTube channel followers.
Whatever the platform, the aim is to build brand awareness and convert visitors into leads and customers. Email marketing, social media campaigns, content marketing etc. are all part of digital marketing.
Content marketing forms the foundation of all digital marketing, since it is content that gives value to your visitors and converts them into your loyal audience, followers and subscribers. Content consists of text posts, infographics, videos, audio podcasts etc.
No matter what strategy you use digitally, good content is always going to be essential for it to succeed. For example, email marketing will require regular content that your subscribers find relevant and helpful. Without helpful content nobody will open your emails and they might even unsubscribe from the list.
Content marketing manager is someone who creates high quality helpful content with the aim of growing a loyal audience online. There are many activities and processes that form part of creating content. Let’s see what these activities are to understand them better.
Scope of Work
Content creation starts with researching deeply on the target audience. Understanding reader’s pain points and building content around it is essential to create relevant content. Without this, you risk putting out content that no one is even interested in reading.
Content managers can build on it if this information is already available with marketing department in the form of buyer personas and target market studies done. If not, then it is the content manager’s job to find out about their audience.
Converting knowledge gained on target audience into a content strategy is the next step. This involves setting measurable targets (growth in subscribers, increased CTR, increases conversions etc.) and developing a plan to achieve this. There are two parts to this-
1.Content planning – involves building a plan that details what content topics should be covered, in what format and on what channel. For example, a content manager may choose YouTube for educational videos or write a long form content on the blog.
Here the content marketing manager decides everything down to titles for the blog to the timeline for completion of each content piece. This plan has to be flexible enough to change in response to audience, market and competitors.
2. Content Plan Execution – This is the process of executing the content plan. Activities involve writing, video production, social media posting, sending emails and audience engagement. There is team of writers, video production, social media manager etc. that the manager must work with.
Lastly, content marketing manager must monitor content performance parameters and come up with ideas to continuously better the content. Feedback and customer engagement is an important part of successful content strategy.
Roles of a Content Marketing Manager
As you can see the scope of content marketing manager’s role is big. It stretches from research to project management and more. Therefore there are many roles and duties that he or she must deliver on.
- Manage Team
A content marketing manager has to manage a team of writers, SEO specialist, video producer and social media manager. Depending of the size of the company some people may take on multiple roles.
It is advisable to have a team doing all of this as managing all of this by one person is very difficult for a brand. Some start-ups may start with only person for content but if you want to run campaigns that have a big impact then you will have to grow your team.
So he/she must also have management and leadership skills to manage a diverse set of people.
- Content Strategy
As mentioned above setting a content strategy and plan (both are different) is the role of content marketing manager. This strategy must fit well with the overall marketing strategy of the company (offline marketing) and the business goals.
This requires someone who has experience and far sighted vision for the brand. This is why it is advisable to have someone with a good amount of digital marketing experience as a content manager.
- Project Management
Implementing content plan requires project management role. Not everything will go as planned and there might be hurdles like delay in content completion, video production, negative feedback by audience. Content marketing manager has to be quick to make changes in such a case. He or she has to make sure all the projects within the plan are working in coordination.
- Cross-functional collaboration
There are many functions a content manager has to work with. In fact there is no department that will not come in contact with content team .They have to work with products team to understand the product/service, collaborate with marketing team to work within branding guidelines and customer insights.
The more people content marketing manager works with, the better will be the content created.
- Initiating Marketing Campaigns
Marketing campaigns give a boost to your online audience and increases brand recall.
Content marketing manager proactively launches online marketing campaigns. This could be influencer marketing campaign, email campaign, social media giveaways or live webinars. He is responsible for generating new ideas and testing them out too.
Putting It All Together
Content marketing manager is responsible for making a content strategy and executing it to grow online audience. Their role starts from studying the target audience to developing valuable and relevant content for them.
For this they manage a diverse set of team and collaborate with almost all functions to come up with content that converts visitors into leads and customers.
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2 months ago on
The What, Why and How of Content Marketing:
Content marketing is disseminating information to your customers in the form of words, images, infographics, videos, and blogs that eventually translates into building customer engagement, trust and establishing a company’s image without writing any sales pitch. Interesting!!
But there is more to it. Content marketing is not a formula; instead, it is an approach which helps you reach your target customers by giving them something that adds value to their existing knowledge base and encourages them to buy.
