Marketing your business on a digital platform using content can yield crazy results. This tells why smart businesses invest so much in content marketing. Content in marketing is absolutely essential. In digital marketing, whether to do content marketing or not is never the question; it is always about how to do it better. If you are not impressed with your content marketing ROI, this article is for you.
From boosting your web traffic and SEO to fuelling your social media, improving conversion, and so much more—content marketing has a lot to offer. And just like any other form of digital marketing, it is important to make sure you receive returns that correspond with your marketing investment.
Being at the foundation of it, the success of your content goes on to define that of your overall digital marketing campaign. Hence, your ROI of your content marketing is a critical number.
Are you not satisfied with the Return on Investment on your content marketing campaign? If so is the case, it’s time to re-strategize. With the help of the list below, you will be able to find strategies to enhance the ROI of your content marketing.
Top 5 Ways to Improve Content Marketing ROI
#1. Have your purpose clear
Though as basic as it may sound, many miss this point. If you don’t know the purpose of your investment, you can’t really identify how well it is doing. And then apparently, you won’t be able to optimize it the right way.
There can be number of reasons why businesses create content:
- Generating sales
- Adding to the email marketing list
- Increasing web traffic
- Improve customer engagement
- Create brand awareness
- Improve brand reputation
Whatever is your purpose behind content marketing, it majorly determines the path you take. In the absence of a clear purpose or objective, you might expect something else while going in some different direction. Therefore, it is important to clearly identify our purpose.
The same also goes on to determine your KPIs. Hence, with no clear purpose or objective, you won’t be able to use the right KPIs. And in the absence of the right insights and results, you won’t be able to improve your content.
Therefore, you should make sure that you have the purpose behind your content marketing clear.
Another important thing to make sure is that content posted on different platforms can have a separate purpose. You may want to increase web traffic with your social media marketing post; while you may want to increase sales with your website content. This will call for separate strategies on these different platforms. Hence, make sure you use the right platform for the right purpose when marketing through content.
#2. Optimize content at every touch-point
When we talk about content marketing, many people wrongly assume it to be limited to blog posts, articles, etc. As a result, they just optimize the content on these very selective places only and think they’ve done the job. However, this outlook can be very problematic. If that’s how you’ve been doing content marketing, you can’t really expect good results.
Your business’s presence is not limited to your website. There is a lot more.
After finding your business on a search engine, a person may go to your social media handle or Google My Business profile to check ratings and reviews. Now, if your content is not optimized on these spots, you may lose a potential customer.
Therefore, every touch-point of your business—the point where a potential customer comes into contact with your business in any way—should serve conversion-oriented quality content.
#3. Make sure your keywords are on point
Keyword placement is an important aspect that links content marketing and SEO. Hence, the success of your content is also defined by its search engine ranking. If no one is reading your content, apparently the ROI will be disappointing. This could be so because your content is not reaching them.
If your content is not ranking well for your target keywords, maybe it’s time to re-work your keywords.
As time passes, trends change. It is possible that your keyword research is outdated. Hence, it is important to refresh your keywords accordingly.
#4. Keep updating your content
Keeping your content updated is another important thing if you want good results in content marketing. Updating content implies posting content regularly, plus updating the existing content.
Posting regularly creates brand awareness and improves visibility. It also ensures that your target audience sees more of you. This way, you will be able to earn more links, more traffic, more social media shares, and more engagement.
Moreover, it is also possible that your existing content has some elements which now stand obsolete or incorrect. Hence, updating existing content is also important. It helps make sure that you don’t keep any outdated content on your online sources.
#5. Squeeze the most out of your content
To increase the returns on investment, it is important to get the most out of your investment. Hence, you should re-purpose your content.
This implies that you should try using your content in as many ways as possible. For example, you could take an excerpt out of it and post it on your LinkedIn profile. Or else, you could take a quote out of it and use it as a tweet. However, make sure to share your content along with the link to the main post. This way, you will be able to get the most out of your content.
Remember, it is not just content but content ‘marketing’. Therefore, it is important to market your content properly.
Digital marketing is impossible in the absence of content. Therefore, it is important to optimize it accordingly. If you find that it is not working out for you, most probably you’re doing content marketing wrong. There is a number of ways you can do that. However, it all comes down to creating quality content regularly that delivers the most to your purpose. The tips mentioned above will help you achieve just that and let you enjoy a high ROI on content marketing.
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