4 Questions Every Successful Content Marketing Campaign Asks (and Answers)
Your online content marketing
campaign rocketship is off the ground; congratulations! As a content manager, you’ve put in a ton of work: from exploring your content to searching for a kick-ass marketing team, you’ve been the fuel that’s driving your unstoppable content marketing strategy.
So pop the champagne and kick your feet up!
…After you ask yourself the following 4 questions. Don’t worry, these questions are easy, they’re fun, and most importantly: your marketing campaign isn’t making a dime until you’ve answered them.
1. Are You Sharing Your Content?
Online content marketing campaigns have an alias: inbound marketing. According to Hubspot, inbound marketing is the art of getting found on the internet – so how will
potential clients people find you?
Sharing your content online is a statement that tells the world you believe in your work and you’re proud to spread the word. Your content marketing campaign is a demonstration of expertise – giving away a section of your knowledge shows the public what they’re missing and encourages them to buy something from you.
That being said, simply hitting publish on your WordPress blog won’t cut it these days – you need to submit your marketing campaign to online communities that might appreciate your work.
Here are 5 online forums (other than twitter, of course) that I submit Function blog posts to:
LinkedIn: Good for connecting with people you know who may or may not be interested in your work.
Stumbleupon: Good for finding resources similar to your own, although I usually just waste the afternoon looking at pictures.
Blend: New one for me, submission site for developers, content creators and tech nerds.
Inbound: Submission site for all things web – always delivers traffic to the Function blog.
Bizsugar: My favorite submission site for sure, lots of small business interaction, comments on my posts and link traffic. Bizsugar is run by real people who are learning and developing their content – just like you.
Anyone have any other submission sites that they use?
2. Is Your Content Shareable?
Sharing content with social media communities such as Twitter, Facebook and LinkedIn is one thing, but you’re not going to get any traction if your content isn’t shareable. People aren’t going to spread your marketing campaign’s message around the interwebs if it’s boring, unhelpful, offensive, or lacks the expertise to back up your claims.
Shareable content connects you with people in your industry while guaranteeing you’ll come across other content marketing campaigns online that will teach you more about operating your own business. If you found something online that would help your clients, would you share it? Damn right you would. So ask yourself, are people going to share your work?
Hint: they will if it helps their clients. See how it works? Like a never-ending carousel of awesome!
3. Does Your Marketing Campaign Encourage Action?
If you’ve hired a professional copywriter like myself or Ruth ZIve (who knows a thing or two about writing compelling CTA’s (calls to action)), then chances are you know about the value of encouraging action in your readers. Don’t be bashful – tell people what action you want them to take and exactly how they can take it.
Make sure your content tells people exactly:
- How to contact you
- How to find more information
- How to purchase your services
- Why they’ll benefit from your services
If your marketing plan engages your audience with compelling benefits and helpful products, then encouraging that audience to take action will be a piece of cake, right?
Right. This takes us straight to our next point.
4. Does Your Content Make Life Easy for Your Audience?
A common thread in the Content Manager’s Guide to a Killer Online Content Marketing Plan is that your audience can’t read your mind – they don’t know the first thing about your business. Your audience will be made up of busy people who will greatly appreciate a content plan that makes life easy for them.
- Does your content solve problems?
- Are you contributing endless positive influence? (Check out Stanford Smith’s take on how blog posts will keep people coming back for more)
- Will your content encourage people to buy your services?
Remember, just because you fully understand your services doesn’t mean your marketing campaign’s audience will. Make it easy for them to digest, and you’re a lot more likely to see your audience take action.
Deliver To Your Niche & Leave Room for the Bandwagon
When you set out to publish an online content marketing plan, you’re delivering your business expertise to a targeted niche in the hope that they’ll spend money on your services. Obviously it would be nice if everyone in the world bought products from you, but that’s not going to happen, so take care of an audience that’s more likely to buy.
Remember, no one is buying anything without first understanding what they’re getting. This is why blog posts, such as those that Function writes for companies of various sizes, are so popular.
Operating a business should be based on honesty and integrity, which are the keys to:
- long-term business sustainability
- lucrative returns on marketing investments
- and just plain loving the bajeezuz out of your career
Marketing your content online in a well-planned, well-executed marketing campaign attracts new search engine traffic (and therefore new people) to your services like a magnet. Once that audience is exposed to your content online and hears about how beneficial your products and/or services are give a little further encouragement and they’ll come running.
The time is now. Get started on your online content marketing plan, and let me know how I can help!