5 Ways to Get Ideas for Your Blog and Inbound Marketing

5 Ways to Get Ideas for Your Blog and Inbound Marketing

The hardest part about keeping your blog overflowing with helpful content is knowing what to write. This is where classic writer’s block pops up the most and makes blogging a chore. Let’s fix that. In this post, we’ll give you the easiest ways to find content ideas, so that you always know which content will help you achieve your marketing goals.

1. Check Your Inbox

This is supposedly an old blogger trick, although I don’t think blogs have been around long enough for that to be possible. The idea is to look in your inbox and see what the most common questions you receive are. Take these questions and list them out in a doc. This should yield at least 5 or 10 blog post topics.

For bonus points, grab your responses to those questions from your email thread. Now you have a topic and a basic outline. Your inbox is the first place to look for content ideas that you can create and post fast. So, use it!

2. Buyer Personas

These semi-fictional representations of your ideal buyer are uber-handy for marketing. They also make it easier to create persona-driven content. This is content that’s so clearly focused on one group that it feels like it was written just for them.

To find the right topics to cover, look at the challenges that your personas face. They might list one of their major challenges as being increasing the number of leads from their website. With this information in hand, you can create a blog post that explains how to increase the number of online leads your company receives. Repeat this process until you run out of challenges to help them with. Doing this will ensure that the content that you create is extremely beneficial to your buyer personas.

3. Your Blog

This may seem like an odd place to look for new content, but your blog is actually a well of information that can help you create fresh posts. The key is taking what you’ve already written and putting a new spin on it. For example, you might have written an article about “five best practices for designing a new website.” You can use the same outline and much of the same information to create a negative post based on the same topic. The new post would be titled “the five biggest mistakes to avoid when designing a new website.” This allows you to take the same information and present it in a new way that might be more insightful for your readers. It also allows you to increase the SEO value of your site for those keywords.

4. Customer Feedback and Testimonials

Many copywriters use a simple trick of taking words directly from customer testimonials and working them into their copy. This is called stealing copy. But, it’s not really stealing. All you’re doing is talking about the things that your customers have already told you are important to them.

You can also use this trick to find content ideas. Look through the feedback you’ve received from customers. What are the things that they’ve been most impressed by? For example, if a review says that they appreciated your strategic process for achieving results, then consider writing a blog post on that process. Conversely, if you receive feedback that they had felt stuck before contacting you, then you could write a post about how to jumpstart a new project. Using actual customer feedback as the basis for a new post allows you to tune into what your prospects need and care about.

5. Industry News, Events, and Launches

I wouldn’t recommend this as your first option when trying to fill your blog with content. It’s more important for you to focus on evergreen topics that your buyers will continuously be searching for. But, at the same time, it’s also important to keep your blog full of topics that are relevant to your business and have high-quality backlinks. Reporting on industry news, events you’ve attended, and product launches help you to do this in a way that’s easy and fast.

All you need to do is make sure you’re subscribed to a few neutral news sources for your industry. you want these news sources to be neutral so that you can add your own flavor to your post. Next, write a post that references the news piece, explain what the implications of it are, and then give your perspective on it. Doing this shows that your company is active in your industry, aware of recent news, and understands the implications for itself and its customers. Do the same thing for industry events and launches, and your blog will always be full of interesting and helpful content.

Need Something More Progressive?

These five tactics are great for keeping your blog full of information that’s relevant and useful to your buyers. But, you need to take things to the next level if you want your blog to be an effective marketing tool that brings in sales. To do this you need a sales funnel, SMART goals, and a carefully planned out content calendar that will boost your site’s SEO ranking for important keywords.

If you need help creating any of these, then consider signing up for one of our inbound marketing workshops. In our workshops, we’ll help you understand who your buyers are, what your blog’s voice is, what the best sales funnel is, and provide you with a year’s worth of blog topics to write about. From there your inbound marketing can go on autopilot and continuously bring you high-quality leads. If this sounds like it would save you a lot of time and headaches, then contact us today to learn more.

