Online content, which includes any online material, such as articles, videos, guides, blog posts, and more, is designed to stimulate interest in your brand, product, or services.
However, your content is only as effective as it relates to your audience, which content marketing plans, such as the quality content plans built by ContentJourney.com, can help you do.
In fact, when done right, great content helps serve many purposes, from bringing visitors to your site to turning visitors into quality leads and those leads into customers, and more.
But to build the most effective campaign, you must understand the world of content marketing, including just what it is, how it works, and why you need it, which the following information can help you do.
How Content Marketing Works
In order for your website to rank high in online search results, you need to create content that your potential audience will find useful. It sounds easy, but it is harder than you think.
In reality, our job is to make Google’s customers happy.
The idea is to find people who are unaware of your business or brand, and they may not even know much about your offerings, but you are able to offer content they need. When they find your content useful, then they want to learn more about this industry leader who helped them.
The goal of content marketing is to create high-quality, in-depth marketing content that relates to your business and industry in an effort to capture your audience’s attention. When done right this will increase awareness of your brand, company, product, or service.
In other words, content marketing helps bring people closer to your products by creating free, useful content that educates them and makes them want what you have to offer, which helps boost conversions.
What are the Different Parts of How Content Marketing Works?
Content marketing has four basic objectives or parts that work together to help bring you more conversions, which include:
Educating Your Audience
Every second thousands of Google searches are made by people searching for relevant information.
When you provide this valuable content for your audience, it helps your business stand out to them because the information, article, or video, etc. you supplied helped provide a solution to their inquiries. This makes a searcher feel as if they are walking away having learned what they were looking for.
Providing an answer to your audience’s questions also makes them more likely to return to your site. As well as recommend your brand, product, or service to others, which also helps produce more quality leads and conversions.
Boosts Brand Awareness
Getting new people to find your business helps increase the possibility of new sales, which is the goal of content marketing.
In fact, research shows that many buyers conduct a search for more information about an industry or product before actually purchasing it. For instance, as more people become aware of a product and it becomes popular, they often turn to the internet to learn more details or read reviews before making a purchase.
Hence, if you sell this product, in generating your content, you would be sure to include all aspects of the product, including what benefits it offers, its available varieties, instructions for use, and more.
When you make this easy for searchers who are in the initial stage of buying your product then you shorten your sales cycle.
Providing such useful information about the product helps your information appear higher in search engines. Bringing new leads into the top of your funnel where you control the message and their buying journey.
Establishes You as an Authoritative Source in Your Business or Field
Supplying your audience with relevant information surrounding your business, product, or services also demonstrates your insight, which helps establish you as an expert in your field.
As an insightful expert or authority in your field, potential customers, as well as your current customers, will see you as knowledgeable. This boosts their confidence in your business, products or services, ultimately increasing the likelihood of repeat business, not just a one-time sale.
Customers want to trust companies they work with.
Investing in a content marketing strategy, like the carefully and individually developed ones offered by Content Journey, helps you build the most effective content designed with the main goal of providing valuable information that helps establish you as an authority in your genre. Our plans get your business noticed and one step closer to meeting your business goals.
Broadens Your Audience
Besides simply improving your SEO for your company’s website, quality content also has the ability to attract more qualified leads.
When you create content that gets people interested in your services or products, it helps more people discover your business. This broadens your market, as well as your site’s traffic potential.
When search engines believe you are showing the most relevant answers to searchers questions, your site will rank higher in search engine results.
However, when creating your content, it is important to note that each of your visitors will be interested in your offerings for their own reasons. It is important to create a content marketing strategy that enables you to reach various people based on their interests.
If you do not have a clear idea of who your customer segments are then Content Journey can help do the research to align your content with your customers.
8 Steps to Explain How Content Marketing Works
Good content marketing entails incorporating the right strategies cohesively to reach your business goals.
There are 8 main steps of how content marketing works, which include:
The First Step: Create Useful Content
Since the focus of this marketing strategy is all about the content, the first thing you need to do is create quality content.
