✒ Content Marketing

Success factors for content marketing

Success factors for content marketing

Content marketing is a key success factor and has been a top topic for marketers for years.

Today there is an abundance of information and it is becoming increasingly difficult to engage in dialogue with customers. Greater attention and visibility deliver relevant content that reaches the right customer at the right time.

That’s why content marketing has been a top topic for marketers for years. This is confirmed by the new study “Digital Marketing Trends 2019”, which was published a few days ago. There, 77 percent of the interviewees stated that “in 2019, they want to concentrate on creating relevant content for their own target group.” 1,120 online marketing managers from 9 different industries were surveyed.

How to stand out from the mass of information with content marketing? These 10 tips will help you:

Themes sell products

Why bother, write lyrics, hold webinars, film videos and sacrifice time to create? The goals are many: dealers want to sell products, publishers want to get the attention of their customers. The ultimate goal is: sales.

The content marketing strategy

Before you start with content marketing, you should first clarify which strategic approach you are pursuing. Should the content be sold directly or is it used to generate leads? Which processes are needed for lead generation? 

Delivering the right content to the right customer at the right time makes a customer journey possible. The customer journey is divided on different channels in different phases with matching content and delivered via Marketing Automation. Website and newsletter are the basis. Creating Buyer Personas supports the Customer Journey. 

Success factors for content marketing

Know the target group

In order to reach the target group with content marketing we have to speak their language. Are they lawyers, engineers, secretaries, foresters, marketing managers, commercial employees? We need to know our target audience in order to reach you and convince them of a product or service. Therefore, try to empathize with your readers – how are they ticking, what do they think, what do they want.

Storytelling instead of heavy advertising

Good stories are well received by the reader. They have an emotional effect, adhere to the recipient in the long term and can be used in a variety of ways. Good stories are also gladly retold and shared with friends.

Title, teaser and text

The title should make the reader curious. The teaser almost collates the content and texts are structured. Who likes to read long confusing texts on the monitor or while reading a newspaper? To avoid this, you can divide the text into paragraphs. Subheadings help the eye to fly over and make them curious.

Short, understandable and pictorial sentences

Endlessly nested sentences scare readers away. Understandable phrases, short and concise, captivate the reader and are better read. Generate images in the reader’s mind. Colored expressions and adjectives can be used. Superfluous and hackneyed phrases should be avoided in the text. Likewise unjustifiable repetitions. Important: The spelling must be correct.

More conversion with search engine marketing SEA

Today, over 80 percent of all purchase decision-making processes start on the Internet. The customer searches in search engines for a benefit or for a problem reference. Who is looking directly for a product name? Therefore, put the benefits in the foreground and become the problem solver of interested readers. 

This can very well improve the ranking in the organic search results and achieve a higher conversion. Use eye-catching, high-value and problem-catching keywords tailored to your target audience in your text.

Success factors for content marketing

Install response elements

Take advantage of the diverse response options that readers can respond to immediately. Include recommendation buttons directly in the post and link them to the shop. For offline channels, you can use reply fax forms or reply cards.

Use different content formats

Text, video, webinar, newsletter, website, press releases: There are numerous content formats available. 

Social media, subject portals and blogs

To make the most of your content, you should not just deploy the content you’ve created on your website. Publish them on the various social media channels, on specialist portals and on blogs. Measure also your success. Think about the channels on which you can best reach your target audience – focus on the most important ones and do not get bogged down.

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