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.. Puede descubrir contenido antiguo que aún no ha funcionado bien, pero que tiene el potencial de beneficiarlo con algunos cambios y una segunda oportunidad. Trabajar con contenido antiguo siempre es una buena idea, ya que la redacción ya se ha solucionado
Muchos especialistas en marketing no entienden qué es absolutamente necesario cuando se trata de medir una campaña de marketing de contenido. La medición y el análisis de datos pueden ser bastante intimidantes, especialmente si recién está comenzando.
Comience con Google Analytics
El informe Páginas de destino” en Google Analytics mostrará el rendimiento de sus páginas de acuerdo con el número de impresiones, clicks, conversiones y la posición promedio de cada página en los resultados de búsqueda. 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.