Today, B2B companies are using nearly 30% of their digital marketing budget in content marketing. It has grown as one of the most influential media of communication between companies and their customers.
Why Content Marketing?
Knowing why you are doing content marketing is very important. While creating workflows, assigning responsibilities, and building a content calendar is an essential activity, but knowing the various reasons behind content marketing is pivotal.
Take a step back and look at the big picture, understand whether your brand needs it or not at first place. If the answer is ‘Yes,’ then what will be its ROI? What additional resources do you need to execute the content marketing?
Begin with the end in mind is the key to content marketing, therefore dive deeper and know why your brand needs content marketing. Some of the reasons are enumerated below:
Create Brand Awareness
When you share content in diverse forms with your consumers, it creates an impact on their minds. Content marketing helps you distribute your varied content on different media and establish your brand identity which is very important for the beginners.
Improve SEO and Traffic:
When you are present where you should be, it has an impact on your SEO and Google rankings. When Google ranking increases, it increases the number of visitors landing on your website. More visitors, eventually mean more business and revenue. Therefore, content marketing plays a vital role in improving search engine ranking and bringing traffic.
When you write better content in the form of blogs, videos, infographics, and emails, it turns customer awareness into something more meaningful. A great content pays the way for more customer participation, helps in building a better relationship that can add an individual’s experience with your brand.
Increase Brand Perception
Building brand perception takes time, and it gets created from various sources. Content marketing is one of them. People gradually learn to identify you from your content, its presentation, tone, and style; that helps you in becoming a brand in the eyes of your consumers.
Helps generate leads
Content marketing is a handy tool in generating a lead when you write engaging content on your website or other social media platforms; it encourages your customer to sign-up to know more about your product and services. Therefore, while the objective of content marketing is to attract your customers, it eventually leads to generating more leads.
When you do content marketing in the right manner, it increases sales. The primary objective of content marketing is not only to convert potential leads into customers but also to retain customers and to maintain them as loyal buyers for future. Your content assists your consumers in deciding to purchase.
Become a Thought Leader
When you write enticing content, share your opinions about pertinent topics, you become a trusted resource. People listen to your thoughts and refer your opinion before they make a buying decision. Therefore, content marketing also helps a marketer emerge as a thought leader.
How is Content Marketing done?
There is no one size fits all when it comes to content marketing, different brands and different company sizes pursue different content marketing strategy. While a consistent presence on social media gives expected results to one brand, blogging, and video marketing fits the nature of other business.
Let us dig deeper to understand how content marketing is done:
B2B Content Marketing types:
Nothing can substitute the experience of a live webinar when you want to generate qualifying leads. They are scalable and compelling and demonstrate what you want to communicate with your customers. Although expensive, it speaks about the viability of your product and proves to be a powerful tool for companies in B2B marketing.
Come what may, the blog remains as one of the most effective and surest ways to deliver your message to your customer. It adds to customer’s knowledge and assists customer buying behavior. B2B marketers can use blogging to their best of their advantage and generate revenue.
Email marketing brings positive value for B2B marketers. Its biggest benefit is not only the way it gets delivered to the customers but also in it being the best tool for nurturing the lead. Crafting regular emails forms an integral part of content marketing and is one of the most dependable strategies too.
Undoubtedly the cheapest and the most consistent result producing platform, which is integral to any content marketing effort is social media. When done thoughtfully and with absolute consistency, social media marketing creates results that no other platform offers.
White papers are valuable research and data points that give not only information about the business but also elucidates on industry trends, stats, government regulations, etc. In B2B, the white paper holds their importance and should be considered as a critical element for content marketing.
When you want to pass on your message to your customer in a quick form without taking much of his time, infographics are a handy tool. It is entertaining and visually appealing, therefore should form a part of any content marketing effort.
Through case studies, a customer is advocating your brand; you are mentioning how you helped his brand in reaching new heights through various marketing efforts. Such case studies engage customers who have the same pain points, and it inspires them to take help from your company. It is a great approach and should form a part of your content marketing strategy.
Check the video below to get an idea about content marketing methodology
What are the popular B2B Content Marketing tactics?
When you adopt content marketing in your marketing strategy, there are a few tactics which you should know about. Whether you are B2B or B2C, these tactics will make way for your success.
Let us list down the most important ones for you:
Create content that connects with your audience: Everything you create should work towards building your brand and connecting with your customers. The objective should be to reach the target audience and not the largest audience through content marketing.
