According to HubSpot, 70% of marketers are actively investing in content marketing in order to improve their content marketing strategy. That’s because when your business invests in content marketing, you maximise your ability to engage your buyer personas, convert more leads, raise brand awareness, and connect with your target audience.
In today’s digital landscape, the tools and technology at our disposal have made connecting with people easier than ever. Whether it’s tweeting, blogging, commenting or sharing, you have the ability to contribute your thoughts and opinions to those who share your interests – and in doing so, make meaningful connections.
But with content marketing taking on many forms, the key is to identify which tactics are most effective for your business’ marketing goals. Here are top 5 tips on how to make the most out of your content marketing – and establish lasting human connections:
Think Thought Leadership
Thought leaders are the go-to people in their field of expertise. They’re trusted sources who inspire others with innovative ideas, and – most importantly – know and show how to replicate their success. With today’s connected and empowered customers relying heavily on research before making a final purchase decision, instilling trust in your brand by creating unique and inventive thought-leadership content is a sure-fire way of nurturing your consumer relationships. Webinars and virtual roundtables are great ways to put your thought leadership centre stage. They’re also valuable opportunities to get your desired audience in one place to share thoughts, concerns and opinions. The power of thought-leadership is in inspiring others not simply to act differently but to think differently.
A one-on-one interview not only provides meaty content for your readers by eliciting new insights on a topic, the very act of pursuing and engaging with a potential interviewee can present an unparalleled networking opportunity. Interviews are a great tool for establishing a new relationship and can also be a powerful technique for enhancing an existing relationship with someone already in your network.
Develop a Strong Social Media Presence
Promoting a brand means connecting with clients wherever possible. A content marketing strategy which includes a solid digital marketing campaign can help expand your company’s reach, allowing you to connect with crucial professional networks and expand your business. According to HubSpot, social listening is the number one tactic used by marketers. That’s why developing a strong social media presence is an effective way of keeping your company at the forefront of your customers’ minds and nurturing those all-important client relationships. It’s a chance to inform them of company updates, share tips and tricks that can help them accomplish their goals and provide links to content such as free reports and e-books related to your industry.
Utilise PPC & SEO
Another valuable aspect of digital marketing is that it allows you to reach a wider audience, connecting you with customers beyond your local area. Some of the techniques to consider are Pay-Per-Click (PPC) and Search Engine Optimisation (SEO), both of which provide 24/7 marketing and clear, measurable analytics. 64% of marketers actively invest time in search engine optimisation and PPC advertising. Taken together, you can ensure your brand dominates search results and generates an impressive ROI.
Content marketing is most successful when you utilise data to get relevant information in front of the right people. While traditional marketing is difficult to evaluate, digital marketing provides quantifiable analytics to help you track what’s working and what’s not. By utilising an A/B tracking approach to social adverts and email newsletters, you’ll be able to determine which strategy is more successful in attracting your target audience. According to Litmus, companies that A/B test every email see email marketing returns that are 37% higher than those of brands that never A/B test. For your content marketing strategy to be truly effective, it’s vital that you listen to the wants and needs of your target audience. After all, listening is the best way to develop a real human connection.