Content marketing is the only type of marketing that doesn’t cost anything. What’s more? It’s as profitable a marketing strategy as paid search advertising or paid social marketing. Below are some pointers to help you decide whether to invest your resources in content marketing and guide you through building a successful content marketing campaign that’ll get results.
What’s the purpose of your content?
You’ve probably heard many times the importance of keeping a blog and creating social content. Assessing the necessity is the first step to a good content marketingcampaign. Does it align with your business model? Do you have the resources for the upkeep of a blog site? Content marketing is a lot of work. If you don’t see how content marketing can serve you, or if you don’t have the means to update the blog periodically, now is not the right time to launch content marketing.
If content marketing serves your business model and you have the resources to run the blog, ask yourself this next: What’s your goal? In other words, what are you trying to accomplish with a content marketing campaign?
For an e-commerce website, the obvious goal is to increase the conversion rate by producing highly convertible content. Ecommerce conversion rate refers to the percentage of website visitors who make a purchase on the site.
The conversion rate in a broader sense refers to the percentage of users who take a calculated move. It could be based on a number of indicators, such as the percentage of people who filled out and submitted the contact form, or the percentage of people who RSVP’d to the webinar series.
Know your keywords
Identify keywords and do a deep dive with tools like Google Keyword Planner, Ahrefs, and Moz. What do you know about the client demographics, and what does that tell you about the kind of content you should produce? Put yourself in your customers’ shoes. What are the keywords and phrases they’d type into a search engine in the hopes to find a service like yours?
Once you’ve identified the keywords, scratch your customers’ itch. What would they like to know about your products before making a purchase? Do a thorough review of your products and share glowing reviews from influencers and bloggers.