You’ve heard of “branded content marketing,” but do you understand it? Branded content marketing helps companies create engaging articles, videos, and more. Here’s all you need to know.
Content marketing can increase traffic, leads, and customers. In this article, You’ll learn about the benefits of content marketing and how it can help your business.
Learn how to use social media marketing to grow your small business using social media strategy that will help increase brand awareness, and boost website traffic.
Here’s a comprehensive guide on how you can create a content marketing strategy that attracts customers, increases engagement and conversion rates, and helps build your brand.
If you do not optimize your site for search engines, you’re missing out on a lot of potential traffic and revenue. Click here to learn about blog SEO.
Looking for some guidance on your marketing career? Check out our list of the best marketing books for marketers looking to up their game.
Here’s a quick question. How do blockbuster movies get to make it to the big screens? Was it because there was a great story that someone wanted to share? Or, was it through the combination of great actors, cameramen, and directors who had the required skills to bring the story to life? Or perhaps, it was through the big movie studio that had the means to produce and distribute the movie? As you can probably guess, the answer is all of the above and more. Importantly, it was through a combination of processes and people working together efficiently to make sure the final product was delivered on time and met the required standards. This demonstrates that to get a story from the screenwriter’s brain onto the big screen, a lot of people and a lot of work have to come together behind the scenes. Pun intended! The same can be said of the content that appears on your website or blog. There’s a lot more that goes into getting that content onto your site or social media platform than just having a great idea and creating an awesome piece of content. To get that content onto your site, have it look the way you want, and have your audience interact with it, a lot of people and a lot of work have to come together. This process, dear reader, is what is called content operations. Content operation is the process of creating, managing, and delivering content. It includes everything from planning and creating content to publishing and distributing it. In other words, it’s the process that takes your content from idea to reality. And just like movie operations, content operations require a team of people with different skills and knowledge working together to get the job done. This post discusses content operation, its benefits, components, and how to implement it. Components of Content Operations Any organization’s content operations revolve around 3 main pillars: people, processes, and technology. People People are the most important pillar of content operation and can be likened to its heart for several reasons. First, people create content. Content does not write itself- people have to come up with ideas and put them into words (or other formats). Second, people edit and publish content. Even if someone else writes the initial draft, someone else will have to review it and make sure it is accurate and meets any required standards. And finally, someone has to decide how to manage and distribute the content. There are many different ways to do this, and the right choice depends on the specific needs of the organization. The bottom line is that people are essential to the content operation. Without them, there would be no pieces of content to manage or distribute! Content operation can depend on a wide range of professionals ranging from content creators and editors to graphics & web designers, SEO specialists, and project managers. Each person has a different role to play and each plays an important part in making sure your content is created, managed, and delivered effectively. Process If people are the heartbeat of content operation, then the process is the system that keeps it working and in good health. Process involves several different activities, including creating editorial calendars, developing style guides, and establishing workflow procedures. A well-designed content process will also take into account the different stages of the content lifecycle, from ideation to publishing to post-publication promotion. It will also clearly define the roles and responsibilities of each team member, ensuring that everyone knows what they need to do to keep the process running smoothly. Furthermore, having a structured process ensures that content is produced in a timely and consistent manner and that it meets the needs of both the organization and its audience. A typical process in content operation would be as follows: Technology The third and final pillar of content operations is technology. Technology plays a vital role in content management and distribution, and the right tools can make all the difference in ensuring that your content is seen by the right people at the right time. Some of the most common tools used in content operations include: Project Management & Scheduling Tools From start to finish, project management and scheduling tools play an important role in content operations. By keeping track of deadlines, assigning tasks, and monitoring progress, these tools keep team members aware of their responsibilities and help ensure that projects stay on schedule. In addition, project management tools can help to identify potential bottlenecks and risks, allowing teams to take proactive steps to avoid problems. And when problems do arise, scheduling tools can be used to quickly reschedule work and keep the overall project on track. Examples of these tools include: Content Execution Tools Content execution tools are the tools your team uses in creating the content type that is being published. This can be anything from a word processor for creating blog posts to design software for creating infographics to video or image editing software. From writing and editing to design and layout, content execution tools are used at every stage of the content creation process. And with the ever-growing list of options available, there is sure to be a tool that meets your specific needs. Some of the most popular content execution tools include: Analytics & Reports Tools that provide data and insights into how your content is performing are essential for content operations. By understanding what content is popular with your audience, you can adjust your strategy accordingly and ensure that your time and resources are being spent on the right things. Additionally, analytics tools can help identify any potential problems with your content or distribution channels so that you can take corrective action. Some of the most popular analytics and reporting tools include: Inventory/Asset Management System An inventory management system is a tool that helps content teams keep track of all their content assets in one central location. This can be anything from
