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Developing a Content Marketing Strategy: How to Turn Engagement into ROI

  • Category : Marketing
  • Posted on : Jul 12, 2016
  • By : AltusHost
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It gives me great pleasure to introduce Oscar Waterworth to you. Oscar is a writer from Syndey, passionate about topics related to digital marketing and cutting edge technology. He is an author and a senior editor at the Bizzmarkblog. To keep yourself updated with Oscar’s writing, you can follow him on Twitter.


The art of harnessing the content marketing ROI is the centerpiece of modern digital marketing. This virtue allows you to convey a message without clothing it into layers of promotional glaze or sounding overly blatant. One ought to take baby steps first, though and gain a deeper understating of the business case, as well as the means and requirements of crafting a swell content marketing strategy. This allows you to connect with the customers in a meaningful way and add real value to the online community with the irresistible charm of branded content.

Star Gazing

Today, an average user consumes a tremendous amount of content on a daily basis. People seek to be educated and entertained, not ripped off or looked down upon. They go to great lengths to find buried treasures, but their decision to purchase is not connected to the moment of revelation. It is, in fact, the process of going through several stages; guiding the customers on this small resolution-making journey is the main task of prudent marketers.

The brightest lodestar in the cyber heaven is content and, in the prominent constellation, the blogging, and organic search shine just as bright. Everyone under the digital sun is contributing to the content creation, but not everyone has a clear strategy in mind. With a tremendous amount of noise present, what you need is a data-driven approach and a rock solid strategy with the objectives clear as day.


The Holy Trinity of ROI

The content marketing ROI is deemed to be higher on average than the one associated with the traditional marketing activities. Even the most targeted forms of advertising are not always on par with the effectiveness of the high-quality pieces of content. That being said, a seasoned marketer understands the necessity of testing the waters and summoning the holy trinity of ROI: Cost, utilization, and performance.  

These crucial components give an answer to the million dollar question of whether you should get your hopes up concerning ROI. So, the first thing to get a hold of are content production costs that include copywriting fees, design services and project management. Furthermore, the utilization is essential because a bulk of the content never makes contact with consumers, serving as a nothing more than a kind of digital waste.


Namely, one of the most common marketing mistakes is serving irrelevant content to the consumers. Therefore, acquire a sample of the content and audit the channels for its delivery as well as related metrics. Here, we dwell into the final element of content ROI, its performance. Most people stick to page views, social shares, and the likes; however, if these indicators are not closely tied to your business case, you are building your strategy on quicksand.

A Brand new Approach

The chief goal is to introduce your brand to people, capture their imagination, and leave a lasting impression. Now, this has become an imposing task in the wake of two trends. First, the audience has become adept at sniffing out the advertising and avoiding annoying ads like the plague. A customer wants to be able to pinpoint the exact product or information without additional confirmations and the visual clutter.

Moreover, according to this ProOpinion survey, 77% of consumers crave for a personalized piece of content. This means that copied and spammy articles have no place in your strategy. The second factor is that Google is enhancing the algorithms and grooming them to act as the banners of poor content’s existence. The quality bar is set higher, and flying under the radar of search engine deities is not a realistic strategy.

As a result, most marketers adapt to the shifting climate and user preferences with a holistic approach. After all, content encompasses everything from online conversations to striking product imagery. Research shows that almost 60% of produced content is articles and infographics, with case studies, videos and interactive graphics lagging behind.


Bottoms up

To reach the online fair share and avoid getting stormed by the competition, you must ensure that the branded conversation is comparable to the sales in the product category. What is more, one should boost the brand publishing capacities, and attract more branded traffic via specific business-related terms. Finally, evaluate the ability of landing pages to keep the bounce rates low and retain the visitors from the organic and social traffic.

At last, check out how repeated traffic differs from the first-time visits in terms of conversion and the time spent on the site. Bear in mind that the top of the content marketing funnel is a fertile ground to plant seeds of relationships with the potential customers. Water them with your brand juice and people will want to dig deeper, descending down the funnel, and converting upon reaching its end. A swell brand that fully shines through content has the power to drive loyalty and bring you many engaged, lifelong customers.

Spark off the Strategy

The best way to start forging a killer strategy is to address the overall marketing ROI, grasp the costs of content creation, and ponder on your business case. Win the attention instead of buying it, spark interest without making the overwhelming advertising noise. Yet, do not assume that you can be your own publisher and do away with all the outbound efforts, even if their appeal has started to wane. Content marketing might be the backbone, but it is not the only pillar which supports your marketing campaigns.

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