Content marketing gets a bad rap sometimes because, often, the results aren't immediate and it can seem like a lot of effort with little return in sight. However, like many marketing strategies, content marketing is a long term game and needs a lot of time investing in it to get the best from the other end.
If you've arrived here because you're already on the content marketing train then that's great, and hopefully we can help you improve your content marketing strategy to really start driving conversions and traffic in your favour.
So let's take a look at how to fix your content marketing strategy by comparing the approaches of a novice and a veteran marketer...
Why isn't my content marketing strategy working?
There's a lot of buzz around new marketing terms and methodologies like 'inbound marketing' and 'content marketing', especially because they're usually hailed as some sort of silver bullet to winning you more business, and generating you more leads, and there are reams of statistics that highlight how well these marketing approaches work.
Now, as a HubSpot partner agency, we're the first to shout about inbound and content marketing as we genuinely believe in the approach and have tons of data to back it up, but we also point out to potential clients that making a switch to the content movement isn't an overnight success story.
A lot of businesses are eager to start seeing results, but in doing so find themselves overlooking the core components of building a lead-generation machine through valuable content. There isn't really a sustainable way to shortcut the process, nor is it a case of creating any old content and just hitting the 'publish' button.
Fortunately, we've found this excellent infographic from Brightedge, which shows how the more experienced content marketer gets results by analysing and measuring everything and repeating what works.
It's all about promoting great content
Hopefully via Brightedge's helpful infographic, you've been able to take away some important tips to tweak your current content marketing strategy and improve your lead generation game.
In summary, here's the quick process that pros use to get the best results from their content marketing efforts:
- Create great, remarkable content that has objectives;
- Promote the content across lots of different channels;
- Adjust the content based on what works - data and feedback are important here;
- Create more optimised content and repeat the above steps;
- Your popular content will start being shared more frequently and diversely;
- Search results rankings improve because of a higher authority;
- Conversions and leads increase naturally.
Update: if you're not sure where to start when it comes to planning out your best marketing campaign yet, our marketing strategy blueprint can help your business growth goals.