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5 Creative Ways to Boost Your Content Marketing ROI

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Content marketing works.

But – what if it’s not working for you?

What if you’re not seeing the ROI you expected?

This is a frustrating scenario, especially if you read the case studies and follow the success of top content marketers.

What are you doing wrong?

Take a deep breath.

Maybe you just need a few creative tweaks to your content strategy to boost your ROI.

1. Create High-Quality, Evergreen Blog Content

Investing, time, effort, and money in poor content that doesn’t perform is like throwing all three of those resources in the trashcan.

Instead, ensure your budget is going toward evergreen content pieces that will stay relevant long after you publish them.

Not only that, make doubly sure these blogs are the highest quality you can manage.

Evergreen content is not tied to any one season, news cycle, trend, or fad.

Instead, this content type contains information that will remain true, relevant, and useful for the long term.

If you add quality to the mix, evergreen content will continue to draw in traffic and leads for months after the fact – or even years.

According to Google’s Search Quality Rating Guidelines, high-quality content has these features:

  • Highly useful – Useful content serves a purpose for the reader. It should DO something for them. That can be as simple as providing information on a topic they want to know about, or as complex as solving a specific problem for them.
  • Highly relevant – Relevance in content is key. If your content isn’t relevant to the reader’s search intent for the keyword you’re targeting, you won’t rank. Period.
  • Strong E-A-TGoogle wants vetted experts who know their stuff populating the search results – not know-nothing non-experts who just want to rank. Proving your E-A-T (expertise, authoritativeness, trustworthiness) is non-negotiable in high-quality content.

5 Creative Ways to Boost Your Content Marketing ROI

Think of this strategy (evergreen + high-quality content) as putting some of your content on auto-pilot. It can perform in the background while you focus on more pressing matters, which might be exactly what you need to boost your content marketing ROI.

A truly meta example of evergreen content is Aaron Orendorff’s guide to evergreen content types on Copyblogger. It’s useful and relevant to content creators any time, any place, and the information won’t date itself quickly. It also goes without saying that this is high-quality content.

2. Find Useful, Relevant Topics Your Audience Wants to Read

Once you decide to publish high-quality evergreen content, what should you write about?

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Random topics won’t do. Neither will ones tied to high-volume, highly competitive keywords.

Instead, for the best ROI, you should focus on topics that are:

  • Useful and highly relevant to your audience’s needs and interests.
  • Tied to low-competition keywords with SERPs you can edge into.

For this to work, it goes without saying you need to know and understand your target audience before you can dive into finding topics they’ll respond to.

Once you have a clear picture of your ideal customer in your mind, you can do further research to find those useful, relevant topics tied to keywords:

  • Start with broad keywords or topic areas related to your industry, products, or services. Since this is just a starting point, you can brainstorm these off the top of your head. (For example, “SEO” is a good broad topic area.)
  • Think about what your audience needs/wants to know from your chosen topic/keyword. Remember, this knowledge should help them or improve their lives in some way.
    • Example: Maybe I’m a technical SEO expert who helps clients optimize their websites. These clients could benefit from learning about SEO basics to help them nail the fundamentals. Just like that, I’ve come up with a keyword to research: “SEO basics.”
  • Use keyword research tools to find out how competitive this term is and whether you can possibly rank for it.
  • Poke around where your audience lives online to discover if this is the language they’re using to ask Google about this topic.
    • Using Answer the Public, I find lots of relevant questions users are asking surrounding the example keyword. I can enter the most relevant of them into my keyword research tool to check them out.

5 Creative Ways to Boost Your Content Marketing ROI

  • With my keyword tool of choice, KWFinder, I discover the keyword “SEO basics” is too competitive. However, there are related options to target, like “what is SEO.”

5 Creative Ways to Boost Your Content Marketing ROI

  • On Twitter, I search the hashtag #seobasics and find a few variations and related keywords within what people are posting. I can research and potentially use these, too!

5 Creative Ways to Boost Your Content Marketing ROI

This is just one method to find relevant keywords on useful topics. The main point to remember, though, is to think like your target reader.

What topics in your wheelhouse would be both useful and relevant to their lives? Start there, then branch out.

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3. Bank on Consistency

After you start publishing quality content on high-ROI topics, you need to start getting consistent. The more consistently you produce stellar, evergreen, useful, relevant content, the better the returns you’ll see.

That’s because Google’s algorithm notices consistency. So do readers.

Think about it. Which brand is more trustworthy and authoritative: The one publishing amazing content every few weeks, or the one pushing out mediocre blogs left and right?

Don’t forget this little fact: The more ranking blogs you have, the more qualified traffic chances you have. The more qualified traffic coming in, the more potential conversions.

