Your content marketing strategy is crucial to success. Your strategy should be developed with your specific business goals in mind, and it needs to be executed with a clear understanding of the audience you are trying to reach.
With so many b2b marketers competing for attention, it can be hard to know what tactics will generate the most return on investment.
In this blog post, we discuss 8 tactics that will help increase ROI on your content marketing efforts!
1. Optimize content for keywords.
When you are trying to create compelling and engaging content, think about the terms your target audience is using in their searches. Use these keyword phrases as topic ideas for blog posts or include them when posting on social media sites like Facebook, Twitter, and LinkedIn!
Optimizing content for keywords is paramount because content with keywords is more likely to be found by searchers.
This content marketing tactic can help increase your search engine visibility and drive traffic back to your website or blog, where you have a chance of converting the visitor into a customer!
For example, when writing content about content marketing ROI, include terms like “return on investment” and “ROI.”
Some content marketing platforms offer a content editor that will allow you to include keywords in your content as well.
2. Produce quality, original content relevant to your customer’s interest and their buyer journey.
Poor content will lead to people quickly abandoning your page and never coming back. Producing quality, original content is crucial in the digital marketing world!
Every content marketer knows that content is king, but it can be hard to produce content that will resonate with your audience.
The content you create should be relevant to the customer’s interests and their buyer journey.
Create content for each stage of the buyer’s journey!
For example, if a visitor lands on your blog post about content marketing ROI, they may not know what this term means or why it matters to them.
They are in the awareness phase of their buyer journey and need information about content marketing ROI before making a purchase decision. So provide some background information on what content marketing is and how it impacts ROI so they can make an informed decision when they’re ready to buy content marketing services.
Encourage your content team to be creative and generate content that speaks to the needs of their audience!
It’s important not only for content marketers but also digital marketers in general, including SEO professionals, social media experts or email specialists. The more engaging you make your content, the higher chance someone will be interested in what you have to say.
3. Use a variety of formats for engaging content.
One way b2b marketers can do this is by using videos or infographics on their blog posts with images that are visually appealing to readers.
Content Marketing helps establish trust between you as an organization and potential customers who might not yet be a customer but may become one soon.
Creating high-quality content should always be your goal when putting together any type of marketing plan!
In order to generate ROI, we need great content that drives interest in our brand from prospective clients.
4. Helping customers find the best content for them.
A recent study from McKinsey found that a majority of marketers are not confident in their ability to identify which content is most effective, so it’s important to test out different types of content and see what works best!
Buyers relate to different types of content differently. It’s important to remember that content is content, no matter the format.
For example, a customer may relate to articles that are more informational in nature and not as interested in videos or infographics unless they’re relevant to their needs at the time.
The content you produce should be tailored to your audience’s interests!
The content will speak for itself if it resonates with your customer’s needs.
5. Make sure your content is personalized.
Personalizing content for a specific customer is another tactic that can help generate an ROI for your business.
Content marketing is a powerful way to generate leads and drive traffic back to your website or blog, but content that doesn’t resonate with the customer will not be effective.
Producing content that resonates with your audience is crucial in digital marketing! The content you create should be relevant to the customer’s interests and their buyer journey as stated earlier.
Personalize content for specific customers by using different formats for engaging content like videos or infographics on blogs posts with images that are visually appealing.
Content Marketing helps establish trust between you as an organization and potential customers who might not yet be a customer but may become one soon. Creating high-quality content should always be your goal when putting together any type of marketing plan
Just remember that when your creating content, each visitor to your website has different needs. Content personalization will help with this by creating content tailored to their specific needs.
6. Create a content syndication network
Content syndication allows for content to be posted on other websites outside of your own, which can help drive more traffic back to you!
Investing time in content syndication allows for content to be distributed more effectively and seen by a much larger audience.
The content you create should also be formatted in such a way that it’s easily shared on social media, making your content more likely to go viral!
It can take time for content to gain traction or “go viral”, but when it does the payoff is worth all the time and effort you put into content syndication.
7. Search engine optimization
Search engine optimization is another way b2b marketers can generate an ROI with their content marketing efforts.
Doing so will make content more accessible to more people, which will, in turn, lead to more content views.
Search engine optimization can be a tedious process. However, content marketing is a long-term strategy, so it’s important to invest time into SEO to make content more visible in search engine results.
A few tips for optimization are:
- Create content that includes keywords your target customers might be searching for on Google and other search engines;
- Have links out to other content like blog posts
8. Content Curation
Content curation lets you share content from another source onto your site or social media page and receive credit for it while driving traffic back to a different site.
This is a great way b-to-b marketers can generate an ROI when they want the content to be seen by a larger audience.
Consistently writing content can be an overwhelming challenge. Content curation is a way content marketers can share content they didn’t create but may be even more relevant to their audience than content that was created by them.
Content curation also helps you develop relationships with other content creators. This can lead to content collaborations and content partnerships.
The content marketing tips we’ve provided should help b2b marketers generate an ROI with their content marketing efforts.
Content Marketing is a powerful way to generate leads and drive traffic back to your website or blog, but content that doesn’t resonate with the customer will not be effective.
Creating high-quality content should always be your goal when putting together any type of marketing plan just remember that each visitor has different needs so content personalization will help by creating content tailored to their specific needs.
So whether you’re producing blog posts, videos, infographics, or podcasts – make sure they are personalized for the content’s audience.