When done right, content marketing can produce incredible results: a large and committed community around your brand, incoming calls every week or a site that records audience records! But it has many obstacles and obstacles that prevent companies from launching it, or from giving it the necessary time and resources. Whether it is the lack of inspiration or the difficulty of measuring the ROI of its content marketing, there is no challenge that is without solution!
How do I know if my content is performing?
To measure the performance of its content, you must first ask yourself what you want to accomplish with it. Do you do content marketing to generate leads? Promote your brand? Engage your audience? Defining a specific objective will not only allow you to measure your ROI more effectively, but will also guide your entire content marketing strategy.
Each goal will be measured differently. A notoriety objective will be measured, for example, by the number of visitors who have read your content and the number of shares on social networks. To measure success in terms of lead generation, you need to define a way to convert your readers (download a white paper, sign up for a newsletter), then add tracking on Google Analytics to track their effectiveness.
Finally, the quality of your content itself is interesting to follow. Do your visitors read them all? How much time do they spend on your articles? Do they consult several articles? Are they coming back to your blog? All these measures are possible with Google Analytics and give you an idea of your audience’s interest in your content.
How do I find engaging topics for my audience?
You don’t write for yourself, but for your audience. So you have to suggest subjects that will interest him directly. You will have to put yourself in the shoes of your audience.
To do this, you can watch over your targets. What are their problems? The questions they ask themselves? One way to do this is, for example, to identify your targets on social networks and analyze the subjects they address. Also, closely monitor how they express themselves and get inspired when writing your content.
You can also establish personas for your target. Partner with your colleagues who are in constant contact with your customers to collect information and verbatim. You will be able to establish your (or your) robot portrait, on which you will base yourself to imagine your next articles.
How to generate leads thanks to my content?
Lead generation is the number one goal of content marketing for 85% of businesses. But few are really able to do it. Indeed, this objective requires to completely think about its content marketing strategy, from the establishment of an editorial line to the promotion of your content, through the conversion of your readers.
To tackle this vast subject in its entirety, Christian Neff, CEO of Markentive, and Meltwater invite you to join us this Thursday, January 26 at 11:00 am for a free 45-minute web conference. We will show you how to generate leads effectively through your content. This year, boost your content marketing!