And though the content is meant to increase sales, it still needs to be beneficial to visitors rather than salesy, in order to keep them on your page. And interested in what you have to say.
In other words, it needs to engage, educate or inform your visitors. By providing answers to their questions. The last thing you want is to get a new visitor to your site and they see your content as lacking, dispassionate or superficial, which decrease the chances of them engaging with you further.
On the other hand, when you create content that provides solutions to your visitors’ issues or that teaches them what they want to know, it creates value for your audience. This value means there is an increase in opportunity that they will sign up for your email or newsletter, or purchase your service or product.
People also tend to pass on good information, so it also helps increase the likelihood that your content will be shared with many others, which also helps increase your leads.
The Second Step: Share Your Content With Your Target Audience
Once your content has been created to provide the utmost value to your audience, the next step is to get it in front of them, which can be done in various ways.
For instance, you can upload your content to your social media page and then share it with your audience. This is one of the many reasons Content Journey offers social posts with two of our plans.
You don’t want to build up your audience on Facebook or Instagram, you want visitors coming to your website, where you control the message.
You can also reach out to social media influencers in your industry or field to promote your content, which will also help get your information in front of interested parties. One more way to increase the chance of it being read and, in turn, generate more quality leads to your site.
Investing in quality search engine optimization tactics designed to help increase your ranking in search engines can also help increase the likelihood of your content being clicked on and read. Every plan we do at Content Journey utilizes research and strategy to optimize your content.
The Third Step: Make Sure Your Topic and Content Appears Relevant in Search Engines
When people conduct a search for the information they need, they typically do it by topic and then skim through the search results for a page that may provide what they are looking for.
The more relevant your topic or content appears in search engines, the more likely people searching for what you have to offer are to click on your link to view your article or website.
When creating your content, you want to create a relevant headline, as well as also include a relevant description in the meta data. You want searchers to clearly see what they can expect to learn from your article if they click on your page.
This way, when people come across your page in search engine results, they are more likely to click on it as well as spend time on your page getting to know your brand or product. The more people that find your topic relevant also means, the more clicks your page will gain, which helps increase traffic.
The increased traffic to your site will also cause your page to rank higher in search engine results, which also increases the chance that it will be seen by many other quality leads.
The Fourth Step: Make Sure Visitors Also Find Your Content Enjoyable
The sole goal of content marketing is not just to make your content useful, but it is to also make it enjoyable.
In other words, your content should serve two purposes. It should provide useful information that makes your readers walk away more empowered than when they first visited your page, and it should be entertaining, so they also walk away feeling like it was fun.
Creating content that is enjoyable also makes visitors want to stick around and explore your content, which makes them stay on your page longer. Thus, it also helps improve your SEO.
The Fifth Step: Build Brand Awareness and Trust
The more intriguing the content, the more people will want to become familiar with your brand.
This means, not only will they remain on your site longer and explore more of your site’s pages, which helps increase SEO for your site. But they are also more likely to return to your site or sign up for your emails or newsletters to remain in the know about your product or business…generating quality leads.
The more familiar people become with your brand, the more it also helps build trust
because they feel like they know your company. Once you have built this trust relationship they are more likely to follow through on a purchase.
The Sixth Step: Generate More Sales and Conversions
Once visitors have enjoyed your content and have become familiar with your brand, they are ready to take action.
Always include a call to action in your content.
Always include a call to action in your content. This could be as simple as a link to read more about a relevant topic. Like for someone reading this post it might be relevant to link to an article titled: What is Inbound Marketing? Your call to action could be more straightforward with a button to schedule a call or a link to your contact page.
If you are an eCommerce business, be sure to include an easy to navigate checkout process that includes a way to assist customers who wish to make an online purchase.
Even if you have generated leads, but they have not yet converted, they are still more likely to consider you when making future purchases because quality content helps you remain in their minds. Over 50% of shoppers do research before purchasing online or offline, so make it easy for your customers to learn about your products.
By simply continuing to create free and useful content that gives your visitors more opportunities or reasons to fall in love with your brand, and in time, they’ll convert.
