5 Reasons Content Marketing is the Key to ROI in 2017
Content marketing is at the core of many modern business models, because it taps into the strategy of giving your audience what they want. That’s why more B2B businesses are focusing their efforts on content creation rather than paid advertising. But as more and more companies enter the content marketing sector, competing for a bigger slice of that ROI pie has become more difficult than ever. To stand out from the crowd, brands must connect with their audiences through new ideas and original, compelling content.
Content marketing trends are constantly evolving, and 2017 is no exception. As you set out to connect with your audiences, tap these 5 foolproof content strategies to give your ROI a healthy boost.
Consumers are Absolutely Okay Paying
The internet offers a plethora of free information, which most brands assume is what users want. But with millions of pieces of content produced every day, quality can quickly go downhill. Serious users want quality, curated content—and that might mean paying for it. Producers of online courses, ebooks, and other paid content are seeing YOY increases in ROI, and creating sustainable businesses around it. How? With a solid sales funnel. They focus on drawing users in with free content, then nurture them by email to build trust, and finally offer a valuable product or service that’s hard to resist. As you create your content, focus on value-adding content that draws readers in every step of the way, regardless of the price tag.
Online Videos are Growing Fast
Content can exist in a variety of forms like text, audio, video, graphics, or any other customized format. But when talking about trends, it’s impossible to leave videos out of the mix. Including videos on your landing page can increase conversions by 80%. While written content is comparatively easy to produce and can have major SEO value, videos provide an interaction that’s highly effective in a day and age of shortened attention spans. Ninety percent of consumers cite video as a key factor in their choosing a particular product. Videos can help conceptualize or break down complex topics into easily-understood information and enable users to understand products, grasp ideas and comprehend messages.
Paid Distribution Makes an Impact on Content Marketing
There is a cost to content marketing—especially in the beginning. It takes about 6 months to start seeing results. In many cases, the high costs in the initial stages force businesses to shift their focus away from their content marketing campaigns. But campaigns take investment, and data show that businesses that lay a solid strategy, including paid distribution, get big results. Social media has become one of the top content delivery models. But marketers have crowded social media for consumer attention, making the competition tougher. Paid marketing can help get your business into a profitable zone and give your content a laser-targeted focus to reach your intended audience.
Decision-Making Should be Backed by Data
For content marketing campaigns to work, it’s important that decisions are made after thorough analysis. One of the major challenges that businesses face is sorting through hordes of data that make it difficult to separate the actionable insights. It’s often necessary to dig deep into the data to find information that can improve audience engagement. Developing a plan for attaining your business objectives is pointless without solid analysis.
Personalization Helps Conversions
The customer experience should be customized to reflect what you know about them. Geographic location, age, gender, accessing device, keywords used while searching—these all hold a wealth of strategies for your next campaigns and a tailored user experience. There are a number of ways to collect user information—and many businesses are on-target. When users share personal details, they want to be rewarded with a benefit to themselves—after all, nothing is free, least of all their private information. Use their data wisely.
Your main goal with every piece you put out should be to make your content resonate with your audience. By implementing these 5 tips, you’ll begin to connect in bigger, more meaningful ways, and build brand loyalty, consumer engagement and brand advocacy.