As efficient as Google is, you can’t rely on it alone to get your content found.
It is necessary to make it visible to everyone, taking it to your audience and encouraging people to read the work that you have been developing with such dedication.
the results of your strategy. Therefore, don’t put it on the back burner and strive to improve it more and more.
I have identified two channels of dissemination that are interesting for any Content Marketing strategy:
Social networks
As I said before, social media is an important customer acquisition channel.
To give you an idea, I will again quote Neil Patel and his statistic 26 : “The most common content marketing delivery mechanism is social media, used by 87% of marketers.”
But promoting the content you’re producing goes a little further than simply posting a link on Facebook. Even though you may not need to be on Facebook at all, you may not even need to be on Facebook.
To achieve results through social media, you need to be part of only the networks where your audience is present. If your persona is not on Facebook, you have no reason to distribute content on that network, do you agree?
Another important point is to understand that each of the environments in which you publish your content has different audiences and expectations.
You need to know what tone to use on each social network, what formats are most popular, and what people want to read on each one.
Twitter, for example, is a more dynamic network, which asks for short texts and accepts informal language, memes, interactive content.
LinkedIn asks you to be a little more formal, leaving jokes aside and only sharing content relevant to your market.
Email marketing
Email is a powerful channel for promoting content because it delivers it directly to the user and you can monitor engagement.
The most common way to distribute content through email marketing is by sending newsletters, compiled with the main content produced by your company within a time frame that you determine.
But you can also target specific moments in the customer journey , offering content that will help them move through the funnel, such as e-books and other rich materials.
It is also possible to distribute content in nurturing flows, email workflows, based on a specific action, such as downloading an e-book, for example.
Simply recommend in the flow emails some complementary materials to the content that served as a trigger.
Lead generation
As we saw in the sales funnel topic, the volume of people reaching the top content is high, but we need to place those people within the funnel where they can be worked on to become opportunities.
We call this process of placing them inside the funnel lead generation.
Leads are people who have shown interest in your content to the point of providing personal information such as email and phone number.
They are very important for a Content Marketing strategy because, from the moment you have information about a person, you can send them personalized content to guide them through the funnel more quickly.
The most effective way to generate leads is to create conversion points on your blog. These points can be forms, where the visitor registers their email to receive a newsletter, for example; or landing pages, where they answer custom fields in exchange for rich material.
All this with the aim of building a large base of leads ready to be nurtured, as I will explain below.
Lead nurturing
Once you have the leads in your database, you need to work on them so that they move on to the next stage of the funnel and are increasingly prepared to be addressed by the sales team.
The best way to do this is through what we call lead nurturing. That is, ” feeding” your leads with content to obtain more and more information about them and, at the same time, increase their interest and knowledge about your company.
We usually do this by sending scheduled emails, with the purpose of educating the lead, improving their perception of your brand and guiding them to the point of purchase. Each new email qualifies the lead a little more in relation to the previous email.
This sequence of emails, called a nurturing flow , should be based on some event or characteristic that identifies that audience: the download of a material, the filling out of a form, the number of employees, among others.
Creating good nutrition flows requires several tests. If this process is done efficiently, the results will be clear — and it is precisely about results that we will talk about below.
How to monitor and measure the results of Content Marketing
Now that you know how to plan and execute, let’s learn how to measure the effectiveness of your actions. This part is delicate and deserves extra attention in choosing the metrics to really understand the results obtained.
The analysis of the results is one of the most delicate moments of the entire Content Marketing strategy .
It is through measurement that you will discover what is working and what is not and, consequently, make the necessary corrections that we discussed at the beginning of this guide.
The biggest advantage of Digital Marketing over other media is that we can monitor KPIs in real time and change strategies quickly to avoid big losses. Something that cannot be done in a television commercial, for example.
Plus, since you can track all the steps a visitor takes, know exactly how many leads a content has generated, which channels are generating the most leads, you can accurately calculate the return that the Content Marketing strategy is bringing to the company. Let’s continue!
Measurement frequency
Each metric has an ideal measurement frequency. Some are daily, others weekly, and we also have semi-annual metrics.
To know the ideal monitoring frequency, it is necessary to know each of them well and discover the ideal data collection time to obtain statistical relevance.
For example, checking customer acquisition finland phone number list cost (CAC) daily is unnecessary, as that number tends to be more stable and it takes many events to trigger a significant change.
But checking your site traffic on that frequency can make sense, as a drop of just a few hours can have a big impact on your entire sales funnel.
A good way to find out the ideal measurement frequency is by benchmarking with partner companies and market specialists. Give it a try!
What are the metrics of Content Marketing?
ROI (Return on Investment)
ROI is one of the most important metrics for any Content Marketing strategy and probably the most loved metric by bosses and managers. It is used to measure the efficiency of an investment and is expressed as a percentage.
To calculate the ROI of Content Marketing , simply take what you earned from an action, subtract what you spent, and then divide it again by what you spent.
It is a very simple measure of performance that serves to give a general idea of the performance of any type of investment.
One of the biggest difficulties in calculating ROI is understanding the concept of “generated value”, since Content Marketing has varied objectives, some of which are long-term and difficult to measure directly.
However, it is extremely useful, especially for ” seo-friendly pop-ups more concrete” objectives, such as the number of clients acquired or the income obtained in a certain period. Always keep it with you!
What tools are essential in Content Marketing
As you’ve seen, a Content Marketing strategy requires a lot of work from everyone involved! But there are ways to make the routine of these professionals easier without neglecting the processes and monitoring all the important metrics.
Fortunately, we have several complete and efficient tools and applications on the market.
These platforms can help you measure the results of a japan data Content Marketing strategy, automate processes and increase the volume of content created and distributed by your team.
Do you want to know some of them? I have separated the most popular and accessible tools into some categories for you.
Blogging Tools
Much more than writing and publishing texts, maintaining a blog requires some actions, such as the following:
- create a navigation structure;
- moderate visitor comments;
- improve the design (appearance) of your blog;
- accompany access data;
- and many more.
That’s why every professional blog needs a Content Management System ( CMS ).