Content Marketing Strategy is not a new concept in the world of digital marketing, but with several innovations, gradually this idea has developed as a vital marketing approach more than ever before. Marketers consider content as the king of digital marketing because it is a crucial element to reap the rewards regarding lead conversions.
Website conversion is one of the essential factors for the success of any online business. Conversion means prompting one’s visitors to do what one wants them to do, whether purchasing a product or downloading any document. However, each company has to develop a particular type of content marketing strategy according to its niche.
Companies need to focus on creating high-quality, unique and engaging contents for its target audience. Users get attracted to pieces that are entertaining, interesting and useful. Contents are of varied types; they range from texts, images, videos, infographics, webinars and podcast. Different types of content generate various kinds of leads. Besides creating an excellent material, it is also essential to ensure that these are relevant and shareable to the industry.
Marketing that uses contents requires two funnels – Purchase funnel and Content Marketing Funnel. The purchase funnel or conversion funnel is a model that is a consumer-focused approach. This pipe describes the entire process of a customer’s journey through the buying of a product or service.
The content marketing funnel is a marketing process which increases the leads to a continuous content flow. This system converts the users into actual customers who are likely to pay for the products or services.
Content marketing funnel includes three different aspects:
• Knowledge: When visitors initially discover the brand.
• Assessment: The moment a qualified prospect finds out whether the offered product or service is the right fit for him or not.
• Buying decision: when the prospect gathers the final necessary information before purchasing the brand.
Understanding why content marketing is essential to increase conversion
Content marketing has become the buzzword in the digital marketing scenario. Nowadays, instead of pitching about the products or services, companies provide appropriate and useful information to their customers to help them solve their issues and understand the offered product and services.
The Content Marketing Institute defines the content marketing strategy as a preferred marketing technique as it aims at creating and distributing valuable, relevant and consistent articles to attract and retain a limited market. The primary goal of content marketing is to initiate useful customer action.
The approach of marketing through the contents yields the same result of driving traffic for both the established brands as well as small business owners alike.
How to increase conversion rates through content marketing
Every brand around the world is spending over 25% on an average of their total marketing budget on this ever-evolving technique. But sometimes digital marketers get lost when it comes to differentiating between contents that work and articles that cannot make an impact on the audience.
Mentioned below are some of the untold secrets of Content Marketing that can enhance your Website Conversion.
Secret 1: Create contents to convince target audience to take further action
Contents have a convincing and persuasive power on the audience. Hence, while producing such materials, companies should aim to satisfy the target audience about their needs. People must get the impression that the offered product or service is the best in the market.
Before publishing such documents, decide how the audience would react to the piece. Develop contents that provide solutions or answers to persistent problems or questions. Create contents to augment emotional response in the audience. These approaches are some of the proven methods that compel users to read the write-ups and share it again and again.
Secret 2: Build a strategy to influence your competitors’ audience also
Building a perfect strategy to influence competitors’ audience is one of the best ways to increase one’s reach through content marketing.
Online marketers should look for opportunities where they can create compelling write-ups and leverage other people’s audience.
As a marketer one needs to ensure the best possible customer response. One should develop a winning marketing plan with detailed marketing objective. It is essential for entrepreneurs to identify productive ways to target the intended audience.
Secret 3: Use Plugins to share and promote content quickly
When you’re publishing content to draw visitors to the site, it is also necessary to make it easy for the people to share the content further. Although, these people might not be potential customers, yet they may share the content with someone who will be interested in the information you provide.
The internet offers several plugins for social sharing. Online dealers can use the available plugins according to their preferences. Among many plugins, – ‘AddThis’ is a favorite one that can be used in various locations throughout one’s site. The -‘AddThis’ service is one of the preferred plugins among others because it has the capability of showing the geographic location and web activity of the visitors.
Secret 4: Build a network of your clients amongst competitors
The internet is a crowded space; almost all businessmen within the industry would post contents to reach their clients. So, it is essential for every online marketer to build a network among the people who value the content.
Content marketers would find success when they focus on matters of not just creating great content but also on building up great relationships.
How to build an effective client network?
One can create a comment section on the blog. Social media Facebook, Reddit, Twitter play a vital role to build fan following and a network. With such customer relation, a marketer can experience a consistent flow of traffic to their site and continue regular sharing of posts as well.
Secret 5: Create high converting landing pages
Creating a high converting landing page is another untold secret of content marketing. This activity results in improved website conversion. A landing page is the most significant part of a website; it is the first page a visitor sees when he starts browsing a site.
Thus, marketers must produce a landing page with attractive images and engaging write-ups to capture the attention of the targeted leads. Further, the landing page should have the capability of conveying a message well.
Secret 6: Keep posting blog sequels and series
To generate more traffic and improved user experience, bloggers should generate more leads by presenting series or chains of posts related to their previous posts.
Keeping target audience tied up to the content is another proven method of website conversion through content marketing.
Digital marketing professionals are of the view that posting content in a sequence has several SEO benefits also. The more pages one can create, the more opportunities a reader can find the company through search engines. Additionally, a high-ranking post will even bring much more traffic and lead to conversion as well.
Secret 7: Podcast should be used in content marketing
Besides the traditionally written contents, a podcast has taken the front seat as a prominent content marketing tool. It is a type of material that adds variety to a text-based content strategy.
A podcast is an easy way to generate guests’ content and further, it can influence the audience more. Among several benefits, a podcast can attract an deal buyer. It creates awareness regarding the brand and establishes the company’s status within the industry.
Secret 8: Graphics are content too – give importance to graphics
Graphics are visual contents and so to succeed in content marketing one must adequately go for visual treatment. If marketers fail to produce visuals that are not appealing, the website might lose prospective consumers. The human brain is equipped to process visual information faster compared to plain text. Research shows that people on an average remember about 20% of what they read, but never forget something which they see in an image or video form.
A marketer can thus use strong visuals in the form of images, charts, screenshots and symbols to appeal to his readers.
Secret 9: Analyze situation-what type of content fits your business
One should consider analyzing the content type that fits the business. The activity of identifying appropriate content is necessary for marketing and website conversation. There are several types of contents and each has its converting power. Enterprises should take a closer look before investing in this marketing approach. One should identify which type of content has been more successful and which model will establish ROI.
Effective marketing is not possible without excellent content and so Content Marketing has evolved as an engaging trading technique in today’s environment. To create a better impact, a marketer must plan adequately and devote the maximum amount of time to explore what will initiate good content marketing. Each entrepreneur must aim to produce high-impact content that will pay-off and make readers come back again and again.