Content creation is a fantastic way to establish your company as a thought leader in your respective space, and helps drive leads to you as they look to your company for information to help with the purchase decision. This article will detail how to use this content tactically.
The following user roles can utilize the Media Center:
- Marketing Managers
Due to the ever-increasing accessibility of information, consumers are spending more time at the top of the funnel in the information-gathering phase prior to making a purchase decision. While having an outbound sales team is great, supplementing the lead nurturing process with relevant content targeted towards the desired demographic actually helps bring leads to you, rather than having to go out and hunt for new leads. This is typically referred to as content marketing.
When starting out on the process to implement a content marketing strategy for your company, the following are the initial steps you should follow to ensure you are getting the most out of this tactic:
- Identify your target demographics or personas.
- Evaluate your existing content to ensure it is informative and speaks to the personas you are targeting.
- Review the analytics to see what are getting clicks, impressions, or downloads.
- Survey existing customers and see what content caught their attention in the sales process.
- Iterate this process to ensure your content is still up-to-date and relevant as the market changes.
If you are struggling with this process, you are not alone. Understanding what content is leading to conversions can be difficult if you are just evaluating clicks or views. Tracking those behaviors throughout the sale process helps to understand what works and what does not. Using the Media Center in SharpSpring can help answer both questions.
Maximizing Content Strategy
By creating Media Center assets in SharpSpring, you can see which pieces of content are getting the most interaction from both anonymous and known leads. You can use this knowledge to improve the type of content you are creating, and ensure your resources are dedicated to creating more content that leads to conversion. However, you cannot just create content and expect it to be valuable. You need to have measurable analytics that lets you better understand both what content is helping to drive conversions, and what channel provides the most awareness to your content.
By creating trackable links for assets unique to the marketing channel they will be distributed on, you can see both the total global views and the views respective to a channel. Sometimes, what you anticipate as your primary lead generation channel turns out to not be the case. If you assume leads are funneling in through ad clicks when in reality they are engaging with your content on our social channels, you can use this information to ensure your marketing dollars are being spent in the right place.
Assets to Track
To maximize the benefits of the Media Center, consider tracking the following media assets:
- Links to social pages. Establishing a social presence in today's consumer-friendly market is key to helping build brand loyalty. From a content delivery perspective, tweets and posts are a quick way to spread your message to an audience. If you include links to your social site anywhere in marketing materials, create those links as trackable assets in the Media Center to understand where leads are visiting. If more leads are visiting your Facebook page over Twitter, you should invest in our social strategy specific to that channel. To that end, if you include links to your social sites in the footer of your email, consider replacing them with trackable asset links to have improved visibility into where leads are clicking.
- Case studies. When maximizing content strategy, establish your company as a thought leader in your respective space. Part of this process is content creation that resonates with your audience—or, at least, content you assume will resonate with our audience. A content marketing strategy can falter if the content you create is misaligned with your target audience. You can stay informed of this by creating trackable links for your content. In doing so, you can refer to the statistics for both quantity of views and where leads are finding your content.
- Your website. This tactic is especially key if you are working with referral partners, as you ideally want to partner with organizations that help increase brand awareness for your own brand with mutual benefit. Co-marketing blogging is a popular approach for companies with complementary services or products. With this approach, an author would create content that is then hosted on the counterparty's site, with a linkback to the author's site. By using a trackable link for these linkbacks, you will have improved transparency into how many leads are funneling into your site (both anonymous or known leads), based on the referral partner content.
- Order forms, contracts, and the like. There are ways to know when a lead opens up your order form so your sales team can make a well-timed phone call. By creating trackable links for these resources and enabling automation, you can quickly enable your sales team to follow up with leads who are preparing to make the final decision.
Once your high-value content has been identified, you can incorporate views against this content in your Lead Scoring strategy to automatically identify leads that are likely to convert based on the assets they have viewed.