There Are No Universal Truths in Content Marketing (Sort Of)

There Are No Universal Truths in Content Marketing (Sort Of)
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“What’s the best…”

Let me cease you proper there. The reply is “It depends.”

Ah sure, probably the most frustratingly glib retorts recognized to man.

But you realize what?

I feel it’s excessive time we began embracing it.

It’s in the “it depends” moments once we:

  • Start to suppose strategically.
  • Stop latching onto each shiny new tactic we see in our information feed.
  • Finally cease blindly following each “best practices” guidelines or correlation research and begin critically inspecting every little thing by means of the lens of our distinctive wants.

We have to embrace the truth that there are not any common truths in content material advertising and marketing.

Sort of.

What Are You Trying to Do?

When I say there are not any common truths in content material advertising and marketing, I’m not saying that there aren’t goal finest practices we have to observe (therefore the “sort of”).

If we would like one thing to indicate up in search outcomes, we are able to’t by chance go away a noindex tag on it.

If we would like our content material to rank for “What’s the best dog breed?” (it’s labs, by the way in which), we have to present a satisfying reply to that query.

There’s no one-size-fits-all method to content material.

How you select to method content material must differ relying on what you’re attempting to perform.

The logic right here is just like the favored search engine optimization idea of “searcher intent.”

We know that behind each question is an individual with a singular want, and that the qualities Google appears for when rating pages in their index will differ to satisfy these totally different intents.

It’s why we are able to’t say issues like “pages need to be 2,000 words to rank in search engines” – that is likely to be excellent for a weblog put up, however horribly overkill for a product web page.

In the identical method, behind each group is a singular set of targets. Those distinctive targets would require distinctive methods to get there, together with content material methods.

5 Popular Marketing Goals & Corresponding Content Strategies

Saying content material must differ by aim is one factor, however how will we truly put this system into observe?

Let’s take a look at 5 frequent advertising and marketing targets and what kinds of content material are finest suited to satisfy these wants.

1. Brand Awareness

Brand consciousness asks the query, “How do we get the attention of people that don’t know about us yet?” That’s why top-of-funnel, informational content material is nice for model consciousness.

If somebody doesn’t find out about Soapboxly (my enterprise), I’m not going to draw them with a put up on “Soapboxly’s Approach to Content.”

That put up would possibly rank for queries like “Soapboxly content,” however a brand-unaware individual would by no means seek for that.

I might even pay to advertise that content material so it reveals up in their feed, however as a result of an unfamiliarity with my model, they most likely wouldn’t click on on it.

What would a brand-unaware individual seek for and click on on? Something that speaks to their wants, needs, or quest for data!

Here are some sensible ideas for creating model consciousness content material:

  • Uncover Questions: Use a key phrase analysis instrument to see what questions individuals are asking about your product, service, or area of interest. Create content material that gives the perfect reply to these questions. When these folks seek for data, the aim is that they’ll discover your content material!
  • Observe Your Audience: Learn the place your viewers spends time and see what content material they have interaction with. Use to search out matter concepts after which promote your content material on these channels.
  • Make Your Brand Known: Top-of-funnel content material isn’t sales-forward by nature. People are visiting your web page for data, to not study your model. However, if there are not any mentions of your model in any respect, it most likely gained’t assist your backside line. Host your informational content material on a template that features your emblem and branding, and throw in a number of no-pressure hyperlinks to your different content material to get your readers extra accustomed to you.

Another nice strategy to obtain model consciousness is thru digital PR.

“Big content” items (e.g., authentic analysis or discovering new and artistic methods to speak information units) are gold for content-hungry publishers.

Create one thing authentic and noteworthy that publications will need to characteristic, and also you’re in your strategy to getting your model publicity to a wider viewers.

Siege Media ContentA “big content” piece by Siege Media for his or her shopper that bought the model featured in publications like Fox News and Jalopnik.

2. Social Media Reach & Engagement

Brands typically have social media attain and engagement targets as a result of they perceive the advantages of connecting with their viewers in the locations they spend essentially the most time.

What sort of content material may also help a model get nearer to this aim?

In order for content material to provide constructive social engagement, it’s best to:

  • Write with the precise channel in thoughts: If you realize your goal buyer is lively on Twitter, pay attention to the traits of content material that’s shared typically on that channel. Your content material ought to match that mannequin.
  • Choose a subject that resonates with the viewers: Pay consideration to the subjects and codecs of the content material your viewers shares on particular channels. For instance, you would possibly discover “career development” is a well-liked theme on LinkedIn or that “Ultimate Guides” carry out nicely on Facebook.
  • Promote it: Extend the attain of your content material past your present viewers by using paid promotion choices. For instance, you’ll be able to increase your put up on Facebook. This reaches individuals who will possible have an interest in your content material however haven’t adopted you but.

Thought management will also be an necessary piece of this puzzle, serving to manufacturers stand out and get extra engagement from an viewers that’s possible being hit with the identical messages again and again.

