This is how you increase your ROI thanks to Content Marketing

Content Marketing works.

Yes, it really does have an effect. But what if it hasn’t worked for you yet? What if you don’t see the results you want? Take a deep breath. Creativity in your content strategy can do wonders for your ROI. For example, personalization is now seen as an essential means of cultivating meaningful brand relationships. And the content of this content is created by both marketers and the community. Here’s an overview of the benefits of content personalization along with how some brands are using it to boost their ROI.

Set your goals

To accurately track the ROI of a content marketing campaign, you need to set clear objectives. Whether you’re writing a blog post or putting together an informative guest post, you need to know the purpose of your content.

You should have a clear idea of ​​what your readers’ expectations are after reading your content. This can be anything from recognizing your brand name to visiting your website to make a purchase.

When you know the goal of the campaign, you can decide for yourself what type of content you want to create and which distribution platform you want to use.

Some examples of marketing goals are:

• Increasing brand awareness
• Connect with a specific audience
• Improve customer engagement
• Increase sales and revenue

Setting goals is the first step, and as a follow-up, you can add when you want to reach those goals using a calendar for each campaign. This makes it easier to track the ROI of your campaign.

Determine which metrics are important for your campaign

After you’ve determined the campaign objectives, it’s now time to choose the right data to keep.

The most important content statistics that you should especially take into account are:

• the number of leads
• the quality of the leads
• the number of clicks
• the web traffic
• sales
• the brand engagement
• involvement in social media

You don’t necessarily have to stick to those references to follow a campaign, they serve as an illustration. You ultimately choose the most relevant criteria for achieving your goals.

An example:

If you want to increase brand awareness as a goal, it is best to take into account the number of clicks, brand mentions, social media involvement, and web traffic.

Find relevant topics for your readers

Once you’ve decided to publish quality content, what should you write about? Choosing arbitrary subjects is not enough. Not even when you use highly competitive keywords.

Quality content includes the following:

• Useful and relevant information for your readers’ needs and interests.
• Low-competition keywords and SERPs to focus on.

Let’s make a small assumption, you have completed market research, and by now you know your target group. In other words, you know what they are interested in and what they are responding to.

With this clear picture of your ideal customer, you can do further research to find those useful, relevant topics associated with keywords:

• Start with general keywords or themes related to your industry, products, or services. Since this is just a starting point, you can easily brainstorm about this.
• Think about what your audience needs/want to know about the topic in question. Remember that this knowledge should help them or improve their lives in some way.
• Use keyword research tools to find out how competitive this term is and if you could possibly ranking in google.
• Find out where your audience lives online. Find out what language they use to consult Google about this topic. whether this is the language they use to ask Google about this topic.

With the help of Answer the Public you will find many relevant questions that users ask about a certain keyword. You can enter the most relevant questions in your keyword tool to check them. You can also enter certain keywords on forums or social media and find out which topics are hot & trending so that you can get inspiration from them.

Remember: it is important that you learn to think like your target group.

Promote your content regularly

Content promotion can be the key to improving the ROI of your content marketing. Instead of focusing on producing more content, make sure you get the most out of your promotional activities.

Of course, there is a limit to how often you can promote a piece of content without disturbing your audience, although you can do something about that.

Storing enough content ensures that you never run out of content to distribute.

Don’t just promote your content when it’s newly published – go back to old posts and link to it from your social media accounts and emails. It could also be that a topic you wrote about a few years ago has become newsworthy again, which is an excellent opportunity to push it to your followers.

Reuse your content

To maximize the ROI of your content marketing, you need to squeeze as much out of each piece of content as possible. This means that instead of publishing a single blog post and starting the next, think about how you can use each piece of content in multiple ways.

For example:

• Multiple blog posts can be compiled into an eBook.
• Data used in a blog post can be used in infographics.
• A blog post can be republished in the form of a video or podcast or vice versa.
• Posts you publish on your own blog can also be guest-posted on other blogs or published on article-sharing sites such as Medium or LinkedIn.
• Do some pieces of content work well on Linkedin, maybe think of a visual version for an Instagram story or Facebook, then you can lead readers to the text version.

Update the content regularly

The content becomes obsolete online in the blink of an eye, especially if you’re in a fast-paced industry. Even so-called “ evergreen ” content, which in theory should be relevant for several years, maybe less attractive to readers or to Google in a few years.

To keep your content fresh and relevant and to reap the SEO benefits of new content, it is interesting to regularly review and refine older posts.

These regular updates have some major benefits:

• Your readers will see that the information is current and that you take the time to deliver high-quality and relevant messages.
• Google pushes new content to the top of search engine results.
• Updating your old content gives you a good excuse to promote it again. This will get you more likes and shares on social media. It means you can reach a new audience on top of those who may have missed it the first time.

Don’t give up quickly

Some companies lose patience with their content marketing investments and pull the plug too early, undermining the chances of a significant and sustainable ROI going forward.

The advice here (obviously) is not to spend money or time on campaigns or programs that are clearly not working. Content marketing ROI is mainly about long-term results. Of course, there are measurable results in the short term, such as growing web traffic and the number of conversions. But it’s usually not until a company has been strategically invested in content marketing for about half a year before its profits really start to rise. Companies should not give up. So keep building content little by little.

Conclusion

Content marketing can be a great tool.

With all the benefits listed, you understand why content marketing is essential for businesses of all sizes. Not only does content marketing help you improve visibility, but it can also help you build strong relationships with your leads and customers.