Use Data Analysis to Inform Content Marketing & Improve Audience Targeting
News flash: There's no standard customer journey. Potential buyers follow a path of their own -— popping in and ducking out — whenever they choose. That's why you have to wait around each virtual corner to help solve their real-time questions by way of helpful content that speaks to their pain points.
The way to create and leverage the right content at the right time is through careful data analysis and audience segmentation. Let's focus on the data component for now. To break out of the humdrum of daily content creation and lead generation, pause and lean into data that supports your content marketing efforts.
Explore survey solutions from Qualtrics, devour the research coming out of Pennsylvania State University's Smeal College of Business, dig into your own website analytics to map your customer's typical journey (complete with stops and detours!). Bottom line: Collect data to optimize audience targeting within the buyer's journey. Read the full post.
How to Break Free From the Standard Landing Page (and Still Get Leads)
Gated content attracts leads. Readers fill out a simple form that drops them into your sales funnel, and you're off to the races. Well, sort of. An average landing page featuring gated content converts at a paltry 2.35 percent, according to the online advertising software pros at Wordstream. That means the bulk of your website visitors never get a chance to see your savvy marketing assets.
If you want to generate more leads (we all do!), consider re-thinking the appearance and strength of your gate. Could you offer a soft gate with fewer fields to complete, implement a progressive profiling approach or give away a valuable piece of content (free tool, white paper, ebook, checklist) to turn cold leads into warm prospects who are more inclined to open the gate?
It's time to get that content out to the masses, nurture those relationships and loosen the locks on your premium assets. Let's dig into the why, how and tools to improve your landing page. Read the full post.
Less Bounce, More Linger: Let's Get Leads into Your Funnel
Attracting potential customers to your website, and keeping them there, requires skill. We are a click-happy society that loves to mindlessly scroll. When it comes to retaining website visitors, and enticing them to take action, use a planned approach to boost conversion rates.
Enter content strategy and content marketing. The two work together to measure the activity on your site while informing readers with valuable, actionable information. We know it's tough to add more tasks to an overstuffed schedule. So, lean on today's marketing technology to help you!
Tools like HubSpot's lead-tracking platform, Pardot's automated email marketing, ClearVoice's content creation services, Moz's keyword research tools and OptinMonster's web forms will help you fill that funnel. Read the full post.
Invest in Content Marketing (and ROI Analysis) to Boost Leads
Posting the right content, at the right time, increases the number of opt-ins on your website each week. Getting to the bottom of what constitutes "right" is the tough bit. That's where a little planning and a lot of data come in.
Rand Fishkin at Moz suggests identifying top-level company goals, seeing where SEO fits in, creating targeted projects to achieve those goals and finally evaluating and testing which approach worked best, so you can do it all over again — and again. And, have something to report at your next campaign evaluation meeting.
The create-post-repeat cycle is dead. If you want to nurture your website visitors, and turn them into approachable leads, dig into the data. Analyze your SEO efforts, evaluate your social media performance and give your email marketing process a hard look to find the true ROI of your content marketing efforts. Read the full post.
Need Leads? Create Content for Buyer Personas, Buying Stages
Your audience is so much more than an average age bracket, popular gender and dominant zip code. When you're ready to increase your ROI, segment your customers based on personal traits and location in their buyer's journey.
Creating content that speaks directly to the values and real-time needs of your audience will spark their curiosity and the intrinsic need for your products or services. Of the over 600 marketing professionals who completed a survey for The B2B Content Marketing Report, 71 percent identify two or more buyer personas within their audiences and create content to nurture those specific populations.
How does this work? To segment your audience, and make your content marketing efforts work harder to capture leads, dive into demographic, geographic and psychographic variables; identify and craft new audience segments; then create content that speaks to each persona where they are in their buyer's journey. Read the full post.
Is Long-Form Content Worth the Investment?
At its core, the purpose of content marketing is to educate, engage and persuade readers to enter a sales funnel. Marketers have long debated which types of assets perform best when focusing on boosting conversion rates, including long-form written content.
Clocking in at anywhere from 1,200 to 20,000 words (or, more!), these pieces are praised for their ample ability to inform purchasing decisions, high positions on SERPs, ability to bolster brand authority and increase conversion rates. Search Engine Land reported that a few marketing companies experienced conversion rates in the 30th percentile — a huge upswing from the industry accepted 2-4 percent — thanks to long-form content.
Ready to make the leap from listicles to long-form content? Dive into part one of our five-part series. We highlight the benefits of this content marketing choice, share examples of brands to admire and define strategies (with actionable tips) for creating everything from ebooks to gated content. Read the full post.
Effective Audience Segmentation Hinges on Documented Buyer Personas
If you haven't browsed your content strategy documents since they received final approval, dig them out. Do you have buyer personas in place? Dust off those profiles and use them to guide your next round of content creation.
Buyer personas lay the groundwork for character-driven stories that focus on your ideal consumer and their needs (not the company's internal goals). "The single biggest advantage of content marketing is its ability to speak to potential and current customers at every stage of the buying process," says Content Marketing World speaker Michael Brenner. Using this targeted approach helps readers more closely identify how your products or services can help them, in turn boosting conversion rates.
As you create blog posts, social media updates and video assets, lean into your buyer personas and speak directly to specific segments of your audience — wherever they may be on their buyer journey. Read the full post.