How to Create a Content Calendar for Your Inbound Marketing

How to Create a Content Calendar for Your Inbound Marketing

When you’re on the road and trying to get to a specific address, what’s easier?

Stopping every 5 minutes to look at your map and figure out where to go next? Or letting Google Maps tell you where to go next?

Google maps is the obvious choice.

There’s a similar challenge in inbound marketing (or content marketing). Most marketers have to stop marketing and decide what to write for their blog each month. This means they can only write a few articles at a time with no real rhythm.

Sound slow and painful? It is. These stops can even reduce the effectiveness of your inbound marketing campaign.

What you need to succeed is a clear step-by-step plan. The solution is a content marketing calendar.

What should an inbound marketing content calendar include?

Your inbound marketing content calendar will be the guide that helps you achieve SMART marketing goals. But, for it to be effective, it needs to include the right elements. These include:

  • Subject: This isn’t the same as a title, instead it’s the overall subject that you want to cover or the question that you want to answer in your post. Some also call this a vision or purpose.
  • Title: This is the title that the blog post will use. You can leave this blank until you actually write the article since it will be hard to know what the right title is until you’re done.
  • Sources:  Including reliable sources to support the post that your writing will give it credibility and give you the inspiration you need to write a great post.  Select sources that are neutral and respected.
  • Persona:  Every post should have one intended reader. Generally, this will be one of your buyer personas. For each post decide who you’re writing for since this will make it easier to adapt the content and message to their needs.
  • Call-to-action:  Having a call to action is essential to effective inbound marketing. At the end of every post,  you need to offer something valuable to your reader that makes sense with your post. This will turn site visitors into leads, which can increase your sales.
  • Links: Your content calendar should always include a link to the working draft of the post. Generally, it’s best to do this in a Google doc since the format can be accessed from any device. You should also include a link to the article once it’s published on your website, this will make it easier to incorporate it into emails, social media posts, backlinks, and comments.

These are the essentials you need to include in your content calendar for it to be useful and for your site to be full of effective copywriting.

Entering a months’ worth of content ideas will be extremely helpful when its time to write for your blog. All of your research, subjects, persona information and calls to action will be laid out for you. All that’s left to do is write the post and wait for the visitors to roll in.

If you want a head start, then copy our super simple Google Sheet template here.

Need Help Filling Up Your Content Calendar?

If you’re interested in content marketing, then you know how difficult it can be to create a year’s worth of topics.

If you need help creating topics based on real-world data that will drive sales, then fill out this simple little form. Right now, we’re offering a free 6-month B2B content marketing calendar to you. Take advantage of it now to see the difference that a content calendar can make.

Why you need to change your B2B content marketing in 2018

Why you need to change your B2B content marketing in 2018

Give something away for free. This is the timeless principle that every sales process depends on. Whether you’re giving away a sample, lead magnet, or the salesman’s knowledge.

This idea has blown up on the internet. Marketers are giving away everything they possibly can just to get a tiny bit of interaction from their site visitors. The result is that thousands of websites offer downloadable checklists, ultimate guides, and complete toolkits.

This means that traditional content marketers are in a commodity business. We all have more or less the same information, methods, and goals. To win you need to be bigger, faster, or just plain lucky. Things you can never count on.

For content marketers to pull away from the competition and have a meaningful impact on sales things need to change. Here’s four ways to do it in 2018.

1. Build a Brand not an Offer

89% of B2B marketers say brand awareness is the most important goal, followed by sales and lead generation. – Content Marketing Institute

 A free demo offer like this one from Salesforce might be just what your prospects want. A free demo offer like this one from Salesforce might be just what your prospects want.

Traditional content marketing says, “if you build the best offer you’ll win.” But, that’s far from the truth.

Who are you more likely to trust when it comes to SEO? Moz or your local web design company? When you’re looking for authority content to read, Moz will almost always win. It doesn’t matter if the local company did more research or has a better offer. Why? Because their brand isn’t as trustworthy or renowned as Moz.