Deliver value: This is the golden rule, deliver value at every touch point you interact with the customer. Educate, advice, advocate, entertain, inform and inspire your customer at every point to make your content marketing effort fruitful.
While selling, sell tactfully, do not push your customer to buy or load him with a lot of unnecessary information or messages, and don’t just speak for yourself, sell subtly.
Make use of user-generated content: Any content marketing effort is futile if it does not involve the ultimate user. User-generated content is a fantastic way to engage your customers and make them feel valuable.
Different content mix: Do not just stick to one content type, instead create a combination of different content that suits a B2B company and more specifically your brand.
Seek feedback: Feedbacks from your customers help you improve your brand image, therefore make sure that you ask your user to give feedbacks either on your website or through an email.
Optimize and audit your current strategy: When you optimize and monitor your current strategy, you get to know what you were doing wrong or which activity was the most result producing. Therefore, it is an important tactic to monitor and optimize your strategy from time to time.
Plan a distribution strategy: A content distribution strategy is crucial as it brings your content in front of your audience. Therefore, plan a robust and yielding content distribution strategy.
Build relationships: The last but not least content marketing tactic is to focus on building relationships rather than just conversion or revenue. It gives far-reaching results, and building relationship with customers has other notable benefits too.
B2B Content Marketing trends in 2018
The inclusion of Artificial intelligence and virtual reality:
Brands have to embrace AI and VR in their marketing mix else there are all chances that they might lose their customers to their competitors.
Influencer marketing will be on upsurge:
Influencer marketing will move away from the hands of big brands to the smallest level of business; it will spread its wings across all spheres of business.
Original content will top the list:
In 2018 too, nothing will be more important than the creation of original content. The marketer will focus on newer ways to create fresh and unique content to mark their presence.
Personalization and customization will be necessary when marketers will deliver product or service to its consumers in 2018.
Future of B2B Content Marketing:
The future of content marketing is at an all-time high this year and will see a quantum increase in the years to come. A little bit of change in their strategy and marketers will enjoy a host of benefits from their content marketing strategy and will earn more. A few changes that the marketers will have to embrace:
- More investment and a higher budget
- Increased use of Search Engine Marketing
- Explore all social media channels
- Communication and documentation of strategy
Tying It All Together
Content marketing is a time taking action, it does not produce results overnight. It might take few months to even a year to see the results of a content marketing strategy. However, the effects can be significant, and it can become your most cost-effective marketing channel.
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3 months ago on
What is the Future of B2B Content Marketing in India
What do you think is the future of content from a marketing point of view? How are marketing teams preparing for the sudden upsurge in the demand for B2B content?
How is the world of content marketing expected to evolve in the coming years and what is it that companies must do to stay in-sync with the developments? These are some common questions running in the minds of several business owners.
The world of content marketing has grown bursting with energy. Leading tech players are hiring screenwriters. Content providers are flourishing.
Businesses are constantly battling to create more creative content and design. The strategy of marketing teams is focused more on content marketing plans with the ROI of white papers and blog posts increasing.
The digital marketing community sees content as something that is here to stay. This is primarily because content is, at the end of the day, one of the best and most influential ways of engaging with the target audience at a human level.
It helps to explore new concepts and innovations. It helps to learn new skills and sends out an inspiration to all those reading it.
Content marketing is expected to become more powerful in the coming years. What’s more is the way it is being used. Here are some predictions on how the future of B2B content marketing will shape in India:
Any marketer would know that there is a plethora of information available online, however, the number of hours with the target audience has reduced significantly.
Readers have shorter attention spans and therefore their demands are changing.
If marketers wish to make an impact and reach out to their target audience in the best manner possible, they must generate personalized, relevant content.
This content must clearly and concisely answer the reader’s query in a short reading time. Technology is also evolving to help marketers appropriately personalize content giving it the right outcome.
Quality is Priority
The same kind of content is being generated by all marketers for the same sets of target audiences. Relevant content is being created by just about everyone and that’s not enough to gain the eyeballs.
Then, how do you get yourself noticed? You need to ensure that your content is high-quality and what you are creating is some of the best resources in your industry. Here are a few key points that can help you churn useful content:
- Identify the pain points of your industry and offer appropriate solutions. Please note, readers are looking for quick solutions and therefore, you must focus on these.
