There are no universal truths in content marketing (sort of) via @Kammie_Jenkins

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"Which is the best …"

Let me stop here. The answer is: "It depends."

Oh yes, one of the most frustrating replies that a man knows.

But you know what?

I think it's the right time

It's in the moments "it depends" that we:

Let's start thinking strategically. Stop- you on every new brilliant tactic that we see in our news feed. Finally, let's stop blindly following each "best practice checklist or correlation study and start to critically examine everything from the point of view of our unique needs

We must admit that there is no universal truth in the marketing of content.

Somehow.

What would you like to do?

When I say that there is no universal truth in content marketing, I do not say that there is no objective best practice to follow (from where the "kind of").

If we want something to appear in the search results, we can not accidentally leave a noindex tag there.

If we want our content to be categorized as "What is the best dog breed?" (These are the labs, by the way), we must provide a satisfactory answer to this question.

There is no single approach to the content.

Your approach to content must differ according to your objectives.

The logic here is similar to the popular SEO concept of "the researcher's intention".

We know that behind each request is a person with a unique need and that Google searches for the qualities sought when the ranking pages of their index differ to meet these different intentions.

That's why we can not say things like "pages must have 2,000 words to rank in search engines" – this could be perfect for a blog post, but horribly excessive for a product page.

In the same way, behind each organization lies a set of goals. These unique goals will require unique strategies to achieve this, including content strategies.

5 Popular Marketing Goals and Corresponding Content Strategies

Saying that content must differ according to purpose is one thing, but how can we

Let's look at five common marketing objectives and the types of content best suited to meet those needs.

1. Brand Awareness

Awareness raises the question: "How to attract the attention of people who do not know us yet?" That is why the top informative content of range is excellent for brand awareness.

If someone does not know about Soapboxly (my company), I will not attract him with a message on "The Approach to Soapboxly Content".

This message could be considered a priority for queries like "Soapboxly content", but a person who does not know the mark would never look for it.

I could even pay to promote this content so that it appears in its stream, but due to a misunderstanding of my brand, they probably would not click on it.

What's a person unaware of a brand could search for and click on? Something that meets their needs, desires or quest for information!

Here are some practical tips for creating branded content:

To Discover: Use a Keyword Research Tool to See What Questions Do People Ask About your product, service or niche? Create content that provides the best answer to these questions. When these people are looking for information, their goal is to find your content! Observe your audience: Find out where your audience spends their time and see what content they engage in. Use it to find topic ideas and then promote your content on these channels. Advertise Your Brand: Content from a funnel is not, by nature, a term sale system. People visit your page for more information, not to know more about your brand. However, if there is no mention of your brand, it will probably not help your results. Organize your informational content on a template that includes your logo and brand, and add a few unpressed links to your other content to make your readers more familiar with you.

Digital PR is another great way to build brand awareness. .

"Big Content" material (such as original research or the search for new creative ways to communicate datasets) is an asset for content-hungry publishers.

Create something original and noteworthy that the publications you want to introduce yourself and you are about to make your brand known to a wider audience.

A "big content" article by Siege Media for its client CarRentals.com that featured the brand in publications such as Fox News and Jalopnik.

2. Scope and Commitment to Social Media

Brands often have goals in reach and engagement on social media because they understand the benefits of connecting with their audience in the places where they spend the most time.

What kind of content can help a brand get closer to this goal?

For content to generate positive social engagement, you must:

Write with the specific channel in mind: If you know that your target client is active on Twitter, make note of the features content that is often shared on this channel. Your content must match this template. Choose a topic that resonates with the audience: Pay close attention to the topics and content formats that your audience shares on specific channels. For example, you may notice that "career development" is a popular topic on LinkedIn or that "ultimate guides" work well on Facebook. Promote it: Extend the reach of your content beyond your current audience by using paid promotion options. For example, you can improve your message on Facebook. This is about people who will probably be interested in your content but have not yet followed you.

Enlightened leadership can also be an important piece of this puzzle, allowing brands to stand out and arouse the interest of more and more of a public likely to get caught. the same messages again and again.

The content of thought leadership should address a topic that interests your audience, but from a new angle.