To starting fighting this battle, the local web design company could:

  • Align messaging across its site and strengthen its brand identity.
  • Build its service offering around a meaningful value or ideal.
  • Generate brand awareness and respect through guest posting, interviews, and PR work.
  • Become the experts in a very tight niche, then start expanding toward Moz-like fame.

These actions will make their brand stand out from other local web design companies. Prospects that learn about you from an article on Forbes will be much more likely to trust you than those coming in cold from a search page.

How does this differ from traditional content marketing? The difference is your focus. Your focus should be on producing content that enhances your brand and its reputation and not just getting conversion or being an optimization junky.

This requires careful forethought. You need to know what you want your brand to be before it can become it. If you feel at a loss, then consider running a brand sprint. It’s the fastest way to get back on track.

2. Be Unique

The content of your articles and blog post should be new, fresh and original. It should add something to all the junk that’s already out there on the internet. – Yoast.com

 Having a hyper-clear purpose and an interesting format can be all it takes to stand out. Having a hyper-clear purpose and an interesting format can be all it takes to stand out.

Traditional logic says if you want your post to rank higher than the competition, you need to make it 500 words longer. In fact, most content marketing experts will recommend that today. Here’s why it will eventually fail.

Another company will see your top ranked post and write a longer one. Conversely, a stronger brand with more domain authority may swoop in and steal the top spot from you with a smaller post. When you’re playing the word count game it’s only a matter of time before someone outranks you. To be competitive your content needs to be unique.

What exactly needs to change?

  • Don’t spin content. Spun content will eventually fail as Google gets smarter and you’ll have to start your efforts from scratch.
  • Write content that wins because it’s different. Either it covers different points, offers a new approach, or provides meaningful inspiration. Take a journalistic approach to add more creative juice to your content.
  • Make your content persona-driven instead of keyword-driven. Keywords may help you rank, but you’re selling to people and not Google. Write with people in mind.
  • Ensure that the content is high calibre and is worth your reader’s time.

You may think these ideas are obvious or that being unique isn’t really possible. In that case, consider Jake Knapp’s Medium post on the brand sprint process (previously referenced). This post was shared with me by the owner of a successful design firm (virality). Since then, I have referenced it in my book, multiple blog posts, social media, and email. Now, my company offers brand sprint facilitation as a service and requires it as part of a content marketing retainer. I’ve yet to find a post to rival or replace Jake Knapp’s original brand sprint post.

Creating truly unique content and coupling it with a powerful brand will beat optimization and other technical tricks every time.

3. Make Your Offers No-brainers

The $50 off coupon generated 170% more revenue than the 15% off coupon, and its conversion rate was 72% higher. – Entrepreneur.com

 GatherContent offers extremely valuable information through its free master classes. GatherContent offers extremely valuable information through its free master classes.

An email address for an ebook used to be the standard exchange rate. Now there are millions more ebooks and more or less the same number of email addresses. This is called content inflation.

To keep your sales funnel full of marketing qualified leads, you need to do one of two things:

  1. Offer content on a topic that’s high value and hasn’t been covered by anyone else.
  2. Offer content or a small service with serious monetary value so that the exchange rate shifts from an email address for content to an email address for money.

The second option is easier to use in competitive markets. Since most content marketers are dealing with heavy competition, we’ll focus on the monetary value offer.

  • What do your potential buyers need in order to save time or be more effective at their jobs? Answering this question will help you choose what to offer. For example, a content marketer might offer a content marketing calendar template that populates based on values entered by the user.
  • What would you normally charge for that service? If you’d normally charge $500 to create a custom content calendar, then place a value of $500 on the download. Now your prospect views entering their email address as earning them $500.
  • How should you position the offer? Positioning the offer correctly is absolutely key to this process. Don’t use the old-school “get my free marketing toolkit ($5,000 value) for free today!” Instead, build in transparency. If you have a rate sheet, then link to it. Make it clear that you actually charge money for what you’re offering and you’re not just making up an inflated price to increase conversions.
  • What’s the catch? After you give away something valuable for free, you need to be able to sell the prospect on something else. What’s the next thing they’ll need to move closer toward their goal? Someone who downloads a content calendar template will need help writing the content. Use the information you collected to cultivate the lead and then make your offer.

