How to use content marketing to grow your business
If you are looking to generate more leads for your business, content marketing is the way to go. A lot of businesses are using it today and seeing great results. In this blog post, we will talk about how you can use content marketing to increase your revenue quickly!
Content marketing is a form of marketing in which the marketer publishes articles, videos, infographics, etc., on his company’s blog or other social media channels to educate customers about their services. Content marketing may be shouldered by an individual or multiple contributors within the organization. This approach intends to give value to people who are not necessarily customers but could become prospective buyers down the line. Instead of being funneled through costly and time-consuming advertising campaigns, content reaches its audience in a cost-effective manner where somebody searches for it online rather than being delivered in a contextless fashion with paid advertisements.
The 5 best tips for using content marketing to grow your business:
1. Define your business goals.
To define your business goals, start by asking yourself two questions: what do I want to accomplish, and how does this fit in with the overall strategy of my company. The answer will be different for every company and may involve increasing sales or improving customer service. Once you’ve set a goal that can affect both employees and customers, then it’s time to figure out how content marketing fits into this plan. Content is not going to magically increase revenue on its own; rather, it should support an existing business process such as lead generation (which we’ll get more into later). Make sure that through setting clear expectations around specific objectives like website visits, social shares, and leads generated that content marketing is working to support the company’s goals.
Once you have a goal in mind, it will be much easier to determine what type of content you need to produce to achieve this goal. Do you need blog posts? Videos? Whitepapers? Ebooks? If you’re not sure where to start, take a look at what your competitors are doing and try to emulate their strategy. However, don’t just copy them — make sure that your content is high quality and provides value for your audience.
2. Create a content marketing strategy.
The next step is to create a content marketing strategy. This will be the plan that you follow over the weeks and months as you publish new pieces of content. If done correctly, this process can help your company grow its audience organically by attracting high-quality readers who are interested in your services. The best way to come up with a good strategy is to start by listing all of the types of content that could support your business goals — then narrow it down from there! For example: if lead generation is one of your top priorities, think about what kinds of assets would entice people on their own time to sign up for more information via an email opt-in form. After you have brainstormed some ideas, try putting them into categories like blog posts, videos, infographics, etc.
Once you have a good idea of the different types of content that you will produce, it’s time to start planning out your editorial calendar. This is simply a schedule that outlines when each piece of content will be published and can help keep your team on track. You don’t need to plan everything out in advance — in fact, most companies find that it’s helpful to have some flexibility in their editorial calendar so they can adapt as new ideas come up. However, having a general plan for where you want your content marketing efforts to go will help ensure that you’re not publishing irrelevant or off-brand material.
3. Develop relationships with influencers in your industry.
One of the best ways to get your content in front of more people is to develop relationships with influencers in your industry. These are people who have a large following on social media or who write for popular publications. When you team up with an influencer, they can help spread the word about your company and its content, resulting in more website visitors, social shares, and leads.
The key to success when working with influencers is to find ones that align well with your brand values. For example, if you run a sustainable business, it wouldn’t make sense to collaborate with an influencer whose posts are full of luxury items that don’t fit into your company’s ethos. Take some time to research which ones would be the best fit, and then reach out to them with a proposal. This could include an offer to write a guest post for their blog or to collaborate on a video project.
If you’re not sure where to start, try using a tool like BuzzSumo which can help you find the most popular content in your industry. You can also use this tool to research who is sharing this content so that you can get in touch with them and ask if they would be interested in working with you.
Now that we’ve covered some of the basics, it’s time to dive into how content marketing can help support lead generation efforts specifically. Keep reading for more tips!
4. Create landing pages to capture leads.
The last piece of the puzzle is creating a strategy for capturing leads off your blog posts and other content pieces. Capturing leads involves setting up forms where website visitors can enter their contact information in exchange for access to certain assets or resources, like ebooks, whitepapers, etc. To make this process as efficient as possible, these must be strategically placed within your content so they don’t disrupt the user experience. If you’re not sure which forms would work best at different stages on your site — check out this article by HubSpot! Once again, if you need help with designing or developing quality lead generation tools there are plenty of agencies who can do that for you (for example TopTal).
Lead generation is about more than increasing the number of people who are coming to your site. It’s also an opportunity to better understand what they need and how you can provide it in a way that will help them achieve their goals. By starting with strong buyer personas, defining clear objectives for each piece of content you publish on your blog, creating calls-to-action throughout all forms of media — including video, infographics, and print — your company will be well on its way to attracting quality leads into your sales funnel!
5. Provide valuable resources that can help your leads achieve their goals.
One of the most effective ways to generate leads through content is by providing valuable resources that can help your leads achieve their goals. This could include anything from ebooks and whitepapers to checklists and templates. When you create assets like this, make sure they are high-quality and relevant to what your audience is looking for. You also want to ensure that they are easy to find on your website — don’t bury them in a sea of other links or make people scroll through a million pages before they can find them.
Another thing to keep in mind when creating lead-generating content is that it’s important to make the process as easy as possible for your website visitors. This means providing clear and concise instructions on how they can access the asset you’re offering, and including prominent calls-to-action throughout your site. If you want people to sign up for your email list to download an ebook, for example, make sure the form is easy to find and that there’s no friction stopping them from completing it.
By following these tips, you’ll be well on your way to generating more leads through content marketing!
What's Your Reaction?