Content marketing is one of those buzz words in the internet world, that in many…
5 Ways to Maximise the ROI of Your Content Marketing
Content marketing is one of the best ways to generate leads and conversions for your business. But, if done incorrectly, you can find yourself with a lot of effort and very little reward. To make sure this doesn’t happen to you, here are 5 ways to maximise the ROI of your content marketing.
Create a content plan that is tied to your business goals.
Before you start planning your content marketing strategy, it’s important to define your business goals.
Content marketing must be tied to a specific purpose that’s aligned with the business objectives of your organisation. Without knowing where your company wants to go in the future, it’ll be difficult for you or anyone else in the team to determine what kind of content should be produced and distributed through channels such as social media or blogs.
Content planning is all about setting measurable objectives that can help grow sales and brand awareness.
Write with your target audience in mind.
When it comes to content marketing, it’s easy to forget who the target audience actually is. The temptation is always there to write what you personally want people to read and not what they would find most useful. This can be a costly mistake because when you’re producing content that doesn’t align with the needs of your audience, there’s no ROI whatsoever.
In order to ensure that your writing is maximising its potential return on investment (ROI), you need to consider two things:
- Your audience’s needs and wants
- The language they use
Understand the difference between topics and keywords.
You will often hear the terms “keywords” and “topics” used interchangeably, but they’re not the same.
Keywords are the words people search for. They’re what you use to find content online.
Topics, on the other hand, are what your content is about: the information you want to share with your audience. In a sense, keywords are how people find your content; topics are what they’re actually looking for when they come across it (and whether or not they click through).
For example, you can blog about three main topics. You can then look for target keywords that fall under each topic, ensuring that you consistently publish valuable content about all three topics.
As a savvy marketer who understands that content marketing generates leads and drives sales—and as someone who wants to maximize their ROI—it’s important that you understand this distinction between keywords and topics so that you can effectively tailor your strategy around it.
Content distribution is one of the best ways to maximize your content’s effectiveness. By repurposing your content, you will be able to reach a variety of audiences through multiple platforms.
This could be as simple as taking your original blog post and changing up the format or medium of the content (ex: video vs. written blog post).
Or, it could be a completely different angle on the same topic (ex: writing an educational article on how to troubleshoot a furnace, and re-purposing that article into an infographic). Re-purposing can help you with both lead generation, link building, and brand awareness efforts.
Invest in influencer marketing.
Influencer marketing is a great way to reach a new audience.
If you want your content marketing to have maximum impact, then influencer marketing could be the answer for you.
By collaborating with popular influencers in your industry, you can reach an entirely new audience and get your brand in front of them in an authentic way.
Even better? Influencer marketing allows you to create relationships with influencers that will help grow your business long-term.
A robust approach to content marketing can help you increase both the reach and depth of your efforts, which maximises ROI in the long term and short term alike.
Content marketing is a long-term strategy. It takes time to build a presence on the web, so it’s important to understand your target audience and create content that resonates with them.
Content marketing has a positive impact on search engine rankings in the long term. It helps you build your brand, which means more people will be willing to buy from you when they do find you online.
There’s a lot of content out there, and it can be hard to know what works and what doesn’t. But by focusing on your business goals, creating personas for your audience (and yourself!), and understanding how keywords work in this context, you can hone your approach to create amazing content that will help you achieve success.
A self-professed book and digital marketing nerd, Darlyn Herradura focuses on building trust between customers and businesses with the written word. She understands that creating valuable content is the best way to get found online and happily spends her time doing that.