Content Generation - The Only Path to Long Term Success
Content strategy is often regarded as a time-consuming and low-result solution. Yet, while other digital strategies such as Social Media or SEM show immediate results, they also lose their power as soon as the budget is cut. Speaking for lalamove at the Digital Marketing & Strategy Innovation Summit in Hong Kong.
All companies want to achieve success online and use digital to achieve fast growth. lalamove is a perfect example of fast growth with an expansion from 1 to 17 cities within the span of two years.
Every company has a website nowadays. But there are other channels to consider. A blog is a great place to generate content easily.
Landing pages are also a good solution for targeting specific buyer personas instead of displaying a broad message. Social Media are the most common channels today to spread a message - but what should that message be?
HubSpot recently published a very interesting study - analyzing traffic sources of 15K of their customers they noticed that organic traffic is 7 times higher than paid traffic. This is a strong indicator that paid advertising costs more and more while bringing less and less results. It is time for companies to really push on SEO & content strategies.
Why should I trust content?
Simply because of its long term efficiency. Content strategies take a long time to start showing results. It takes no less than 6 months and usually over a year for a good quality blog to start taking off. But the difference with paid advertising is that is keeps growing over time.
Whenever you cut your SEM budget, your results drop instantly. When building content, even though it takes much longer to show results, it becomes completely independent from your spending. The earlier you start the better it will be in the long run.
The objectives of a content strategy don't stop at "traffic"
Proper content will bring you new leads (continue reading to find out "how"), will give you the ability to change your image (your website has a certain image which you must follow, but nothing stops you from changing tone or image in your content creation) and will build your credibility.
This last part is the most important one - you might be an expert in your field, but why should people believe you? Prove it by writing valuable content.
You can't just "jump" into writing. You must take a step back to find out who are your customers segments, what they have interest in and what keywords you could target to get them on your page.
Who should write my content?
This question is very common. Should I write it myself, delegate it to my marketing manager, ask an intern, hire a freelancer?
Find out who has the following three qualities - good writing, knows the industry, SEO knowledge. If that means hiring a freelancer, then go ahead. Give it a try, see the result, and keep improving your methodology.
There are strict rules for blogging - Regularity (don't write 15 articles and stop for 3 months), Frequency (define your frequency and stick to it), Quality (it is not just about writing nice content, it is about adding value and teaching something to your reader), Community (the most difficult aspect is to build a community of people who read, comment and participate around your content).
White paper - I talked earlier about capturing leads with your content, here it is. A good method for capturing leads from your blog for example is to use white papers - create a document (eBook, template, report, infographic, etc.) that your readers could benefit from and ask for their email address in exchange for a free download. Simple? Yes. Effective? Definitely!
Should I give up other digital strategies?
Your paid strategy gives you much more flexibility. "Not enough sales this month? Let me increase the budget." This is something you can't do with content management. A little bit of both is the best way to go.
Everyone has a blog nowadays... what should I talk about?
Find your niche! If you talk about something everyone else talks about, chances are that your content will never show up. But if you talk about a very specific topic that few only even heard of, those looking for it will definitely find you.
Also, don't underestimate guest blogging - invite others to talk on your blog. You will save time writing your own content, enjoy a different perspective and benefit from their own network!
In terms of Social Media and content platform, don't try to be everywhere. Use the Pareto rule: spend 80% of your time on what works and 20% exploring new things.
With all these tips shared during the Digital Marketing & Strategy Innovation Summit, you should now be fully prepared for writing amazing content, so start today!
Last update: 2017-07-21 Tags: Content Content strategy conference