You’re always on top of the latest trends. Whether it’s a new restaurant in town, exercise craze, or innovative ways to brainstorm with your team, you’re always in the know about the next big thing. When you introduced content marketing to your strategy, you expected the phones to be ringing off the hooks and your inbox to be flooded with form completions. Why shouldn’t you? According to a 2016 report published by the Content Marketing Institute and Marketing Profs, 88% of B2B companies have a content marketing strategy. Before you throw in the towel, here are several ways to revive your content marketing strategy.
How do you know where you’re going if you don’t have a final destination? You need to set marketing goals so that you can get a pulse on whether or not your marketing efforts are successful. And although calculating the ROI for your marketing activities may be complex, that doesn’t mean that it can’t be done. Some important metrics you’ll want to keep in mind are your customer acquisition cost, your number of leads per month, and your customer lifetime value.
Brain dump on paper.
You’d be amazed by how many companies claim to have content marketing strategies, yet only a fraction of them actually have the process documented somewhere. Whether you’re a one-man show or part of an entire team, it’s important to write down your strategy where everyone can access it. Instead of having your team read your mind, they’ll be able to refer to the documented strategy. This will cut down on the time it takes to answer questions, as well as the number of revisions needed to get it right. Remember that your marketing strategy isn’t written in stone. You should constantly adapt it to match the latest industry trends and invest into what works.
Invest in your efforts.
No matter which way you look at it, content marketing is much more affordable than outbound marketing tactics, such as radio spots, magazine ads, cold calling, etc. We get it. It’s tough to not see the results you crave – and to see them instantly. However, you must invest a significant amount of time, thought, and money to make sure your strategy plays out the way you planned. Just like search engine optimization, changes don’t happen overnight. Don’t forget that you get what you pay for. If you’re outsourcing your blog writing for 5 cents a word or having an intern post willy-nilly to your social media channels, your lead generation game wouldn’t be as strong as if someone well-versed in your field were to handle it.
Don’t follow the crowd.
Like many other B2B companies, you’re in a niche market, so why are you doing what everyone else is doing? Tailor your content marketing strategy to be as unique as your business offerings. Your strategy may be suffering because you’re focusing on what is working for other people instead of what might already be working for you. Zone in your business’s unique value proposition, and make sure it shows up front-and-center in every piece of content you publish.
Go the extra mile.
Your marketing teammates are creative geniuses. They made the content. Now all you to do is just sit there and wait for the site visitors to flood in.
Hmm… not quite.
Part of the reason why your marketing strategy may have gone stone-cold is because you’re not promoting your content on various channels. It’s like making dinner for your family and hoping that the smell will draw them into the kitchen. Sometimes you need to call them to tell them that dinner is ready. Social media is a quick and easy way to broadcast a message to your network of fans to let them know fresh content has been served.
Invest in time-saving tools.
Sometimes your strategy hardly sees the light of day because it’s too complex to implement. It takes a lot of man-hours to write content and share it with the planet. If you’ve given up on your content marketing strategy because it’s too labor-intensive, rest assured that there are hundreds of online tools that can make your life a lot easier. Tools such as Hootsuite, Buffer, and HubSpot help you manage and post to your social media channels when you’re not on your phone or computer. HubSpot could actually be the one tool you need to manage your content marketing strategy. It allows you to not only take Twitter by storm but also create email workflows, build out landing pages, and so much more.
Save the day with SEO.
Search engine optimization (SEO) is what brings people to your website. A good content marketing strategy is what gets them to stay. In order to be successful, you must have a well-developed SEO strategy, in addition to your content marketing strategy. Before you launch your next campaign, do some keyword research to make sure this topic is worth going after. Each blog post you write should have a target keyword, and the blog post page should be optimized around it.
Have the results of your content marketing strategy been less than ideal? Our marketing team will help you take your strategy off the ice and bring it back to life. Contact us today for a free consultation.