That’s why publishing high-quality content regularly is just one of the secrets to boosting your content marketing ROI.

4. Tweak Your Website UX

For better content marketing ROI, absolutely do focus on improving your content strategy, but don’t forget about another important foundational element: Your website.

Without a good website serving as your content hub and brand headquarters, you won’t rank nearly as high with both Google and readers.

For one, readers/users (or whatever term you prefer to call them) need to be able to seamlessly access your content to consume it, engage with it, and gain something useful from it.

If your site takes 10 minutes to load, or has a confusing design, or too many ads or pop-ups…

Those are roadblocks to your content. The user will be too annoyed or lost to stick around to read your amazing article and start to trust you.

Google picks up on these signals and takes them into account when determining your page’s ranking, especially if your UX lags far behind the competition.

Good UX, or user experience, is a baseline necessity.

A few things you can tweak to improve UX, and thus convince users to at least stay on your page long enough to read your blog headline:

  • Improve your site speed and page load times.
  • Reduce annoying distractions like interstitials and ads. Only include them when they make sense, have relevance to the user experience, or will help the user in some way.
  • Revamp your page navigation so it’s clear, easy to find, and logical.

5 Creative Ways to Boost Your Content Marketing ROI

5. Renovate Your Internal & Outbound Links

Did you know one way to improve your site’s E-A-T is to use internal and outbound links strategically?

Yes, you should link to your other relevant content pieces inside the new ones you publish.

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At the same time, you should also link out to other authoritative sources of information inside your content.

Now, a lot of site owners are resistant to this practice, because they think any link going to another site is a distraction that will lead the reader away from their page.

However, that’s just not true.

As long as you’re not linking to direct competitors, linking out to other high-quality information sources to prove points, back up research, or add strength to your argument or topic analysis strengthens your E-A-T.

According to a Reboot study, linking out to other sites shows you associate with them.

If you thus link out to topically relevant pages with authority, that counts positively for you.

Why?

Because you’re showing the user (and Google) pages related to yours that may expand and improve their experience.

In other words, you’re contributing to a useful, connected web, which is exactly how it’s supposed to work.

Take the Holistic View When Boosting Content Marketing ROI

No single tactic is going to help you win more ROI from content.

Instead, you need to think of each piece of your content strategy as parts of an interconnected machine.

No one part will do all the heavy lifting.

Each piece needs to pull its own weight for the whole strategy to work.

So, tweak and tinker with all of the above suggestions, but remember you aren’t working in a vacuum.

If you pour all your focus into one part of content marketing, you’ll lose the big picture.

Zoom out from each piece of the strategy from time to time, see how everything connects, then refocus. With hard work and patience, the ROI will come.


Image Credits

All screenshots taken by author, October 2019
In-Post Image: Usability.gov

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MARKETING

The HubSpot Blog’s 2022 Social Media Marketing Report: Data from 310 Marketers

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The HubSpot Blog's 2022 Social Media Marketing Report: Data from 310 Marketers


In our recent Marketing Trends survey, we learned that social media is the most effective channel marketers leverage, as well as the channel they use most.

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MARKETING

How to Grow Your Customer Base

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How to Grow Your Customer Base


Every business owner wants more, is never satisfied with the customer base, and will do whatever is required to grow their brand and increase conversions. That’s because the growth of your company is directly dependent on customer base growth.

Especially the ones that keep returning to patronize your business after their initial purchase. But customer base growth is tough work. And if you don’t know what you do, you’ll end up wasting resources on endeavors that yield little to no results.

However, today we have a ton of skill sets, tools, resources, strategies, and information at our disposal than ever before that can help ease up the process. How do you take advantage of all of them to boost your business?

Do you run a loyalty program? Or launch a referral program for customer acquisition? Or do you opt for traditional marketing?

What are the most powerful ways to boost your customer base? We’ll help you out with the answer in this article. But first, we’ll define a few basic terms to ensure that we’re on the same page.

Let’s get started.

What is Your Customer Base?

Your customer base is made up of your repeat customers. These are buyers who keep returning to your business to purchase more of your services and products. They are loyal as well as display loyalty to your brand, even engaging with it on various platforms and channels.

These people are your organization’s most prized assets. So when we talk about “customer base”, we mean buyers who don’t just patronize your business once but who keep coming back for your offers.

What is the Difference Between Your Target Audience and Customer Base?

Your target audience is made up of the people that your product or services are made for and that you want to purchase your offer but haven’t yet. These people are the wide pool where your customer base is gotten from. Your customer base, on the other hand, is made up of your current customers who keep purchasing from you.

How Do You Know the Size of Your Customer Base?

