HOW TO OPTIMIZE YOUR CONTENTSTRATEGY FOR LEADGENERATION

: #contentstrategy #leadgeneration #digitalmarketing

We live in the era of an always multitasking, ever-moving consumer who is hard to impress. These days most brands are forced to up their content creation game and start producing in-depth and interactive content, investing into video creation and designing original graphics.

However it is not enough. While content quality is fundamental, your #contentstrategy will fail to have any impact on your company’s bottom line unless it is optimized for capturing and nurturing leads.

Hi, i’m cally, from the international institute of digital marketing. Here are three tips to optimize your #contentstrategy.

Step 1: optimize for the customers’ journeys, not just keywords

Instead of targeting keywords, target a customer’s experiences.

Behind each search query, there’s that searcher’s intent, i.e. What they are hoping to do when they see search results.

As buying journeys are becoming more and more complicated and unpredictable, you may adopt an even more robust approach.

In other words, for every content you are thinking to create next, identify:

1. Which keywords (and questions) your target reader is likely to type into the search box when looking for something your content is answering / solving
2. What may have brought them to search for those specific queries (are they in the middle of the project? Are they in the process of buying something? Are they fighting a condition? Etc.)
3. Create content that serves #2 in the best possible way. Provide directions and downloads which would match all possible scenarios that may have brought people to your site.

Step 2: hook up your optin forms to a customer relationship management platform

Firstly, people are less and less willing to give away their email addresses. Secondly, our email inboxes are so cluttered these days that it is next to impossible to get your marketing email noticed.

It is high time that we rethink our lead nurturing process. Two possible ways to try out are:

● Hook up your opt-in forms to a customer relationship management platform. Hubspot provides one for free, but there are more crm options to consider. A crm platform will help you organize your contacts and develop a more comprehensive strategy of reaching out to them. You can use social media, keep a detailed record of all your interactions and identify best ways to turn your readers into buyers.

● Use facebook retargeting to be able to reach out to your content readers with personalized ads through the platform. This will allow you to get in touch with those people who chose not to subscribe to your list.

Step 3: monitor and re-evaluate your conversion funnel

Finally, changing the way you evaluate your content effectiveness is a must if you want to better understand which of those articles do the best job matching your customers’ journeys.

Google analytics is the most obvious option here, only it is not easy to figure out. Finteza is another option, especially with their “funnels” option allowing you to clearly see which pages “funnel” web users into becoming leads and buyers.

Creating a funnel is easy: simply select your article url and then any number of “desired” actions (clicks, form fills, etc.) You’d like your article readers to perform.

For more information, visit www.iidm.world