- Examples, testimonies, experiences, and case studies have a great impact on the target audience since they are relatable and strike a chord.
- Act as a content curator providing detailed information about a particular topic using relevant links.
- Surprise your readers with a list of tactical tips that offer great solutions.
Gone are the days when mediocre content could attract the attention of your target audience. Your content now must be simply ‘amazing’.
Focus on the UX
The success of content marketing will also depend on how your content is presented. Imagine the different situations and moments in which readers are likely to access your content – while commuting to the office, waiting at the doctor’s clinic, just before going to bed, or during their free time at work.
They would sometimes just have a few minutes and at other times have hours. Your UX must be designed in a manner that the content can be scanned and scrolled easily not causing any kind of distractions and disturbances to the reader.
The way you frame your content marketing strategy today will have a great impact on your ROI in the future. Set out to create fewer yet impactful content pieces that can be elaborated upon later.
Content marketing is changing and you need to adapt yourself to the changing strategies. However, there is no need to reinvent the wheel. Tailor the content as per the requirements of your target audiences and half the battle is won.
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4 months ago on
20 Reasons Why No One is Reading Your Website Content
Nobody wants to accept that their content is weak and not deserving to be read. After all, why would anyone write something that is utterly useless? However, there’s still a lot of content on the web that does not attract the target audience.
Read this article to know and understand why some of your website content is not being read and why is it that your audience is not being able to relate to you:
A lot of websites just repeat the content that is already available in Google searches. If a consumer can find the same topic and the same angle on a blog post through Google search, why would the audience need to visit your website?
Most content on the web is just information that’s reformatted with keyword stuffing, unnecessary links, and ads and that’s where the interest is lost. We are not recommending you to invent something new but refrain from using the same top 10 tips that everyone has already been talking about.
2. Excessive Use of Product Name
Some website owners tend to write their product name over and over in an attempt to register it in the minds of the consumer. However, more mentions of the product in a small piece of content weaken the overall readability of the piece. Consumers tend to view it as forced promotion and you lose their interest.
3. More Focus on We
Content today is over-emphasizing on the brand and company itself. Statements that position the brand before the customer appears as excessive bragging leading to a frustrated reader. Try and eliminate the ‘I’ and ‘We’ from your marketing material.
4. Need to Upgrade
Website content may seem outstanding at the time of development. However, with changing market dynamics, innovations in technology, and new research, it is important that you update the obsolete information. Content must regularly be made fresh and relevant.
5. Eliminate the Obvious
Writing something that is obvious and the target audience is already aware of is an act that makes your content weak. Nobody will spend time reading your content if you say exercising regularly is important to lose weight or cutting down on your expenses can help to save money. Get rid of such obvious facts and bring in content that is advantageous for the readers.
6. Long Introductions
Some blogs start with an introduction to the topic that lasts around two paragraphs before the actual answer begins. This is more like the filler and can be avoided. If you skip these paragraphs and get to the most important information, it will help to keep the reader glued to your webpage.
Your topic may not be interesting but the way you write the content must be. It must have emotion, enthusiasm, a story, or a voice that adds a humanistic appeal to your content. Readers will only convert if they get excited after reading your content.
Long-form content is suitable for research papers and dissertations. Your website content must have a combination of video, text, images, music, and other elements that can break the monotony and keep the target audience interested.
9. Every Article is a Listicle
You must have come across articles like ’10 ways to lose weight’, ‘5 tips to grow your hair long’ etc. While these were a trend as finding information through a listicle was easier, avoid getting obsessed with it. Every article that you post must not be in the form of a listicle.
You need to provide the reader with a mix of educational, concise, precise, and appropriate information that helps them enhance their knowledge.
10. Misleading Content
Some webpages do not deliver the content that it promises in the title. If that is the case, your reader would just be deflected from your website and would not want to come back for any kind of further information.
11. False Information
There isn’t anything worse than providing wrong information. Google allows every reader to cross-check what has been mentioned by you and if you have written something incorrectly, it will completely kill your content and your website.
12. Lack of Appropriate Sources
An important aspect that most marketers ignore is to cite appropriate references and sources. Data used from trusted sources instead of editorializing helps to establish credibility. Credibility then leads to trust and it results in loyal customers.
13. Track the Length
Several discussions and forums have been created on the appropriate length of a webpage. There have been conclusions in favor of a 500-word post as well as a 1500-word post stating that they both can keep the reader interested as long as the content fulfills its purpose.
