Top Content Marketing Tricks To Help You Decide On Content Topics
Producing fresh ideas and content can significantly help your website’s SEO and rank on popular search engines like Google, Yahoo, and Bing. However, finding content marketing topic ideas can turn out to be an uphill task, no matter how creative you are.
By saying that, a recent study reveals that 86% of businesses singled out content marketing as a critical strategy. Unfortunately, only 30% of B2B marketers admitted to their organizations being effective at marketing.
In essence, content marketing is not just about churning out blog post after blog post or designing the most colorful infographics ever seen on social media channels.
Effective content marketing comes from a deep understanding of the competition we face for the attention of our audience. It’s also vital that we choose the best topics to write on, so they can have a positive impact on our ROI.
You might find it interesting to know that only one in five marketers understand the best way to run a content marketing campaign. Therefore, knowing your way already puts you ahead of the competition.
The following tips would help you with picking the very best content topics out there
Set Goals for Every Type of Content
Listing the goals for every content you choose to produce will help you decide on what type of content it needs to be.
For most B2B marketers, lead generation takes priority at 85%, with sales, lead nurturing, and brand awareness following closely at 84 and 78%, respectively.
And if you’re more particular about lead generation, you should focus on publishing ebooks, white papers, and case studies.
For brand awareness, you should channel your focus on producing content that will help get backlinks to your website.
Produce Content for the Different Stages of the Buying Cycle
There are three main stages in the buying journey – namely, the awareness, evaluation, and purchase stages.
Here’s the deal:
At the awareness stage, you should make content to provide answers to the needs of the audience. For example, you should write content topics like “the best engine oils for your engine servicing” if you were running an oil retail business.
People at this stage are aware of what your solution can do, but need to convince that yours is the best option on the market. If we stick with the oil retail business example, they are likely to come up with Google searches like “Your oil vs. others.” Your content at this point, therefore, should cater to such searches. Consider a case study, free sample, demo video, product spec sheet, or an FAQ page, among others.
At the purchase stage, the buyers are already ready to buy. They would most likely sign up for a demo or free trial. Things like a free consultation, pricing page, live demo, quotes, and coupons would usually suffice.
Choose Topics Based on Your Audience’s Needs
Taking our oil retail business example, consider that you have set your goals and lined up content for each stage of the buyer’s journey.
Creating your users’ personas can help you identify their goals and needs. Your content topics should aim at treating these personas one after the other.
According to recent studies, B2B marketers who used content marketing platforms saw a 60% improvement in content effectiveness from documented alignment with customer personas.
You must scrutinize every content idea that pops up to identify where exactly it fits in the buyer’s journey. Producing quality content is of no use if nobody reads or watches it.
Your content topics should decide by your audience and the format that is best suited for them. Take a look at the detailed infographic below for a clearer insight into content marketing strategies.
February 10, 2020