The Seventh Step: Adapt to Your Customers Needs
As your current customers’ needs grow and you continue to generate new customers, you will need to continually adjust your content marketing strategy to meet their needs in order to continue to generate new leads and sales.
Once your marketing strategy is in place, be sure to monitor it often to track its progress in relation to your customer’s needs. An analytic’s tool such as Google Analytics can help you do. Each of Content Journey’s plans includes a full analytics report with an explanation of trends or rooms for growth.
Using an analytic tool like Google Analytics helps you view and track many important details concerning your visitors’ habits. These details include how long a visitor remained on a page, which pages they visited, where their traffic is coming from, and more. You can then use this data to make the adjustments needed to help you grow.
This way, you are never in the dark about what your customers need or simply wasting time and effort trying to guess why your strategy isn’t working. You are free to focus on more important things, such as improving your product, service, or brand.
The Eighth Step: Receive Customer Feedback
Customer feedback is also a valuable tool. It can be done both before and after your campaign or conversion to help you better reach your target audience to maintain quality leads.
Customer surveys are a great way to receive feedback from your customers, and they can even be incorporated into your page, such as a pop-up survey, or you can use follow-up emails to gain feedback from customers. Or, if you’re feeling extra friendly, you can also contact your customers directly to receive feedback.
The information obtained can then also be used to help create the most effective content for your site. And all of these approaches are how content marketing works. By utilizing emails, newsletters, social ads, blog posts and social media marketing you can create a successful path. And when they all work together they can inspire more leads and generate more sales.
When You Can Learn How to do it or When You Should Hire a Professional to Reach Your Business Goals?
Content creation isn’t rocket science. You can learn the steps if you are willing to put the time into learning. The Digital Marketing Kitchen is one place that offers education and open office hours to answer questions. I used many services over the years to learn aspects of content creation and how content marketing works. Don’t let anyone tell you that you can’t do it yourself, because you can.
When you start using site’s like Digital Marketing Kitchen, you can learn various important inbound marketing tactics. They go over what to focus on to grow your digital marketing, including email marketing, Search Engine Optimization, social media marketing and more. There are resources that can help you get started creating a successful marketing campaign for your business.
In the meantime, content marketing itself involves various steps that make it such a valuable tool. Each step needs to be perfected in detail on each level in order to make it effective as a whole. Sometimes this can be time consuming to do on your own; however, you can enlist a professional digital marketer to do it for you.
Having a digital marketer on hand to walk you through the process of how content marketing works enables you to get the answers to any questions you may have about the process. This sets the stage for you to focus on what you do best and outsource your help.
When you work with a professional digital marketer, you will benefit from thorough keyword research, which will enable you to tailor your texts to match your visitors inquiries word from word. This increases the chance they will click on your page over your competitors when it appears in search engine results.
A professional digital marketer can also incorporate intriguing videos and infographics into your content to help make it even more interesting. These lead magnets are a valuable part of every digital marketing plan we provide at Content Journey. We feel like this sets us apart from other content creators as we want to help set a full operating system up for you. Investing in your success.
Hiring a professional allows you to utilize other marketing tactics you may not have otherwise had time to do. For instance, many businesses also benefit from various pay per click campaigns to help generate additional income, while also generating quality leads.
Once your marketing strategies are in place, they can also monitor their progress for you and then make any adjustments when needed to ensure they remain impactful.
They can also develop and then send out your newsletter and email communications, and in timely intervals, to help keep your current customers, as well any potential customers, in the know regarding your business, products, and latest endeavors, so they think of you when they are ready to buy.
When your partner with us at Content Journey for your digital marketing needs, we not only provide all the superior benefits listed, but we also go the extra mile to help ensure our service is effective.
For instance, at the beginning of each content plan, the Content Journey team spends 14-21 days performing research and planning to create an 11-month content strategy built around blog posts and other intelligent tactics to create cornerstone content and lead magnets.
These are just a few ways that we stand apart from our competitors. To find out more information on how we can build an individualized content marketing campaign or any other marketing campaign that helps you gain more leads and sales and stand apart from your competitors, contact us or set up a call, so we can help you start realizing your dream today.