Master 15 tactics of Content Marketing : Create your own content recipe
“There was a team at SAP that had an enormous budget for advertising campaign landing pages. Those pages typically saw a 99.9% bounce rate, and any traffic that went there was paid. I asked for a small percentage of that budget with the promise of driving organic traffic to the site. It was a win-win for the both of us.”
Anyone can write content, some speak for themselves, some do it for others. But, all of them have one thing in common, that is “work smarter, not harder.” Create a consistent & relevant value among a clearly defined audience & share your recipe with others.
There are 15 secret ingredients to make a perfect content recipe. Let these key elements smile upon your face.
#1: Develop a perfect vision
It actually takes work, imagination, and a deep understanding of the competitive world.
Step 1: Plan a operational procedure
What you need to consider is the key to success.
Step 2: Get the right resource
People & budget will be your ally to create a successful plan in time.
Step 3: Identify meaningful metrics
Success is quantified by meaningful metrics.
Step 4: Follow CDE Method
Communicate regularly, document criteria & define roles, lastly ensure continuity.
#2: Create a content budget
Content marketing is cost-effective & can’t be switched on or off at will. Statistics show that 38-42% of the budget is allocated to content marketers.
#3: Design a marketing strategy
Documenting alone can’t turn a bad strategy into a good one, having an effective content marketing strategy in place first is important.
#4: Shape an editorial mission statement
An editorial mission statement defines who you are, who you are trying to reach, how you’re going to reach, and most importantly what you want to accomplish after completing the task. It acts as a guiding light in the darkness when creating content & sticks to the point no matter what.
#5: Follow customer intent
On an average, a typical marketer has four different target audiences. For instance, targeting based on interests is highly powerful & effective because marketers who consider intent from the onset are ready to win customer hearts, minds, and money.
#6: Target key influencers
Influencers are an important consideration in making your content marketing a successful one. Search is the preferred way of finding out products & services, but influencers plays a big role to accommodate customer’s mindset.
#7: Ensure better quality of contents
Google’s Panda Algorithm established in 2011, favors quality over quantity. That’s why, you have to work smarter. Think about creating high quality content first before increasing the frequency of creating high-quality content.
#9: Use effective tactics
Each of the tactics you use is effective in its own right. Statistics show that 12-15 different useful tactics are used in content marketing. Collective effectiveness of the combination of tactics occurs by making a longer checklist of tactics & number of tactics used in the first place.
#10: Utilize social media platform
The number of platforms used and effectiveness are prioritized first as they are co-related. There are numerous social media out there, only less than half of the platforms are effective. Recognize the rules of engagement differs from each platform & drive profitable customer action.
#11: Provide the helpful information
Micro moments of Google & Moments that matter acts on a need to learn, do, discover, watch, or buy something through the customer. They are intent-rich moments when decisions are made and preferences shaped. In addition, customers expect brands to deliver the exact information of what they were looking for.
#12: Impact on Buyer’s decision
Customer’s decision making process is another step you can’t ignore. People tend to go on a decision journey, but only a few can get through the funnel to sales. Recency factor does have an impact on decisions. Thus, people generate sales multiple times a day, everyday, once a year, or once in a lifetime.
#13: Employ metrics that matter
A content marketer needs to know the way of creating & managing goals in order to be successful in the first manner. Conversion is a goal representing a complete activity that contributes to the success of the business.
Leading up to primary conversion, micro-goal helps to understand the contribution of user activities in using metrics. Macro-goal corresponds to the primary objective either by lead generation conversions or by ecommerce transactions.
#14: Measure ROI
Return of Investment (ROI) translates to an additional amount of profit on the company’s bottom line per spent on content marketing.
Formula of Calculating ROI:
Return of Investment = (Incremental revenue attributable to marketing * Contribution Margin Percentage – Marketing Spending) / Marketing Spending
#15: Explore the world
Small experiments can lead to big insights. So, experimenting is vital when it comes to a new tactic, a new platform, or a new customer segment to deal with & can lead to a continued success. The power of storytelling & creating heartfelt stories can acquire you a vast number of positive response from the customer.
These are not all of the world, but it will help you out. Make sure to balance your recipe & encounter a new world ahead of you.
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