Better Your ROI in the New Year
As the years go by, content remains king. Content marketing adds value to your website, informs consumers, increases your influence, boosts your brand, and drives revenue. Today’s marketers have more access to data and better understand buyers’ needs. Thus, it’s always good to fine-tune your content marketing strategy to keep pace, and 2022 is a great time to do it. Here are 10 tips to consider in the New Year:
- Create a content marketing strategy with purpose
- Get personal
- Start a podcast
- Leverage voice search
- Add interactive content
- Engage in real-time
- Blogging is still big
- Repurpose and refresh
- Diversify content
- Optimize your SEO
1. Create a content marketing strategy with purpose
As you start with a fresh page on the calendar, go back to your content marketing strategy to see if it also needs freshening. Focus your strategy to serve your customers as they want and need it today (not like last year or the year before). It’s less expensive to retain customers than to attract new ones. Take steps to serve them well.
2. Get personal
Customer expectations have changed, especially over the last couple of years; they don’t want to spend time with brands that aren’t relevant to them. Research backs this up:
- 80% of consumers are more likely to purchase from a brand that provides personalized experiences. – Epsilon
- 91% of consumers say they are more likely to shop with brands that provide offers and recommendations relevant to them. – Accenture
- Personalization can deliver 5 to 8 times the ROI on marketing spend and can lift sales by 10% or more. – Harvard Business Review
- Personalized call-to-actions (CTAs) can convert up to 202% better than default CTAs. – Hubspot
The best way to personalize content is to leverage data. The more you learn about your target audience, the more personalized you can be.
3. Start a podcast
Studies show that more than one-third of Americans age 12 and over (104 million) consume podcasts regularly, and monthly podcast listening is at 37% and growing. Using a podcast to convey content is an excellent way to reach customers because while they may not have time to sit with your website, 94% of podcast listeners tune in while doing other tasks.
4. Leverage voice search
More people are turning to voice-activated devices, including mobile devices. While cooking, exercising or driving, consumers still want their questions answered. In 2020, 30% of searches took place on devices without a screen. Keywords such as “near me,” “what,” “how,” and “best” are recognized by artificial intelligence (AI) to deliver results. Brands that want to reach users searching via voice should think about the questions target audience members will have about your product, service, location, or hours. Create content in question-and-answer formats that can be delivered quickly. Continue to provide high-quality content that sets you apart from the competition.
5. Add interactive content
Drive more engagement and leave a lasting impression by adding interactive content such as polls, surveys, quizzes, calculators, maps, or troubleshooting guides. Interactive experiences are great lead generators. Studies also show they generate 4 to 5 times more page views, and convert visitors into buyers two times better than static content. Brands that incorporate interactive elements also get a bonus: data collection opportunities. The more data acquired, the easier it is to optimize your content marketing. It’s a win-win.
6. Engage in real-time
Improve your customer service with bots that can take questions and provide answers in real-time. Interact with your target audience via live video like LinkedIn Live or Facebook Live. Stay engaged on social media channels and respond to comments. These steps build trust and loyalty, and research shows when done effectively can increase engagement by up to 180%.
7. Blogging is still big
The written word is still significant to consumers and SEO. Studies show blog posts remain the most effective form of content (better than ebooks or white papers). Post short- and long-form blogs that interest your target audience. While shorter articles are preferred, longer pieces do better in rankings because they are more comprehensive. Get started with info on how to write a business blog, 12 tools that will help you succeed, and tips for writing a better blog.
8. Repurpose and refresh
If you’ve been good about creating content over the years, you’ve likely got some great information hidden in those web pages. Make repurposing part of your 2022 content marketing strategy. For example, take a previously published blog post and split it into short-form videos or add a gallery of images. Animate static graphics or use the information to create an interactive element such as a quiz. Everything old can be new again.
9. Diversify content
If you’ve only had text on your web pages, it’s time to mix it up and go beyond simply adding static images. Make this the year to incorporate audio, video, infographics, galleries, or interactive elements. Find new ways to promote your messages and deliver content that brings in new audiences and retains your current one.
10. Optimize your SEO
If you’ve got great content on your website, but you’re not getting the traffic you expect, work to improve your Search Engine Optimization (SEO). Make sure your content is relevant and attractive to your target audience and use keywords to optimize for search engines.
Get the assistance you need
Sometimes it’s difficult for stakeholders to dedicate the time needed to develop an effective content marketing strategy, let alone create the valuable content your customers seek. That’s where T.E. Digital comes in. We’re experts in content marketing, editorial calendars, blogging, newsletters, and more. Just give us a call; our team can assist and move you closer to success.
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