HubSpot is good at this method. Their site is full of templates and other high value offers that have a more meaningful impact than an ebook.

Using this approach can make your content marketing stand out since you’re changing the exchange rate and the way prospects view your offers.

4. Create a Brand Voice

“Fully connected customers (emotionally connected) are 52% more valuable, on average, than those who are just highly satisfied.” – Harvard Business Review

 My personal favorite example of a strong brand voice is Field Notes. My personal favorite example of a strong brand voice is Field Notes.

The one aspect of branding that most people overlook is their brand voice. Probably because they don’t know what it is or why they should care about it.

So, what is a brand voice? It’s the unique way that your company communicates using words. Just like Ernest Hemingway and Dr. Seuss are both great authors with totally different voices/styles, companies can distinguish themselves from the competition by having a great voice.

Here’s the problem: even if you personally have a great voice that’s unique and enhances your brand, it’s not enough. Eventually, other people will start writing for your brand and they’ll bring in inconsistencies that will destroy the voice you’ve cultivated. To stop this, you need to create a brand voice that everyone can apply and follow.

If you’re interested in developing a brand voice, then what should you do?

  • Define your audience. Buyer personas and market research will help you understand who you’re talking to and what type of voice is appealing to them. When your voice appeals to your audience that’s an instant win.
  • Define your core values. Companies need to build themselves on values and vision. If you don’t communicate these effectively, then you’re another commodity competing on price.
  • Examine the competition. A brand voice is useless if it makes you sound like your competitor. For it to be effective, you need to stand out and cut through the noise.

Once you’ve done this basic research, you can start putting together a brand voice style guide. This topic deserves an entire post, so I’ll link to my method for creating a brand voice style guide here.

How to make your content marketing effective and powerful

The traditional ideas on content marketing are starting to become less and less effective. To pull away from the competition, increase sales, and build loyal customers, you need to be better. You need to stay ahead of the curve.

To help you do this, we’ve created a workshop for brands that aren’t afraid to stand out and lead the market. We call it our Rogue Inbound Workshop.

This workshop is right for you if you want:

  • To clearly define and differentiate your brand
  • Marketing decisions focused on strengthening your brand
  • Content marketing customized to your company’s needs
  • Marketing to match your unique product or approach
  • Less aggressive, more effective sales

Learn more about the process, timeline, and price here. You’ll be able to view the pitch deck and cost without entering an email address and you can request a brief call using the learn more button.

We hope to talk soon and help you change your content marketing for the better.

Painful blog posts bring in leads (I am not a Sith)

Painful blog posts bring in leads (I am not a Sith)

The one thing that Sith Lords and marketers have in common is a love of pain. In fact, every great inbound marketing campaign is built around pain. Why is that?

People are most willing to buy a product or service when it directly solves a problem they’re facing. To solve these problems they search for the problem they’re dealing with and not the benefit. For example, they don’t search for “how to be thin” instead they search for “how to lose weight.” They search for the pain.

To turn these prospects into leads, you need to find ways to address and solve their pain. Blog posts are an easy way to do this since they’re short, purpose-built pieces of content that can be written and posted very quickly. Let’s look at how you can incorporate pain points into them.

Finding your prospects’ pain

The first step in addressing your prospects’ pain is figuring out where it hurts. Here are a few of my favorite ways to figure out where your prospects’ are hurting.

