Content marketing is a valuable online strategy that many businesses are taking advantage of to boost audience engagement. Content marketing is the creation and distribution of valuable content for a targeted audience online. You can create blogs, videos and social media posts to engage with your target audience. Below are 4 tips to assist you in using content marketing as part of your marketing strategy.
Having a strategy in place is crucial for content marketing to work. Creating a plan will help to clarify who your business wants to engage with, what you want to say, ensure that your content is targeted and track the success of each piece of content. Having a formal plan helps you track what content your audience is engaging with and what is not.
One of our favourite tools for analysing the effectiveness of your content marketing strategy is Google Analytics. Google Analytics accumulates data from your website and social media platforms to discover the number of visitors, bounce rate, time spent on page and much more. This data will allow you to analyse and amend your strategy. For example, if there’s an increase in bounce rate, you will need to change your content because it is not working to keep the audience’s attention so they leave the page.
- Recycle your strongest content
Be sure to build on your successes. If you find that one particular type or topic of content is achieving strong engagement with your audience, be sure to leverage this and build your content strategy around it. For example if you are getting a strong uplift in video views on your You Tube channel, more so than Facebook Fans or Instagram Followers, focus your resources on developing more video content. You can share this content across all your social media platforms, but if video is what your audience is after, be sure to give them more.
Determine your most valuable KPI’s such as comments, likes, shares or conversions, and measure them. Looking at the amount of likes, comments, and shares for a single day is the easiest way to measure engagement. Track all amounts in your strategy to compare, view changes and see progress.
Give your content time to gain attraction and deliver meaningful results for your business. If you need help evaluating your content marketing, give the experienced marketers at Clarity Marketing a call on 1300 060 204 or submit an online enquiry.