The size of your customer base can be calculated through various means but the simplest way to do so is to capture the data of every prospect turned buyer via a contact detail like an email address. This way you can know the people who buy from you and generate offers that suit them.

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Steps to Grow Your Customer Base

Let’s have a look at the various ways you can boost your customer base:

1. Use User Generated Content

Fashion retailer Monsoon requests shoppers to share photos of themselves using their product, which are then used on their website.

User-Generated Content is brand content created by customers. The thing is, people would likely listen to a fellow consumer talk about how great your product is based on their personal experience than if you do it yourself. So obviously you need to improve your customers’ experience with your products before encouraging them to produce content about their experience.There are so many ways to encourage user-generated content.

Take the chips brand, Doritos, for example. To keep customers engaged with the brand and generate user content, they launched a website doritoslegionofthebold.com that allows users to create branded videos and images that the company shares on its social media platforms.

You can also create a social media giveaway that involves customers making Instagram posts using your product with a caption about their experience and the best one wins a reward. These posts are then reposted by your official page and prospects can see what other people think about your offer and this motivates them to trust your brand and make a purchase.

2. Referral Program

Casper mattress referral program

Just because people like your product doesn’t mean they’ll recommend it to others. It’s your duty as a brand seeking to boost its customer base to induce this behavior via incentives, which is what a referral program is. Consumers believe the opinion of their family and friends more than they do yours and that’s where the power of referral marketing comes in.

You tell your existing customers to promote your business to people in their circle and in exchange, reward them for their actions. So not only are they telling people about their experience with your business because they love it but they get a reward for doing so, which motivates them further.

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Here’s how fashion brand Rent the Runway does it. They run a referral program that offers $30 in store credit to customers in exchange for them referring the business to their colleagues and friends. And in addition the referred friend also gets $30 in credit for use in the store.

3. Engage Your Customers and Ensure they’re Satisfied

Starbucks loyalty program incentives

The primary way to build a customer base is to ensure that you retain your customers. One-off purchases have their place but if you intend to grow as a business you need customer retention. And the only way to do this is to ensure that they’re engaged, happy, and satisfied.

How do you achieve this? Loyalty programs.

A great loyalty program works by offering existing customers a reward for continuous patronization of your business. The rewards can be discounts after say 5 purchases, or a free product or service after a specific number of purchases. With loyalty programs, you can even give specialized offers on the birthday of your customers to boost engagement and make them feel valued. Set up a recurring emails campaign to ensure your customers receive scheduled messages with special offers, discounts and promotions.

The whole idea is to show your customer that you value their continuous support of your business and at the same time, you get them to make recurring purchases with the reward as an incentive.  

Jillian Michaels runs a fitness app that does this excellently. The app offers badges to users once they complete particular tasks to ensure that the customer feels appreciated as they use the app. In this way she incentivizes customers to use and subscribe to the app as they feel valued with each reward.

Another way to ensure that your customers are happy and engaged is by offering stellar customer service. If buyers have questions and they’re unable to get answers, problems will arise. Customer retention is most demanding after a buyer is through with their purchase. So you need to provide your current customers a place where they can return to ask questions to give feedback. For example, you can use a cloud phone system for your business to deal with customer inquiries faster and therefore understand your customers’ pain points beter.

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After all, adhering to quality feedback from a customer can help to build your customer base as well because it means solving an issue that bothers customers that you may not be aware of.

Lastly, consider using your knowledge to continually offer educational content that your customers will find valuable and keep them engaged with your platform.  For instance, let’s say that you run a popular SaaS that helps salespeople keep track of their sales pipeline.  It’s obvious that your customers are interested in sales skills, so it would be wise to invest in an online course platform and invite sales specialists from within your company or outside of it to help create a free educational course about sales skills that can provide a ton of value for your customers.  

Conclusion

Growing your customer base involves a lot of work and sometimes can get confusing. However, with the right tips, you can craft powerful strategies as we have seen in this article that will help to not only grow your customer base but keep your customer satisfied and engaged.

With a referral program, for example, you can retain customers by keeping them engaged with the goal of finding new customers and receiving an incentive. In the same breath, you also attract new customers who believe in the recommendation of their family member or colleague more than yours.  Others like loyalty programs help you ensure that your customers are happy and satisfied while enticing them to make recurring purchases from your brand.

So why the wait? Get started!



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5 Social Media Predictions Marketers Got Wrong Last Year

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5 Social Media Predictions Marketers Got Wrong Last Year


The world around us is constantly changing — it only makes sense that the marketing world does too.

Every year, marketers pull out the crystal ball to predict trends and shifts in the coming year. Sometimes we’re right on the tail — and other times the social media marketing landscape surprises us.

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