  1. Buyer personas: These semi-fictional representations of your ideal customer are an excellent tool for your marketing. Creating them carries the added benefit of letting you interview actual customers and understanding their challenges. Ask questions about the specific problems that these challenges cause to help you understand their pain points.
  2. Net Promoter Score: Many companies have started using Net Promoter Scores to gauge overall satisfaction with their service. Looking at comments from negative user ratings will help you identify their pain points. In some cases, your current solution might solve that pain and you can highlight it further in your content.
  3. Talk with sales: Your sales team deals with customer pain points every day. Ask them about the most frequent complaints they hear from customers.

These three methods will give you a wealth of information on your customers and the solutions they’re searching for. Use these as opportunities to spark conversations with prospects and you’ll experience a boost in leads.

Helpful content and painkillers

For your content to effectively solve your prospects’ problems, you need to cover the entire breadth of a topic. Doing this requires you to follow a few simple steps:

  1. List all of the pain points your prospects are dealing with.
  2. Organize them into main pains and sub-pains.
  3. Turn your main pains into longer more detailed blog posts (pillar pages).
  4. Turn the sub-pains into shorter posts (under 600 words) and link back to your pillar page.
  5. Add a relevant call-to-action at the bottom of every post and make sure it explains how your offer solves the prospects’ problems.

Following these steps will help you create blog posts that are relevant to what your ideal customers are searching for. When they read your post they’ll see that you understand their pain and can provide a valuable solution. This quickly builds trust and will make them want to contact you.

Give free, get leads

If you aren’t getting enough leads, then you need to create content that will attract the right prospects. This content can help you rank higher on Google for keywords that will drive traffic to your site. When visitors get free value from you, they’ll like your company more and want to learn more. There’s no excuse not to use your blog to bring in leads.

The biggest challenge is your time

The biggest challenge to overcome is your own schedule. Blogging on a regular basis is hard, especially if you don’t enjoy writing. To solve this challenge, The Content Reactor will do the research for you, write meaningful blog posts, and fuse them into your sales funnel so that you get more leads.

Contact us to get started today for free!

Content strategy is the key to marketing success

Content strategy is the key to marketing success

Content strategy, door to door sales, cold calls, cold emails, blah blah blah. While running your business I’m sure you’ve heard of all of them. You have marketers contacting you day and night. They tell you that their method is the best. Who do you believe?

I’m a believer in the facts. So let’s look at a strategy that smart, rich companies are using every day to get more leads which they turn into customers and partners.

What is content strategy?

Moz defines it like this: Content strategy concerns itself with the vision—the ins and outs of how and why your content will be created, managed, and eventually archived or updated. It looks at all of the content your customers ever encounter.

Companies like Red Hat rely on content strategy for new customers. Why should you care about their example? Red Hat is a multi-billion dollar tech company that thrives on its innovation, values and yes, its sticky marketing strategy.

How Red Hat uses content strategy?

 Case study from HubSpot

A case study from HubSpot 

“All content is not created equal. Some content will go viral, generating tons of hot traffic to your blog, while other content will be lost in the archives. If you want more of the first kind, you’ve got to put your readers first.”
Neil Patel

Great content strategy takes what you learn from your customers and uses it to focus your writing on your customers wants and needs. To do this you need to ask questions like, what do my customers care about? Why do they care about it? How can I give it to them in the most emotional way possible?

Why is Red Hat a great example?

Red Hat doesn’t choose one type of content and offer that to everyone whether they like it or not. Why not? Have you ever read an article that was so impersonal that it irritated you to the point of closing the website as fast as possible? I know I have.

Red Hat realized the danger of this. So, their content strategy involves showing a personal interest in their readers and satisfying their needs. Let’s look at 3 examples:

Developers

 Red Hat focuses on the ease and speed with which you can learn their products.

Red Hat focuses on the ease and speed with which you can learn their products.

What does a developer want to see when going to the Red Hat website?

A developer wants to learn the system in the easiest manner possible. A product that’s a pain to work with or lacks training materials is something a developer hates.

Red Hat knows this and they work hard to create a supportive atmosphere. Their content strategy includes the creation of free guides, trial downloads and even free ebooks to get people started. They have so many resources that even non-developers feel like they can get started.

