Content marketing is one of the toughest marketing techniques when it comes to measuring ROI. Why? Because most marketers use content marketing for top-of-the-funnel goals like brand awareness, but not directly for conversions.
According to a Study by the Content Marketing Institute~ 41% of content marketers rate their ability to calculate ROI as average or below average.
When it is so difficult to measure, how can you improve ROI?
The answer is easy to make Content Marketing Initiatives that achieve your marketing goals more effectively. The tactics discussed in this post cost a minimal investment of money and produce significant results, thereby improving ROI.
Would you like to receive five key tips to improve your content marketing ROI?
Read on to find out.
1. Do research to advance your strategy
The first step in getting a high ROI through B2B content marketing is a solid strategy. To do this, you need to do thorough research and back up your strategy with data and insights.
Here are some things that you need to understand better before finalizing your content marketing strategy.
Your target audience
Understand and define your target audience in order to create content that will interest your target audience. To the B2B companyThe usual target group includes high-ranking decision-makers from companies.
But even within this segment, you should know exactly what type of company your potential customers could be. The next step is to understand which group of people you should target in order to increase sales.
With target customers in mind, do your research and find out what content they are engaging with. Check their activity on professional networks like LinkedIn and see what your competitors are doing.
You can also gain insight into your current audience by analyzing the traffic on your website and on the social media profiles. While most social media platforms have their own built-in analytics tools, you can use Google Analytics for your website.
Understand your sales funnel
According to the previously cited CMI study, most successful marketers create content based on a buyer’s journey through their sales funnel. The more clearly you understand your sales funnel, the more effectively you can target your potential buyers with the right content at the right time.
This is because interested parties have different content requirements in different phases. In the initial stages, the goal of your content is simply to attract relevant people. However, in later stages, you need content that can persuade a person to buy.
The most important things to consider are the length of the Sales cycle, Stages in the sales funnel and the content requirements at each stage. While you need to do a sales funnel analysis to understand the first two, we can help you with the third.
To help you get started, here is a list of the content types as well as the level of the funnel they are best for.
Understand content trends
In addition to the previous point, you also need to understand what type of content will resonate with your audience. Analyze the behavior and engagement of your website and social media users to find out:
- Which pages / posts get the most engagement and conversions?
- Where are you losing your leads?
- What type of content gets the most views, approvals, comments, etc.?
Metrics like time-on-page and bounce rates are helpful in assessing this. With social media content, engagement rate can say a lot about what your audience likes.
Before finalizing your strategy, you should set realistic and time-bound goals and define KPIs to measure your performance against these goals.
2. Choose the right content marketing platforms
One of the most important tips for B2B content marketing is choosing the right content distribution platform.
Some platforms like LinkedIn work better for B2B companies than others because they target a more professional audience. Understand what each platform is best for and choose the right ones for your B2B content marketing.
Social media and corporate websites / blogs are the two most common distribution channels for B2B content.
Here are some key channels to choose from:
This should be your primary content marketing platform as high quality posts on current industry topics are one of the best ways to attract an expert audience. Your blog content should target your audience and provide them with value.
For example, check out this blog from the cloud accounting firm FreshBooks. They target small business owners, and their posts provide useful, informative content to help them.
In addition to posting useful content, you should also place calls to action in strategic places to get conversions from your blog and increase your ROI.
LinkedIn is the content Marketing platform of choice for B2B Marketers, as this is where professionals connect with other professionals and companies.
It’s especially useful for posting thought editorials, participating in relevant group discussions, and promoting your latest blog posts. You can also take advantage of video content such as interviews, panel discussions, and other informative videos that are relevant to your audience.
For example, Mailchimp uses live video to provide business owners with useful tips on how to succeed. Her topics are timely and relevant, and her videos are on point and offer actionable tips.
Also, don’t forget to add a CTA or link to your website, as in the example below.
Other social media platforms
While LinkedIn may be more popular with B2B content marketers, you can’t underestimate the effectiveness of other platforms.
Instagram, for example, is great for posting visual content in the form of stories, IGTV videos and posts. Twitter should be your preferred platform for posting short and frequent updates about your company or exchanging opinions on current events. Facebook groups and pages are a great opportunity for you to create an online community for your customers to connect with.
Find out which platforms meet your needs and include them in your content marketing plan.
Email is an inexpensive and direct way to communicate with your existing and potential customers. You can use both to Promote B2B leads and retain your existing customers.
For example, newsletters are a great way to reach your audience while promoting your blog posts. You can also share offers and deals and introduce new products / features to generate sales from email marketing.
Here’s an example of a newsletter from the leading social media scheduling platform, Buffer. You have presented a new tool that you are offering. This information is useful to both existing and prospective customers and encourages users to test the new feature.
Other industry websites
In addition to posting content on your own website and on social media, you can also enjoy guest posting on other well-known industry websites. This allows you to reach a wider audience that may or may not visit your website frequently. It also helps you establish yourself as an industry expert, especially when posting on reputable websites that your prospects trust.
Make a list of the most reputable websites in your niche and reach out to them for guest posting opportunities. Select trending topics and provide detailed outlines to ensure your items get selected.
These are the two most important content marketing tactics that you should be applying to your campaigns. When you have a clear understanding of your target audience and have chosen the right platforms, half of your work is already done.
Would you like to learn three more tactics to improve your content marketing game?
Read Part 2 of this post to find out – tomorrow!
Shane Barker is a digital marketing consultant who specializes in influencer marketing, content marketing and SEO. He is co-founder of Attrock, a digital marketing agency. He has consulted with Fortune 500 companies, digital product influencers, and a number of A-list celebrities. You can find him on Twitter and LinkedIn.