Content must value the time a reader is spending on the blog and therefore provide information that is worthwhile.
Every word on your website must be relevant to your brand, its products, and services. Bad content is irrelevant and customers are just not interested in reading it. If your content does not answer the real question and does not entertain, it will just fail.
While stating the neutral facts related to your industry is good, putting your competitors in a negative light is not suggested. If you try to pull your competition down, they will try to do the same.
The outcome then would not be loyal customers but a battle between you and your competition resulting in continuous judgment by your target audience.
Sometimes website owners add extra words to their content just to match with the design of the webpage and satisfy Google. However, these extra words can be noticed as fluff by the reader and tend to give a bad audience experience.
17. Selection of Words
Words used on the website must be compelling enough. Flowery words don’t always do the task and therefore, words selected must complement the goal of the content and must clearly convey the objective to the target audience.
18. Too Long, Too Boring
Most readers tend to exit the page if it has around 5000 words written on it. This is because they don’t have the time to read through the entire thing even if it provides the most factual, accurate, and relevant information.
It is therefore important to wisely break down the information into something that can be read easily and quickly. The same goes for large volumes of images and long videos.
19. Routine SEO
Sometimes content is just written to tick off the requirement in the SEO plan. Such a piece can easily be recognized and will fail at attracting organic traffic.
20. Not Mobile Friendly
The use of smartphones to access websites has increased tremendously. This means that your content must be mobile-friendly. The font and alignment must be such that readers can easily view it without having to zoom in or scroll left and right.
With the website content mistakes mentioned above, you may have realized what you need to fix. So, get going and make your content perfect so that viewers actually read what you want to say and then transform into customers.
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5 months ago on
How to Implement a Successful Personalized Marketing Strategy
You will be able to see a list of suggestions based on your search history. Also, most probably you will receive a follow up email which contains similar collection of books based on your recent purchase.
We will not be surprised to see if you return to purchase more; it is because they are based upon your likes and interests.
This is why most of the marketers believe that personalized marketing campaigns are crucial for the success for their business.
If you wish that your customers want to come back for more purchases, you need to provide them with personalized experience that matches their wants and needs.
This means that more visits equal to more leads and more leads equal to more happy customers. Let’s take a look at how to implement a personalized marketing strategy:
1. Review your strategy
Before you execute your marketing strategy, think about the following questions to perceive how your organization can handle the strategy implementation:
- What brand value I would like to offer my customers?
- What kind of customer trends should I enable for e.g., repeated customer visits, increased trust, lot of purchases etc.?
- What are the marketing resources that we have/can create which may change one strategy over another?
- How much time does the plan need – whether short term/long term requirement?
- Do I actually have enough resources such as people, tools, time etc. to achieve success?
2. Research and Analyze your audience
When you are done with planning your strategy, it’s time to gather some information about your audience and you will be able to use that for your marketing program. These are the ways you can research about your audience:
- Discussion groups
- Feedback via website or email
- Social media platforms
Try to collect maximum amount of information from your potential prospects or customers. One or two queries might be enough rather than a drawn-out survey.
3. Choose right marketing tactics
Choosing the right marketing tactics is very crucial in the process of personalizing marketing strategy. Here are some of the marketing strategies to choose from:
- Send emails from humans, don’t sound like a brand
Email is one among the simplest ways to create a personalized experience for your prospects. Rather than having the sender name as company’s name, create it from the name of an actual agent working on your promoting or marketing team.
Also, think about adding that agent’s photograph and his/her’s email signature to the body of the email to indicate that actually that agent took their time and energy to craft the message and can get some responses.
Even if you employ email templates, guarantee that they don’t appear as if they have been designed by a promoting/marketing machine. It is because you want to sound credible in your emails.
- Use recipient’s name for emails
Writing “Dear Customer,” “Hi Customer,” “To [First Name]” etc. are all not at all preferred for your email communication with your prospects.
A lead’s real name is one among the best items of lead intelligence to assemble. If a prospect has filled out a form at any point of time, you can easily get their first name and email address.
If not, most likely you should not be emailing them. Most of the email service providers give you the opportunity to customize the email messages with recipient’s forename; so what’s more to think? Take advantage of it!
- Make use of marketing automation tools
Based on content interest, automation tools will be able to trigger lead nurturing campaigns. While you will address completely different business problems and topics inside your content, that does not mean that each one of the prospects have an interest in all told topics.
