Content marketing
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Digital marketing is shifting more and more towards pulling customers IN with great content rather than blasting messages OUT to the masses. This training aims to help business owners and marketing professionals by sharing knowledge and resources on how to use content marketing effectively for businesses. The topics we will discuss include; Why content marketing? Creating a content marketing strategy Tools for Content Marketing Using data in content marketing
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Content marketing
- 1. CONTENT MARKETING Prepared by Mercy Rop
- 2. Why Content Marketing is Important
- 3. CREATING A CONTENT MARKETING STRATEGY
- 7. Activity: Set Up Goals in Google Analytics: https://www.youtube.com/watch?v=iugySNui69g
- 9. THANK YOU
Notes de l'éditeur
- My background Introduce themselves Introduce myself Iwriter- SEO Legibra Startups What are your expectations
- Why Content Marketing? As buyers move forward with a purchase, they do four things – recognize needs, evaluate options, resolve concerns, and negotiate contracts. Buyers ask certain questions or seek confirmation at each step to move forward toward making a deal, content answers these questions Help buyers recognize problems, compare and differentiate solutions, reduce risk, and reinforce their decisions. Deliver your content in the formats that your buyers prefer. Remember, these preferences change during the buying process. For example, the following are the different content for different buyer stages; Using Content To Raise Awareness Blog posts Landing pages Whitepapers eBooks Infographics FAQs Social media posts Videos (How-to’s, quick tips, etc.) Helping Leads Evaluate Your Offerings Case studies/testimonials In-depth webinars Demo videos Email marketing/newsletters Product/services comparisons Conversion Free trials Customized, in-person demos/consultations Coupons and deals Estimates and quotes
- When Creating a content strategy you need to ask yourself; Who are you creating the content for ? 2. What problem is it going to solve for that audience? 3. How it will be unique? 4. What format do your audience require? 5. Which channels will it be published? 6. How you will schedule and manage creation and publication? 7. How will you measure the success of your strategy? 8. How will you optimize your next campaign? How to create a content marketing strategy; 1) Define your goal. What is your overall marketing goal? What situation describes your marketing needs? Set a specific number for your gal eg to increase website visitors by 5% monthly 2. Define your target audience 3. Carry out a content audit 4. Choose a stable content management system 5. Brain storm content ideas (quora, buzzsumo) 6. Create content for the buyer journey Blog posts pull traffic Ebooks generate leads Templates generate leads Inforgraphic present data visually Videos are 40x more likely to get shared on social media Podcasts are growing in popularity Guest posting to build links 7. Publish content
- Importance of content calendar; Keep your authors and posts organized Balance your blog with a variety of topics and formats Track keyword and call-to-action usage Ensure that content is developed on time and on target https://offers.hubspot.com/editorial-calendar-templates?_ga=2.182251631.991192264.1526016066-38310858.1520847844
- Content marketing analytics is about asking yourself, how effective is my content? Consumption Metrics: How many people are consuming your content? Which channels are they using? How frequently and how in-depth is their consumption? E.G page views, unique visitors, bounce rate, link click throughs(sm) Sharing Metrics: Which of your content pieces are being shared? Who is sharing them? How/where are they sharing? How often are they being shared? Content share, retweets Lead Metrics: How is content supporting demand generation in terms of lead generation and lead nurturing (middle-of-the-funnel)? Sales Metrics: How does your content influence bottom-of-the-funnel results? Which ways does your content drive revenue? How does your content fill the pipeline? Retention (Subscription) Metrics: How effective are you at holding your audience’s attention beyond the initial point of contact? Followers, subscribers, returning visitors Engagement Metrics: How does the intersection of consumption and sharing metrics translate into “engagement?” Does your content inspire users to take some kind of action? What kind of action are they taking? How frequently and consistently are they taking action? Production Metrics: (to assess team and/or individual performance) How is your team performing against editorial calendar deadlines and goals? What time does it take your team to turn a content idea into a published piece of content? How many pieces of content do you regularly publish in a given period of time? Cost Metrics: (to determine return on investment – ROI) What are your overall content marketing costs? What are your costs per piece? Per creative resource?
- Metrics to report; Traffic Why this report is useful: The traffic report (referred to as Pages report in Google Analytics) looks at the pages getting the most traffic on your website. By default, it also displays metrics such as time on site and bounce rate. How to find in Google Analytics: Go to Behavior > Site Content > All Pages. Visitor Behavior Where you can see 1) how visitors get to a page and 2) where they click once they are there. The Previous Page Path is useful to know which page someone visited on your website right before they arrived on this page. It offers some context to understand how people get to this page, and it may offer clues as to what information people have – and what they still need. The Next Page Path shows what people click on from that page when they are continuing on your site. This data is useful as it shows what questions people still have. Additionally, you can see whether people are clicking to pages that convert well (more on that later). Traffic from organic search Why this report is useful: Not only do you want to know which pages are getting traffic in general, but it’s also useful to understand which pages are popular in organic search. There are two reasons why search traffic matters: If a page is getting a lot of traffic from search, it’s useful to be more sensitive when you make changes to that page. For instance, you would not want to rewrite it because that could significantly affect how Google ranks that page. It offers the opportunity to learn more about the traffic on these pages with some additional work. How to find this data in Google Analytics: Go to Acquisition > All Traffic > Channels. You see a list of the channels driving traffic to your web pages. Conversions Why this report is useful: In most content marketing programs, conversions are a critical metric – they are action(s) you want visitors to take when they arrive on your website. Do you want them to sign up for an email? Download something? Attend an event? Optimize these pages so they have a higher likelihood to show up in search. Push these pages on social. Link to these pages from your high-traffic pages.
- How to create goals on Google analytics; https://www.youtube.com/watch?v=iugySNui69g Templates: https://offers.hubspot.com/editorial-calendar-templates?_ga=2.182251631.991192264.1526016066-38310858.1520847844
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