Write About Everything

At some point, your product or service will come up, but it shouldn’t be the only thing you focus on in effective content marketing. According to the latest research from HubSpot, businesses that utilize blogs in content marketing specifically are 13 times more likely to increase their ROI. Another great thing about blogging is that it is quite easy to incorporate into most websites.

Content marketing and, ideally your content schedule, should be aligned with other facets of your marketing strategy and messaging. In fact, you probably want to do some specific promotions for some of your content – e.g. a new ebook or a webinar are great hooks to pull people in via PPC or Facebook ads. Your company’s website and social media platforms are potential drivers of growth. You might not be expecting anything in return, like a direct transaction, but the potential for attracting new customers and gaining impressions and clicks is much higher. These are the interactions that come from the distribution of useful content, which ultimately makes content marketing an important part of your strategy. Content marketing can be a highly effective way for small businesses to set themselves apart in their industry or marketplace.

Content marketing is a long-term strategy, so while you may have a slow start, each of these stages is absolutely vital to making sure you have a solid foundation in place to set yourself up for success. While content marketing ROI can be a bit tricky to measure, the value it provides is clear if you look in the right place. Content marketing can take various forms, and in order to do it right, you’ll need to determine what type of content your potential buyers prefer to consume. Content marketing is a completely unique approach to engaging with potential customers that circumvents some of today’s biggest pain points, especially in the digital space. To learn more about how Mailchimp can help with your social media strategy, check out the comparison of our free social media management tools versus others. Once you have content, it’s time to get the word out about it.

In the ’50s, Kellogg’s tailored their graphic design and brand messaging toward children, allowing them to sell more cereal. In layman’s terms, everything you publish on the web needs to 1) generate reputable backlinks, 2) be useful to readers and 3) have a strong click-through rate and dwell time. Turn an article into an infographic, slideshow, or video. Once you have determined the right topics for your content hubs and content pillars, you can place them on a content calendar to make it easier to track upcoming and missed deadlines.

There are numerous tools available to help you easily create content online, too. Visme.co is a great option, as well as PiktoChart and Canva. Podcasts are an engaging, personable tactic in which you can reach users – even people who don’t enjoy reading can learn about your products and brand ideas. Podcasts allow customers to consume content more passively.

Find the areas that make you unique and give you an advantage and make content focused on that message. One of the keys to providing a smooth buyer’s journey is to begin by providing value and sparking engagement without a hard sell. Think of it as a service you’re providing that has the added benefit of keeping your brand top-of-mind. Read more about buy Instagram Followers here. Think of category pages as middle-of-the-funnel content — your user wants to buy a product like yours, they just need to get to know your brand story and view your available offerings. In fact, when we teamed up with BuzzSumo to analyze 900 million articles, we found that the correlation between links and social shares was… practically zero.