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About 7 Actionable Content Marketing Articles
7 Actionable Content Marketing Articles: Do you generate visits with your corporate blog? Is it worth the investment of time and money? Some signals and indicators give us concrete clues: the number of visits to search engines and social networks, the bounce rate, the average time spent on the page, etc. If you multiply your website traffic every 6 or 8 months, you are on the right track.
I want to show you the 7 actionable content marketing articles steps we recommend in 2022 (2022 Trends in Digital Marketing) so that your content marketing improves significantly. As usual in our blog, we will use strict language and a practical approach. In this article, we will see the following:
The Basics of Your Content Marketing Strategy
Content Marketing is a perfect option if we want to build a solid foundation for our digital marketing strategy and optimize our resources to obtain the best medium and long-term results.
In my opinion, it is the first step in methods like inbound marketing to attract qualified buyers and build an audience. It is a starting point for more sophisticated future actions such as marketing automation and leads nurturing.
We wasted effort to focus on conversion optimization or setting up complex marketing tools when we didn’t have qualified visitors to our website. And we achieve that with good content marketing. I want to know how. Read on; we will start with the benefits you will receive.
Main Benefits of 7 Actionable Content Marketing Articles
First, we must be clear about what benefits we can expect from including content marketing in our annual budget. This type of marketing will allow us to develop a closer relationship with many new buyers, giving us several advantages.
- Attract new buyers with lower costs.
- Improve the relationship with our existing customers.
- Positively influence the purchase decision of our prospects or leads so that they become customers.
- Get higher quality leads in larger quantities.
Benefits for the Marketing/Communications Department
- In the medium/long term, a significant saving in advertising costs.
- Communicate our competitive difference in a very effective way.
- Position yourself as a benchmark in our market and our audience or segment in a very efficient manner.
- Create stable target groups in digital channels: social networks, corporate blogs, search engines, newsletters, etc.
The 7 Actionable Content Marketing Articles
In marketing, mistakes are expensive (in money and time). Your organization’s ability to execute its strategies quickly and efficiently is crucial to success. Do you think your ability to perform is critical? Yes, content marketing still has a long way to go, and I do not encourage you to reinvent the wheel; everything has already been invented, and I will try to make it very easy for you…
With the experience of more than 20 years specializing in digital marketing and more than 100 successful content marketing projects, allow me some advice: “There are seven necessary steps for our content marketing strategy to achieve good results” how what we do is critical and will make a difference, and you can’t slow down at any point. If you fail in any of these steps, the results will not arrive efficiently.
Step 1. Goals and Planning
The first step is to be sure about what you want to achieve and in what time frame you want to achieve it. I will say it very clearly: we can achieve excellent results with content marketing measures, but these only come in the medium term (3-6 months). If we want to obtain good results in a short time (1-4 weeks), other actions can get better results, although with higher investments.
To set our goals and deadlines and coordinate ourselves, there is nothing better than having everything in writing and a good dashboard. I recommend the following:
- Set goals agreed upon with the team.
- Have a clear strategy to follow.
- Make sure you have a good team with experience and knowledge in the field and, most importantly, are committed and excited about the project. And with the necessary resources so that the team can work.
- Create an overall plan without detail, highlighting milestones and contingency plans for the next 6/12 months.
- Prepare monthly/weekly coordination, control, and evaluation system where you can delve into the day-to-day details and take the pulse of the project.
Step 2. Create Interesting Content
The second thing I encourage you to do is be happy with whom. Being clear about our ideal buyer’s profile, fears, needs, and problems is key to the quality of the traffic we receive. The content we create for you is targeted to a specific audience and optimized to influence their purchasing decisions.
That’s why the content we create answers the questions your buyers are asking. We will spend time and money on this step; it is the first and must be tackled firmly for everything else to work.
Note: Using inbound marketing terminology, we can refer to the ideal buyer as a “buying persona.” If you want more information and practical download examples that help you define your perfect buyer, I recommend:
- All about inbound marketing
- Free ebook> Define your buyer persona with three practical examples
- Inbound Marketing > The seven steps to creating your buyer persona
Is Another Question worth Answering: What Does My Ideal Buyer Usually Look For?
Today, users use the Internet as the primary information search tool to make purchasing decisions. This is good news because we have tools to know the most searched words and existing search trends in different countries, languages, etc. For example, we will use Google Trends or Buzzsumo to research your prospective customers and learn more about their concerns and fears.
Step 3. Stretch and Multiply the Content.
Once we have developed the content at the agency, we like to “stretch” it to serve our purposes efficiently. Does it sound strange to you? It is about publishing it in different formats and adapting the information to each of them, for example:
To do this, we created a 30-page ebook for publication on your website in PDF format:
- We make a summary and build a landing page for the pdf to be downloaded.
- We have created a series of articles using modified parts of the ebook to post on our blog. These articles contain a call to action that links to the home page to download the PDF file.
- We create several posts with excerpts from the ebook that link to the articles on our blog to publish them periodically on social networks.
- We have made an infographic to summarize the concepts covered in the eBook.
It took to create the ebook was 15 hours, and we spent another 5 hours making the landing page, five blog articles, an infographic, and five social media posts. Now our content marketing moves fast, like a train on rails.
Now, do you understand the usefulness of “stretching” the content? This practice allows us to improve productivity and achieve many publications from the primary content. But we never lose the essence: quality content stretched and of excellent quality.
It is crucial to know each type of content and format and how it helps us engage with the consumer. Here are some tricks we use at the agency when working with your content marketing:
Short Videos: 2-5 minute content on how to use a tool, troubleshoot buyer issues, show the merits of a product, customer testimonials about a service, etc. Very useful to bring the product or service closer to the user and improve the post-purchase experience.
