THE RISE OF CONTENT MARKETING
As marketing folk, we’re constantly told content is the key to winning customers in the social media age – but less often we are shown that engaging content can actually drive revenue and make an impact to the bottom line!
There is no doubt that content marketing allows companies to increase brand awareness and reach new, existing and wider audiences – which is an indirect contribution to the brand and its sales. But there is a lot of debate as to how to measure its impact on sales – the direct contribution. One of the best things about digital media is also its biggest challenge – there are literally masses of data available, so you can measure anything and everything. But this is complex. The good news is there are simple ways to overcome this by measuring the right things.
Great content drives results
Improving organic search is one of the best investments you can make. A content led SEO strategy will drive more traffic to your website than any other form of online marketing. Why? Because users spend more time on websites that have good engaging content, the bounce rates are lower, and the page depth is higher (the amount of pages users look at per visit). Content is therefore vital to your website performance and ultimately, sales.
But, improving search ranking is getting more difficult as google makes things tougher and more complex for brands to be visible in search results – making content more important than ever! “Great content pulls people in – it gets shared, blogged, linked to, mentioned – which google loves and it therefore improves rankings,” says our marketing manager Hannah.
By linking your content to your google analytics with a little bit of code, you can see which content is performing better and measure what is leading to more clicks, leads, enquiries and sales. By content we’re generally referring to website content (whitepapers, eBooks, infographics etc) and blog content that you produce.
This way, you can attribute sales to pieces of content that may have influenced a purchase decision – such as an eBook or whitepaper download. The key is to monitor sales data (or enquiries if your site is not e-commerce) before a piece of content is published so you can directly attribute the effect of that particular content on your sales.
People trust people – not brands
Word of mouth is crucial. 2013 research conducted by Nielsen to establish the level of trust online consumers have in advertising indicated that 84% of people trust peer recommendations over advertising or branded content. So the message is clear – if you’re going to create content, then create content that’s going to get people recommending your brand. And don’t forget to go social either: over a third of web traffic comes from social media, so remember to share your content, whether it’s blogs or whitepapers for example, on your social platforms to encourage click-throughs to your website. Then measure the amount of shares, mentions, likes and retweets for example.
Word of mouth, supercharged online
The crux of the matter is this:
Don’t focus on content that tells people how great you are. Focus on creating great, engaging content that encourages people to tell their friends how awesome you are!
Complete Branding Solution
We’re experts in providing the compete branding solution for our clients, so please get in touch today to discuss your requirements and how we can help you with your branded merchandise and clothing. Call us on 08707 500057 or drop us a line by email.