Creating a B2B content marketing strategy is crucial. But where do you start?
How do people interact with your brand?
They may buy from you. They may share your blog post on their social media profiles. They may decide to follow you on Instagram or Twitter because you’ve gained their trust.
Depending on your industry and business goals, you may value these actions differently. Still, you should know one thing: all these decisions can be made based on quality content, and they can significantly impact your content marketing ROI.
So, how can you help your audience make positive decisions about your brand?
These four tips will not only help you achieve that, but also quickly improve your numbers when it comes to your content marketing strategy.
1. Deliver the Right Message to the Right Person at the Right Time
That seems obvious, but what does it actually mean?
You don’t have to spend a bunch of money on content promotion that’s not delivering the results you wanted. Instead, shift your focus to adjusting your content promotion strategy, so it finds its audience more efficiently.
For example, ask yourself: Am I talking about the right problem? Does my audience really have to deal with this obstacle?
When you nail down your audience’s pain point, you can move on to “fixing” your message. Are you using the right tone? Are you using the channels where your audience really is?
Finally, ask yourself when most of your audience is active online or if the timing is right to talk about a specific issue. You won’t be talking about summer outfits in January, right?
Once you adjust when, where, and how you’re delivering your message, you’ll see how your results improve.
2. Target Low-Hanging Fruit
You’ve probably heard that it’s much easier and more cost-effective to retain your old customers than to acquire new ones. That’s why targeting your existing customers may be a quicker way to increase your ROI than to spend energy and cash on trying to convert new leads.
If you need to “get the ball rolling,” try engaging people from your customer database and offer them some new, valuable content that may make them purchase again.
That’s called targeting low-hanging fruit and will certainly help you boost your content marketing strategy results.
3. Target Conversion-Worthy Traffic with SEO
Good content can rarely achieve content marketing ROI regardless of its quality unless you put some SEO efforts into it. Proper keyword research, optimizing your content for them, using links, making your content readable and shareable, etc., are all activities you should focus on if you want to make the most out of it.
Your ROI will depend mainly on how much your organic efforts can contribute to your ultimate business goal to increase your revenue. Ensure you pay attention to all three elements: the content you create, technical SEO, on-page, and off-page SEO.
When done right, these three can improve your ranking, the number of clicks and impressions, and in the end, your revenue.
4. Drive ROI with Paid Traffic
Use social media to target people who may be interested in what you offer, then use paid ads to reach them. This strategy may cost less than you think and have a significant ROAS.
These ads should lead to your best content so anyone who clicks them can immediately learn how much value you offer. These pieces of content may be guides, expert tips, or sign-up pages for a newsletter packed with value.
tl;dr: Improving Content Marketing ROI
Implementing these four strategies, and especially if you combine them, can generate some fantastic results sooner than you know.
It all starts with good targeting – identify who you can help, then create quality, optimized content for them, and help them find it by applying all the SEO knowledge you’ve got. Make sure you remind your old buyers of what they can gain with your brand and add paid ads as the cherry on top.
After this, the only thing left to do is open your favorite content tracking tool and enjoy the results.