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Content Marketing, a Winning Strategy on the Internet

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worldmarketingtips
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Content Marketing, a Winning Strategy on the Internet

What is Content Marketing?

Content marketing or content marketing is the art of organizing valuable content and distributing it for free with the double idea of ​​fascinating new prospective customers (prospects) and building loyalty to your current customers and making them buy new services/products.

Content marketing is part of a strategy of adding value before asking for anything in return (“Givers Get”) and not interrupting, as TV/radio ads or traditional direct marketing tactics often do.

The number 1 objective of this 100% permissive strategy is to get the readers of your website or your blog to become subscribers to your mailing list. Stop dealing with IPs (web visits) and start chatting with people (email).

The idea is to continue adding value by email periodically with the idea of ​​consolidating your relationship with these subscribers because they are your future customers.

This term is often chaotic with inbound marketing, although in this case, content marketing is only part of that discipline.

Inbound Marketing involves all actions to attract customers to your business, including more traditional disciplines (advertising, for example), while content marketing only consists of working on content.

Also read: What is Content creation? And How it Works?

What Content Marketing is not

Just as important as defining what content marketing is or content marketing is defining what content marketing is NOT.

I am not referring now to writing techniques for advertising (copywriting). It is not about writing sales pages or brochures for your services and products.

People search the Internet for clarifications to their problems. They don’t want someone to try to sell them something on the first visit (Hard Sell).

Instead, the idea is to build trust, credibility, and authority with your content marketing. Once you have won this battle, you will find less resistance in the obtaining process when submitting an offer for a product or provision,

There is talk of Soft Sell or the art of presenting your offer without insisting: This is what it is. If you are interested, join. If not, go your way.

Nobody likes to remain sold. However, if you want to make a living from your content, you will have to present offers.

Advantages of Content Marketing

Content marketing or content marketing presents a series of advantages that make its use practically essential in any online business.

Trust

When you regularly publish content, and your audience perceives its value, they will trust you. The typical phrase “if you offer this for free, how will it be what you offer for payment?” You will start to build that trust you need to get future clients.

Sales

derived from the previous profit, you will see how your sales increase. Using different strategies to attract customers with content marketing will bring you more users, convert more visits to customers, etc.

Peace of mind

a well-executed content plan gives you the peace of mind of knowing what you will do in the long term. Without a guide of this type or an adequate content marketing strategy, you would go blind.

SEO positioning

content is king, and without it, there are hardly any chances to rank in Google. Give Mr. Google good content, and he will return that amount of organic traffic that you want so much in return.

Authority

when a newspaper searches for references on a topic and links you, you will gain authority. where a user creates a post and connects you as a reference source, you will gain control. When someone asks another person, “who is the reference on this topic” or “what company should I follow to learn about this?” and say that you will gain authority. You will be the guide in your sector and the one who answers all the questions.

What are the Most Common Formats in Content Marketing?

There are many formats in which to develop content marketing-

Here are some of them:

  • Set up a blog
  • Prepare a free sector report or some PDF for immediate download
  • Write a newsletter
  • Prepare a course with tutorial videos and deliver them by email using an autoresponder system (which would be an info-product ).
  • Do a webinar or webinar

People are still quite confused about developing an effective content marketing strategy in your niche, which allows you to attract visits, get subscribers, and make money from your blog.

Content Marketing and Sales

The vast majority of people who profit from [content marketing] tend to have a 1 to 5 ratio of valuable free content to promotional content.

Each case is different, so you will have to find your ratio.

The key is to listen to your audience and prepare ad-hoc materials to meet their needs.

Think of always to put yourself in the shoes of your clients. What content would you like to find in a project in your sector? How would you like the communication to be? In what format?

Strategies for Attracting Customers with Content Marketing

There are many strategies, so I will tell you the simplest and most direct one that I use to generate income with Lifestyle Al Cuadrado.

Why am I going to tell you more strategies if this is the one that works for me perfectly?

