Last year we published an article on “Marketing: Strategic Planning for 2020” and although 2020 was totally different to what anyone could have expected, this blueprint for your marketing activities summarises all the information you need to get started.
The next step on your journey to successful marketing is the content you are going to create. No matter if you are just starting to learn about the seemingly infinite depths of Marketing, or if you are running successful campaigns on repeat already. This post will provide 7 current tips & tricks on how to approach, perform and measure content that is going to get you the results you’re after.
The following list should help you to guarantee customer satisfaction as well as profit through all the work and effort you put into creating your content.
“For an average multi-channel integrated campaign, we may incorporate five to eight different media channels. [...] Email nurture programs and landing pages/website are common to drive the target to. Content marketing is leveraged to engage and educate the target audience frequently.”
- Julie A. Steven, Marketing Director, EverCommerce
Quoted - Terminus Software
7 Tips, Ideas & Measurements for Content Marketing
1. The TEAM FrameworkWe stumbled across this and think it is worth sharing. Keeping this framework in mind can be very beneficial in planning your strategy and content. You will see that all other Tips & Tricks can be subcategorised into the TEAM.
2. The Customer Journey
Our number one tip is to always keep your customers’ journey in mind and walk it with them. Frequently try to put on their shoes and see your brand, products and services from their perspective. That enables you to figure out how you can address them and where you can meet them best.
That leads us to point no 2. You need to be where your customer is. Sounds simple, yet requires you to always stay up to date. For example nowadays “more than 3/4 of B2B buyers and sellers prefer digital self-serve and remote engagement over face-to-face interactions.”
- Quoted McKinsey
Marketers need to keep track of the trends in print as well as digital sales channels, and on top of that, customise their content for each one of them. To give you a brief overview of which social media channels to consider (in NZ) read: Social media marketing explained
4. Crafting Content
After you have selected your channels, you need to know how to make the most of them. Some generals Dos & Don’ts are:
Quoted - Terminus
5. Tackle Trends
Recently released stats prove that video is becoming the number one preferred type of content and blogging is still the tool to get great amounts of leads and reach your prospects. Just to give you a few numbers:
6. Innovative Ideas
Get creative on spreading your information and increasing your reach. Things you might not have thought about are:
- Which page on your website is engaged with the most? Do you offer downloadable information that gets used? - Include your newsletter or blog posts here, where your prospects already are.
- Make use of the readers and customers you already have. Ask them to forward and share your content. Maybe you can even gain word-of-moth promotion through unique gadgets that you supply to your readers and customers, like stickers or keyrings. Don’t underestimate the power merchandise still has.
- Last but not least, don’t only think of suppliers or content creators in the same branch as competitors. Have a look if you can be featured in a wide-reaching newsletter or blog.
(see 3 Ways to increase Newsletter audience for examples of these strategies)
7. Heard of ROAS?The “M'' in TEAM stands for “Measure”. ROAS is Return on ad spend. A marketing metric that measures the revenue generated per every dollar spent in an advertising campaign. That means it is the number that tells you whether or not a campaign is paying off. Only tracking conversions or CTR isn’t enough, because with ROAS you get insights in the revenue as the outcome of your ad campaigns. It is mostly expressed in ratios. Eg. You gained a revenue of $400 from a LinkedIn ad that originally cost you $100. Your ROAS is 4:1 equaling $4 gained from every $1 spent.
Staying up to date with the trends and channels can seem like a never ending overwhelming task. We’re hoping this article gives you a good idea of how you can start or continue planning, creating and measuring your content.
As always we are just a phone call or email away to assist you with expert knowledge on how you can implement any of the tips & tricks mentioned above. We are sitting in the same boat, constantly learning and developing new ideas. Reach out to us to create content that is going to boost your business.