As any marketing professional or firm will tell you, it is no longer difficult or necessary to SELL clients and agencies on content marketing strategies highlighted by targeted blog posts, short videos and whitepapers busting with statistics. The benefits are endless and well-established — drive traffic to your website, solicit contact information for lead generation, establish yourself as a credible source and many more. What you SHOULD be telling your clients, is how to make the most of your content — ensuring delivery, download, engagement and return on investment.
Producing the content is only half the battle — let’s talk about winning the war and making sure your content marketing strategy achieves your desired goals:
1. Define your audience. Does your content have a specific end-user? The answer should always be, yes. If you are creating a whitepaper or blog post with the intent to receive downloads (and contact information) from a niche target audience, make sure your content addresses their pain points. For example, a financial advisor may want to solicit information and web visits from individuals between the ages of 40 and 50 who are getting ready to send their children to college. Rather than title your content, “10 Ways to Save Money,” try “The College Decision: 10 Finance Tips You Need to Know,” or something to that effect. Yes, you may get less downloads and web visits. However, the qualified leads and traffic you do receive will be much more credible and likely yield higher ROI.
