Digital marketing has evolved far beyond posting regular blog posts and broadcasting them through branded channels.
It used to work pretty well about a decade ago, but it’s hardly going to give any results these days.
We live in the era of an ever growing multitasking consumer who is difficult to impress. Today, most brands have been forced to improve their content creation game and produce detailed and interactive content, invest in video creation, and design original graphics.
However, it is not enough. While the quality of content is fundamental, your content strategy will not have an impact on business results unless it is optimized for capturing and nurturing leads.
Step 1: Optimize for customer journeys, not just keywords
Every content creator knows what keyword research is and how to find keywords for their next piece.
Well, that’s not enough anymore.
Instead of targeting keywords, you should target a customer’s experience.
Behind every search query is the searcher’s intention, ie what he hopes to do when he sees search results. As Lior Krolewicz from Yael Consulting explains:
…Purchase intent is a measure of the likelihood that a particular person will later purchase certain goods or services. This is an incredibly powerful statistic that you can use to target people who are already in the market for what you are selling.
As travel purchases become more complicated and unpredictable, you can take an even more robust approach.
In other words, for each piece of content you want to create next, identify the following:
- What keywords (and questions) your target reader is likely to type into the search box when looking for something that answers / solves your content
- What may have made you look for these specific queries? (Are you in the middle of a project? Are you going to buy something? Are you battling an illness? Etc.)
- Create content that serves the number 2 in the best possible way. Include instructions and downloads that reflect any possible scenarios that people may have brought to your site.
How to Create the Most Useful, Engaging Content: You give your website visitors exactly what they are looking for.
Searching Google may give you plenty of clues about the customer journeys you need for your content. For example, if that’s what you’re looking for [brand kit]You will see Google suggest that many of its users are interested in samples, models, and PSD files. So this is helpful:
When you write content to create a branding kit, you add various downloads to your readers so they can instantly access and play with them.
A semantic research tool called Text Optimizer will also help you identify the various helpful angles and elements that make your content irresistible.
Text Optimizer analyzes search results for a specific search query and extracts related concepts to give you a better idea of how to better satisfy your target reader. The more suggestions you implement in your content, the better you can adapt your content to different browsing trips.
Semantic analysis is certainly not a new concept, but too many brands are still not using it (and even have no idea what it is) so this tool is a good place to start.
Step 2: Connect your registration forms to a customer relationship management platform
Most websites use sign-up forms to get these lurkers to subscribe to an email list so companies and writers can build relationships with them (and likely convert them into buyers later).
Well this tactic is getting old.
First, people are less and less willing to divulge their email addresses. Second, our email inboxes are so crowded these days that it is next to impossible to perceive your marketing emails.
It is high time we rethink our lead nurturing process. There are two ways to try it out:
- Connect your registration forms to a customer relationship management platform. Hubspot offers a free one, but there are other CRM options to consider. A CRM platform will help you organize your contacts and develop a broader strategy for reaching them. You can leverage social media, keep a detailed record of all your interactions, and identify the best ways to convert your readers into buyers.
- Use Facebook retargeting to reach your content readers with personalized ads through the platform. This allows you to get in touch with people who have not subscribed to your list. How to install the Facebook Pixel on your website.
Both methods do not require any technical knowledge to be implemented and simultaneously allow for multiple cross-channel marketing opportunities. Get your readers’ attention on the Internet!
Step 3: monitor and reevaluate your conversion funnel
After all, if you want to better understand which of these articles will best suit your clients’ journeys, changing the way you rate the effectiveness of your content is a must.
Google Analytics is the most obvious option here, but it’s not easy to find out. Finteza is another option, especially with the Funnels option, which makes it easy to see clearly which pages are web users turning into leads and buyers.
Creating a funnel is easy: just choose your article url, then choose any number of “desired” actions (clicks, form fills, etc.) for your article readers to take. Finteza shows how many users are interacting with your website the way you planned:
You can also slice and dice your data to view more detailed information. For example, you can rate how mobile users are converting on this site. Or you can even narrow it down to a specific mobile device model. This is very helpful in developing customer personalities and customizing your page elements to better engage your users.
It’s also a good idea to include this assessment in your monthly website audit routine to make sure it’s done on a regular basis. This way, your content and SEO strategies become more integrated and therefore more effective.
There’s also no shortage of engagement tools to help diversify your CTAs, personalize your message, and keep track of your customers’ journeys across the web.
A content marketing strategy is constantly evolving. There’s never a point where you can say, “I’ve found the most effective way to create and market content.” It will never happen.
Hopefully the three steps above will help you come up with some new ideas to experiment with. Good luck!