How to use a content marketing strategy and content marketing analytics to generate leads. As you’ll know, it can be tricky to get a handle on what’s working effectively and to what extent.
Content marketing analytics is the logical next step. As a business owner, it’s vital to get an overview of the impact of marketing and advertising tactics so that you can make appropriate changes to keep generating more enquiries. It’s important to define the target market you’re looking to reach and to work out the marketing tactics that will attract them.
Let’s look at content marketing strategy first, as this is where most organizations get it wrong.
Too Many Content Types
As is well known, the best content is the non-creative type that gives information on the subject. This gives people the information they can use and you can see why it’s very effective. However, many businesses often try to go “above and beyond” by creating creative content such as graphics, videos, slideshows, and articles. This doesn’t always deliver the same result as the non-creative type and the difference is that the information in the article is created to be shared. Whereas the non-creative type is designed to be stored forever.
Content Creation vs. Content Distribution
Businesses need to work out which areas of marketing they require and work on ways to get it to the prospects in the quickest and most effective manner. This is where most of an organization’s marketing spend is spent, with the remainder going on advertising, design, social media, etc. This is why you see many adverts being placed alongside good content. They’re trying to reach the prospect whilst he’s in between page views. If you were to visit a page with an advert there, you’d be more inclined to leave without reading. Why? Because the advert isn’t worth the paper it’s written on and the quality of the writing isn’t anywhere near good enough to warrant reading.
Why is it so important to keep good content?
* Firstly, people like reading. This is known as ‘crowding’. Crowding is the average length of time a page is been visited, which averages out at around 3-5 minutes per page. However, the average page visit contains 20-40% of a prospect’s profile information, which means that just a one-page view gives you the same level of information as reading 5+ pages. This information is the same quality as what you’ll read back in the classroom. That means that your clients are able to use what they’ve learned and apply it to their day-to-day life.
* Secondly, it’s an engagement. People like to buy. People will want to buy from someone they know, like, and trust. It’s a way for those they know and trust to build a personal relationship. People like to feel important and part of something bigger than themselves, as it gives them a sense of importance. It gives them something to build their life around. It also gives them a sense of pleasure. When they receive something they deem to be of value, they are motivated to look for more and give much more. It gives them control over their lives. It gives them a sense of status. It’s worth more to them than money or a house.
So how can you build it?
* Firstly, you must understand what you do. Who your customers are. Why they come to you. How you can apply what you teach them to their lives. You must also understand why you’re the best person to teach them in the specific field. You need to know your strengths and weaknesses. If you’re good at what you do, it will help you to stand out as the best person to work with. There are two ways to know these; either research it or ask your customers.
* Secondly, you must find your niche. What will motivate them to buy from you and what will cause them to buy from competitors? If you’re a good teacher and your customers love you, you’ll sell yourself. If they hate you, you’ll struggle. If they buy from everybody and nobody will, you’ll struggle. Finding your niche will help you to find your voice. This can be the difference between people who buy from you and people who buy from everybody else.
And finally, it’s about making the most of every opportunity to build relationships and to create value. If you build the experience your customer will buy from you again, rather than the experience that your competitor gives them, they’ll buy from you instead.
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