Today, about 94% of B2B small businesses make use of content marketing in their digital marketing efforts. Despite its widespread adoption, many businesses struggle to effectively use content marketing for lead generation and maintaining profitability. The US Bureau of Labour Statistics estimates that despite having a content marketing strategy, approximately 20% of these small businesses fail in their first year, an additional 45% during the first five years, and 70% during the first 10 years. Clearly, a content marketing strategy is no magic wand that immediately solves all lead generation woes. However, when used properly, content marketing can be a powerful tool for lead generation. This blog post will discuss how you can effectively use your content marketing efforts to drive leads and convert them into customers. We have prepared an ultimate content marketing guide and curated practical battle-tested steps guaranteed to help generate quality leads. Lead Generation Through Content Marketing What comes to mind when you hear the word “lead”? You’re probably thinking of scenes from your favorite crime thriller where the detective is following a lead to solve the case. Lead generation through content marketing works in much the same way. You create content that captures the attention of your target audience, and use it as a clue to help them find you. A lead is a potential customer who has shown interest in your product or service. Any content marketing strategy aims to attract the right audience, engage them, and ultimately generate leads that can be converted into customers. Imagine you own a skincare brand and have created a blog post about the benefits of using natural ingredients in skincare products. A reader who clicks on the article, reads it, subscribes to your newsletter, and finally makes a purchase can be considered a lead generated for your skincare brand through your content marketing efforts. Therefore, lead generation through content marketing involves creating valuable and relevant content that attracts your target audience to your brand, provides solutions to their problems, and encourages them to take a desired action. Such action could include filling out a form, subscribing to your email list, or purchasing a product. Benefits of a Lead-Generating Content Marketing Strategy Apart from attracting and converting quality leads, a strong content marketing strategy can bring numerous benefits to your business. Here are some of the reasons why you should invest time and effort into creating a solid lead-generating content marketing plan: Improved Brand Awareness and Credibility By consistently producing high-quality content that addresses your audience’s needs and interests, you increase your chances of being seen as an industry expert in your niche market. This improves brand awareness and builds trust and credibility among your target audience, leading them to consider your brand when making purchasing decisions. If you are a business owner or marketer, it is important to remember that leads can come from any source. However, the quality and relevance of your content will determine whether these leads are worth pursuing and converting into paying customers. Increased Website Traffic Creating valuable lead-generation content that speaks directly to your target audience allows you to attract more visitors to your website. This ultimately drives more traffic to your website and increases the likelihood of generating leads through your content marketing efforts. Improved Search Engine Optimization (SEO) SEO has a significant impact on your website’s visibility and search rankings. By regularly producing high-quality, keyword-rich content, you improve the chances of your website appearing in the top search results on popular search engines like Google and Bing. This means that when someone searches for terms related to your industry, there is a higher chance that they will come across your website and potentially convert into leads. Increased Conversion Rates Content marketing can also improve the overall user experience on your website by providing valuable information and solutions to their problems. This can lead to increased conversions as satisfied readers are more likely to purchase or take other desired actions on your website. Expanded Reach In today’s digital age, content can easily be shared across various online channels such as your website, social media platforms, and email. This allows you to expand your reach and attract a wider audience, potentially bringing in more leads for your business. Cost Effectiveness Compared to traditional marketing methods, content marketing can be more cost-effective. Once you have created your content, it can potentially bring in leads for a long period of time with minimal additional costs. Steps to Generating Leads Through Content Marketing Now that you understand the advantages of lead generation through content marketing, here are some practical steps to get started in your content marketing lead generation process: Conduct Extensive Market Research Before creating any content, it’s important to understand your target audience and their pain points clearly. Conduct market research through surveys, focus groups, or social listening to gather insights into their needs and interests. This will allow you to create more targeted and relevant content that speaks directly to them and encourages conversions. In conducting your market research for a content marketing strategy that generates leads, we recommend using keyword research and paying attention to search intent. Making Use of Keyword Research Part of your market research should involve identifying the keywords or search terms your target audience will likely use when looking for solutions to their problems. Using keywords is an effective way to understand your target audience’s interests. Commercial keywords specifically reveal what your prospects are interested in buying. Incorporating these keywords into your content will improve its chances of appearing in search engine results, potentially bringing in more leads for your business. This can be done through keyword research tools such as Google Ads Keyword Planner or SEMrush. Let’s say you own a catering business. Your target audience may use keywords such as “catering for weddings” or “corporate event catering.” Including these terms in your blog posts, website pages, or social media content can improve the chances of attracting leads interested in your services. The idea is
