10 simple “hacks” of Content Marketing
Content marketing is not an easy thing. However, difficult does not mean boring.
I recently tried my hand at testing simple but useful methods aimed at improving the efficiency of the part of the content marketing strategy for the implementation of which I now answer.
The starting point was the study of the material’s approach, called «growth hacking”. The basic idea of this approach is: marketers can optimize their content in accordance with the fact that people are looking for in the network, and then use the principles of growth hacking, to ensure loyalty to their predictions and to obtain the maximum benefit.
The following ten incredibly simple tricks will reveal to you new opportunities.
1. Use a double strategy of opening the email-message
This technique really helps me in my work. You need to perform three simple steps:
- Make newsletter by mailing list.
- A week later, create a new list to include only those recipients who have not opened your the email-message.
- Send them the same as the email-message again, changing the subject line.
As per my experience, even if the rate of open letters is 30% or higher, it still means that 70% of recipients have not paid attention to your message. The reasons may be different, but now our task is not to find out why it happened, but to get recipients to open and read the letter.
Also, If you are using marketing automation system, you can set it up so that this process is performed automatically.
2. Treat seriously the subscription form on the website
Once our site switched to the adaptive design and we did not have enough time to do it right and make the subscription form visible and readily available on the new site. As a result of which, the number of new subscribers had decreased dramatically.
Of course, at some point we realized that we can not live that, and so we redid the entire blog. Only one first month we got more subscribers than in all of that year. Given the fact that the subscription importance is emphasized again in the content marketing blogosphere, it was time to lead by example, not by words but by deeds. If your blog is in the top of the sales funnel and lead generation is part of the strategy, make it prominent, conspicuous, and then watch how to grow the number of new leads.
3. Generate a lot of ideas for titles and not just rely on intuition
Before placing the material on the portal Upworthy Editors require authors to offer 25 titles for each content item. 25 — this is no joke! Because they realize that the first heading is not always the best, and that new ideas come to mind naturally. Moreover, they combine this strategy with testing, i.e. they do not try to guess and find out empirically what headline attracts the most readers.
If you have limited budget or resources and can not afford to automated testing, try a simple method: create a couple of links to the same story with different headlines and set a certain period of time. Then analyze which of the monitored url-addresses showed during this time the best results, and continue to promote an article with this title.
4. Continue dialogue with the user after filling the subscription form
Thank you page serves a very specific purpose — it opens a little message for the user, filled in a subscription form. But have you ever thought about optimizing page gratitude? It’s the next step in the process.
Do not dispose of the newly subscribed user to the will of the waves, use the credits to increase their involvement. For example, you can:
- To increase their credibility via confidence signals- positive reviews of other users.
- Become a reliable, credible source of information- offering relevant and the associated content.
- Push the potential customer to the next step along the sales funnel- making a special, limited time offer.
- Become a brand that comes to mind in the first place- and allow the user to connect with you on social media .
5. Perform A / B-testing Sender Name
Another little tip, which for some reason rarely mentioned, relates to the filling line “From”. Here is your task — to test the effect that the sender’s name. For example, you can send messages on behalf of a marketing manager, CEO or any employee and then to compare to send a letter specifying the sender line, company name or brand.
The figure below shows the results of a recent test me. Letters on behalf of the Company irrevocably lost letters, where the sender was listed as real person. Another interesting observation from the email-message, sent on behalf of a person, was a higher CTR. However, use this advice with caution so as not to get in the form of side effect reduction in brand awareness.
6. Modify the “evergreen” content
This technique will be very useful if your marketing bins a lot of content, or if you do not always get to easily generate ideas for new themes. Why not repurpose content that you already have? If it was successful once, why not use it again from a different angle and a different message?
- Information document can be broken into pieces and turned into a series of articles for the blog.
- Long-time video can be decoded and published as an article.
- The webinar can be divided into segments and serve as a practical guide.
- Infographics can be processed in a separate publication with detailed visualization of data.
Use this advice not only to create, but also to promote the content. “Evergreen content” — it’s like real estate. Include the old content to the current schedule of promotion in order to improve return on investment.
7. Pay attention to the snippets in social networks
Take care of yourself, prepare attractive snippets for social networks. After all, if your content in the preview looks unimportant, or it does not have the basic information, you will have to say goodbye to thoughts about the new traffic.
8. Do not forget that people are inherently lazy
Due to this habit, it is very important to clearly show the user what actions it can or should make on the site, especially when the user wants to share your content. Ask yourself these questions:
My site has a clearly marked “Share” button?
You do not need to optimize their placement on the site?
Is there a special opportunity to share content, for example, TweetThis and Pin It?
Can I customize the way users share content directly from the website?
You can apply this advice more thoughtfully, if you use tools to determine where and how users interact with content on your site.
9. Consider earning links priority
I do not support the statement that the reference ranging died. Whether you like it or not, the links are still important and continue to play a significant role.
If something has changed then it is the approach to link building. Instead of buying links or negotiating them with dubious international companies, we are now trying to increase the reference environment, “earning” link. We create high-quality useful content that attracts links naturally.
You can try to improve relations with agents of influence who will place (but may not be accommodated) link to your content; you can search for mentions of the brand without references. Anyway, the simplest and oldest advice is unchanged: if you can get a link from a reputable site, you are guaranteed a steady flow of traffic and a good conversion rate.
10. Create useful content, and in large quantities
The best way to succeed in content marketing — is a constant gradual progress.
Either way, take from six months to a year to see the first results of your work. Continue to create useful content that will make the user pay attention to you. The more content you produce, the higher the probability that you will hit the target.
In conclusion, I will share one more grain of wisdom, do not guess, but test.