Digital and content marketing requires a lot of effort. We all know this. It takes the time to brainstorm, research, evaluate, produce, measure, report, and to continue to maintain. As marketers, we know that you need to make an investment to see the return. In the case with digital and content marketing, the human effort is a lot of the company’s investment.
Beyond cost for ad placement, your company’s investment is the time it takes to create the piece(s) of content, this is because well, time is money. Your business is paying your team to create content that is compelling to your audience and converts them from an unknown audience member to a known audience member. To do this efficiently, it requires focusing your content on a specific audience member to better ensure that your team is not wasting your company’s money on useless content.
Creating Campaign-Based Content
Campaign-based content is content that is focused on one of your target audiences. Ideally, your team already has a strong understanding of who your audience is and has created audience personas. Creating content targeted towards a segmented audience is important because of it:
- Provides more value to the reader
- Is more relevant to the reader and their needs
- Is consistent with each other targeted piece (within campaign)
- Cost Saving in the long-term game
- Insights collected from content your team creates helps grow your understanding of that audience
Use these personas to influence the content that your team produces. To start, do your research.
Research what content your audience is interested in
There are a few ways to collect information on the content your audience is interested in. But your company may not have the time or resource to do focus groups, surveys, etc. One way to understand what users are looking for online is by using keyword data from Google’s Keyword Planner. This will provide you with an understand of terms users use to search on Google for content that might relate to your personas goals, values, or concerns.
Google’s Keyword Planner also allows you to segment search behavior by device, location, and compare to the previous year to see if interest in the topic is increasing or not.
If you have no idea what keywords to start with, use Keywordtool.io. By simply entering in the topic in their search field, you will get a list of long-tail search terms users are using to find information on Google, Bing, Youtube, Amazon, or the AppStore.
Select a few or all of the terms them populate them into the Google Keyword Planner to get search volume.
Evaluate your keyword options
After collecting information on highly searched terms, do some research on the competitive landscape of the search result pages. Are there a lot of paid ads on the search result page? Are the websites that show on the first page well-known brands or corporations? Are the results a lot of blog articles or are they homepages? With a quick glance, you should be able to get a general idea of how competitive those search terms are.
To do a more in-depth research you’ll want to use tools like Moz toolbar to identify domain authority (how strong/powerful the domain has in terms of ranking) and what they backlink profile looks like (are they getting links from authoritative websites).
SEMRush is also another great tool for backlink analysis of your website and competitors. Not to mention, they also include keyword data similar to Google Keywords Planner. With SEMRush you can see who links to a website and if they website has a high trust score.If you do this for a few of the top ranking websites you can have a better understanding of how hard it would be to rank for that keyword, especially if you know how authoritative your website is.
If you do this for a few of the top ranking websites you can have a better understanding of how hard it would be to rank for that keyword, especially if you know how authoritative your website is. Another way to evaluate your options on what keywords or search terms you can target, look at Google Search Console and identify keywords that your website is currently ranking for on pages 1 or 2. Then see if you can create content to improve those rankings. However, you only have a 90-day window to view this data, anything beyond 90 days ago is not available (unless you set up search analytics within Unifusion).
There are multiple types of content your team can produce to target your audience. Hopefully, in your research, you have narrowed down the types to content that speaks to your audience. A fail-safe type of content is just website copy.
Copy published as blogs, articles, or press releases can be crawled and indexed by search engines generating traffic over long periods of time. These can also be shared on social media and through email campaigns generating more visits.
When producing content for your campaign, be sure to use the research that your team has completed to provide value to the article. Then be sure to use the available tools to review and edit the copy. This could be a colleague, or if you are limited on time and resources tools like grammar.ly or spellcheckplus.com.
Grammarly allows you to paste your complete article in their app (also has a browser plugin that works in all WYSIWYG editors) and highlights and suggests simple grammar fixes with the free version. The paid version provides more insights.
Spellcheckplus allows you to copy and paste up to 250 words in the free version and also provides suggestions for spelling and grammar.
Measure and Reporting Content
Measuring and reporting content is almost as important as creating the content. Without measuring content performance, how is your team suppose to know the value of content?
Creating a content cluster allows you to easily analyze your content’s performance at a glance quickly see which section of your website is generating the most of your KPI (commonly website traffic or conversions).
Creating a campaign for you content not only allows you to see the performance related to your KPI but also the ROI of your content. ROI shows how valuable that content is to your business.
When it comes to reporting the content’s performance, you will want to keep your report basic, talking only about a few metrics. Ideally, those metrics are your KPIs and the ROI.
Using Unifusion’s Report Builder you are able to create custom reports or select from our pre-built library to export and send as PDFs.
This allows you to keep your team informed on the progress and performance and can help lead to continued funding for marketing efforts targeting that segmented audience.