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Maximizing Return on Content Marketing

Sep 11, 2020 9:00:00 AM

Maximizing Online Content

Many startups come out the gate confused about managing, creating, or even stepping into modern marketing. Asset creation is a part of the business’ ecosystem. If you want to leave a footprint, it has to be through telling a story that is worth wild in educational, entertaining, and enjoyable content.

Consumers buy from people they trust. This is why word of mouth is the most valuable source of marketing. According to a Nielsen study, 92% of consumers believe suggestions from friends and family more than they do advertising. However, companies are no longer relying on word of mouth. Today’s market demand businesses to utilize their time, resources, and superior products to stay ahead of the ever-growing competition. Implementing innovative ways to attract clients is now a part of our new normal.

Image of the world surrounded by social media apps

Companies are now having to redirect their marketing approach. Traditional Print and TV advertising is no longer a key investment. It once was due to the sheer gap in Return On Investment compared to new media companies. As you know, Facebook, Twitter, Instagram, Pinterest, LinkedIn, Snapchat, TikTok, Reddit, Medium, WhatsApp, QQ, and many others are the leading platforms. They are currently driving modern society's attention, and more importantly, these platforms are generating the most revenue.

The marketing industry has changed drastically over the past decade. Maintaining an accessible navigable online presence has become vital to business success. Being active and responsive online helps customers better understand what you stand for.

Are you keeping up with the pace?

In 2020 companies have been producing more content for their consumers on a more consistent basis. As more potential customers turn to Social Media as a way to engage online, businesses had to meet the demand. It’s essential to take the conversation to your customers. Having specific content enhances the opportunity of reaching your targeted audience. Incorporating content pillars is a great way to maximize your content assets. A content pillar is a substantive and informative piece of content on a specific topic that can be broken into many derivative sections, components, and materials. It allows blog posts to have supporting elements that help attract different kinds of buyers through various channels.

How to create a Content Pillar for your next Content Marketing Strategy

The first step in planning your content pillar is figuring out how you will create that more extensive piece of content and strategizing how to get the most out of every section. You can use helpful tools such as MarketMuse, WordStream Advisor, and SE Ranking, to help you create the most relevant content on any topic.

As you approach the content creation process, remember that your pillar content articles should be so helpful that members feel compelled to bookmark your page. According to Single Grain, only 80% of people will read a headline while only 20% click to read the rest of the blog post.

Image of podcast topic cluster

Your pillar page content should be the lead generator. It helps you establish authority and speak directly to people who are most likely to be interested in your product or service. Once you have created your pillars, you want to make sure you promote it on social platforms. Share the content in your online business groups. If the members find it valuable, they will likely share it on their media and increase your content's chances of getting more exposure.

With the ever-growing competition with who gets to the top of the search list, companies are finding ways to utilize the assets they create more effectively. Hyperlinking other blogs in your content is a great way to make your content more valuable.

Brand Assets

Within the last ten years, the push for search engine appeasing content has skyrocketed. Many marketing experts have discovered that branded assets make up a massive part of a marketing campaign. Brand assets should include your company’s logo, color palette, font, and product packaging. Consumers should be able to identify your brand from others easily.

According to the Ehrenberg-Bass Institute of Marketing Science, brand elements can only be considered assets if the aspect is unique and well known to the consumer. Small businesses such as mom and pop shops are playing the catch-up game with social media. This is not as simple as investing. It is essential to be knowledgeable on social media to know what type of investment is needed. Despite looking like an easy task, you need good advisors, consistent content creation that will become a game-changer for your business.

Image of tablet with social media platforms displayed on the front

Instead of investing in Ads on different social media platforms, consider creating small and straightforward shares that directly benefit your clients. Give examples of problems and, more importantly, share standard solutions that make your company stand out.

Everything you post on social media reflects your brand, so be very conscious of how you tell your story through marketing. Assets create opportunities for people to come across your website naturally.