If a prospect downloads an e-book targeted on specific topic, for instance, program your automation tools to automatically enter them into a lead nurturing campaign which will deliver content relevant to the initial topic and personalizes email messages based on supported data of that original content which was downloaded.
- Segment email database by marketing persona
There are number of ways to segment email database; but the most effective and easiest way is by marketing persona. For example, if you have classified three separate marketing personas that combine your ideal customers, segment your email list into three different blocks.
Then, personalize the messaging used in independent emails sent to each blocks using the language that individual persona always uses and responds to.
- Focus on creating persona driven content
Persona driven content is a key factor to consider when you begin with the process of personalization. Produce new content or modify the existing one to handle the exact needs and problems of your varied marketing personas.
Contemplate the very fact that one persona might have issues that the other persona doesn’t have. When you prepare a non personalized campaign, your one-size-fits-all content policy won’t fit with the particular problem of persona, which will be a drawback.
However, with a personalized approach that is targeted at a selected group of prospects, you will be able to address that drawback and make more customized and valuable content for those potential prospects.
- Respond personally to customers on social media
It may appear to be an easy task to assign a real person to respond to customer queries on social media; however, several companies choose to automate it.
You need to check your social media activity on a daily basis and respond to them in a personal manner which provides suitable and rightful content that can address each persona’s needs.
- Generate targeted landing pages
If you lack the bandwith to create content targeted for each of your personas, you have an option to create targeted landing pages for your different offers.
Make sure to customize the messaging and language on your targeted landing pages to handle the precise needs of particular segment, and do that for every phase.
- Build targeted company’s product page variations on LinkedIn
LinkedIn company pages provides amazing targeting tool that permits you to personalize the products or services that a visitor sees on your product page in LinkedIn.
You will be able to target based on demographic info such as trade, job function and geographic area.
- Use Google + topic circles to target content
Google + topic circles is another way of using social media platforms to supply a lot of personalized content distribution. By using Google + Circles, you will be able to create many totally different topic circles depending upon the different interests of your targeted page followers.
The next step is to poll your followers, raise that Circles they would wish to be side to, and simply distribute only targeted content to those Circles. This offers an individuality and personalization.
- Lead intelligence to help in personalizing sales follow up
Lead intelligence or knowledge you gather concerning your leads/prospects consists of demographic data, customer behaviour on your website etc. which can be very useful as you outline segments of your business’ client personas.
However, it may also function as a robust lever to assist your sales team to personalize their sales pitches and perceive the wants of a lead before they even pick up the phone to dial the prospect. A well prepared sales agent can close the deal in no time.
4. Regularly update and refine personalization process
Like all other methods, personalized marketing process needs constants review and improvement to make sure of 100% effectiveness. The best way is that let the campaigns run for some weeks and then evaluate the results.
By this way, your team will be able to get a correct impression of exact progress over time, instead of getting a quick picture of how your personalization process is advancing.
It is also crucial to re-check all of your technological integrations to make sure that you have got access to holistic image of information.
During the refinement phase, marketers may take a step back and judge certain strategies or aspects of their personalized marketing campaign.
Let’s see how incorporating personalized marketing campaigns can be beneficial for your business:
1.A large compilation of client data: Personalization methods track the habits and activities of potential prospects; which in turn provides marketers with valuable knowledge that may not be available with conventional marketing campaigns.
If you are passing your leads to sales team, they will get a better clarity of whom they are merchandising and how the products/services matches with the client’s needs.
2.Loyal brand followers: Once customers feel that their needs are fulfilled and a company actually takes care of them, it is doubtless that they will definitely come back to the company in future to shop additional services or products.
3.Valuable business insights: Data gained from trailing customers will assist you in confirming what works and what doesn’t work in regard to marketing tactics and messages.
It is evident that customers prefer to buy more from retailers who can personalize their shopping experience across various channels.
Don’t be too late if you haven’t started implementing personalization strategies listed above. Companies who can successfully implement personalized marketing experiences will be able to witness an increase in sales and customer loyalty.
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5 months ago on
11 Examples of Successful Content Marketing by Travel Companies
Travel & Tourism is one of the most exciting industries to work for. With a gross booking of $1.6 trillion in 2017, global travel industry is one of fastest growing sectors. Increased connectivity and technology are only going to make it easier for travellers to explore the world.
