In the fast-paced world of content marketing, many individuals and businesses often find themselves frustrated and disheartened. They pour their time, effort, and resources into creating remarkable content, only to see little, if any tangible results. The harsh reality sets in when they realize the ‘magical’ organic reach they used to get from social media platforms is no longer available.
Recently I was asked by a client: "What’s the trick with content marketing? Does it really work?" and I could see the eagerness in the client’s eyes as if I knew of some special hack or strategy that would propel their content to the top of page 1 of Google or help them gain special favor with the social media algorithm to get a surge of eyeballs and visitors to their website. The truth is that content marketing has always been effective and will continue to be so. The real challenge lies in how people approach it.
I had to be completely honest with the client, “The clients I see most often fail with content marketing approaches like the ‘Good Ol’ Days’. They complain about having to create content, or that the results don’t come in fast enough.”. The good part is the client was open to updating his approach and upgrading his knowledge for today’s content marketing game. The best part for this client is marketers have become lazy and many grew so accustomed to reaching audiences without investing in ads that they left an opportunity open for smart marketers.
Today the competition for audiences has intensified, and there are no more “participation trophies” for mediocre content. The key to overcoming this lies in knowing how to combine the right blend of tactics and strategies. When done correctly you can stay ahead of the competition and get your content in front of your ideal target audience. In this article I’ll reveal how to successfully navigate the content marketing landscape. By implementing these strategies, you will no longer struggle to gain traction, but instead, see a solid return on investment from your content marketing endeavors.
When it comes to content marketing, the best of the best have a secret weapon up their sleeves: they think differently. Unlike those who obsess over meaningless metrics like clicks and views, these exceptional content marketers know that numbers alone don't tell the whole story. In fact, focusing on clicks and views for subpar content can do more harm than good. When content marketers solely focus on clicks and views, they run the risk of attracting the wrong audience, diluting their message, and creating a perception of overpromising through clickbait headlines, rather than crafting content that genuinely resonates with their ideal target clients.
What sets great content marketers apart is their ability to be both educational and engaging. They don't see themselves solely as marketers or educators; they're a unique blend of both. They have a keen understanding of their target audience's pain points and use that insight to create content that hits all the right notes. It's like music to the ears of their ideal readers.
Rather than skimming the surface, exceptional content marketers dive deep into the core challenges and concerns of their audience. They provide valuable solutions and insights that not only captivate but also educate. By striking this delicate balance, they capture the attention of their audience and establish themselves as trusted authorities in their field.
So, if you want to take your content marketing to the next level, think like a great content marketer. Go beyond the superficial metrics and focus on creating content that resonates with your audience. Be the marketer who knows how to educate, and the educator who knows how to market. This unique approach will set you apart, drive engagement, and position you as an authority to your target market.
Here's a common mistake that many marketers make: they stop at creating great content. Sure, they might be aware of advertising and use it to drive traffic and make sales. But what they fail to grasp is the incredible potential of advertising to create engagement and generate interest in their content.
One powerful tool in your arsenal is Facebook ads. By using Facebook's algorithm, you can precisely target audiences who have already engaged with your previous content. It's like leaving a trail of breadcrumbs right in front of your most receptive audiences, enticing them to engage with your brilliance. It's almost magical how they'll feel drawn to interact with it.
Campaign Objective Selection for Meta Ads and LinkedIn
The best part? This strategy doesn't have to break the bank. In many cases, all it takes is a modest daily budget of $5 to $10 to achieve remarkable engagement levels. Imagine that—a small investment yielding significant returns in terms of audience interaction.
I've had clients who were initially puzzled by their lack of engagement. However, once they embraced this approach and started sprinkling a few dollars into targeted advertising, everything changed. They realized that a mere $5 to $10 investment could unlock a world of engagement they had previously only dreamed of.
So, if you're yearning for more engagement on your content, don't underestimate the power of advertising. Harness the potential of platforms like Facebook, leverage their algorithmic prowess, and connect with your most receptive audience. With just a small daily budget, you can witness a remarkable surge in engagement and open doors to new levels of success.
Now, this is where even some of the best marketers stumble—after all, engagement is crucial, right? Well, great marketers understand that while engagement is important, the real fortune lies in the art of follow-up.
You see, many content marketers are content (pun intended) once they've achieved engagement. But here's what the true masters know: engagement is just the beginning; the real magic happens when you continue the conversation.
This is where the concept of "hand raisers" comes into play. A hand raiser is someone who has shown interest and intent through engaging with your content. Now, each business may measure interest and intent differently, but the key is to identify those individuals who have consistently engaged with your content, demonstrating a higher level of interest.
Once you've pinpointed these hand raisers, it's time to take action. Assign a dedicated member of your marketing or sales team to initiate follow-up with these individuals. This step is often overlooked, but it's what separates the contenders from the champions. By implementing a systematic follow-up process, you can nurture these engaged prospects, turning them into loyal customers and advocates for your brand.
Sadly, many companies give up right before they reach the finish line and fail to become the coveted authority in their marketplace. It's not because they lack great content or fail to generate engagement. No, it's because they haven't established a solid follow-up system that operates like clockwork.
By putting a team member in charge of follow-up, you maximize your return on investment and effort in content marketing. Not only will you stand out in the marketplace as an authority with the content you create and the engagement you generate, but you'll also fuel your pipeline with opportunities that lead to increased growth and success.
Remember, engagement is just the start. The fortune lies in the follow-up. So, don't underestimate the power of nurturing those who have shown interest and intent. With a well-executed follow-up strategy, you'll propel your content marketing efforts to new heights, establishing your brand as an unstoppable force in your industry.
HubSpot's sales sequence is a powerful tool designed to accelerate the process of following up on leads. By automating and organizing outreach activities, it ensures timely and personalized interactions with potential customers. With predefined email templates, scheduled tasks, and smart notifications, sales representatives can swiftly engage with leads, nurture relationships, and convert them into paying customers, all while maintaining efficiency and consistency in their follow-up efforts.
It's no wonder that many people find themselves bewildered by their lack of success in content marketing. Perhaps they've grasped one piece of the puzzle, maybe even two, but there's so much more to it than meets the eye.
What we've discussed here is just a glimpse into the world of content marketing and engagement. It's a fraction of what we cover in our Rev Content Marketing Engine—a crucial step in our comprehensive Revenue Growth Program. We're here to help you fine-tune your content marketing strategies and unlock your true potential.
If you're eager to take your content marketing to the next level, I invite you to join the waiting list for our upcoming workshop: "Creating the Ultimate Content Marketing Engine." In this workshop, we'll guide you through the process of maximizing your content marketing, boosting engagement, and filling your pipeline with new and exciting opportunities like clockwork.
Don't miss out on this opportunity to transform your content marketing game. Be sure to secure your spot and be among the first to receive an invitation to our exclusive workshop. Together, let's unleash the true power of content marketing and drive remarkable growth for your business.