A Marketing Plan for Strong Business Performance
The chances of your company investing in a content marketing strategy are very high. The Content Marketing Institute revealed that 89% of B2B marketers and the 86% of B2Cs use content marketing, while the money spent on this activity ranges from 26% and the 30% of a whole marketing budget.
I think spending up to 50% of your overall budget on content marketing needs is not too much, if you know how to take advantage of it. Not only will your brand awareness benefit, it will also help you generate traffic, leads and sales. My personal experience working with digital businesses has shown that only a few are successful in finding a strategic approach to their content plan.. Regrettably, most companies practice throwing spaghetti on the wall to see if a content attracts readers.
In this post, you will learn how to make sure every content you create drives traffic, attract leads and generate sales. I will give you ready-to-use solutions on how you can plan, run and measure your content promotion, for content to start making money for your business.
The numbers don't lie: measure the performance of your current content
It is important to start your new content marketing campaign by analyzing your current situation.. You can discover old content that has not worked well yet, but that has the potential to benefit you with some changes and a second chance. Working with old content is always a good idea, since the wording has already been fixed
Many marketers don't understand what is absolutely necessary when it comes to measuring a content marketing campaign.. Data measurement and analysis can be quite intimidating, especially if you are just starting out.
Get started with Google Analytics
The Landing Pages report” in Google Analytics it will show the performance of your pages according to the number of impressions, clicks, conversions and the average position of each page in search results. To see this report in Google Analytics, your Google Search Console needs to be connected to your Google Analytics account . If you haven't connected it yet, this data can be viewed directly in Google Search Console through the report .
Nevertheless, the problem with google is that it doesn't give you the exact ranking of a page; it only shows the average position of your site. It also requires you to check each page manually, so you can't see a larger image at one time. The use of tools, like SEMrush, SpyFu, Searchmetrics, Ahrefs, SERPstat, etc., will allow you to see more accurate data on the ranking of your content. For example, here is a screenshot of a Google Analytics report showing a list of keywords for which a specific page appears in the SERPs:
Look for content that can be improved / easily edit to start adding value
After completing the step 1, you will have a complete picture of your content's past performance. Prepared with the information you have discovered, Find the pages that appear in search results that give you clicks and conversions, but not in the top five or ten search results. These pages have a lot of potential to get to the top of Google. I would recommend checking if these parts:
- They are compatible with internal links. The higher the reference article in the search results, the better it will be for you.
- They are easily detectable. How long will it take for a user to find your article? And I'm not just talking about the amount of internal links in your content, but also whether it appears in a similar content source in blog posts.
- Have enough external links. If there is none, then you should definitely consider mentioning your article in one of your upcoming guest posts, or ask your colleagues in the public relations department to help you spread the word.
The needs and wants of your business: define the correct metrics to track your progress
From an early age, we are taught that there is a difference between a need and a wish , that we only have a few true basic needs and thousands of wants. The same logic can be applied to the business world, but it is much more difficult to discern and understand.
During this stage, you need to select highly meaningful and relevant metrics that perfectly align with your business needs. Don't try to use generic metrics: your company may have its own problems and goals. For some companies, for example, a conversion does not equal money. I run a free online conference called Digital Olympus that is not intended to sell anything. For me, a conversion is a record, and I have learned that the best conversion for my situation is when a registered user attends my event online. Keep such things in mind at all times!
Another great example of a non-cash conversion comes from one of my clients. They are a completely free SaaS software for specialists in the agricultural industry. They realized that their conversions are not just records, and the reason is quite simple. After carefully analyzing the behavior of its users, found that after a user signs up, they are not taking advantage of their tool at all. For them, the best conversion is a registered user who actively participates with your product. Casually, that's where content marketing can come into play to solve your problems. Your users need help to understand how they can take advantage of
Find related keywords
Imagine that you discovered that keywords related to “content marketing strategy” are the keywords that generate the most conversions. Those keywords should be analyzed to find other keywords related to that topic. These keywords have been proven to reflect the search behavior of your audience, and they are very promising in terms of winning you more paying customers.
One of the easiest ways to find related keywords is to simply check Google's autocomplete. You can search autocomplete suggestions manually or using tools like AnswerThePublic.com and Keywordtool.io . The latter scans Google Autosuggest and gives you the search volume for each keyword entered. It's a time saver.
The goals of pages that attract traffic but do not convert, In most cases, do not match the goals of your web visitors. If you haven't already added lead magnets on those pages, should be your top priority, because currently those pieces of content are not turning your traffic into something tangible.
It's obvious why some blogs only publish a couple of articles a year. What's the point of creating tons of content that won't add any value to the business?
Always keep your SEO goals in mind and remember to make some preparations so that they are delivered accurately and on time.. Even short-term results require some leg work. Definitely, once you've adjusted your routine, practice some of the tactics mentioned above and stick with them, every time you create a meaningful and purposeful piece of content, it will take less time to manage and promote it.
In case you are not a Hubspot user, there are other marketing tools that allow you to create email funnels. I would also suggest involving your potential clients in as many activities as possible., because every interaction is important and makes them warmer. Ask them to follow you on social media. You can also offer some case studies or success stories that another customer shared about your brand.. Real cases with your real clients are very powerful, and the open and click rates of these emails can be much higher.
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