Today, travellers make their own booking after extensive research on the internet. 97% of millennials share their travel experience on social media. Hence, there is tremendous scope for digital marketers in the travel space.
Right from dreaming of a destination to booking accommodation, travellers search for information in all stages of their planning. Because of this, online marketing success for travel companies is largely dependent on providing the right content at the right time.
These 11 companies used content strategy to inform and help travellers in various stages of their search and saw phenomenal success in booking revenue.
TripAdvisor is a giant in travel industry with more than 300 million unique visitors every month. TripAdvisor originally hired content curators to develop content for the website but soon saw that user generated reviews were attracting more traffic.
The site encouraged user content and has been known for helpful posts by real travellers ever since. In fact user generated content is the main contributor in the site’s rise to number on travel accommodation site.
TripAdvisor has proved that user generated content can be a solid content strategy. It is not only a credible form of content but also self-sustaining requiring minimum work from TripAdvisor.
#2 Mr. and Mrs Smith
Mr. and Mrs. Smith operate in luxury segment for couples. This is an example of business that had its target niche carved out right from the beginning.
This is also the reason for inspirational content on their website. From content on northern lights to feature on stylish boutique hotels, their site is enough to make you pack your bags right now!
They have also used content to position their brand as a mix of luxurious and quirky. Speaking on their brand, founder James Tamara said “We wanted something playful and a little bit mischievous, because a sense of humor is an important part of who we are.” The brand has reached enviable position since its inception in 2003.
#3 AirBnB Guidebooks
AirBnB is the star child of both travel and tech industry. They rely heavily on content by local guides and hosts to provide value to users.
The app and websites gives travelers an inside scoop on local experience and events.
AirBnB has also used helpful guidebooks to share information with travelers looking for in-depth information.
Every local host could post a guide meaning that there is tons of information available on AirBnB app or website.
#4 SNCF Europe
SNCF, France’s state owned railway company, combined experiential marketing with video content. They placed doorways in the middle of busy cities that opened into LED screens displaying live feed from other cities. Here is a video of the campaign that went viral.
The video got millions in views and the campaign titled ‘Europe: It’s just next door’ saw massive publicity for the brand.
#5 Four Seasons
The fiercely competitive travel industry keeps all players on their toes. The Canadian hospitality giant Four Seasons is known for its successful content marketing strategy in travel space.
The hotel chain has taken on a role of travel content media house by producing upto 3400 content per week across 400 distribution channels.
They have a comprehensive content strategy and leverage real stories, attractive visuals and quality content to engage with customers.
The phenomenal success of their content marketing has led to more than 2 million weekly impressions across all channels.
#6 Bonvoy Adventure
Bonvoy Adventure implemented their SEO and link-building strategy to draw traffic to their website. They did this by inviting guest posts which earned them credible referral links.
With a deeper understanding of their target audience they were able to provide better content and leverage it for their existing email marketing channel. They also did a page by page audit to improve their SEO signals and rank higher results.
The result was a 148% increase in website traffic and 200% increase in onsite transactions.
Kimkim helps travellers to plan itineraries. A well thought content strategy is how they were able to grow their organic search by 300% !
Their strategy was to partner with local travel specialist to come up with their exciting profile snapshot and blog content. This way they could also focus on long-tail keywords that travellers were searching for.
Targeted content along with link building and PR grew Kimkim’s traffic massively within 4 months.
#8 Tenon Tours
Tenon Tours has successfully implemented the inbound marketing funnel to increase their conversions. They concentrated on converting visitors to leads and leads to customer by applying sound principles of inbound marketing.
Of course the foundation of any inbound marketing is great content. For this, Tenon re-purposed their best performing content in the form of guidebook and used it as a lead magnet to build a list. They were able to increase their conversion rate by 34% after nurturing leads through email channel.
This is a great example of how targeting can help your company to go to the next level. Shorefield had luxurious properties across UK as well as fair amount of traffic to their site.
However, operating in the luxury market, it was important that they had the right kind of visitors on their site.
Plagued with irrelevant traffic, the company decided to invest in SEO. With focus on buyer personas and long tail keywords the site increased its organic conversion rate by 86%.
Intrepid is an Australian travel company with strong brand values. As the name suggests they target travellers who are adventure loving, fearless and looking for new experiences.
Having figured out their target market, implementing on content strategy was much easier for them. They started with their content website – The Journal which focuses on responsible travelling and off beat experiences.
