Creating high ROI marketing content is key to making your content marketing strategy work for you.
Unless you’ve got a huge marketing budget or a marketing team with plenty of free time on their hands (yeah right), creating enough high quality content is probably a challenge for you.
You’ve got a limited amount of time and resources to create content, so you need to get your time and money’s worth.
By being strategic and intentional with your content marketing, you can put out high value content that will continue to compound for you.
Content marketing gets three times the leads per dollar spent versus paid search (Kapost in partnership with Eloquoa)
You need to understand what kind of content to invest resources into in order to reach your goals.
In this article I’ll go over marketing content you should invest time in creating and how to leverage them.
Case studies are a powerful content marketing asset for multiple reasons. Almost nothing carries more significance and relevance than the story of a customer’s success.
They help you showcase your product or services within an extremely relevant context.
A case study allows you to target different niches, which has a big impact on authoritativeness and relevance. If you can convince prospects and readers that you’ve helped similar individuals or organizations that were in the same position as them, they’re more likely to trust you.
If you have certain industries or verticals you target, a case study is a great opportunity to create highly relevant marketing content specifically for the niche they belong to.
A study from Hawkeye found 71% of B2B buyers in the awareness stage and 77% in the evaluation stage cited testimonials and case studies as the most influential types of content.
How to leverage case studies
Case studies are unique in that they can be leveraged at almost any stage of the buying cycle.
You can typically find them in the form of blog posts or as downloadable PDFs.
There’s also the option of repurposing the same overall case study for different formats.
If you have a more brief or informal case study, you can put it on your blog. You can also highlight a specific section from a more in-depth case study.
Making the case study a downloadable piece of content is almost always a good idea. It’s especially good for a branded, more formal case study that you want to collect information for before sharing it.
Then the case study doubles as a lead magnet as well.
It’s also good to collect information on people who want case studies because they’re most likely more probably buyers of your product or service if they’re taking out the time to look into case studies.
If you’re looking to quickly grow an email list and collect more email addresses you can sell to, lead magnets are a great option for you to take advantage of.
Most people aren’t going to buy a product or service from you the first time they click on your website.
Lead magnets are built to help you collect contact information so you can continue marketing and selling to them at a later time.
They’re a creative way to trade the value you can offer your readers for their contact info and permission to send them more collateral.
The trick of a lead magnet is it has to be something a reader would actually want or find useful/valuable.
Now you may have asked yourself at some point if you’re being annoying with promoting and pushing lead magnets. Aren’t those eBook and checklist pop-ups tiresome when you see them on other sites?
But for every number of readers who keep scrolling or roll their eyes at that lead magnet opt-in, there will be a reader who wants or needs it and fills out the download form.
Any marketing/sales strategy has to accept rejection rates.
This means putting significant effort into creating a valuable resource for people with no expectation of an immediate ROI.
Some examples of common lead magnets are:
- How To Guides
- White Papers
- Free trial
- Case Studies
- Industry Reports
According to Demand Metric, content marketing generates over three times as many leads as outbound marketing and costs 62% less.
Content marketing allows you to get people to opt-in to your offers voluntarily and that typically means a much warmer sale at the end of the day.
How to leverage lead magnets
Employ your lead magnets strategically on your website, in your social media posts, and in your email marketing.
Great places to use lead magnets are with calls to action at the end of relevant blog posts, on your social media channels, feature them in a permanent position somewhere on your website, and in relevant marketing emails you send.
If you’re on a social media platform and have a post that’s getting lots of traction, attention, or going viral, you can also plug your link magnet underneath it in an additional comment/post to take advantage of the attention.
Also leverage email list segmentation and sequencing to give contextual follow up emails.
For example if you have multiple lead magnets you can set up specific and unique email cadences specifically relevant to the related topic.
In general, how well you leverage your lead magnets will depend on your email marketing capabilities.
Blog content is the last, but definitely not least, type of high value content you should be writing.
Writing regular blog posts can be a pain and cost valuable time or money.
Thinking of topic ideas, writing the articles yourself or hiring a writer, taking care of editing and revisions, including graphics and pictures, and publishing consistently aren’t necessarily easy.
If your blog is currently collecting dust and cobwebs you’ll want to seriously reconsider.
If your blog is active, quality, and well-maintained, keep up the good work.
Blogging is one of the most powerful content marketing tools around and it’s what most people immediately think of when they see the words “content marketing”.
Blog content is adaptable, boosts your SEO, and is great for engaging with your readers and developing your brand identity.
According to TechClient, websites with blogs have 434% more search engine-indexed pages than those without.
In 2020, blogging is still one of, if not the best way to increase your SEO.
If you want people to find your website, create content.
Your blog can be a great tool for:
- Generating inbound leads
- Establishing your brand identity
- Becoming a resource for readers
- Developing relationships with readers
- Improving your organic search rankings
Small businesses that blog get 126% more lead growth than small businesses that don’t (Impact).
Blogging is arguably the most common, versatile, and effective form of content marketing.
How to leverage your blog content
Leveraging your blog content comes down to three key factors:
1. The quality of the content – Does your content educate, motivate, or entertain? Is it relevant to the reader? Is it backed up by proof, studies, or statistics? Is it original and authentic? Does it go into enough depth? Is the writing clear and concise? Are the images attractive, high quality, and helpful? These are questions you’ll want to ask before you hit publish.
2. The quality of distribution – When an article is completed and published the work has only just begun. Distribute it on multiple social media channels and among any networks you belong to. If you have anyone in your network that you think would be particularly interested or inclined to share the article, send them a message with a link to the article. Especially if they’re an influencer you have a relationship with. Promote the article by basing social media posts and emails around it. Repurpose small snippets of text or images in social media posts or emails to maximize the usage and ROI of the content.
3. Consistency – To get the best results for both SEO and audience engagement, consistency is critical. Google rewards sites that publish blog posts consistently over infrequent publishing and posting consistently conditions your audience to expect regular blog posts from you. When people find blogs they like, they want to see fresh new articles of consistent quality in order to keep coming back. Hubspot found that publishing 16+ blog posts a month brings 3.5x more traffic than 0-4 articles.
Common Features of High ROI Marketing Content
High ROI marketing content all share some similarities with each other:
Case studies, lead magnets, and blog articles are all great options of content you can confidently put resources into creating in 2020 as part of your content marketing strategy.
If you need help with writing content get then let’s chat.
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