Content is the foundation of Inbound Marketing. Of course you know this… it’s everywhere.
What we find people need the most help with is defining the proper content and then promoting it effectively and successfully.
The 5 core content marketing techniques you’ll need to master if you want to up your inbound marketing results are:
This is the age of information. If you don’t give your audience information, you lose. If you use your content channels as a loudspeaker to promote, you don’t actually promote. You only lose.
This is the truth. And this is why even ads promote something “you can use” instead of something “you should buy.” Content marketing and inbound marketing are pretty much interchangeable in their shared core: empowering your customers with valuable information, and with that, building a relationship with them. And… if you’re successful, turning them into customers that way.
Inbound and content marketing isn’t an “and/or” case. They build on each other. Inbound marketing can’t exist without content, and your content should be developed in alignment with the inbound philosophy of attracting and delighting your customers– closing and converting them into a sale is more a sweet bonus than the goal.
Content marketing doesn’t “sell” to them. Instead, you provide highly relevant, consumable content they’ll love and learn from.
Of course, your content also needs to be found by your target audience, so you optimize your site and every article. You promote your content relentlessly and strategically. You analyze and track your campaign and content results, and you create your strategy and write your content accordingly. Then, update, repurpose and promote again.
This is the cycle of content marketing.
Inbound is all about attracting, converting and delighting your customers. Content plays a part in all those phases. You attract your buyer leads through ad copy and the magnetic content you create and promote.
You convert your buyer-leads through effective, timely content with irresistible calls-to-action (CTAs), and you keep delighting them through email content (pre- and post-purchase) and other types of content that serves their needs in a timely manner.
You need to be able to identify the answers to those questions, so you can have a solid foundation for content marketing that would attract and delight your target audience.
So what are the core techniques of content marketing?
Note the purposefulness of the heading. The question is not “how to generate high quality ideas” because that’s easy. It’s about putting a process in place to keep generating those high quality ideas!
When you understand Google ranking factors, you’ll know that these content pieces are the ones getting consumed the most.
Technique 2: Segment your buyer personas and the buyer’s journey. Use the Skyscraper technique to generate topics and template pieces for your content marketing strategy. Guides, comparisons, case studies, a series of top tens…
What’s been done successfully? Update it, spice it up, do it better. Keep doing that.
Both these techniques would cushion you against writer’s block, a.k.a “I’ve run out of ideas, what the bleep do we write next?”
Fresh things are just old things combined, reshaped or updated into something new. Your next piece is already out there waiting for you.
Technique 3: READ A LOT, SCAN A LOT, then go ride a bike or eat a donut. Jot down the ideas and the combos that spring up.
Only 37% and 40% of B2B and B2C (respectively) marketers have a content marketing strategy.
What with all the research, writing, publishing and promoting that needs to be done, is it any surprise that no one has the time?
Make the time.
Here’s why: You need to set a marketing goal so you and your team can create content to achieve those goals. It’s your point B. You’re in point A. Your content marketing strategy is the arch of rainbow awesomeness that brings you from point A to B.
Your marketing goals keep you and your team focused.
Every piece of content is attached to a small goal and contributes to an even bigger goal.
This is also where a content audit comes in. Find the holes you need to patch up, pieces you can makeover and the phase/s of buyer’s journey or persona you might have neglected.
Plan the whole year out according to your company’s annual goal and quarterly marketing goals. What shall you accomplish and how will you do so through your content?
Set something specific, with a matching result you can measure and track, and a deadline. SMART goals– specific, measurable, attainable, relevant to your overall goal, and time-bound.
Bet you’re full of ideas right now.
Here are the on-page elements you do need to master to win every time you publish something online. Always aim to delight people even as you sweet-talk search engines with H1s and H2s.
What blogs do you gobble? What do you yourself love in what you read? What does your audience love to read? What power words should you turn into the essence of your brand?
Content marketing is 40% creation and 60% promotion. That’s where the ‘marketing’ in content marketing comes from.
Create something truly useful and valuable and your audience will gobble it up when they see it. It’s your job that they see it.
According to response, repurpose your content. Split it and go in-depth about every section, or turn it into a slide deck or video. Create spin-off articles. If you wrote about the best hydration packs, you might write about the best water bottles next, for those who prefer bottles. Next, you can pitch hydration packs and bottles against each other! Stir people up. They’ll have their say and your article– and your conversions– would only profit.
Tracking your content completes the circle of content marketing.
According to your SMART goal/s– remember, this is why you need them– identify and choose the metrics you want to track and stick with them. It’s easy to be distracted by all the bells and whistles analytics can deliver.
You can look at your :
Did I mention your conversion rates?
So there’s your content marketing techniques simplified.
That’s it. Rinse and repeat.
If you are ready to create a content strategy that will turn your website into an online marketing machine, give us a call.
We’ll help you evaluate your opportunities and your needs. We can consult on your content and inbound marketing needs or do it all for you – and anything in the middle.
Learn what it would look like to partner with an inbound marketing consultant to help you identify your greatest opportunities and help you grow your brand and customer base.