The final “CMO Insights” article was filled with practical knowledge about content marketing distributed by Daniel Glickman. Today we offer you another dose of valuable information that will help you grow your online business.
Our guest, Miko Levy is the Vice President of Customer Acquisition at Outbrain.
Trends in the online environment are constantly changing. What is the best time to plan a content strategy?
Unknown Think about your content strategy the same way you think about your business strategy. It is core to all your marketing efforts, but always evolves. Your client’s requirements should define the immutable principles of your content strategy, but you must be in a regular cycle of planning, execution, learning, and optimization. In short, you should think about your content strategy.
Social media offers a plethora of different platforms with huge potential. Is it better to be present on most of them or to focus on some of the most important people?
Success in social media is about two things;
Focus and authentic conversation. Assuming that you have already researched which platforms your customers are actually on, you should only be present on multiple social platforms because your team actually has the bandwidth to engage in real conversations. In other words, if you only have time to interact with your customers on Facebook, it is okay to just be on Facebook.
What should KPIs be considered in a performance-oriented content strategy?
In the practice of display content marketing, you need to do KPIs that give mediocre business results, but also smaller KPIs that play the role of larger ones. The more customers in your sales funnel, the “soft” the KPI is going to be.
For example, the depth of a visitor’s book, how far they are from a blog article carrying their mouse, is an excellent indication of whether or not your readers actually read the article, even if they are using its credit card. Not entering the number. This KPI should lead to another KPI that is more down the funnel, which ultimately leads to your business results KPI.
newsletter sign ups or “contact us” form submissions can eventually turn into paying customers or high value readers if you nurture them with valuable personal content. While a KPI may be sales or revenue per thousand impressions (RPM) for your content strategy, there are many tasks that lead to that business KPI that must also be measured and optimized.
What type of content is more effective? Directly related to a company’s profession or trending topics? Or maybe there is something in between?
Handheld Notebook-PC-2980 is content that responds to a customer’s needs and is created with a specific customer personality in mind that often performs best. Think about visiting the Pampers website and get suggestions from a professional about developing your toddler.
It does not talk about how great their products are, but instead addresses the need for a parent whose child has just started moving. If the Pampers keep doing this over time, what do you think will be their audience’s choice when it comes time to buy their next package of diapers?
What are the most effective tricks to attract a wider audience with your content?
When it comes to any form of marketing, nobody is about to click, just the right people. The title of your content is important to how people engage with it. Whether you are tweeting, sharing, or amplifying with Outbrain, you should always have several headlines that you plan to test to see which response is the best, for example, our network of publishers But from testing thousands of tests, we have learned that the headlines get bracketed explanations (eg, [photo]], [interview]],
while the headline has the reader for “U”, “Your”, or “You”. Using these metrics. Of course. CTR and CPA are a couple of success metrics and each marketer must follow the KPI that is most relevant to them.
If you give the three most important hints on content marketing, what would it be?
Create content with a distinct customer personality in mind
Focus on creating content for that one person at each stage of the customer lifecycle.
Measure everything and check your numbers regularly. You won’t know what is happening without using numbers to lead your way.