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Content may be king, but it’s not magic. You need the right content marketing strategy, time, and budget to help you reach and convert qualified buyers. Done right, content will play a key role in your marketing and company-wide goals. Here’s how to do it right:
Related: 6 Key Tips to Improve Your Content Marketing Strategy
1. Create a basic content marketing strategy
“Content” is basically a blog post, infographic, video, or podcast that you create to educate and influence buyers. Collect the questions people ask before working with you and create at least one piece of content for each. The questions fall into two categories: informational intent and purchase intent.
Informational questions will fuel your high-end content (eg, “Why isn’t my HVAC cooling?”). Purchasing questions will feed into your bottom-of-funnel content (e.g., “How much does it cost to replace an HVAC unit?”).
Focus on buying questions first, then work your way up the funnel. We’ll talk about distributing this content to the right audience in a moment.
2. Prioritize quality over quantity
An obscene amount of new content is created every minute. Your content has to be better than the rest to stand out, so aim for quality over quantity.
“Best” is usually a combination of higher quality information, higher quality production, good storytelling, answering the key questions your specific buyer is asking, and making sure the content can be easily found. (for example, on your website, via search engines and social networks). media or another distribution channel).
Internet users and search engines are looking for useful, relevant and authoritative information that is well produced. Create that and you’ll start to naturally draw people to your content. Then you can add organic and paid distribution to start building pipeline (sales) opportunities.
Related: 5 Steps to Creating Successful Marketing Campaigns
3. Focus on watch time rather than conversions
Most people aren’t ready to buy when they find your content. Conversion metrics are important, but they take time to show up, and too many good content marketing strategies get cut short because they mistakenly focus only on conversions.
Viewers will use your content to make decisions. They will discuss it with their family and colleagues. They will recommend it to others. But this does not happen instantly. Instead of focusing on direct conversions, focus on engagement and the usefulness of your content. Time on Page, Minutes Viewed, and Minutes Listened give you a better picture of this.
You can make your content more engaging by telling a story, inviting a guest your audience knows and loves, being entertaining as well as educational, and adding multimedia content (videos, podcasts, and graphics) to written content (blogs , emails and social networks). media publications).
4. Make your content easy to browse
People don’t want to read it all, watch it all, or listen to it all from start to finish. They skim through the content until they find a section or nugget that catches their eye. When creating content, your job is to make it easy for users to find that section or nugget.
For blogs, include descriptive headers, tables and charts, bullet points, and quotes. For videos, include chapter markers or slides introducing each new point. For podcasts, add an outline of what’s being talked about at what minute you embed the recording.
B2B buyers, in particular, base their business decisions on your content. They’re willing to give you their time and attention, but you need to make it easy for them to find what they’re looking for.
Related: 5 steps to make winning marketing bets
5. Obsessed with the cast
You should typically spend 4x more time and money distributing content than creating it. While it’s good practice to make your content easily discoverable, it’s even more important to deliver it in front of your audience, repeatedly. They’re busy doing other things, and you can’t expect them to think about you.
Share it organically via social media. Optimize content for search engines (SEO). Create an email for subscribers and customers covering the topic, and include a link to the full article for those who want more detail. Send them a graphic or a link to see it. Personally reach out to your friends and business associates who might appreciate it. Share it in community groups and online forums.
Pay to promote your content to targeted buyers on social media and search engines (wherever your audience hangs out). Consider paying for sponsored placement or emails within key associations. After doing all of this, continue. Don’t think of distribution as a one-time push, but rather as an ongoing marketing campaign.
It’s hard to attribute qualified leads and sales to a single piece of content. It’s also hard to know who’s paying attention when most people don’t like, share, follow or click on your call to action. But your content always leaves an impression. What impression do you want it to leave?
Focus on influencing how viewers think and buy. Engagement and conversion metrics are good benchmarks, but they don’t tell you everything. The best content marketers understand this. They use a lot of confidence and a great knowledge of the non-linear buying journey of their target customers.
If you do the same, in addition to the steps outlined above, you’ll create a content marketing strategy that will have a growing impact on your audience and revenue.