By Syed Balkhi, the founder of WPBeginner,
However, not many people stick with their content marketing strategy long enough to see the highest return on investment (ROI) possible. Either that or they simply don't know where to start when it comes to creating an effective content marketing plan. However, content marketing doesn't take much time or money to get started, the content you create will outlast any advertising campaigns you run, and the longer you keep your plan in place, the more you'll benefit when it comes to site traffic, leads and conversions.
Let's take a look at six of the best content marketing strategies you can add to your overall marketing plan to boost your ROI and build the most successful business you can.
Diversify Your Content
If you want to boost your ROI, make your content work for you in many ways. The best way to do this is to divide your content into different parts based on the buyer's journey.
There are three main stages in the buyer's journey: awareness, consideration and decision. Your content should address all three stages individually to encourage prospective customers to move through the sales path. In other words, your content should seek to do the following:
- Help people become aware they have a problem that needs solving
- Educate people about your company and show them how you can help solve their problem
- Maintain a presence as people seek out alternative solutions
- Encourage people to make a purchase decision and buy from you
Every piece of content you create should serve a purpose. It should target people at all stages of the buyer's journey so you reach as many people as possible and generate as many sales as you can.
Include a Content Upgrade
Sometimes, as part of your content marketing strategy, you are simply trying to build a bigger email list. With contact information for those interested in what you have to offer, you can utilize other forms of content (besides blog posts) to boost sales. For example, you can easily send out email marketing campaigns with new blog content, product launches and sales, discounts and coupons and so much more.
But getting people to subscribe can be difficult if you have nothing of value to offer. That's why adding a content upgrade, or incentive, to your subscribe forms is a great way to build your list. Content upgrades are opt-in bribes that relate to the specific blog post or page a site visitor is already on. In fact, they're like extensions of the content that's already there and can be received by site visitors in exchange for their email address. Some of the best content upgrades include:
- Parts of an e-book or guide
- A checklist or cheat sheet related to the blog post
- A video or audio recording of the content
- Reports, case studies or whitepapers
- Free templates
- Access to an exclusive email series
By giving site visitors something in exchange for their contact information, you begin to build a relationship with them that can be nurtured. As a result, people will come to know and love your brand and make purchases.
Brush Up on Your SEO Skills
When it comes to your content marketing strategy, you have to improve your SEO skills if you want your site to rank well in search results. After all, this is one of the best ways to drive new traffic to your site and generate more sales. There is a lot to learn when it comes to SEO. We have some quick tips you can start using right now to get you started:
- Always research your competition and see what works for them
- Make sure to use the right keywords
- Optimize your site for speed and performance
- Link externally and internally to create an organized sitemap of your site
- Consistently publish high quality, authoritative content
If you start doing all of this right now, you'll find your content ranking higher in search results and more people visiting your site than ever before.
Once you find out where your visitors are falling off, you can jump in and make changes to your content marketing strategy to prevent that. From there, more people will convert and your ROI will start to climb.
Syed Balkhi is the founder of WPBeginner, the largest free WordPress resource site that helps small businesses start their website.