Content Marketing is the process of creating and distributing valuable and relevant content to attract a clearly defined target audience in order to increase leads and conversions that result in sales and profits. I know – mouthful; now try to explain that in a way that convinces your boss why it is so important. After all, that definition sounds great, but how do you prove it? You may write to attract readers and influence conversions, but who’s to say that the process works? Content marketing is still a relatively new field, and a clearly defined way of measuring its effectiveness has yet to be established. Due to that, many companies and traditional marketers are wary of investing time and money in the wrong strategies, and they need proof of what the right ones can be.
While studies on the state of content marketing in 2015 have shown that 56% of marketers don’t currently have a content marketing strategy or plan, there is a plus: content marketing was voted as the MOST commercially important 2015 digital marketing trend! As such, this marketing plan is poised to positively drive commercial results quickly, if you can convince your boss that it’s needed. The easiest way to establish content marketing as a necessary action is to explain the current economy and the trends among consumers. For example, 90% of consumers find custom content useful in determining a company’s values and whether they need or want their product and services. 61 percent of those consumers then feel more confident buying from that company! Need more statistics to convince your boss that content marketing is a necessary investment? B2B companies that have blogs on their website generate 67% more leads on average than firms that don’t blog, every month. That helps to explain why 37% of marketers say that blogs are the most valuable type of content marketing.
With these statistics and findings to support your claim, you should be able to convince your boss to come out of the dark ages and at least give content marketing a try. While the majority of content marketers tend to use unique visitors as their primary results metric, you can also easily substantiate results by tagging the content. For those of you who are new to this, look at it this way: While the top-level navigation of your website functions like a table of contents, the tags are your index, describing your content on a much more detailed level. When creating tags, be specific and consider the following categories: topic, type of content, audience (buyers or information seekers), marketing campaigns, and conversion goals (leads, signups or sales). Then, keep the following tips in mind while applying those tags to your content:
- Use each tag often – tags with multiple pieces of content attached to them are more beneficial than tags with very few pieces. Keep readers engaged with plenty to read and establish yourself as an authority in your industry. Just don’t over tag the individual posts.
- Remember SEO – consider what your consumers will be searching for and how they will find your information. Think semantics and remember acronyms.
Once your content has been created and tagged, establish a set time period – a week, month, quarter, etc. – and check the results. You’ll learn what’s working and what strategies should be dropped, and you’ll be able to show your boss the concrete results and how it’s helping.