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Plan A Successful Content Strategy That Converts Leads

Plan A Successful Content Strategy That Converts Leads

Content marketing is a strategy that focuses on creating valuable and relevant content that attracts and retains a specific audience. Since the rise of online tools such as Facebook Pixels, LinkedIn Matched Audiences and Google’s Remarketing tools, the value of content marketing has skyrocketed.

Content marketing is a great way to convert leads from organic traffic, build brand awareness and position your business as a thought leader, strengthen customer loyalty, position and of course improve your SEO. Planning a successful CM strategy is all about keeping it consistent, interesting and measurable. Here are a few things to remember:

Content affects your Brand Identity

Each and every slice of content you present has a direct impact on how the world sees your business. Everything from what you post, whom you connect with and how you interact with your customers in the public eye are a part of your brand identity. A great way to direct and monitor your visual content to make sure it stays on-brand is by developing a content marketing plan that outlines things like objectives of having such strategy in place, type of content, content sources, tone of voice, visual element rules, distribution channels etc.

Distribute your content in a variety of ways

The more channels you explore, the faster you can work out which platforms your customers are most receptive to. By understanding where your audience spends most of its time, you can funnel your efforts into more responsive areas. Some great places to start are:

  • Social Media
  • Website
  • E-newsletters
  • Article Ezines such as ScoopIt

Once you’ve defined the most affective way to reach your audience, you can start to direct them to secondary content to increase the reach of your other sources. For example, post a link to your latest blog post on social media to direct customers to your website, or embed a snippet of a video into your e-newsletter to direct customers to your YouTube channel.

Shake up your media-types

There are so many ways to present valuable and engaging content. The best way to retain your audience is by keeping it fresh and interesting! Some different ideas for content are:

  • Video content
  • Customer Testimonials
  • Online e-book
  • Photographs
  • Infographics and illustrations
  • Blog posts
  • Writing guest articles on other websites
  • Podcasts
  • Newsletters
  • Q&A’s with clients, staff or suppliers.

Make your results measurable

Define specific goals that you can measure in a quantitative way. Examples of measurable goals are:

  • Number of visits to your website
  • Individual signups to your newsletter
  • Enquiry form submissions
  • Use of promotional codes you have provided by a certain channel
  • Increased social media following (measured by number of followers)
Webmaster tools such as Google Analytics and Google Tag Manager are two great ways to set up goal tracking for your online traffic. Setting up individual goals that determine how many leads have been created and where they have come from are critical to understanding what works best with your audience.

If you’d like to discuss your content marketing strategy or learn more about how Google’s webmaster tools can support your business, contact us today on 07 5576 7841 or email us hello@lemontreemarketing.com.au