Content marketing is king because it’s such an effective sales and marketing tool. If you think all your content marketing strategy needs to include is a good blog schedule, you’re wrong. And, you’re missing out on some great opportunities. Here are seven effective ways to use your content to drive results.
1. Segment Your Prospects
Now it’s easier than ever to try to cherry pick your prospects using strategic demographic micro targeting. By segmenting your target market into specific groups, you are better able to deliver highly effective, targeted content and convert the kinds of leads you want.
2. Implement The Pillar-Cluster Model
I know, the name makes it sound like it’s going to be complicated, but it’s not really. The Pillar-Cluster Model is a great way to make sure your site has good SEO. Search engines may get confused by all of the individual content pieces shared on your website. This means your content is competing against each other rather than working with each other. This Hubspot graphic illustrates the problem perfectly:
Search engines want to see overarching themes and how your individual content pieces connect with these themes:
To implement the Pillar-Cluster Model, start by deciding what your four or five cluster topic pillars need to be. Then create a single pillar page for each that provides a high-level overview of a topic and hyperlinks to cluster pages that address the topic’s subtopics. This signals to Google that your pillar page is an authority on the topic. An added bonus? When your pillar page ranks higher, so do your cluster pages.
3. Develop A Podcast
Online audio content is gaining in popularity and is a good lead generator. If you’re going to take the time to create a podcast, make sure it’s informative and entertaining or no one will listen to it.
4. Implement Social Media PR Campaigns
If you’re still just placing your PR on news outlet publications, you’re missing a huge audience on social media. In fact, your prospects spend more time on social media now than ever before. You need to deliver content that will perform well on both social media platforms and publications. Know the audience and provide what they want.
5. Build Your E-Mail Subscriptions
The data tells us it takes about six to eight touch points to generate a qualified lead. By getting prospects to subscribe to your e-mails, you’re building an interested audience for your content and hopefully a list of hot prospects. Make sure what you e-mail your list of subscribers is relevant and of interest so prospects will be actively engaged and keep reading each time they hear from you.
6. Resend Popular Posts
Take a look at your blog views and see which ones are pulling the highest. Pick a few of the best performing ones and republish them with some new information added. This helps you build on your organic traffic and conversions these posts are already generating.
7. Conduct A/B Testing
The only way you’ll know which copy, ad, design, etc. works the best to generate leads is to conduct A/B testing. My blog has a few posts about A/B testing on it if you need a refresher. In general A/B testing enables you to test two variables – like two different headlines or two different calls to action – and see which one performs better.
These seven marketing techniques are sure to help you finish the last half of 2019 strong.