As much as Google changes it’s algorithms, one thing remains constant – content is king. Good quality content is what ultimately drives your customer engagement and interactions and, of course, conversions. But, according to research, only 20% of B2C and around 50% of B2B content receives any engagement at all as a large percentage of marketers are unaware of what exactly makes a successful and effective content marketing strategy.
Luckily, there is a smart way to look at content and the proof is in the key word; SMART. SMART is a framework on which to set your goals, where S stands for Specific, M for measurable, A for achievable, R for relevant and T for timely.
Specific content is king
Content isn’t always about what your business wants to say or the message your marketing team wants to dish out. What’s important is providing your customers and wider audience with content and information that is useful to them and what they want to see. SMART content focuses on delivering information targeted to a specific audience with their particular wants, needs and intent in mind.
It’s important that you get to know your audience through keyword research, geographic locations and user intent as well as knowing your competitors in the marketplace. Knowing your audience is the first step to creating SMART content.
Measurable content delivers on the metrics that matter
Content creators and marketers are constantly improving on how proving and tracking how their activities are benefitting businesses in terms of return on investment. But how can you ensure that your content marketing strategy can be measured?
Firstly you want to set KPIs that can accurately tell the true story of your contents success. Tracking site visitors, quality of leads, shares on social media, conversion rates and bounce rates are all good metrics to keep an eye on.
Actionable content is always on
Good quality, actionable content answers users’ questions and offers value even after the initial promotion and publication. Ensuring your content is always accessible is key here, particularly from a technical stand point; good internal link structure, mobile readiness, site speed and code errors are all notable factors.
Resonate with content promotion in relevant channels
The saying goes “build it, and they will come”. Unfortunately that’s not entirely true in the realms of online marketing. Visitors will only come if they are attracted to your content in one way or another in what is a highly competitive landscape. By targeting the right people at the right time and in the right places, you can increase your efficiency and manage your spends. Try experimenting on the likes of Twitter and Facebook with minimum promotional spends and see how your content is received by certain segmentations.
An often underused platform is email. 86% of users want to receive emails from the businesses that they are interested in, even if just a monthly broadcast. With strong calls to action pointing to your content, you can harness a lot of traffic to your site in the form of users who are genuinely interested in the content you have on offer. Some of you reading this right now have probably landed here via one of our own beautiful emails! It really does work!
Tangible business results are derived from SMART content
Whilst the KPIs we mentioned above are fantastic for measuring how your content is performing from a search and social standpoint, you really need tangible results to prove how valuable your activities have been – Make sure to embed tracking facilities for site traffic and conversions for a good. Don’t underestimate customer testimonials either. Not only are they valuable content in their own right, they also provide social validation and real consumer experiences.