“All marketing needs to be measured for results…
Think of what success looks like before starting a content
marketing strategy. With digital content marketing, you
can see exactly how every piece of content performs.”
10.
Be part of the conversation.
Participate on social media by
contributing something valuable to the
conversation. While this should be consistent, a company
does not need to be part of every conversation on every
platform and website. Trying to accomplish this can be
too overwhelming.
11.
Measure results. all marketing
needs to be measured for results. if there
are no results, do not invest in it. Think of
what success looks like before starting a content
marketing strategy. With digital content marketing, you
can see exactly how every piece of content performs. use
social media analytics that are associated with most tools
and Google web analytics tools to track how many people
interact with each piece of content and what they do
afterwards. also test different elements (headlines,
images and keywords) to see which get the best response
from your audience. This is called “a/B testing” and is
a great way to discover small tweaks that can make a
9.
Share your content. of course, you
should post your content on your own
website, but sharing it on social media is the
key. if you can, budget for some social media advertising
to make your content stand out in viewers’ crowded
feeds. hootsuite and Sprout Social are popular tools to
help you manage content on social media. it can make
sense to automatically pre-program posts, but monitor
them carefully so they are not seen as irrelevant or insen-
sitive if there is a big, new current event that everyone is
talking about. and don’t ignore email; a recent content
marketing institute study of B2B marketers ranked email
as the most effective channel for content marketing.
big impact on data points like click rate, likes and
conversion rate.
12.
Get reviews. user-generated
content is an important part of a
content marketing strategy. Some
customers will naturally post comments on social media
sites. other customers need to be solicited by the
company to encourage reviews and references. Don’t be
afraid to just ask.
remember, content marketing is a long-term strategy
and needs to be executed for at least six months consis-
tently to show results. n
Barry moltz is an author, speaker and small business consultant with over two
decades of success helping small businesses grow and overcome challenges.
APriL
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