This book takes readers through a 360-degree perspective of social media in businesses.
In college, I loved getting ready to write research papers. I’d outline the steps I had to take, research my topic, grab specific stats, supplement them with my very own analysis and present my professor a paper I was pleased with.
Mapping out my plan of attack was somehow energizing and relaxing concurrently. I understand I’m probably in the minority upon this because a lot of people (especially marketers) would like to get right to the action.
That is probably why only 35 percent of B2B marketers have a documented content-marketing strategy. But with out a visible roadmap, you’re guaranteed to overlook crucial steps and lose out on potential opportunities for ROI.
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At Influence & Co., we’ve seen a 474 percent positive ROI since deploying our documented content-marketing strategy in January and also have found a few essential tips on the way.
Listed below are five steps we took which will position your technique for success:
Focus on your targets.
Establishing your targets from the beginning is essential to accurately track ROI and evaluate success. Whether your goal is to see an uptick in qualified leads, web site traffic or blog subscriber numbers, ensure you know very well what you’re working toward.
Plan in quarterly chunks.
It’s easier to achieve your targets in the event that you create quarterly campaigns. When you work in smaller batches, you can attempt out new approaches and also have a company grasp on what’s working and what’s not. Otherwise, you could end up wasting money and time on a six-month or yearlong initiative that wasn’t working right away.
We planned out campaigns for 90 days, and halfway through, we noticed our audience valued custom templates, so we developed a different one and saw a lot more traction. We also tested out new publications and determined whether it made sense to keep contributing to those later on.
Build flexibility into your strategy.
As I mentioned earlier, employed in three-month stints offers you the flexibility to investigate and adjust as you go. Don’t hesitate to compare data and make necessary changes if something’s no longer working. It’s much smarter to try out new publications or article topics than plan everything simultaneously and ignore viable opportunities on the way.
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For instance, we developed topic ideas for 90 days in January, but a couple weeks later, Taboola received another round of funding. So we whipped together articles on what content discovery platforms are at the forefront in content marketing, that actually resulted in a sale and a higher conversion rate. While planning is key to the process, don’t restrain on adding and tweaking variables as needed.
Map out your measurement idea.
Tracking metrics may be the only way to learn whether something is working — and I’m betting your senior leaders would want to start to see the numbers if you’re moving budget dollars to content marketing. With a custom analytics template to measure and analyze key metrics, it is simple to see what’s focusing on a monthly basis. So when your quarterly meeting rolls around, you’ll curently have a written report to showcase your campaign’s success and help devise an idea to optimize your strategy.
Make your strategy accessible.
Creating a documented content strategy that’s only open to your marketing team is a big mistake. By sharing it with sales, recruiting and other departments, you can make sure your company’s message is consistent over the board.
For example, your HR team may use your strategy as an exercise tool to raised educate new hires. This not merely saves time, but also gives employees a chance to beat and open the entranceway to new ideas. By documenting an intensive content strategy, your complete team stands to benefit.
Setting goals, employed in shorter campaigns, tracking key metrics and giving the complete team access can truly set this initiative up for success and present your leaders grounds to cover content marketing later on.
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