Customers

Customers are very different. They want you to provide the solution, and they need to trust you to get the job done.

 Red Hat uses social proof to build trust with their audience.

Red Hat uses social proof to build trust with their audience.

How do you get people to trust you? One way is to give them social proof. In his book Influence, Dr. Robert Cialdini proves that people will do things that they see other people are doing. It’s important for customers to know that these solutions work for people in their industry.

Red Hat strikes again. They have tons of customer success stories, that are broken down by industry and product line. You can read case studies or watch videos that bring these stories to life.

Customers have the peace of mind of a product that’s heavily trusted in their industry.

Partners

So far we’ve seen how developers need support and customers need trust. But, what about partners?

The answer is in the name. A partner is someone you work with. It doesn’t feel like a partnership if both parties aren’t benefiting. Then it’s more like a leech on your foot. Who wants that?

 Red Hat shows how partnering with them will mean you make decisions like the titans of industry.

Red Hat shows how partnering with them will mean you make decisions like the titans of industry.

So what’s Red Hat’s message?

“Let’s do something great. Together.”
– Red Hat

Their partner page is focused on partner benefits. Again we see them use social proof to build trust. Big companies like Microsoft, HP, and IBM are all partners. What technology company doesn’t want to experience the same success as these juggernauts?

Instead of a me, me, me experience Red Hat consistently focuses on its audience.

What does this mean for you?

 How does content strategy affect your business?

How does content strategy affect your business?

You don’t have to be a big company to create a great content strategy, but you can learn from what big companies are doing right.

Red Hat personalizes content for its audience and you can too. You don’t need large databases or a massive research team. In fact, the best research even from big companies is found when collecting data 1 on 1. For example, in the book The Power of Habit, Charles Duhigg uses the example of Febreze. The company Proctor & Gamble only learn how to target their customers when they go into a customer’s home and observe how they use the product.

As a small business owner, you have the opportunity to work with your customers on a more personal level than the corporate giants. This gives you an opportunity to ask questions and learn what makes them choose you over the rest.

Use these opportunities to put together a buyer persona, or a fictional persona that represents your ideal customer. Knowing your customers is fundamental to creating a successful content strategy. Whenever you create something you’ll be able to answer, how will my customer feel about this?

Then like Red Hat, you can create content that doesn’t irritate or annoy your readers into running to the competition.

Ok, so maybe this won’t turn you into a million dollar company overnight. This isn’t a miracle drug. What it is, is a proven method for creating reliable growth. Growth that given time will help you achieve success over and over again.

If you’d like to chat about your content strategy, schedule a 15-min phone call here.

Following a process for content marketing success

Following a process for content marketing success

Back in the 60s computers were big. Really big. Usually, they’d take up entire rooms or even buildings.

How did computers go from building-sized monsters down to pocket-sized companions? The answer is a process.

In 1971 Intel used the process of integrating circuits to build the first commercially available microprocessor. This revolutionary process caught on and gained speed. Every year microprocessors become smaller and faster thanks to this process.

In 2017, your smartphone is far more powerful than Nasa’s computers were in the 60s and the thing that made it possible was following a process.

Content marketing needs a process too

When you first start exploring content marketing, it might feel as big and expansive as one of those 60s style computers. It can be clunky, difficult to understand, and hard to get it to work. You have to integrate blog posts, lead magnets, sales funnels, emails, and traditional advertising into a single marketing effort.

It’s overwhelming.

Following a process can be all it takes to revolutionize your content marketing. It can make it as simple as answering a call to your phone.

The Content Reactor has worked hard to develop a process to help you. We’ve combined our experience, industry best practices, and feedback from business owners like you to create our own process. Hopefully, it will revolutionize your content marketing.

Let’s look at an overview of each step in this process.

Step 1: Research

Before you do any content marketing, you need to do your research. This will be the basis for every decision you make in subsequent steps of the process. Just like you follow instructions from your GPS to get to your destination, you need to listen to your research to create successful content marketing.

