Advertising was yesterday, content is today. Content marketing has experienced an enormous boom in recent years. Rightly so: With informative and entertaining texts, graphics or videos, marketers can offer their users added value that conventional product advertising cannot deliver.
However, developing a successful CM strategy is not easy. Where should the high-quality content come from that you want to offer your users? How do you best prepare it? And how do you find out afterward which measures were fruitful and which were not?
With a few basic tips, we’re trying to get you started on this complex topic.
What is content marketing?
Content marketing (or CM for short) breaks away from classic advertising in more ways than one: it is not primarily important for CM that a company or a product is advertised. Instead, the added value for the user is in the foreground. He wants to be informed, entertained and amazed. You don’t want to push the customer to buy a product.
Instead, content marketing aims to establish the image of your own brand through useful contributions and retain users in the long term. This works either on the company’s own website, in external blogs or magazines or in social networks such as Facebook, Twitter, Youtube or Instagram. “Content” can be just about anything:
- Images and graphics
- Music or songs
Or any combination of all of these elements in the form of blog or magazine articles, interviews, white papers, e-books, statistics, and so on.
Why you should use content marketing
In the online area, in particular, there has been a trend for some years now to replace traditional marketing strategies bit by bit with content marketing. The industry is growing rapidly and is enjoying great popularity, both among marketers and among advertising-relevant users.
Marketing managers value content marketing as an opportunity to increase traffic for their own website, quickly generate sales and leads and to retain users in the long term through high-quality content.
The users, however, access a wide range of interesting information and entertainment elements. But a good content marketing strategy doesn’t develop overnight, and many companies wonder where to start.
Successful content marketing:
What you should consider Content Marketing is a wide field. Many different criteria influence the success or failure of a content marketing campaign. Even experienced experts can often only find the best solutions with the help of a trial and error procedure.
The following checklist will help you produce high-quality and unique content for your marketing strategy step by step.
Do you have a relevant topic?
In 2016, marketers are still concentrating too much on business topics in their CMS strategies instead of addressing the wishes and needs of their target group.
Don’t make the same mistake! Decide on a topic that is relevant to your target group. How do you find out what’s relevant?
For example, by using Google Trends to query the demand for a specific keyword. The more often a topic is searched for, the better. Or take a look around at the competition entries.
Have you done enough research?
Nothing works without the necessary background knowledge. That is why, before things really get going, thorough research is always required. After all, you need the necessary know-how to convince your readers of your expert status. And you should also find out as much as possible about your target group.
Only through thorough research can you later determine what type of content you are using and how you should present your topic in the best possible way. Therefore do not neglect this step!
Did you choose the right type of content?
The classic type of contribution, both in the B2B and B2C area, is text.
Newsletters, case studies, blogs and magazines, social media content or interviews with experts have proven their worth in recent years. Finding the right type of content for your topic or target group is not always easy – it also requires experimentation.
- In addition, many topics are suitable for implementation
with different content. You can orient yourself a little at the following points:
- Make sure that your content (no matter what type) can also be optimally accessed on mobile devices. Today, users are already viewing a large amount of content exclusively on mobile devices.
- Combine text with graphic and dynamic elements such as images and videos. Such content is viewed 94% more frequently on average.
Did you use your keywords optimally?
In the meantime, the WDF * IDF procedure has become the standard in the field of keyword density, which not only correlates the keywords used with the other terms used (Within Document Frequency, WDF), but also with the frequency of the respective term in all other texts the Google index (Inverse Document Frequency, IDF).
WDF*IDF is formula, where as WDF stands for “within document frequency” which means word with in a document.
IDF Stands for “inverse document frequency” that means how popular a term is on other sites.
Specifically, it looks like this: The Google algorithm primarily searches for relevant keywords, that is, for terms that often appear in the respective subject area.
The more relevant keywords you put in your text, the better.
At the same time, Google also wants “ unique” content– That means that keywords that appear in almost every text on a certain topic are less suitable, whereas rarer keywords can improve your ranking.
A classic keyword analysis under the proviso that you use a certain keyword as often as possible in a text is no longer practiced in SEO today. Instead of including as many keywords as possible, they should be relevant and unique.
The optimal keyword density for a keyword is, according to suggestions from the Internet, somewhere between 2 and 7 percent. Don’t let gray hair grow out of it: Keyword density is a value that you should only roughly use when creating content.
Did you choose the right style?
Stylistically, you can always give your texts exactly the coat of paint that you prefer. But never lose sight of who and what you are writing about.
If you want to publish your article in a specialist journal, the use of technical terms is a must, but for a blog, you should write a little easier and more relaxed. Also, pay attention to salutations: do you want your readers to win or to talk?
Did you formulate a clear call to action?
No matter what type of content and which target group: At the end of your text, your readers should find a clear recommendation for action.
After all, you expect something from your users, even if, strictly speaking, your text content is of course not an advertising medium. A call to action could be a request,
- For example
- sign up for a newsletter,
- download a brochure as a PDF,
- Become a fan of your site
- Follow you on Twitter,
- Subscribe to your YouTube channel,
- or just buy a product.
- Here you have to show tact, so as not to scare your target group by pushy requests.
How to measure the success of your CM campaign
- There are several ways to find out how well your strategy worked after your content was published. The most relevant key performance indicator (KPI) you should measure after a content marketing campaign has been completed is the additional traffic.
- By measuring the number of page views, you can quickly determine how many visitors your post has attracted to your page. It also makes different approaches and types of content comparable, because by keeping an eye on the traffic on your website, you will also find out which contribution was the most successful and which formats you may be able to do without in the future.
- Other important criteria that you can use to determine the quality of your content marketing are the number of sales and your conversion rate. The better your content, the more you sell and the more users you can convert.
- However, make sure that you can clearly assign individual sales and conversions to a specific contribution, otherwise, the informative value of these indicators will decrease.
- Last but not least, your ranking for the selected keywords on Google is an important KPI. You should, therefore, check at regular intervals how well your website ranks with the most relevant keywords. But be careful: Don’t expect too much at the beginning: Good content marketing generally only affects your SEO ranking in the medium to long term.
Content marketing Tools help you plan, create and distribute
There are now some useful tools in the B2B sector that will help you to define the optimal content marketing strategy for your company. Most of the common software solutions accompany you throughout the entire life cycle of a content marketing campaign, from research and planning to content creation and distribution, and analysis.
For example, many programs are equipped with text editors. In this way, articles can be created directly from your CM Tool, enhanced with additional elements (such as images and embedded videos) and distributed over the most relevant channels.