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How To Make Your Content Marketing Profitable

Let’s be honest: Consistent content creation can be a huge pain.

Trust me, I know.

From crushing cases of writer’s block to digging for topics that make readers tick, there’s no denying the challenges of showing up day after day with fresh content for your audience.

Yet there’s also no denying the benefits of blogging, and that’s exactly why you can’t afford to ignore your long-term commitment to content.

But you probably already know all of this, don’t you?

The real question burning up most marketers is this: How do you know if your content is truly paying dividends? How can you be sure that you’re getting the most bang for your buck, given the sheer amount of time and resources it takes to craft a new piece?

Ouch.

Unfortunately, I see this all the time.

There are many reasons why your content might flop, but there’s one particular problem that plagues most marketers I work with (hint: it’s probably not because you’re a lousy writer).

Ultimately, it comes down to how you spend your time.

Most marketers are horribly inefficient when it comes to the time they spend on any given piece of content.

Their inefficiency comes from how they treat their content after they hit “publish.”

If you aren’t taking the time to squeeze the most out of your content in terms of promotion, you’re shooting yourself in the foot.

Although the goals for any given brand will be different in terms of creation, the goal of promoting your content is straightforward.

Your ultimate goal should be to get every piece of content in front of as many readers and potential leads as possible without sacrificing time.

You should apply the 80/20 principle to your content strategy, but don’t get it twisted.

If you’re spending 80% of your time creating content and only 20% of your time promoting it, your pieces will never receive the exposure they deserve.

In other words, fewer comments, fewer leads, and a negative content marketing ROI.

On the flip side, if you spend the bulk of your time promoting your content through the right channels, you’ll inevitably get your pieces in front of more eyeballs, grow your readership, and save yourself time when creating new articles.

Don’t look at each piece of content in a vacuum. Instead, look at the bigger picture of promotion.

So, let’s say you’ve put in the hours to craft a killer piece. How are you going to use your precious time to promote it?

Where should you start?

The gut reaction of most marketers is to head straight to social media after they’ve finished their latest blog post.

Good thinking, but not so fast.

That means you have plenty of options for promotions, right?

Unfortunately, that also means you have plenty of opportunities to waste your time on platforms that simply don’t make sense.

Remember: Efficiency is the name of the game. You should only pick and choose platforms that bring you closer to your audience.

There is no “right” answer regarding where you should make your content available. Figure out where your potential leads are hanging out and who will actually engage with your pieces.

I don’t know about you, but I think those numbers are pretty miserable.

But that’s what happens when marketers try to attack every single social channel and ultimately spread themselves too thin.

The more channels you try to dominate, the less time you can spend on effective promotion.

That’s exactly where we’ll start.

In fact, I’d wager that a sizable chunk of my readers access my content through Facebook. Remember that different platforms have different audiences that use them.

Here’s an example of one of my past blogs as it appears on the platform:

Thankfully, posting to Facebook isn’t rocket science. It’s easily the most straightforward social channel to leverage for content promotion. All you need to do is tick the following boxes:

Here’s another example of a simple yet enticing post formatted for engagement on Facebook:

Another awesome aspect of posting to Facebook is being able to easily interact with my followers.

By noting and responding to the comments on my posts, I know exactly what’s on the minds of my audience and ensure that my topics are meeting their needs. Positive feedback from your readers is perhaps the best indicator that your writing is on target.

As you can see, posting to Facebook is simple and doesn’t require much of a time commitment beyond curating the comment section.

Twitter, on the other hand, is an entirely different beast.

Don’t be afraid to post your pieces to Twitter again and again: That’s exactly what I do for my 430,000+ followers. Here’s an example of one of my past tweets:

And here’s that same tweet just a few days prior (note the date and number of likes and retweets):

Both tweets get plenty of love despite being identical.

Absolutely not.

Do they want listicles? How-to’s? The only way to find out is to experiment.

Much like posting to Facebook, strategies such as queuing up content on Twitter quickly become second nature once you find your rhythm.

Last but not least, let’s talk about the untapped potential of LinkedIn.

For example, by republishing my blog content on LinkedIn I can:

For example, I personally take the approach of only giving my readers a taste of my blog via LinkedIn, ultimately leading readers back to my site. It’s a win-win situation as this strategy drives more traffic to my blog and creates more opportunities to grab leads via my on-site CTAs.

Pretty cool, huh?

Keep in mind that Facebook, Twitter, and LinkedIn are just a few options for promotion.

These three platforms don’t even scratch the surface of what you could potentially do with a single piece of content via social media.

And you know what’s crazy? It doesn’t take that much time or effort.

For these three particular channels, you could spend anywhere between thirty minutes to an hour on formatting and editing.

