If you have failed to maximise your content marketing to increase the web traffic to your site, we share a few clever hacks to succeed.
Content marketing to increase web traffic is a proven digital marketing technique. Content creation is definitely one of the most critical aspects of online marketing. It is also an increasingly important tool to improve your SEO.
But, it is not enough to create an attractive message. This is why so many businesses find content marketing to increase web traffic a big challenge. Apart from being appealing to your company’s target audience, marketing materials also have to be published on the right platforms for maximum online exposure.
Put differently, there is a multitude of important decisions to be made during the content creation process. These choices depend on various contextual factors, including audience demographics, their preferred media channels. The Return-On-Investment (ROI) of a marketing campaign depends on the value it creates for the audiences.
You should start by asking the following three critical questions:
1. ‘Is my content awesome?’
In general, effective content marketing to increase web traffic starts with describing what your business has to offer. This is absolutely correct, but value propositions should not be the primary focus of your marketing efforts. Instead, just like every other aspect of your business, quality should be your first priority.
After all, if you wish to become a thought leader within your industry, it is important for your ideas to stand out from the crowd. Always keep in mind the age-old adage: ‘quality over quantity’. The more effort you put into coming up with awesome content, the more likely your marketing efforts will succeed.
2. ‘Is my content formatted correctly?’
If you have done a good job with coming up with quality content, then you have made the right start. But, quality content alone is not sufficient. Each message should fit the media. If you want to use content marketing to increase web traffic, do not use the same content on every platform. It is important to make sure that you customise the content to fit the chosen social media platforms.
Every landing page is different, so you will need to adapt your messages accordingly. For example, publishing text-based marketing messages on Facebook or LinkedIn is easy. All you have to do is to simply copy and paste. On the other hand, it might be more suitable to adopt a visual format if you want to broadcast your message using video-sharing services, like YouTube and Snapchat.
3. ‘Where is my target audience?’
More often than not, we see companies maintaining a presence across a broad range of popular social media platforms, including Twitter, LinkedIn, and Facebook. This helps to ensure that their messages reach different segments of the public, but this might not always be the right approach.
In the case of businesses with specially-tailored products, it is more efficient to suss out the preferred platforms of a chosen target audience and focusing the bulk of your marketing efforts there. To illustrate, this is the exact reason why Viagra’s marketing is largely restricted to private settings, such as posters in clinics, rather than social media.
I am pretty certain that Viagra users aren’t too keen about accidentally publicising their ‘condition’ on Facebook by liking the product’s page. So, do spare a thought about your target audience’s preferences before selecting your marketing platform, virtual or otherwise.
Written by: (www.script.com.sg) Edited & Illustrated by: Script Consultants Pte Ltd