3 assets every business needs to deliver content marketing ROI
They say even a journey of 1,000 miles starts with a single step. And that’s certainly true with content marketing. In 6 months’ time you want to be sitting in front of your boss or your client armed with the evidence to support your promise of a getting a positive return on their investment.
But before you reach the promised land of content marketing ROI, you have to take that first step, Or the first few steps. In this article we’re going to talk about three assets you should create, own and nurture to drive your content marketing.
With these three assets at your disposal from the outset, you can target relevant users at different stages of the sales funnel, earning tangible leads for your business and making the case for more investment in content marketing.
Blogging and content marketing ROI
Building the intellectual property that can deliver content marketing ROI starts with your blog, Unlike social media, your blog is something you own. You have full control over the content you create and more importantly the users who interact with it.
You should invest the time and money required to create original posts for your blog rather than curating or rehashing third party content. Only original content will get traction in search and resonate with users.
Your blog can play a role at every stage of sales funnel, but let’s start at the top. The top of the sales funnel is where you’re trying to introduce your brand to potential customers and start to build a relationship with them.
71 per cent of B2B buyers start their research with a non-brand search, according to a 2015 Think With Google study
If you combine regular, relevant and high quality posts with, let’s say, a remarketing campaign on social media, you can get users coming back to your blog, consuming your content and starting to engage with it.
eBooks and content marketing ROI
The next step is to get those users to take a useful action on your site. This is where a more substantial asset, such as a downloadable eBook, is absolutely essential.
When it comes to digital marketing, most businesses focus all of their efforts on the bottom of the sales funnel. They are pretty comfortable talking about their products or services, but not so great at offering valuable content to users earlier on in the decision making process.
A downloadable eBook provides a much softer conversion than your primary goal (buy now, start trial, book a demo, speak to sales etc). The commitment required is lower, but if you put your eBook behind a lead gen form every download is still valuable to you.
Case studies and content marketing ROI
Once you’ve started identifying users with a softer conversion like an eBook download you can nurture them with targeted emails or more social media ads, And then when they’re ready, you can hit them with your bottom-of-funnel asset.
According to the 2017 State of Inbound, marketers rate generating leads as their number one challenge and 38 per cent of sales people say getting response from prospects through traditional channels is now harder than ever,
A professionally put together case study is ideal for users who are getting closer to making a decision. The content of your case study provides the social proof that helps users feel comfortable about making a purchase. And if you put it behind a form or you use marketing automation to track users around your site, you’ll know when someone has read it. That gives you the chance to pass a hot a lead to your sales team and take a big step towards proving the case for content marketing ROI.