Re-Purpose, Re-Use, and Re-New

Many business owners stress over the amount of content they have to create to stay relevant. They fail to realize how much usable content they already have. The purpose of reformatting your content is to appeal to different audiences and extend your reach. Reusing your content puts your favorite up front and center, ensuring that amazing content is never forgotten.

Once you have blogged a lot about a specific topic, consider repackaging those blog posts into a fresh new guide. For example, you may have written about how to create your next social media campaign in the past. You can repackage past written blogs and bring quality content back to the forefront. Your blogs don't have to live on your website. In the age of multiple branches of reach and distribution, the more platforms your content sits on, the higher your odds at driving more traffic back to your site. Any blog post can be turned into a potential podcast, a Series of Memes, a pitch deck to present to clients, or tweets for your next campaign project.

Image of digital computers

Podcasts are the modern-day radio show formatted program that you can disseminate to any audio platform that you can take with you on the go. It is not bound to the traditional radio station that would curate content but rather independent programming from anyone with a digital recorder and microphone. They vary in genre and purpose but can be very influential nowadays. Marketers and companies are taking advantage of using such a platform to inform their listeners on the operational side of things and deliver news and updates of their brand.

A pitch deck is merely another way of saying a slide presentation. It simplifies a topic and allows you to add visual representations to make it more palatable to the audience regarding technical related subjects. It also creates a relatively simple sharing method amongst potential clients and others interested in the material.

Historical Optimization, in a nutshell, is getting the best of your oldest content like blogs, articles, and reworking/revising it to meet or exceed Search Engine prerequisites to reach those higher rankings. Start with your best stuff always because even if you move the needle a little bit, it'll be further than anything ranked under it. Just like previously said, one-piece can be cut into smaller pieces, including your older blogs. Imagine spending only an hour taking snippets and expanding your reach to new generations of users and potential clients.

5 Things to Consider for content planning.

When creating a content plan, you want to start with a goal. The goal of content marketing is to compel your audience to take action. Without the effort, you’re missing the most critical part, which is engagement. Start by telling the audience what you want them to do. Whatever you decide, make sure each piece of content is connected to a measurable result.

When creating digital content, it is important to understand your audience and know their needs. Listen to the questions your audience is asking through search engine queries, and email inquires. Kristina Halvorson, CEO and Founder of Brain Traffic, said, “The reason we struggle with content marketing is because we haven’t started with ‘Why?’ Customers don’t care about your vanity metrics. Ask them, ‘How can you help?’”

Image of a making confidence social media sign

Keep your content fresh by changing up the content style. Customers and prospects grow tired of seeing the same repetitive content over and over again. You should be implementing your company’s culture in your weekly posts. Not every post has to be business-related. However, it should have a balance between thought-provoking leadership pieces that firmly establish your brand’s point of view.

Good content should educate and encourage action. Including a call-to-action button (CTA) is good practice when trying to move your audience through the buyer and customer journeys. It helps ensure you are promoting the campaigns or actions that fit your overall marketing strategy with each post published.

Planning the content that your website will create is only half the battle. Converting high-performing written content into video is a core content marketing concept. It’s an easy way to get more life out of a piece of content and allows you to unlock a new audience.

If you had to guess what the youngest age group is on social media, what would it be? Youtube is the number one streaming social media platform. YouTube has over 2 billion users, almost one-third of all people on the Internet. Their youngest age group is between 1-5 years old. There is actual content out there geared towards those specific minds and ages. You'd be surprised how much little production value is involved in the most popular videos.

It is important to understand that topics or subject matter changes in the blink of an eye. It's nearly a blimp to the attention of modern-day consumers. Some companies will heavily invest to reach that virality, but at the end of the day, it is the value of the digital asset that sets apart what lasts.

If you’re a company that is unsure how to maximize your branded assets, you’re not alone. Gray Group International helps brands build scalable systems that drive internal and external customers through a “wow” worthy buyer and customer journey towards advocacy. We’re here to help you develop content that will fuel your company’s growth for years to come. Reach out today to speak with me about growth opportunities hidden in your missing “wow” moments.


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