Spiralytics

Performance-Driven Digital Marketing Agency [Free Consultation] – Performance Marketing

What is
Content Marketing?

We approach content marketing with the main objective of content marketing is to attract prospects and transform them into customers through the creation and sharing of valuable content. This helps establish sustainable brand loyalty, provide valuable information to consumers, and generate a willingness to purchase products from or acquire the services of a company in the future. This form of marketing doesn’t involve direct sales, but instead builds trust and rapport with your audience.

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Components of
Content Marketing
Brand focus/objectives

For an effective content marketing strategy, you need to start by looking at your company’s business goals. To do this, you need to pay attention to your objectives and address these content marketing needs:

Grabbing your customers’ attention
Understanding your brand and business model
Getting buy-ins from your teams
Putting your content marketing plan together
Customer experience
/target audience

Knowing what your prospects think, feel, and do when interacting with your brand are essential in unraveling the customer experience. You can define your audience and analyze the customer experience by:

Gathering and analyzing customer data
Developing accurate buyer personas
Optimizing the customer journey and overall experience
Assisting with sales enablement
Content Quality

Content creation should be focused on quality and have the objective of addressing what your customers want and need. This can be done by:

Creating a comprehensive content strategy
Producing various content types to meet varying consumption habits
Writing and telling a story
Following a documented process and system
Promotions

For your content to have the greatest impact, you’ll have to decide where your content will be distributed and which channels you’re going to focus on. Here’s what you need to do:

Develop strategic plans for marketing channel management
Share your content and make it easy for others to share it too
Take advantage of paid, earned, shared, and owned media
Guest posting and content syndication
Tap into the power of industry influencers
Performance analysis

The focus here is on the metrics that you’ll use to determine the success or failure of your campaign. If you want to reassess your plans and make the necessary revisions, here’s what you can do:

Review your business model and brand value
Re-evaluate your content marketing strategy
Benefits of
Content Marketing
Improve brand awareness

Once your content marketing strategy is up and running, you’ll be improving awareness as people start to build an impression of your brand. Remember, 81% of people do online research before making a big purchase.

Affordable cost

Content marketing can be classified as one of the most cost-effective methods of marketing you’ll ever come across. You can produce content, promote it and hit your goals without breaking the bank. So long as you do it right.

Increase traffic and conversions

Your content and how it’s shared are key to boosting brand awareness. The better your promotional efforts, the more visibility and trust your brand stands to earn. With more visibility comes more traffic, while more trust leads to higher conversion rates.

Foster good customer relationships

By providing all the information your customers need to make informed decisions, you’ll have the opportunity to build a loyal client base. This also gives you the chance to establish strong customer relationships that lasts.

Build a strong social media following

When you’ve established your brand as an authority in your industry, you’re on your way to building a strong social media following, opening doors for your brand to be an industry leader.

Working with Spiralytics has been a pleasure. The hands-on management of our content and the knowledge of the team have had a positive impact on our content marketing strategies; creating 180+ new inbound links and strengthening our website’s SEO.

Anna Elliot
Director of Marketing, PureB2B
Tips for Content Marketing Success

Be Transparent With How You Collect and Use Customer Data
It’s no secret that businesses make good use of the data they collect from their leads. Now that acquiring customer information plays a big part in the creation of your content strategy, you have to keep in mind that data privacy has turned into a sensitive topic.

57% of consumers are hesitant to share their data with the belief that it will be leaked and used irresponsibly. Laws such as the European Union’s General Data Protection Regulation (GDPR) and the State of California’s Consumer Privacy Act (CCPA) have been made to protect consumers, but these bills don’t completely eliminate the risk of a data breach.

At the end of the day, it’s still your responsibility to protect your customers.

Being honest will build trust. Even if you’re providing something valuable in exchange for their information, they’ll still be reluctant to share their data if you aren’t clear with how you’re going to use it. Practice transparency with your customers and tell them how you’re going to use their data.

Creating a policy page with all the necessary information is a simple way to inform your visitors.

Optimize Your Landing Pages
You may be enjoying high amounts of traffic, but always remember that converting those leads will always be your end goal. One common mistake that marketers tend to make is that they redirect their visitors to their site’s homepage. It’s acceptable in some cases, but this habit can cause you to miss out on a lot of conversion opportunities, as optimizing your landing pages can boost your conversion rate by up to 27.4%

After your leads happily binge on your content, you can use this opportunity to set them up to make desired actions. By strategically placing pop-ups, links, and call-to-action buttons, you can structure their browsing journey by redirecting them to a conversion page.

