Companies have always been trying to promote products but apparently, times have changed and today, from Multi-National Companies to individuals; every entity has stepped into the content marketing. Whether you talk about increasing the subscriber base of one’s own blog or a YouTube channel, taking content for several brands on your social media channel and promoting it or making custom videos specifically around the theme of a brand’s product; the content marketing arena has been explored widely by social media enthusiasts. This has become widespread because, the content marketing success has been majorly seen because of online marketing campaigns run by people in the world of digital marketing. Though, it’s not as easy as said, since content marketing success depends on a lot of factors including content marketing strategy, B2B content marketing strategy, and content marketing strategy tactics. Does that seem a lot to take in? We’ve got it covered for you when we say – here are the five key factors that influence your content marketing campaign success:
1. Weigh documentation more than content calendar
As it turns out only 35 percent of marketers document their strategies and the rest don’t. This one aspect turns out to be a critical factor in contributing to the growth of a content marketing agency. A few content marketing companies which are flourishing in the market are not just because they choose to work systematically and stick to the content calendar. Apart from having a content calendar for the future posts to be made, hot it will be done; strategizing the same holds a greater importance. There is all kinds of content which is flowing all over the Internet world as of now, from text formats to videos. What happens when you don’t strategize? If you don’t strategize then only after a couple of days your social media posting has started, you’ll find yourself lost. The reason being as to why this would happen is, strategy helps you in knowing what should be posted (text blog, poster, video, et al), when it should be done and most importantly, what to do if you’ve not gaining enough traction. Documenting your content marketing strategy also helps a firm in leveraging recruitments, PR, employee training, and other departments along with increasing a company’s ROI.
2. Create a knowledge bank
Has this ever happened with you that, you come up with an idea while you’re sipping tea in your cafeteria or even an ideation meeting, but forget it later on because you didn’t note it down? Well, it isn’t only with you but it’s human to happen – one fundamental reason as to why you should choose to create a knowledge bank when it comes to striking off an item in your content marketing checklist or when you want to succeed with your content marketing campaign. Apart from the forgetting part, the same knowledge bank also comes in handy when you’re out of ideas to work on. Basically, any thought, idea, insight, experience, etcetera should be added to a content marketing company’s knowledge bank. Firstly, you will waste less time in searching for an idea you had implemented earlier and will have a better analytical study on which content has worked in the past. Precisely, this is one of the many content marketing values which assists a content marketing agency or an individual in streamlining efforts and maximize potential.
3. Choose Key Performance Indicators based on your content metrics
An excerpt from what Albert Einstein once said states – “Never judge a fish by its ability to climb a tree”. There cannot be a better example than this when we talk about the world of digital marketing. For example, a company publishes 86 pieces of content across blogs, gated publications, and guest-contributing sites and those result in a 151 percent increase in conversions. Though, it doesn’t work in the same manner always, the example quoted didn’t happen overnight. Keep this in mind because many companies tend to lose interest in publishing content when no return or lead is seen. Therefore, Key Performance Indicator (KPI) comes in picture where you should know that qualitative and quantitative metrics are important but when it comes to measuring content marketing success, you shouldn’t always involve the efforts put by you under the head of KPI.
4. Views matter, rank doesn’t
The day you understand this statement, you’ll no more be influenced by content marketing examples which don’t benefit you in any manner. Suppose your competitor’s content was published on the platform of one of the world’s biggest online publishers but yours didn’t. There’s a considerable negative impact on your company’s image (goes without saying), but imagine out of the people who read your content – one of them happens to be the Editor-in-Chief of that big publication house. What would matter more? Evident enough, the example gives you a clear picture that being on top doesn’t mean that you get a good audience. In other words, one of your videos get 80 views as compared to 8,000 of your competitors, despite the low number your video is watched by the D.O.P. of Sony Television; there’s the clear picture. Targeting audience who would enjoy your content, share it and appreciate it later, is quintessential than the number of views it gets.
5. Have a good hold over audience
> Keep updating your email signature:
When you send emails to your subscribers or any other person, update your email’s signature with your recent blog or video; this makes them aware of the latest content you’ve created and and also it doesn’t look as if you’re forcing them to read it.
> Sharing starts at home
Never hesitate to ask your colleagues, employees, friends, family, and whoever you meet to share your content. It might be a little uncomfortable for you to ask for the first time but eventually you’ll get used to it. And, the benefits of getting your content shared are way more than you can imagine. It’s similar to the advantage one gets from having a good network when at a conference. When you ask people to share it, your content also spreads more than what your followers must have.
And, as a network usually grows with each person at a time, never forget to share this one. Your share matters, too.