Totally worth it.

Taking the time out for this sort of social promotion is a no-brainer if you’re looking for a positive content marketing ROI.

But if you truly want to squeeze the most out of your content, why not take your promotional strategy a few steps further?

Although repurposing requires a bit more legwork than simply publishing your work to social sites, presenting your content in multiple formats is absolutely crucial to expanding your reach and scoring new leads.

This is especially true in an era where text-based content simply isn’t enough anymore.

Beyond that, you can use imagery to preview your content and make it pop in your followers’ social feeds.

But what about repurposing your content into video?

Shooting video is probably easier than you think. If you have a blog post, you already essentially have a script in your hand.

If you have a smartphone and a camera, you have everything you need to tap into the power of video marketing. Furthermore, you could easily take your blog content and use it as a Facebook Live or webinar presentation to get even more juice from the same piece.

Camera shy?

Not a problem.

If you really want to think outside the box, you can even go beyond visual content.

But wait, there’s more.

I take my promotion another step further by using my podcast content as inspiration for my email marketing campaigns:

See how that works?

The more content you repurpose, the more you have to share. More leads, more traffic, plain and simple.

Sounds like a lot of legwork, doesn’t it?

But when you go back to the 80/20 rule, it really isn’t.

Although these strategies certainly take time, they exponentially increase your odds of reaching your leads versus organic traffic alone.

If you’re looking how to measure content marketing that is impactful to your marketing plan, it doesn’t have to be complicated. Start with four key content metrics: consumption, sharing, lead generation, and sales. Consumption measures the heartbeat of your content from website traffic to social visibility. Sharing measures brand visibility, including backlinks, network referrals and number of downloads. Lead generation is driven from filled-out content forms, influence from CTAs, and demo requests. While the sales metrics measure overall sales, this also covers customer testimonials. These points are necessary for measuring content marketing ROI success to achieve business goals and not just content objectives.

A successful content marketing strategy includes realizing audience personas, brand positioning, owned media value proposition, business goals, and action plan component. You can anticipate problems and budget resources wisely with long-term planning. Create and implement a content strategy that is in line with your marketing and commercial objectives by outlining these components through stages. Your audience will speak through the data showing high KPIs, engagement, and ROI from marketing efforts.

How a great content strategy can make you money starts with a content-rich plan. Your content needs to be compelling with a strong hook, and easy to skim, but full of key takeaways.

Visuals are the best way to target your audience and promote your share-worthy content. As for analyzing data, you will see how your conversion tactics – through paid ads or collaborating with others– will help leverage you plan for consistency or optimizing trends that fit your goals. All of these tactics will help you generate leads, the flow of your sales funnel, and build brand awareness.

If you’re looking how to measure content marketing that is impactful to your marketing plan, it doesn’t have to be complicated. Start with four key content metrics: consumption, sharing, lead generation, and sales. Consumption measures the heartbeat of your content from website traffic to social visibility. Sharing measures brand visibility, including backlinks, network referrals and number of downloads. Lead generation is driven from filled-out content forms, influence from CTAs, and demo requests. While the sales metrics measure overall sales, this also covers customer testimonials. These points are necessary for measuring content marketing ROI success to achieve business goals and not just content objectives.

A successful content marketing strategy includes realizing audience personas, brand positioning, owned media value proposition, business goals, and action plan component. You can anticipate problems and budget resources wisely with long-term planning. Create and implement a content strategy that is in line with your marketing and commercial objectives by outlining these components through stages. Your audience will speak through the data showing high KPIs, engagement, and ROI from marketing efforts.

Developing a content strategy takes a clear understanding of your audience, pushing high-quality content, mastering SEO best practices, and setting and tracking performance-based goals—even ads. A variety of conversions and actions will reveal strengths and weaknesses your team can use to make pivots for positive content marketing ROI.

How a great content strategy can make you money starts with a content-rich plan. Your content needs to be compelling with a strong hook, and easy to skim, but full of key takeaways.

Visuals are the best way to target your audience and promote your share-worthy content. As for analyzing data, you will see how your conversion tactics – through paid ads or collaborating with others– will help leverage you plan for consistency or optimizing trends that fit your goals. All of these tactics will help you generate leads, the flow of your sales funnel, and build brand awareness.

If this seems daunting at first, don’t worry. The more time you spend promoting, the more you streamline your process. Promotion quickly becomes second nature.

Your content isn’t finished when you hit “publish.”

If you aren’t taking the steps to ensure that your pieces are being discovered and rediscovered time and time again, it’s time to rethink your approach.

Which of these promotional strategies do you think could potentially pay off the most for your business?

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What do you think?

Written by robert

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