In my previous blog post, we talked about having a long-term strategy to support your content marketing. As we continue this digital discussion, we’ll focus on three must-dos: promote, measure and analyze.
Promoting through organic and paid channels
You’ve written a killer piece of content. Now it’s time to make sure your audience reads, shares and engages with your story. To begin, let’s talk about two types of promotion to support your content marketing – organic and paid.
Organic channels provide the best value when you’re seeking a broad Reach. In this case, demographics are not important. What IS important is getting your content in front of as many prospects and customers as possible. Therefore, the best organic channels include SEO, email, social media and live promotions such as events, video and webinars.
In addition, Influencer Networks and word-of-mouth help extend your brand authority. No doubt you’ve heard about the recent Facebook algorithm changes. These changes prioritize content shared by friends and family in your News Feed. Consequently, marketing experts predict elevated partnership roles with Influencer Networks when it comes to your content marketing. Business brands will no longer have a direct-to-consumer voice within Facebook News Feeds. As a result, they’ll need to rely on Influencer Networks to create social media buzz to get prospects and customers talking among themselves – and to you as well.
There’s also paid channels you can use to promote your content. Paid channels allow you to fine-tune your promotions as you segment your prospects and customers. In this case, demographics are important because you’re organizing your audience into subgroups. Top paid channels include search engine advertising and social media advertising.
Measuring and analyzing ROI
HubSpot has identified six areas to measure content marketing ROI.
- Brand awareness. Best captured through social media, reviews, press, search keywords and thought leader referrals – (cue Influencer Networks)!
- Engagement. Includes Facebook Shares, Likes and Comments. Engagement also encompasses retweets on Twitter, blog comments, forwarded emails and downloaded content.
- Lead generation. Answer questions such as how many generated leads did you get? Did they convert? Have prospects subscribed to receive ongoing information from you? Can you qualify them through lead scoring?
- Customer conversion. Coordinate with your sales team to review the cost of the acquisition, as well as how your MQLs (marketing qualified leads) compare to cold calls for closing the sale.
- Customer loyalty. Again, partner up with your sales team to analyze the lifetime value of your customer. How often do they buy? Return? Refer? Which group has the greatest influence – sales or marketing?
- Web performance. Includes unique visitors, page views, number of visits, time on site and traffic sources. When you’re able to pinpoint the web pages driving sales, make sure to update content.
I’d love to hear from you about your own content marketing endeavors. What promotional channels work best for you? What successful tactics do you measure and analyze to build sales? We are in this marketing mix together; do share some marketing love!