Best practices in content marketing Understand your audience. You know who you're talking to and you know what content to use at what stage of the buying cycle. Listen to the most downloaded B2B sales podcast in the world Content marketing is about attracting the right audience, that is, those who are most likely to interact with your brand and buy your products. But you can't write content that appeals to the right audience until you know your audience.
For example, if you're a web design company, your main topic could be web design. You would write a main page entitled “The Ultimate Guide to Web Design”. Then, you would write pages like “UX Design 101” and “How to use HTML & CSS” to support that overall theme. A few years ago, the HubSpot blogging team discovered the importance of adopting a historic optimization strategy.
By reusing old (but still high-quality) content, the team was able to double monthly leads and increase monthly visits to organic searches by 106% on average. When COVID-19 became a reality, more people than ever connected to the Internet, and some for the first time. Now, most business is done through digital channels, including things like buying food. Another trend in content marketing is also related to COVID-19, so its appearance is no surprise.
Brands are forming online communities using platforms such as Slack that focus on creating and customizing content. All entrepreneurs, regardless of the type of organization they work for (B2C, B2B, non-profit or individual entrepreneurs), want content that generates traffic and helps increase their audience. To this end, it's a great idea to make your readers feel special by creating effective content marketing that provides exclusive access to information. How exactly can content marketing help you meet your digital marketing objectives? According to SEMrush, content marketing can generate 97% more backlinks, 55% more traffic, five times more leads and 434% more pages indexed in search engines.
Use these content marketing best practices when creating your content marketing strategy. Showcasing industry news is a great way to establish your brand as a thought leader. Relevant news information can also help your audience make better decisions as they face changes in their industry. By highlighting relevant news, your team can better connect with business leaders and decision makers, who are most important to your company.
However, many brands struggle to produce this type of content on a regular basis. Because deadlines are conflicting due to product launches or year-end sales goals, it can be difficult to dedicate the right team to researching the content of industry news, especially since most of it is urgent. By partnering with reputable publications and licensing their content, your team can continue to publish news and position your brand as a thought leader with fewer resources. Since content is increasingly found behind a paywall, news selection is an effective strategy that brands can take advantage of.
Since only 20% of Americans have a digital news subscription, your team will be able to show unique content to your audience to build trust. Connecting and building trust with potential consumers has never been so difficult, considering the amount of content that circulates through communication channels, flooding social networks and overwhelming people's inboxes. If you feel that your marketing campaigns aren't successful with your audience, you're probably missing out on empathy-based marketing. During the pandemic, AdvisorStream noted that its articles on health and well-being were among its best-performing assets, although they are a financial marketing platform.
Even in B2B, it's important to go beyond just people and data to encourage those connections. Reliability and credibility continue to be major issues in the media ecosystem. For healthcare content marketers, this distrust is especially important. A study conducted in Singapore showed that misinformation led people to rinse their noses regularly with saline solution and garlic to combat the COVID-19 pandemic, rather than regulations related to social distancing.
In addition, in a recent survey, 36% of patients said that they don't trust pharmaceutical companies. As with behind-the-scenes information, you can collect this data as part of your overall content creation process. By setting clear content marketing objectives and KPIs, your company can track data such as the number of leads, impressions and conversions, all of which will help you analyze and, in turn, make informed and intelligent decisions. Instead of logging in to many different channels every day to publish your content, explore different solutions that allow you to publish on several platforms at once.
Video allows companies to showcase their products and services with customer testimonials, product demonstrations, and behind-the-scenes video content. One of the most effective methods to spread brand awareness and attract new customers is through content marketing. In your content marketing campaigns, seek to know your target audience, meet their needs and solve their problems, and soon you'll have an army of brand evangelists who will promote your brand for you. If you intentionally promote your content to people who have already shown interest, you increase your chances of capturing their interest at the right time.
Knowing your audience helps you create content that grabs their attention as they go through the buying process. Video content marketing is still an excellent marketing format that helps boost your message and tone. It's useful for people to visit your other content and social media sites, and you can use a wide range of content formats, such as checklists, videos, instructional articles, and worksheets. For the same reason, I don't recommend creating a content calendar months in advance: it's not agile, it's not responsive, and it's often a waste of effort when business objectives change.
Take note of the commonalities between your successful pieces of content and use this information to optimize both new and existing pieces of content. .