What do you need to research? There are three main categories that we recommend:

  1. Your audience. Learn their challenges, needs, how they prefer to learn, and what they expect from a company in your space. The easiest way to learn this is by using HubSpot’s buyer persona process.
  2. Your company. You need to understand your company’s core values, goals, and motivation to communicate in a way that’s genuine and relatable. Do a brand sprint and use the golden circle to learn more about your company.
  3. Your competitors. The final piece of the puzzle is understanding your competitive landscape. You need to know how the competition is communicating and marketing themselves to find opportunities to stand out and be different. Your brand sprint will reveal a lot of this to you, but also consider doing a SWOT analysis to deepen your understanding of the market.

This basic research will take you at least a week to complete. But, it will save you massive amounts of time later on and it will ensure the success of your content marketing.

Step 2: Strategy

Your research isn’t meant to live in a doc collecting dust. It should drive your business decisions and lead your marketing. This requires you to create a content strategy.

A content strategy is a plan for getting the right content in front of the right people at the right time. Your research has told you who your audience is, what content they want to read, and when/where they read it. How do you turn that into a plan?

  1. Choose KPIs for your content that will help you to reach your business goals. For example, you may want to double the number of visitors to your site and increase your conversion rate to hit your target sales numbers.
  2. Create a plan for the types of content you will produce and the format you’ll present it in.
  3. Outline the steps for amplifying the content to the right visitors.
  4. Put this into a publishing calendar.

Your content strategy is the roadmap that helps your business reach its goals.

Step 3: Production

Once your content strategy is in place, the next step is content marketing, or actually producing the content. This is where many campaigns fail since writing is hard and people aren’t always consistent.

There are a few essential things you need to keep your content marketing efforts on track. They will keep you organized, ahead of schedule, in line with your plan. Here they are:

  • Create a content calendar to help you keep track of due dates, authors, links to files, keywords, and social media posts.
  • Start your content efforts early to build up a few week’s worth of content before starting to publish it.
  • Have a solid writing process, every piece of content should have a writer, editor, and final reviewer.
  • Create a style guide for your project to ensure everyone uses the same voice, structure, writing style, and tone.
  • Set hard deadlines and have someone enforce them, make writers feel accountable for delivering on time.

Producing content in a consistent, deliberate way is a must if you want it to be effective. Just like you need to take your full course of antibiotics to get healthy, you need to execute your entire marketing plan to see results.

Step 4: Refinement

This step starts a few minutes after you produce your first piece of content. Your research has given you an idea of what might work, but now’s the time to see if it actually did.

During the refinement phase, you want to look at cold hard data. How many visits is each piece of content getting, how long do those visitors stay on the site, are they converting into marketing qualified leads?

You also need to take into account the human side of it. What do the comments or social media posts say about the content? Is it striking a chord? Reaching a small, passionate audience can sometimes be better than casting a wide net.

Here are a few refinements that can be made during this phase:

  • You notice that one type of title receives more clicks and more time on site, for example, “10 content marketing tips.” Based on this, you update other titles to use this same formula and track results to see if there’s any improvement.
  • You notice that users share your content strategy articles more often than they share content marketing offers. This prompts you to promote content strategy articles more heavily on social media.
  • You notice that one of your lead magnets is performing twice as well as the others. Based on this, you use the high-performing lead magnet more often than the others to see if it increases leads.

The refinement stage is all about seeing what’s working and doing more of that while eliminating the things that don’t work. This is done on the fly to help you adjust future content or refine content that’s already been published.

Having a process is the key

A process is what made it possible for a giant computer to be sized down to manageable proportions. This has revolutionized countless industries and made dream technology possible in the real world.

Applying a process to your content marketing is key to making it successful. This success can revolutionize your business, bring a stable income, and create loyalty among your customers.

If you’re ready to try content marketing, then please contact us. We’d be happy to help you set up the right plan and process for you.