The days of having a website for transactions without any captivating content to engage traffic, leads and sales have long passed. As a business owner, sales is one thing that’s always top of mind and is typically never consistent. You might have amazing months, while other months are slow, making you feel nervous about the sustainability of your business.
However, what if I told you that there is a way you can assure incoming sales? The answer: Content marketing. More specifically, according to Demand Metric, content marketing is more effective than outbound marketing — it costs 62% less and creates more than three times as many leads.
Here are five content marketing tactics you can implement now.
1. Develop a content calendar for your target audience.
Knowing exactly who you’re targeting and the problems you solve is where the magic happens. As you work on the development of your content calendar, position the content you plan to write by first answering the following questions:
• What search queries do you want to show up for?
• What types of content does your target audience visit to get more information to help alleviate their pain points?
• Dissect your target audience to three specific personas. Who are these people and how can you help them?
After this, make sure you map out that content by identifying where in the conversion funnel each persona will land. Here’s an example template from Distilled.
2. Make time for blogging.
Of course, your content calendar will help lay out all of the content pieces you want, the cadence to push that content out, and to whom. But often, running a business means you have to wear multiple hats, so even a simple task like blogging can fall by the wayside.
Hold yourself accountable to blogging anywhere between one to four times per month for starters and then gradually grow from there.
Here are a few stats to convince you exactly why you should invest in blogging:
• Compounding blog posts make up 10% of all blog posts and account for nearly 40% of overall traffic.
• Companies that make it a point to regularly blog are 13 times more likely to get positive ROI.
3. Repurpose your content.
Creating content and keeping up with the consistency of pushing out new pieces every month can sometimes be daunting. So another critical aspect of content marketing is repurposing your popular content pieces and turning them into valuable assets.
For example, take a popular blog post and turn it into a visual infographic, turn a whitepaper into a blog series, and so on. Once you have content written, the opportunity to creatively get more out of it is vast.
Here is a list of content ideas to help get you started:
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• Video tutorials
4. Be where your customers are (digitally).
From social media networks to forums, the importance of participating in conversations that your target audience and existing customers are having will be instrumental in increasing sales.
Make sure you are tracking and measuring your efforts. To be more specific, let’s say you are pushing to drive results with social media marketing. In order to do that, you have to do the following:
• Identify your KPIs
• Clearly define your goals (i.e., turning engagement into converted sales)
5. Promote your content through email.
The ROI for every $1 spent on email marketing is $44. Just as you’ve taken the time to build your content calendar, your email marketing schedule should be done with the same level of care. That means you’re not just spraying and praying, but you are segmenting each persona in their own buckets with the content they actually want to consume.
Additionally, make sure to institute automation where it makes the most sense. Building specific automated workflows based on the actions that people take will save you a lot of time and help you focus on the content that’s truly driving sales.
Know that these five tactics will take time to optimize to drive the best results. It is crucial that you implement as much testing as possible so as to learn exactly what’s working, what’s not and what you need to improve on.