Because enlightened leadership introduces a new concept, or at least a new concept. new way of thinking about a popular topic, there is not always enough demand to help it generate traffic from sites such as organic search.

However, if it reaches an agreement with your audience when it is distributed on your social channels, it can lead to a ton of social traffic.

3. Increase Conversions / Sales

The acquisition of customers is going to be a major goal of most marketing departments, but how does the content integrate? it in this combination?

Trademarks often think that the content is located primarily in the top-of-terms -funnel. The idea is that content can generate notoriety and traffic, but that it lives away from revenue.

False.

Conversion-centered writing focuses on the words sold . .

While most traffic-driven content exists to educate and entertain, the main purpose of copywriting is to increase sales of your existing traffic.

Add more visitors while your conversion rate stays steady you get more customers / prospects, but there is often a lot to be gained from turning more of your existing visitors into customers.

That is why the traffic / prospect ratio is often a key performance indicator for marketing teams.

Yes, we want to increase our traffic, but are our prospects / customers growing with him?

You can even use funnel content to get people into your funnel. Capture the traffic by ranking for an information query.

Then, once the visitor arrives, he learns not only the answer to his question, but also the fact that your company offers a solution to this problem.

Look at the example below. A person approaches the search engine with a question: she wants to know how to prepare lighter packages.

The page located in the upper organic part of this SERP informs exhaustively about the answer, but it does not stop there. .

They use this top funnel content to say not only "here's your answer" but "here's how our product is a solution to your problem."

This is a brilliant way Use informational content for transactional purposes.

Screenshot of my SearchLove Boston 2019 deck, illustrating a publication by Tortuga Backpacks

How to write content that increases conversions? Ask them why they chose you and stay with you. Talk to your sales team: ask them questions, concerns, or objections that are common to your product or service, then ask them how some of these skeptics are turned into customers. Highlight this in your copy. A / B: Test your email: Use a tool such as Google Optimize to test different headers and calls to action to determine which one converts the most data. channel data: see which mailbox generates the most clicks, opens, and so on. on other channels and embed it in the copy of your website.

4. Decrease customer acquisition costs

Get more customers, that's great. Earning more money from your customers than spending to get them, it's even better.

When the goal is to reduce the cost of acquiring your customers (CAC), the creation of content ranked in the search engines is one of my recommendations.

Squeezing paid advertising to send traffic to your content means that traffic disappears as soon as you stop paying for it.

If your content ranks organic in the search engines, you will be maintained, free traffic.

Ranking for more and more keywords. Earn more and more organic search traffic in your content.

By doing so, you increase your number of potential new customers without increasing the cost of their acquisition.

5. Improve customer retention

We often view the content as a simple acquisition tool, but you can also use it to increase the lifetime value of your customers.

For example, if you make content for a software company, you can ensure that your product has a complete and easy-to-follow support documentation and in-app messaging.

You can even use the content to present examples of product workflows and unique use cases increase the use of the product.

The goal here is to make your product so sticky that your customers can not imagine their life without it.

Example of support documentation on the Moz Help Center (Disclosure: I am currently working with Moz)

If you are in the service sector (may have you gym or pay taxes), you can use the content of the newsletter so that your business is always in the minds of your customers.

Use the content of the newsletter to provide consistent value so your customers do not go elsewhere.

More importantly, talk to your customers! You will not know what content they will find useful until you do.

Making "it depends" a way of life

Not always, but sometimes we turn to quick tips, how-tos and cheat sheets.

Do not get me wrong, there is a time and a place for those. I only worry about losing a bit of our critical thinking in the process.

The five keyword analysis ideas used by the competitors I've used to generate more organic search traffic may not produce the same result for you.

And then, increasing traffic may not even be a suitable goal for your business at the moment!

The strategies and tactics you choose should come from a deep understanding of your offer and your goals.

Do you sell an expensive software suite or a freemium tool? Do you offer a commodity or introduce something new to the market? Do you need more awareness or do you need to lose fewer clients?

Focus on the answers to your questions like these first, and the appropriate content strategy will become much clearer.

More Resources:

Credits Image

In-Post Image # 1: Siege Media
Captures Screen taken by the author, July and 2019

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