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Hold On! 4 Signs to Rethink Content Marketing
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Hold On! 4 Signs to Rethink Content Marketing

by Rohail ImtiazJune 6, 2017

At first, content advertising procedure or strategy can undoubtedly either soar your image or skyrocket the brand awareness and can produce long-lasting benefits.

However, proper content marketing can literally yield fruitful results and rewards which are quite tempting. Fact of the matter is, there’s just a minority of organizations who are able to execute this methodology in a way that prompts colossal development.

In case you’re attempting to get the outcomes you foreseen with the content marketing (e.g. conversions, links, traffic), don’t pound yourself. Content promoting is a continuous procedure that commonly requires various emphases until achievement is accomplished.

Luckily, if your strategy for content marketing isn’t working (for some unknown reasons), you can instantly stop what you’re doing and move in an alternate direction— either by exchanging/switching the content campaign or utilizing other mediums for marketing purposes, for example, PPC or email advertising.

Here are four signs to let you know that it’s a great opportunity to stop what you’re doing and reevaluate your content promotion.

1. The Numbers Don’t Add Up:

While you may surmise that content advertising is innately subjective as opposed to quantitative, watching out for your key metrics is equally vital. While seeking and reviewing the positive critics from the gurus of same niche is also important, if your content isn’t bringing about obvious business development, then you’re accomplishing something incorrectly.

In case you’re not kidding about content strategy and its marketing, you need to track the key metrics carefully.

Site Traffic:

It’s really difficult to call any content promotional campaign effective if it doesn’t create noteworthy increment in traffic activity on your website. Google Analytics will indicate you if your general site activity is expanding, however you ought to likewise focus on the “Avg. Time Duration” on each page, “Pages / Session”, and the “Bounce Rate”.

If the overall site activity on your website enhances however engagement doesn’t, this is a pointer that your advancement technique is working yet the content itself needs a redesign.

Mailing List Opt-ins:

If you continue distributing content and your blog is being read by the online visitors however you’re mailing list isn’t developing, this is a warning.

It may be that your email subscription button isn’t catchy or unappealing. It could likewise be that you require a more grounded lead magnet to urge individuals to select in.

However, it is also likely possible that your content is disappointing. It is possible that you aren’t putting enough effort or isn’t providing value-added content to your online audience, or you’re passing on the data in a way that doesn’t reverberate with the target audience or demographics.

In these cases, you might need to test whether repurposing the content with different elements such as presentations, infographics, or something other that you may think can be beneficial for your audience to keep them engaged.

Your content should be so actionable and informative that online visitors want to give you their contact data. One of the approaches to enhance the content value is to promote on alternate mediums.

Social Media Metrics:

Key metrics, for example, engagement, reach and volume are immeasurably essential to track — specifically on the platforms where you are doing paid promotions.

If you frequently post amazing content on Twitter, incorporate the important hashtags and take part in trending topics with your audience and influencers. Your key metrics will definitely be keep on improving.

Key metrics against social media campaigning tend to be more accurate of how great your advertisement campaigns are as opposed to how great your content is, yet you can still track them.

Links:

The most evident signs that the content you offered is reverberating with your target audience is the rate of receiving qualitative inbound links. If the audience values your content, they’ll share it at every social media platform and may give you a backlink from their website as well.

With 3rd party SEO audit tools, for example, Open Site Explorer, you can perceive what number of new inbound connections are being made. As you press forward with the content advertising, expect to have a better growth rate for your “Organic/Search Traffic”.

2. You Don’t Have a Documented Content Strategy:

Stunningly, only 32% of B2B advertisers have got documented strategy for content marketing and promotion.

In case you’re distributing standard content and have no procedure set up, you ought to stop what you’re doing quickly and begin taking a shot at technique advancement. 

Designing the content strategy isn’t some pointless exercise that enables your content development to feel glad and engaged only. The content strategy is basically the DNA for your marketing campaign.

Without a setting up a proper strategy and methodology, all your efforts and marketing campaigns may end up in a distress. If you don’t have a procedure, you can’t be fruitful, in light of the fact that you’ve never at any point characterized (in particular terms) being effective.

Some of the professional marketing blogs arrange and plan their content months ahead of time and have particular subjects/themes for every single month.

You don’t have to go to this degree to be fruitful, yet you in any event need to characterize your USP (what makes you unique in relation to your rivals), your purchaser personas, your meaning of progress, and the strategies you’ll use to make progress.

Your Ideal Customer:

Having a personal comprehension & understanding of your target audience is fundamental and quite essential if you need to execute a successful campaign. If you have a specific purchaser persona at the top of the priority list when you compose your content and you comprehend their desires, values and key points, it will be less demanding to make content that resounds.

John Jantsch, creator and CEO of Duct Tape Marketing, recommends becoming acquainted with your optimal purchaser, then figuring out your content advertising to serve his or her needs.

3. You Aren’t Utilizing Visual Content:

In a survey conducted in 2016, 37% of advertisers expressed that visuals/graphics are the most critical piece of their promoting technique, second just to blogging (38%). If you aren’t utilizing visuals now, you may end up being deserted.

Extraordinary visual content promotion / marketing resources include:

    • Infographics
    • Branded Images
    • Slideshare Presentations

Video:

You may come to know that old, failing-to-meet expectations blogs can be repurposed with vibrant infographics in order to you’re your target audience engaged.

Quality Matters:

Choosing to distribute visual content won’t ensure guaranteed achievement. Quality control is equally critical with graphics and visuals to consider.

While making an infographic, you have to:

  • Consider the interest of your target audience.
  • Choose such a topic that can get viral.
  • Ensure your statistics and facts are extracted from the latest researched and survey conducted by reputable organizations only.
  • Always ensure that creatives are of high quality and proper tone is used in accordance to your target audience and content.
  • Constantly promote.

An inadequately composed blog is probably not going to increase any activity on your website, though a staggeringly awful infographic could make your image viral for all the wrong reasons. Terrible content gets amplified when promoted visually, so always prioritize your content quality before publishing it on any medium.

4. You Don’t Budget for Content Marketing:

A content marketing survey conducted in 2016 demonstrated that the normal B2B business burned through 28 percent of its advertising budget on content promotion.

There is additionally a relationship between the viability of content marketing and funds spend on advertisement. The best B2B advertisers assigned 42 percent of their financial plan to content marketing, while the minimum effective just designated 15 percent.

While content advertisement and marketing is frequently considered as a free approach to produce activity, it’s truly similar to whatever other aspect of business — you need to contribute money to make money.

About The Author
Rohail Imtiaz

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