FAQs: Detailed and sometimes technical content about users’ most common questions about a product or service.
Blog Articles: Typically 500-2000 word articles on the needs and problems of our ideal buyer.
White Papers: Longer documents (10-50 pages) developed on trends, challenges, etc.
Webinars, workshops, and seminars: They give us a lot of authority and position us as a benchmark in the industry. The duration is between 20 and 60 minutes.
Product sheets: Technical content with product specifications, possible uses, applications, etc. They positively influence the buyer’s purchase decision—infographics, PowerPoint presentations, etc.
Step 4. Optimize and Publish the Content
Before and during the publication of the content, we constantly optimize it, considering the following factors. Listed from most important to least important:
- Title and URL optimization.
- Search engine optimization considering on-site SEO factors: h1, h2, h3, strong tags, keyword density (according to keyword research), etc.
- Optimization for social networks: share buttons, microformats, rich tags (rich snippets), etc.
Each format we use (blog post, pdf, image, video, etc.) has its optimization techniques, which due to their complexity, go beyond this text but are very necessary. They are particular techniques carried out by specialized professionals to ensure that all the efforts we later make with dissemination have a more significant impact.
Some Useful Tools:
- Google Structured Data Testing Tool. A tool that validates the correctness of the structured data of our website.
- On structured data.
- All-in-one WordPress. Free plugin to optimize WordPress for search engines
- The tidal wave is a free plugin for the most important browsers, with which you can determine the density of keywords, among many other interesting data.
Step 5. Dissemination through Search Engines, Social Networks, etc
Do you want your content to be visited? Well, as soon as we publish a well-thought-out and optimized post on your company’s blog, the moment of truth will come: now, we will have thousands of visits per month. Some steps to follow:
- Create posts and publish them on the company’s social networks with links to the blog content for the coming weeks.
- Send the content to our blog subscribers in the following email newsletter.
- Send the content to everyone in the company so they can get to know it, give their opinion and participate in its dissemination.
- Present the content to the sales team for use, especially for industry studies, product sheets, case studies, etc.
- And we could go on for a while…
First, I would like to ask you a few questions: Do you know how many followers your business has on social media? Is your website well positioned in search engines? We want you to keep one thing in mind: we will obtain better or worse results with disseminating your messages as long as your business is correctly implemented in digital channels.
An Example Will Help:
For example, if your business has 23,401 followers on Facebook, when you post your content, it will be seen by many followers, and you will receive a great response regarding visits and leads. If you have 45 followers on Facebook, it is expected that your dissemination actions through this channel will have little impact. We want to see the project globally and understand where we stand, and it’s easier to know which keys to hit for the best results.
Some Useful Tools:
To help distribute content, we work with potent tools. In the agency’s content marketing team, we typically use the following:
Buffer. A tool that significantly facilitates the deferred publication of posts on social networks and the collaboration between multiple people with multiple accounts. It works with Facebook, Twitter, LinkedIn, Pinterest, and Google Plus.
Hot suite. A free tool with a paid version that facilitates the distribution of content through various social networks such as Facebook, Google Plus, Twitter, and LinkedIn.
A little. URL shorteners are commonly used to distribute content through social networks.
Twitter feed. It allows us to directly distribute the content of our blog on social networks such as Facebook, Twitter, or LinkedIn. Use RSS technology.
Step 6. Measure and Improve Results
We love to show our work’s results, allowing us to learn, improve, and justify the money and hours invested in the results; the books say, “what can’t be measured can’t be improved.” We have made it part of our daily lives.
Many web analytics programs are excellent and free and allow us to obtain information about what is being done and what is the positive or negative impact of content marketing. We love Google Analytics, Google Search Console, SEMrush, SEOmoz, etc.
Experience tells me that one of the biggest barriers to using the data that Big Data and digital analytics provide today is its quantity and quality. We have access to so much information that we don’t know what is relevant. Several things are required to learn and improve with the statement:
Tools we Use to Measure and Improve Your Content Marketing
- Google Analytics. Google’s the free tool to measure all traffic and interactions with our website.
- Twitter analytics. The tool lets us know data about followers, exchanges, and others on Twitter.
- Facebook and LinkedIn also have detailed reports of our activity and that of our followers.
- We also have tools such as SEMrush to measure our positioning in Google, Mention, and Google Alerts (Google Alerts) to monitor what is said about our brand, product, or industry on the Internet.
Step 7. Train the Team in Content Marketing
Finally, we must not forget that new techniques, methods, and tools appear every month, allowing us to optimize and automate our work. At the agency, we are meticulous in this regard, and training is part of our DNA. We make it informal for our clients to train and stay up to date. Proof of this is this Article and our YOU+ service:
- Training for clients and also employees every 7-15 days
- Information about events and also training courses.
- Our Digital Leaders section with examples of projects and digital tactics
- 14-day newsletter with news, trends, and examples of digital tactics and also strategies
- Ebooks, reports, and also publications
If we avoid this step, we will fail in the long run. In less than 12 months, your strategy will be obsolete, and neither you nor your team will know why. Are we exaggerating?
At the agency, we train every week and also decide every month whether to incorporate new techniques or change our course of action; Thanks to this, we give good results to our clients. To be competitive, we must adapt to the new times, which are faster and more changing.
The 7 actionable content marketing articles show you a summary of the 7 phases that we use cyclically in our content marketing actions for our clients, with tricks and also tools we use daily. I want to emphasize that we usually get worse results by skipping one of these stages, so I encourage you to work methodically and constantly.