“Make more profits”, “Have a bigger market share”, and “Increase brand awareness”. These were the goals that Mark, the VP of Marketing at Ecks-Why-Zee Retail Stores outlined as the company’s goals for the new year. The company’s leadership was expecting Mark and his team to deliver on these goals. But as Mark began to think about how he was going to achieve these goals, he realized that they weren’t very specific. They didn’t take into account what the company’s customers wanted or what would be realistic to achieve or when they would be achieved. It was at this point that he realized that he needed to make his goals more “smart”. The only problem is, he doesn’t know how. Your mission, Agent X, should you choose to accept it, is to help Mark and his team understand and set some smart marketing goals for Ecks-Why-Zee Retail Stores. The rest of this guide is to help you understand what SMART goals are, the benefits of setting them, and how to set and measure SMART marketing goals. It’ll also provide some examples of common smart marketing goals that you can use as inspiration for helping Mark’s team. But first, let’s start with the basics. What are SMART Goals? SMART is an acronym that represents the words, Specific, Measurable, Achievable, Relevant, and Time-bound. A SMART goal is a goal that meets those values,in other words, a well-defined goal that you can track and measure progress towards. Specific A specific goal is clear and concise and provides detailed information about what needs to be done. For example, rather than setting a goal to “increase sales,” Ecks-Why-Zee might set a goal to “increase sales by 10%” This specific goal is more likely to lead to concrete action and results in sales. Similarly, rather than setting a goal to “improve customer service,” it might set a goal to “reduce customer wait times by 30%” Once again, this specific goal is more likely to lead to tangible improvement in customer relations. Measurable When setting goals, it is important to make sure that they can be effectively measured. A goal is measurable if it can be expressed in a quantifiable value. To create a measurable goal, businesses need to have specific criteria that can be used to track progress. For example, a business might set a goal to increase sales by 10% over one year. To measure this goal, they would track sales figures regularly and compare them to the previous year or timeframe. To ensure that a goal is truly measurable, it’s important to ask questions such as how will we know if we’ve achieved this goal? What metrics will we use? How often will we track progress? Achievable For a goal to be achievable, it must be realistic. This means that businesses need to set attainable goals that they can work towards given their resources and timeframes. It’s important to note that an achievable goal should still challenge businesses to push themselves to see results. Relevant When setting SMART goals, businesses need to make sure that they are relevant to their overall mission and vision. A goal is relevant if it furthers the business’s objectives and helps it move closer to its long-term goals. For example, a goal to increase sales by 10% would be relevant for a business whose objective is to increase profits. However, a goal to increase social media followers by 10% would not be relevant for a business whose objective is to reduce costs. Time-bound SMART goals need to have a timeframe associated with them to keep businesses on track and accountable. A time-bound goal has a specific deadline associated with it. This deadline provides a sense of urgency and encourages businesses to take action to achieve their goals. For example, rather than setting a goal to “increase sales,” Ecks-Why-Zee might set a goal to “increase sales by 10% within the next year.” This time-bound goal gives the business a clear timeline to work towards and ensures that they take action promptly. The Benefits of Setting SMART Goals For a Marketing Team There are numerous benefits associated with setting SMART goals. Some of the most notable benefits include: Improved Clarity And Focus Setting SMART goals for a sales team helps its team members have improved clarity and focus. When businesses set SMART marketing goals, the team has a clear roadmap to follow. This helps them to focus their efforts on the things that matter most and achieve their desired results. More Effective Decision-Making SMART marketing goals lead to more effective decision-making because by having a clear understanding of what task needs to be achieved teams can make better decisions about how to allocate their resources. This helps them use their time, money, and energy in the most efficient way possible. Increased Motivation And Productivity Another benefit of setting SMART goals is that they can increase motivation and productivity. When team members have a clear goal to work towards, they are more likely to be motivated to take action and see results. This can lead to increased productivity as businesses can get more done in a shorter timeframe. For example, if a team’s goal is to increase lead generation by 15% within two months, they are likely to be more focused and driven to achieve this goal than if they simply had a goal to “increase lead generation. Enhanced Team Communication SMART goals also help to enhance team communication. By having a clear goal to work towards, team members can easily communicate their progress and identify any areas where they may need help. This open communication can help to improve the overall efficiency of the team. Improved Time Management Another benefit of setting SMART goals is that they can help with time management. By having a clear understanding of what needs to be done and when it needs to be done, businesses can better manage their time. This helps businesses to avoid wasting time on things that don’t matter and ensures that
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