Thought management content material ought to deal with a subject your viewers is in, however from a special approach.

Because thought management introduces a brand new idea, or no less than a brand new mind-set a couple of well-liked matter, there’s not all the time present demand to assist it get site visitors from locations like natural search.

However, if it strikes a chord together with your viewers when distributed in your social channels, it might result in a ton of social site visitors.

three. Increase Conversions/Sales

Customer acquisition goes to be a serious aim of most any advertising and marketing division, however how does content material match into that blend?

Often manufacturers consider content material in primarily top-of-funnel phrases. The thought is that content material can carry consciousness and site visitors, but it surely lives far-off from income.

Not true.

Conversion-focused copywriting is all about phrases that promote.

Whereas most traffic-focused content material exists to coach and entertain, copywriting’s most important aim is to squeeze extra gross sales out of your present site visitors.

Adding extra guests whereas your conversion charge stays regular will nonetheless get you extra clients/leads, however there’s typically a lot to be gained by turning extra of your present guests into clients.

SEO vs CRO funnel

That’s why traffic-to-lead ratio is usually a precedence KPI on advertising and marketing groups.

Yes, we need to improve our site visitors, however are our leads/clients rising with it?

traffic vs conversions

You may even use top-of-funnel content material to drive folks down your funnel. Capture the site visitors by rating for an informational question.

Then, as soon as the customer arrives, they study not solely the reply to their query, but additionally that what you are promoting affords an answer to that downside.

Take a take a look at the instance beneath. An individual is coming to the search engine with a query – they need to know how you can pack lighter.

The web page in the highest natural spot on this SERP comprehensively informs on the reply, but it surely doesn’t cease there.

They use this top-of-funnel content material to not solely say “here’s your answer” however “here’s how our product is a solution to your problem.”

It’s a superb strategy to leverage informational content material for transactional targets.

problem aware to solution readyScreenshot from my SearchLove Boston 2019 deck, depicting a put up from Tortuga Backpacks

How are you able to write content material that will increase conversions?

  • Talk to your clients: Ask them why they selected you and stick with you. Highlight that in your copy.
  • Talk to your gross sales staff: Ask them about frequent questions, considerations, or objections to your services or products, then ask them what turns a few of these from skeptics into clients. Highlight that in your copy.
  • A/B take a look at your messaging: Use a instrument like Google Optimize to check totally different headings and calls-to-action to see which converts the very best.
  • Leverage different channel information: See what messaging produces essentially the most clicks, opens, and many others. on different channels and incorporate that into your web site copy.

four. Decrease Customer Acquisition Costs

Getting extra clients is nice. Making more cash from clients than you spend on getting them is even higher.

When reducing your buyer acquisition prices (CAC) is a aim, creating content material that ranks in serps is one in all my go-to suggestions.

Relying on paid promoting to ship site visitors to your content material implies that site visitors is gone the second you cease paying for it.

If your content material ranks organically in serps, you’ll get sustained, free site visitors.

Rank for an increasing number of key phrases. Earn an increasing number of natural search site visitors to your content material.

In doing so, you’re rising your pool of potential new clients with out rising the price it takes to acquire them.

5. Improve Customer Retention

We typically consider content material as solely an acquisition instrument, however you can even use it to extend the lifetime worth (LTV) of your clients.

For instance, when you do content material for a software program firm, you can also make certain your product has intensive and easy-to-follow assist documentation and in-app messaging.

You may even use content material to showcase pattern product workflows and distinctive use instances that may improve product utilization.

The aim right here is to make your product so sticky that your clients can’t think about their lives with out it.

moz help hubExample of assist documentation on Moz’s Help Hub (disclosure: I presently work with Moz)

If you’re in the service business (perhaps you run a gymnasium or do folks’s taxes) you need to use e-newsletter content material to maintain what you are promoting top-of-mind together with your clients.

Use e-newsletter content material to offer constant worth so your clients don’t go away to go elsewhere.

Most importantly: speak to your clients! You gained’t know what content material they’ll discover useful till you do.

Making ‘It Depends’ a Way of Life

Not all the time, however typically, we gravitate towards the short ideas, the how-to guides, and the cheat sheets.

Don’t get me fallacious – there’s a time and a spot for these. I simply fear that, in the method, we’re dropping a little bit of our essential considering.

The 5 competitor key phrase evaluation concepts I used to get extra natural search site visitors might not produce the identical outcome for you.

And heck, perhaps rising site visitors isn’t even an applicable aim for what you are promoting proper now!

The methods and ways you select want to return from a deep understanding of your providing and targets.

  • Do you promote an costly software program suite or a freemium instrument?
  • Are you providing a commodity or are you introducing one thing new to the market?
  • Do you want extra consciousness or do you could lose fewer clients?

Focus on answering questions like these first, and the suitable content material technique will turn out to be loads clearer.

More Resources:

Image Credits

In-Post Image #1: Siege Media
Screenshots taken by writer, July 2019

Source hyperlink search engine optimization

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