Create exceptional content

the basis of any [content marketing] strategy is to create content that leaves users impressed. The so-called cornerstone or pillar content should be the basis, with posts of thousands of words that guide and reference your sector. Here you have an example.

Work SEO on your content

if you create brilliant content, but nobody sees it as challenging to get clients. I know that social networks are another great generator of visits, but the only “passive” is SEO. Read this article and position all your posts as much as possible.

Create a hook to convert visits into customers

visits are worth next to nothing. Subscribers are worth the money. You have to convert those visits into a name with email, or you will lose them forever. For that, you need a Lead Magnet and an email marketing strategy.

Plan for the long term

once you have the entire minimum system in place, create an editorial calendar, and plan your long-term content plan to generate subscribers and sales. There is nothing better than planning from the top-down, knowing that you write to generate subscribers and sales.

Also read: 3 Content Marketing Examples to inspire your Strategy

What are Vanity Metrics? How Should we Identify it?

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worldmarketingtips
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What are Vanity Metrics? How Should we Identify it?

Any indicator used in isolation to give a good impression about a business’s performance is called vanity metric, without taking into account the relationship of that indicator with other KPIs or variables.

A vanity metric provides partial and incomplete information. It is usually presented without connection to specific objectives, so it is not useful for making decisions or evaluating the real performance or marketing action.

Remember the huge number of registered users on Google+? It was impressive, but in reality, far fewer users used the platform.

To assess a data set, it is essential to have clear preferences and objectives. In marketing, this means working with goals that guide our actions and analyze their results to improve the entire strategy performance.

A monthly increase in traffic to a corporate website may have little relevance if it does not translate into increased sales opportunities. When the goal is to convert visits into contacts, increasing traffic is essential. Still, you also have to work on the conversion chain and closely monitor its performance, to maximize the chances that those visits will be transformed into leads.

This type of analysis helps the data be combined into a meaningful set and can be used to make better decisions, transforming KPIs into actionable metrics.

How to Identify if a Metric is Useful

The team at Tableau, the leading platform for data analytics and business intelligence, asks three key questions to identify vanity metrics:

1. Does the Data Serve to Make Concrete Business Decisions?

When a metric is actionable, it helps us make informed decisions about our strategy. Vanity metrics, on the other hand, only serve to impress bosses.

2. Is it Possible to Reproduce the Conditions that Led to that Result?

Vanity metrics often hide the specific reasons that resulted in their emergence or responded to beyond our control processes—instead, an actionable metric results from concrete actions within a plan or strategy that contemplated its performance.

As the Tableau article mentions, “If you can’t control the variables and repeat the process to reproduce a statistically similar metric, you can’t improve that process. If you can’t improve the process, you can’t improve that metric. Therefore, it is not useful.”.

3. Is the Data a Reflection of Reality?

A dataset that has been tampered with is likely not to match reality.

For example, can we consider a piece of content to be successful if it receives a lot of traffic from social media? Possibly. But what happens when that traffic is the result of a paid promotion? In that case, it is not so easy to assess their performance.

A vanity metric suggests conclusions that do not necessarily correspond to a real state of affairs.

Vanity Metrics in Inbound Marketing

Inbound marketing integrates analysis and continuous improvement naturally in all processes. When implemented through the software platform HubSpot, analytical never appear in isolation. All reports grouped data intelligently reports and dashboards to facilitate the discovery of significant trends.

That is Hubspot’s solution to vanity metrics: contextualized data with all the information. That the platform collects about the people who browse your website, presented in customizable dashboards that contribute to decision-making. This way of working with data is one of the keys that differentiate the methodology from other marketing approaches.

It does not mean that there cannot be vanity metrics in inbound. But when information is presented comprehensively, it is easier to spot solutions. That work and much more difficult to disguise poor performance with gimmicks and shocking numbers.

Also read: Content plan: Why it is Essential in a Content Marketing strategy

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