With a targeted content, the company has successfully built a following of travellers who are aligned with the brand’s value. They have more than 496 K followers on Facebook, 86,000 followers on Twitter and are steadily growing their YouTube channel too.
Here is another example of a company who has invested in a long form regular content in the travel industry. Trivago has a digital magazine called ChekIn.
An interesting point to note in CheckIn is that Trivago is extremely cautious about promoting itself in unrelated articles. The magazine is genuinely helpful mix of articles and videos that are meant to inspire and inform travellers.
There are a lot of content opportunities in travel marketing to play around with. The rising popularity of visual content is good news for travel industry that uses videos and images extensively.
Today’s independent traveller is starving for information and sound advice on new destinations. The examples in this blog prove that knowing your target audience and providing them with required content can take your brand to a whole new level.
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5 months ago on
What Content Marketers can do differently in 2018
Content marketing has emerged as the top marketing activity today. Every business is bullish on content marketing and is investing even more into it this year.
Here is the result of survey conducted by Smart Insights asking 850 marketers to pick the most important marketing activity.
As you can see all marketers are aggressive on content marketing. This has increased the competition marketers face despite great content.
In this blog we will discuss what you can do differently this year to stand out and pull more traffic through your content.
• Long form in-depth Content
There was a time when a decent quality 650 word blog post had a chance to rank on page one on Google. This is not the case now. Ranking high on Google requires quality backlinks, domain authority, time and so much more.
When it comes to blogs, think of long form anchor posts of 1500 to 2500 words. These should be like a helpful guide covering A to Z of your industry or topic.
Anchor posts are blog posts that are the pillar of your site and pull in tons of traffic consistently. Do not expect to get traffic within a month.
It is typical to see your traffic rising after 6 months of posting. Do everything to make your content really helpful for your audience. Use infographics and videos to explain concepts.
Any content which does not make your reader say ‘ Wow! That was helpful’ has little chance to rank in top three searches. This is how you can differentiate your content and rank higher on Google in 2018
• Go niche
Differentiating your content in an already overcrowded web can be challenging. In any industry there will be in- depth blog posts that have been on the web for five years or more.
How can you possibly compete with those pieces? The answer lies in narrowing the focus of your content.
Write about nutrition for dancers instead of writing on general nutrition. Focus on long tail-keywords that will have less competition.
For example, instead of writing on ‘ladies shoes’, focus on ‘office shoes for working moms’. This way you will not only rank higher on search engines but will also attract highly targeted visitors that are easier to convert.
• Semantic Search
Google no more relies on just keywords to rank results. It uses something known as semantic search.
Semantic search takes into account the intent of the searcher.
This means weighing in the context, location, searcher history, language style and device.
That means Google now understands that a user typing in ‘green dress online’ is more likely to purchase the dress online than if she had typed ‘green dresses’.
For marketers this means that they have to be more aware of the context of searchers and conditions under which they are searching. Content should now match situations instead of just keywords.
• Target Google Featured Snippets
There is something better than position one on Google search. It’s position 0 .
You may have noticed that Google also gives the answer to your queries in a highlighted search box above all search results.
This gives the searchers the answers at a glance without having to go to another page.
Ranking in featured snippets increases your traffic and decreases bounce rates. The great news is that you don’t even have to rank number one on Google to be able to feature in rich snippet.
To increase your chances to be featured in a rich snippet make sure your content:
- Has a structured format with sub-headings
- Keep your answers to the point, short and snappy
- Mark up your article with structured data
- Answer popular questions asked
• Explore other formats of Content
Audio podcasts have made a big comeback last year. There are more than 42 million people who listen to podcasts weekly in the US alone.
‘How to’ searches on YouTube have gone up by 70% in 2017. YouTube is also the second most popular search engine after Google.
The trend is clear. Users prefer video and audio form of content and marketers must produce this if they want to reach their audience.
Bringing it all together
Content marketing is here to stay as the most profitable channel to get leads. However, digital marketing landscape is changing continuously and marketers must concentrate on long-form quality content and niche topics to stay at the top.
Understanding Google’s semantic search and featured snippets will help to reach more audience. Lastly, experimenting with fresher format of content such as podcasts and videos will differentiate you from the other content.
Above all, it is important to keep experimenting in digital marketing. New trends emerge quickly and demand agility from content marketers.