3 Tips to Maximize Your Return on Content

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4 min read

Updated: April 22nd, 2020

Capturing the attention of your recipient within the first eight seconds is crucial. With the exposure to millions of information every day, it comes as no surprise that the average customer attention span only lasts until 8 seconds.

To get your recipients’ attention and ensure it will last, make your content interactive. Include Infographics, videos, surveys, polls, quizzes, calculators, and images so you can sustain your readers’ attention until they reach your CTA button.

This cannot be stressed enough. You need to figure out what your goal is and why you want that to be your goal. Whatever that is, that will become the foundation of your content marketing campaign. For example, if your goal is to generate traffic to a website where you are earning revenue from ads, then your future content should be focused on driving traffic to your website. Maybe add in your recently published articles or popular posts that have recently generated traffic higher than the average. Starting with a goal is fundamental to any course of action in business and an e-mail marketing campaign is no exception.

Marketing strategies are dynamic. What used to work before may no longer work nowadays. Customers are prone to changes since economies, technological environments, or even personal values also change. All of these are crucial to the success of a content marketing campaign. If companies fail to acknowledge these changes, their content marketing campaigns may lose their effectiveness – costing companies for nothing. That is why it is important for companies – especially those who are at the top making the decisions – to be sensitive to their customers’ needs and preferences.

But before going to the tips on maximizing your return on content, let’s define key terms first.

What Is Content Marketing?

Content marketing is the process of carefully planning your messages, media, and approach to your target audience with the goal of establishing long-term, profitable relationships.

For your search engine optimization (SEO), content marketing factors in the importance of the preferences of “real people” over algorithms. People need to like your content and continue reading and engaging with it so that systems’ algorithm can detect that your content is worthy of being shared to others.

Setting Up Your Content Marketing Plan

Your content marketing setup will dictate your company’s digital transformation and growth. Without such, you will run the risk of growing irrelevant especially in a fast, turbulent business environment. Modern consumers are now all about connectivity, speed of service, quality, accessibility of information, and most importantly, quality of content. Disregarding these factors may cost you your business.

Setting up an effective content marketing plan has worked for a lot of huge companies (even start-ups) and has largely contributed to their success. Digital marketing plans, including content marketing, have caused these companies to boom – being able to increase their customer engagement rates, get more leads, and convert them into more sales. 

How An Effective Content Marketing Plan Helps

More sales, obviously, increases profits for companies and these profits can be used to fund more equipment, more manpower, more research to improve the quality of companies’ products and services, which will eventually give them an edge against their competitors. If consumers then find out that these companies are different, that they offer better products and services, then they will buy more and more from these companies.

This is what we call “customer loyalty.” And customer loyalty is one of the most important factors in a company’s growth. Customer loyalty allows businesses to thrive. It also helps businesses get more sales when these customers themselves advertise the company to their own social spheres – their spheres of influence which may include their direct families, neighbors, officemates, or even strangers. This free word-of-mouth advertisement gives the company better customer reach and engagement, which again, boosts the company’s sales.

Three Tips In Maximizing Return On Content

1. Study your target market, gather data to craft your buyer persona

Buyer persona is a term used to refer to “who” a company is selling its products and services for. It should include their location (which can be gathered using web analytics tools), age, income (purchasing power), or even their job titles. You can even dig deeper by gaining insights on your customers’ goals, challenges, interests, and priorities.

There are tools that you can use to help you with this. There are systems developed like one from Saphyte that can help you monitor your target audience’s email behavior. But aside from using the appropriate tool to make things easier for you, you should also know what your business goal is, and why that is your goal, to better understand your target market and explore ways to engage them.

Every business should know its goals – why the business is there and for what purpose. Knowing your goal allows you to craft a marketing plan, including a content marketing plan, that is centered around this goal. Tactics and strategies should be built around this goal. More importantly, all of the tasks should create a result that will help the organization achieve this goal.

It also goes without saying that if tools are available to fast-track the process and help the organization achieve its goal, then these tools should be identified. After the identification of the tool, know which tool has the best features and functions in relation to the organization’s goal. This will be part of the business’s long-term investments

2. Hire the best people you can afford (get proper staffing)

Indeed staffing is one of the most crucial parts of organizational success – and this applies to content marketing. If your staff is incapable and their skills are outdated (especially in running a content marketing campaign), you are running the risk of losing in the competition. Get the best people that you can afford – this means that you don’t have to hire someone so expensive that you would run out of business in a year. Hire someone with the best skill set and make sure that you have the funds for it.

Empower your staff to make strategic decisions for the team. If they are actively engaged with your target audience, then they know what content best suits the target market. This lessens the risk of the information being lost in translation when it travels up to the management. 

Transparency may be the key to winning your customers’ trust. Post something like a “Behind the Scene” footage. If they know who you are and what you do, without that typical business facade, then they might be less hostile with you. In fact, they may even be more honest with you. And this genuine feedback is what you will need to grow.

3. Offer something that has actual value to people’s lives

The usual trap to every business is envisioning something – a product or a service – that may be good on paper but has no actual value to your target audience. Be careful with this. Make sure that your business has actual value to your customers and make sure this message gets sent across to them in your digital marketing platforms.

Continue changing the way things are done digitally. Discover new ways on how to market digitally. Give a breath of fresh air to your target audience across multiple digital marketing platforms. More importantly, understand your competition.

Conclusion

So these are the three tips you will need to crafting a content marketing plan that will surely give returns to your business. Now go your way and craft your very own content!