When paired with behavioral analysis tools, you can easily improve the user-experience design elements of your site.

Heatmaps such as Hotjar and Crazy Egg will show you how your visitors are interacting with your landing pages. Just by simply knowing the areas that grab their attention, you can use this as a reference to know where you should place both functional and aesthetic components in your landing page.

For more tips and tricks on how to optimize your landing page, check out Optimizely’s guide.

Create Specialized Content
With businesses continuously entering the digital space, the internet is now saturated with so much content. If you create content on generic topics, your blog will face a lot of competition and may have a hard time reaching the top search engine’s results pages. In these cases, narrowing down your topics might be the best way to go.

Blogging on focused subjects can do two big things for your business.
     1. Improve the quality of your leads
     2. Establish customer loyalty

Specific content attracts customers with intentions to purchase. Narrowing down your topics may reduce the number of leads you get, but you’ll improve your conversion rate in return. Once you’ve analyzed and established the characteristics of your buyer personas, you can create content that can aid them in different stages of the buyer’s journey.

Other than attracting better leads, personalized content will pave the way for a pleasant browsing experience. Always remember that customer loyalty is gained through positive engagements. Being able to consistently provide valuable information will let you be seen as a reliable figure and boost your reputation in the market.

If your brand is highly active on social media, utilize the monitoring capabilities of your platform to learn what your audience is talking about. Gaining their feedback and insight will help you create customer-centric content and may even improve other areas of your operations.

Invest in Remarketing
Remarketing ads are an easy and cost-efficient way to boost your sales

To cut to the chase, this strategy gives you an opportunity to re-engage with users that have previously visited your site. If a person sees your ads frequently, they’ll gradually develop awareness of your brand and build a level of trust. Just by establishing your presence as they browse, you can showcase your brand without giving off a hard-sell approach.

Businesses from all industries have greatly benefited from what remarketing has to offer. In fact, 56% of companies are continuously using this method to attract customers. If you plan to invest in a campaign, organize your customer database efficiently so you know who to reach and how to do so.

Conduct Competitor Analysis

Conducting a competitor analysis won’t only tell you where you stand amongst the giants in your industry, it will also tell you why they’re able to rank that high. By comparing your strengths and weaknesses to theirs, you can gain insight into how you can further improve your strategies.

Luckily, there are many analytics tools that you can use to monitor your competitors. Today you can easily figure out which keywords they rank high for, how many backlinks they’ve acquired, and which digital channels are giving them the most amount of traffic.

Your experiences with your past clients may have provided some opportunities for learning, but you can learn much more by analyzing the processes of other companies.

To help you get started, platforms such as SEMRush, Ahrefs, and Google Analytics are easy to use tools that have gained popularity in the digital marketing industry. Due to their ability to track and condense data seamlessly, they’ve now been labeled as industry essentials.

Don’t limit your content distribution to social media
Social media has established itself as one of the biggest digital marketing channels.

Even though you can gain a lot of conversion opportunities from millions of active users on Facebook and LinkedIn, you should always remember that there are many other ways you can reach your audience.

Google Display Ads can reach 80-90% of casual internet users and 85% of US-based businesses state that email marketing is a cheap and efficient way to enhance their customer acquisition rates. These two statistics clearly state how efficient other channels can be when it comes to sharing your content.

Your content marketing and social media campaigns go hand-in-hand, but don’t make your content distribution exclusive to this channel. Sharing your content on every platform isn’t a requirement, but you should take the time to test and figure out which ones can yield the best results.

Content Marketing FAQ

1. How long does content marketing take to work?
Once your campaign has been implemented it normally takes around 6-9 months before you start seeing significant results. Just like your SEO, content marketing is a long term investment, so stay patient and you’ll eventually reap its benefits.

2. How do you measure content marketing success?
Metrics. With the help of the best practices and analytics tools, the data we acquire will show how well your content is performing and if adjustments need to be made. At the same time, we use data to fuel the content strategies we create. By analyzing user behavior, customer demographics, and market trends, we’re able to provide data-backed strategies to increase your chances of success.

3. Why choose Spiralytics Agency?
Great track record and flexibility. We’ve worked with many different clients and have made it a point to understand the unique needs and dynamics of their businesses. Whether your company is operating in the finance or design industry, rest assured that the content marketing services we’ll provide will be able to strengthen your online presence.

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