Published: April 16 2019
Are you struggling to get more quality traffic to your website in an effort to drive sales and inbound leads?
We’ve used content marketing to grow our clients’ web traffic by 100%, 200%, and even 500% over the course of a year. And we do it over and over again.
150% growth in site visits in just over a year for a B2B business
400% growth in users over 8 months for a professional services B2C company
500% growth in pageviews in under two years for a product + service B2C company
Want to know how we do it? Here’s a quick overview of the process we use here to drive results when we worth with our clients to drive results.
Every step of our process is equally important. But we realize that without this first step, the rest of our work could be futile.
We don’t just ‘do’ content marketing — we create and implement carefully planned content marketing strategies. By doing our research and having a solid (yet flexible) plan, we are able to ensure that what we’re doing makes sense.
Where are we at right now? What strategies are currently in place, what’s working, and what’s not?
By checking the pulse of your business in its current state, we may get a sense of a certain direction we want to take, or perhaps avoid. It also helps us set goals.
Content calendars help us brainstorm ideas, view the bigger picture and stay on track. This is where we start to plan out the pieces of content that we want to create and make sure they align with your goals and audience/personas.
Know your audience, and know them well — after all, they’re the ones we're doing this for.
The focus of content marketing is to provide something of value to your target audience. By having a strong grasp on who we need to reach, we are able to create and disperse our strategy accordingly.
This goes beyond age, gender and location. What do they care about? How do they spend their time? What are their burning questions? How can you help fulfill a need in their lives?
What are we hoping to accomplish? Setting goals offers direction and helps us stay on task. And it is important to tie those goals to your company goals as well as align them with action and content.
This is also where some people tend to lose faith in content marketing. Content marketing may not always be directly linked to your top-level goals, but rather, more abstract goals that contribute to them.
This is the fun part.
At least it is for us — for others, it may be the hardest part. And that’s because creating quality content isn’t always easy. It often requires certain hard skills that not everyone possesses, which is why businesses hire agencies like us.
This is also the most tangible part of the process, and it’s where we spend a lot of our time. But it’s still just one piece of the puzzle.
Content can take on many forms. Such as videos, photos, articles, whitepapers - even social media posts!
Often, different forms of content will be combined to create a better end result. A blog is enhanced by relevant images or digital assets, like an infographic. A podcast or video may require some written content to go along with it, or as a script.
While the types of content you can create vary greatly and continue to change over time, there’s one thing that always applies — the importance of quality.
Before spending resources on a piece of content, we ask ourselves a few questions:
We’re not about to put all that work into creating great content, just for no one to see it. We aren’t Kevin Costner, and this isn’t the Field of Dreams.
Once we’ve created a piece of content, we find a place to put it - where the right people can find it. Actually, we usually find many places. That’s one of the great things about content — it’s ability to be repurposed and promoted in several different ways.
Here are a few of our go-to ways to promote content:
Websites are a great place to put all types of content. A blog on a website is typically the cornerstone of a content marketing strategy.
Social Media Channels
Facebook, Instagram, Twitter, LinkedIn. The list goes on. All great ways to drive traffic to your content and engage with your audience.
Send your content straight to your audience’s inboxes. eNewsletters often out-perform other digital channels at converting readers.
There’s no media like earned media. A solid content marketing strategy will also include a PR strategy - especially for publicly traded companies.
PPC and Digital Advertising
Pay-per-click and other "paid" digital channels are great ways to promote your content - especially if it is targeting consumers lower down in the sales funnel.
Print isn’t dead! Magazines, SWAG, brochures, signage. Content can be repurposed in so many different mediums - don't forget the physical ones!
We can't improve what you don't measure
One of the tough things about content marketing, besides creating it, is tracking whether or not it’s working. There are a few different things that we look at and then tie back to the goals we set originally.
In some cases, we can track conversions from our content marketing efforts. Are people heading to the contact page as a result of the content we are creating? In the case of e-commerce, are they making a purchase?
However, it’s important to note that the results of a content marketing campaign aren’t always immediate. The numbers will vary based on the study you read, but the general consensus is that consumers will view multiple pieces of content before making a purchase decision.
Great content starts a conversation. And that conversation can lead to a relationship, and that relationship into a sale.
We won’t bore you with the fine details - but here are some of the results our clients have been seeing when working with us:
What are we trying to say? We can generate numbers that help drive growth. And we can do it over and over and over again.
If you are, we may be the perfect fit for you.
With a proven process and a solid track-record, we have been helping companies for over the last 20 years meet, and exceed, their marketing goals. We want to help you write your success story.
When you are ready to take your business to the next level reach out to us and let’s have a conversation about your goals and how content marketing can be added into your marketing mix.