Planning, Creating & Managing Content Marketing Campaigns To Improve Your Website Conversion Ratios
This is the stuff everybody wants. You hear a lot of talk about content marketing. Hardly any of that talk mentions campaigns. Why is that? It's not like you produce some content and just plop it onto your website or blog and all of a sudden you've got more business than you can handle. Hardly.
Content is hard to create. And it's not as if you're choosing whether to use content marketing or not. That choice has already been made for you. It's not whether you're a content marketer -- it's when are you going to start?
Campaigns Are Components Of The Marketing Pipeline
I've put this website together to help you understand some of the issues content marketing strategy, creation and publishing can raise. A little forethought in this case can prevent wrong turns, U turns and dead ends.
What Does Your Business Need?
You have business objectives to reach. You believe content marketing will help you achieve your goals. I know it will help. Content marketing pulls logical prospects to your website and blog.
Content provides those prospects and leads with the information and insight they need to make a buying decision. And the level of sophistication and depth of understanding your content displays is a deciding factor in any purchase decision.
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It really does need repeating and emphasis: your campaigns are meant to be read and consumed by people you intend to become high-value customers. You're not speaking to everyone, you're talking to a segmented audience, further divided into distinct personas.
What do you know about your customers? What qualities are common to all your most profitable current customers? What vocabulary (keyword and keyword phrases) do they use, what bugs them, what is it they like about you and your stuff? This is where your content marketing planning needs to start.
Prospects & leads: you can't convince them, convert them or close them unless they get to your website somehow. Traffic is the fuel that powers your marketing pipeline. Continuous traffic. Predictable traffic. This page might spark a few ideas for you about how engaging content attracts a flow of clickthroughs and becomes an investment in knowledge leadership.
An over-used term: lead generation. What it really means is finding & talking to a logical prospect for your stuff, and then putting an identity to those strangers. Once you've identified them, you can start relationship building. Tell me, what's your current plan for getting names? Check this page for some ideas on how content attracts prospects and converts them into leads.
This is tricky. Does your content sell, bore, educate or help your leads? Do you even know the answer? If you don't alienate your leads completely, you might be able to start a relationship and build upon it over time to create trust → and reduce their sketicism. I've a few thoughts about that. Click through for insights on using content for lead nurturing.
I'm not sure why, but promotional content campaigns have a bad reputation with a lot of people. I think it all goes back to junk mail, flyers, Publisher's Clearing House, and maybe even anything that announces "You May Already Have Won". Promotional campaigns can be very useful, and they don't always have to be about price reductions. Well planned promotional content campaigns can help you introduce new services and products, or upsell and cross-sell your customers. Your campaigns will increase customer lifetime value and directly benefit the revenue stream. Get more ideas about using content in your promotional campaigns here.
It might be the last stage in the buying journey, but it's the first step to increasing margins (making you more money faster) and building revenue (making you more money), while reducing selling expense (making you money).
Call us today to get your "Customer 1st Content Marketing Campaigns" for Marketing & Sales efficiencies & achieving increased revenues. We'll get you started. You'll see results.
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