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4 traits of a successful content marketing campagn
When the Internet began to gain popularity, simply having an online presence was enough to propel your organization far ahead of the competition. In today's digital age, however, having a website and social media channels is a given - it's the content of these platforms that determines your company's place in its industry's hierarchy.
According to a ProOpinion Survey, 9 percent of business professionals believe convincing calls to action are the most crucial components of a successful content marketing campaign, while 18 percent point to creative storytelling as being the most important element. About 18 percent believe posting problem solving content is essential, while 46 percent of respondents indicated that easily accessible content is the key to success.
Despite different opinions about what the most important cog in the content marketing machine is, all modern business professionals will tell you that it takes all these different elements to create a cohesive, effective campaign.
1. It contains a convincing call to action
Calls to action, or CTAs, are often overlooked by business professionals eager to focus on other parts of their content marketing strategies. According to the Content Marketing Institute, however, CTAs should never be placed on the back burner. These phrases encourage consumers to take the next step in brand loyalty, whether that's following your organization on Twitter or adding their names to an email list.
"Define your content marketing campaign goals."
When deciding what your go-to CTA should be, the source recommended clearly defining your content campaign's goal. If you're trying to get your site's articles shared across social media platforms, for example, have an option at the bottom of the page where readers can post the piece to their personal Facebook, Twitter and Pinterest accounts. It's likely that you have multiple goals for each piece of content, but avoid placing more than one CTA on each article, as this can actually alienate readers as opposed to engaging them.
Place your CTA strategically so it's not distracting. Typically, it's most effective when situated at the end of content or included in the article's header.
2. It uses creative storytelling
No matter what industry you're in, your content needs a pulse in order to make a splash. Simply rolling out dry facts won't resonate with consumers who are looking to be drawn in by interesting narratives. According to Business 2 Community, the key to successful marketing is an emotional connection between your customers and your organization, something that can only be forged through creative storytelling.
"Create content people want to share."
Because of this, don't be afraid to experiment with different types of articles and different tones of writing. Your goal should be to create something people want to share with others, as this will help your posts go viral and give you invaluable Internet exposure. Depending on your product, consider posting industry news, quirky lists, interviews or tips and tricks. Whatever types of content you feel might stimulate and engage your target audience is what you should be posting.
One way to think outside of the box when creating marketing content is to add a visual element. We live in an increasingly digital world, and readers have more and more come to expect to see some sort of graphic component to their content. Add pictures to your posts to increase engagement, and, when possible, create infographics with succinct data points juxtaposed against a graphic background.
Also, don't underestimate the power of a well-crafted video. While some visitors will want to take in information via reading, others are more visual or auditory learners. Having both types of content on your website will allow you to reach the greatest possible audience, and connect with them regardless of their content preferences.
3. It solves problems
While readers should be entertained when viewing your content, they should also be able to gather from it exactly how your product or service could make their lives better. If you're trying to market high-end children's clothing, for example, your content should point out all the ways your items can make life easier for parents and kids alike, while still being entertaining as opposed to strictly informative.
One direct way to do this is by answering questions. Via keyword research, it is easy to tell what issues users want addressed. Creating content that exactly mirrors their search terms, and provides value by giving them answers, will create a natural point of entry to your products or services.
Conversely, your content should serve to solve problems on your end as well. Perhaps you're having difficulty driving traffic to your site because expensive kids' clothes are a niche industry. By creating a page devoted to parenting issues and solutions, you'll bring in people browsing the web for this type of advice as opposed to consumers explicitly searching for your products.
4. It is easily accessible
Of course, even the most targeted and well-written content can't make an impact if it's inaccessible to consumers.
First, make sure to choose a content marketing system that suits your organization's needs. Check that the type of content you want to post is supported by whatever system you choose as well, noted the University of California Berkeley. For example, if you want to create video blogs, make sure your page is formatted to handle them. Next, organize your web page in a way that's intuitive and easy to understand. If consumers need to dig around your site to find content, articles are bound to go unread and unshared.
Because many people head straight to search engines when browsing the web, your site should also be designed with search engine optimization in mind. Use keyword strategies and SEO analytics to boost your content's chances of gaining exposure via simple Internet searches. It's also smart to distribute your content directly to consumers through marketing offer emails and social media posts.
Users are increasingly engaging with content on social media, which means that you should be syndicating your own content across several platforms. Creating a consistent brand presence can help expand your visitor base, and increase not only the traffic you get, but also how well-qualified it is. People are more likely to become customers of brands with which they have positive associations, and investing in social media can help create those.
As well, carefully choosing the site you use can help you highlight specific parts of your content. Pinterest is a strong option for posts that have a strong visual component. LinkedIn is the way to go to directly target people in your industry, particularly with more in-depth content that speaks to a more specific audience. For content that will create discussion, Facebook is a natural choice. The important thing is to understand the conventions of the site, and tailor your content to match the experience that the user is looking for.
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