Zohaib Hassan is the founder & CEO of LeadOrigin, a growth consulting firm focused on digital marketing & data intelligence.
Whether they’re blog posts, social media posts, podcasts or newsletters, content has never been this important for a growing business. It’s one of the most effective ways for brands to stand out from the competition and reach their audience wherever they are on the internet.
The Importance Of Content Marketing
Content marketing is the strategy of using valuable content to reach a target demographic for the purpose of generating leads and making sales.
It is more than just the production or publication of visual or written content on digital platforms. It also involves marketing strategies that aim to attract and retain customers to boost your revenue.
If you’re not using content to your advantage, you’re missing out on a lot of opportunities to grow.
Benefits Of Content Marketing
MORE FOR YOU
As technology continues to advance, content has grown to become one of the most powerful parts of an effective marketing strategy. Here are some of the benefits of content marketing:
You’ll have a better chance of your audience sticking around longer.
People love good content. It’s engaging and enhances their experience with a brand if they get value out of it. When you choose to put out quality content for your audience, you increase the chances of retaining them, eventually turning them into paying customers.
You’ll have better traction on social media.
If you are struggling to run your social media accounts and find it difficult to increase your following and engagement, it’s time to turn to content marketing. Quality and relevant content can get the right attention and organic traction.
It’s an easy way to build audience trust.
Creating content is one of the best ways to establish a connection and built trust with your audience. Different types of content can share what your brand is all about and what your business can do for your customers. Content can also be used to interact and answer customers’ questions.
The more value customers get from your content, the more likely they are to trust your brand.
It can help generate more and better leads.
With increased traction and trust, lead generation becomes easier. Content can be used strategically through calls to action (CTAs) and offer free value to persuade customers to purchase or take an action, such as visiting your landing page.
Quality content can build brand awareness.
It’s difficult to persuade customers to do business with you when they know nothing about your brand. Content marketing can help you out with that.
Videos, images and even written content can be published and shared across different digital platforms, increasing brand visibility and awareness. It helps you share what your brand represents and what you can do for them.
While content can be helpful in increasing traction and revenue, not all content has equal influence. To understand which types of content work better for specific goals and audiences, you need to learn how to measure how they will perform in certain cases.
Content scoring is the process of evaluating and measuring a piece of content’s potential through quantifiable data and results from previous content marketing strategies. This helps businesses and marketers understand how a specific content piece will perform when it comes to lead generation and conversion.
When you can predict which content pieces have the probability to perform better, you improve your marketing efforts and get the results that you desire.
How To Score Your Content
Predicting how pieces of content will perform is a scientific process. Once you master how it’s done, creating quality content becomes easier and success becomes more achievable.
Here are a few simple steps you can follow to score your content:
The criteria for measuring a content piece’s potential depends on what your marketing goal is. For some marketers, success may be measured through website traffic or the number of shares on social media.
Create a marketing campaign.
Once you have established what results you want to see or achieve, it’s time to create a marketing campaign that focuses on these goals you have established.
Monitor content and campaign performance.
Keep track of how your campaign is performing. Take note of the various engagement metrics through different analytics tools, or you can partner with digital marketing experts to do this for you.
Identify which content pieces work best.
Through the collected data and seeing how your campaigns are performing, identify patterns in your content that help you understand what makes it effective and which ones are a waste of time and effort. This eliminates any content creation strategies that do not work for you.
Repeat the process.
Test your observations until you come up with a formula that helps you find the most effective way in getting the results you want. There is no one perfect solution to get you the same results over and over again, but evaluating content and content marketing campaigns improves the chances of replicating successful results.
Using Content To Your Advantage
Standing out from the competition can be a tedious job. When you’re up against businesses that have been in the game for a while, lead generation can be overwhelming.
Fortunately, the internet is leveling the playing field by offering the same opportunities to businesses, big or small, to reach their target demographic. With the right content marketing strategies, you can increase conversions, build lasting relationships with customers and unlock your business’s full potential.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
Go to Source
Author: Zohaib Patoli, Forbes Councils Member