Critical Success Factors in Content Marketing

Ever heard of the phrase “content is king?” The term means that high-quality, unique, relevant, and interesting content leads to a successful digital marketing presence for a company. Without content marketing, social media, the internet as a whole wouldn’t exist.

For a company, content marketing helps you connect with your customers, build trust with your audience, improves conversions, and generates leads. Customers expect consistent and high-quality content from their favorite brands. Building a content marketing strategy can drive your business forward by gaining more awareness and ultimately increasing sales.

Do not leave these factors out in your Content Marketing Plan!

1. Create a Versatile Content Marketing Strategy

Creating a good content marketing strategy isn’t just managing a social media account, filming videos, or writing articles. There needs to be a thoughtful strategy and system that is designed to achieve your desired result and hit your target content marketing KPIs.

Here are a few questions that your content marketing strategy should answer:

  • What do you want to accomplish with your content marketing strategy?
  • Are you looking to build brand awareness or drive more online sales?
  • How do you want others to perceive your brand?
  • What action are you driving your leads towards? For example, are you looking for your potential prospects to subscribe to your email newsletters or pick up the phone and call you?

A content marketing plan means having clear objectives that define whether or not your efforts are successful. An effective content strategy involves project management, team management, consistent execution, distribution process, and a seamless content creation system. However, don’t get hasty. Great results from content marketing can take months or years to see. Always manage your expectations and set realistic goals.

2. Focus on Quality Over Quantity

Since content doesn’t cost you money, brands can get swept up in spending too much. Content that doesn’t help or provide entertainment value to your customers won’t produce meaningful results. Always look for content marketing examples within your niche or industry that are currently trending to find the type of content that engages your audience.

Producing a creative explainer video, a thorough and well-written article, or a visual infographic can offer real value to people. Content that doesn’t have a specific purpose tends to get lost in the shuffle. Bad content tends to turn your audience off and makes you look untrustworthy. It may make sense to hire a content marketing agency to ensure that you are putting high-quality content under your brand domain. You may decide to allocate a larger budget towards content creation and distribution instead of employing too many content creators.

Social media platforms like Instagram and Facebook will punish you for posting too frequently. Excessive amounts of posts tell their AI bots that the content is irrelevant and shallow, resulting in less exposure to your page. Remember, quality over quantity.

3. Commit to Content Marketing Long Term

Succeeding in any endeavor requires a real commitment. Expect to be bad at content marketing at first. However, with time, you’ll begin to analyze how to improve on what you’re doing. Eventually, you’ll catch onto what works and what doesn’t.

All successful content marketers commit to producing high-quality content and are willing to do what it takes to ensure it happens. This means investing in the right resources and training their team to produce content in a way that fits their brand persona.

Content marketing can be quite complicated. Digital marketers must understand inbound marketing, industry trends, and what your customers truly want. Simply producing creative content isn’t enough. You need to fit your content with effective SEO practices to ensure Google sees your content as authoritative and relevant to users. Although it isn’t rocket science, it takes time to learn the in’s and out’s of effective content marketing.

4. Continue Learning and Evolving

Always think about what your audience is looking for.  Once you understand their pain, frustration, dreams, and desires, you’ll be able to produce content that appeals to them. Tailor your content to their wants and target the exact customer profile that you’re looking for.

There isn’t a magical formula for creating viral content that gets millions of shares. But, one way to increase your shareability is to make your content useful. If your content helps the end-user with a problem they are facing, you stand a much better chance of gaining their loyalty.

Content marketing examples of useful content include:

  • User guides
  • Infographics
  • List format posts
  • Videos
  • Interactive content such as questionnaires, surveys, polls, and quizzes

Always do your research to see what type of content and content topics that your audience enjoys engaging with. Don’t just create content about topics you enjoy. Find out what topics your audience wants to learn more about.

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How to measure content marketing strategy success?

Measuring your content marketing’s degree of success allows you to double down on what’s working and improve upon ineffective areas. First, begin by deciding how often you need to collect data. Then put together a spreadsheet that tracks the following information:

  • Marketing goals: List your content marketing goals in order.
  • Content marketing KPIs: Determine what are the critical success factors for your content marketing strategy. Consider the number of traffic visitors, new email subscribers, sale conversions, etc.
  • Plan for tracking:  Who should be tracking this data or what tools will be used
  • Different platforms to track: SEO progress, social media engagement, and others.

Make sure always to ask whether your content marketing strategy is achieving the results I’m looking for.

Best Successful Content Marketing Examples

1. Oracle “On The Fly” Video Series

Oracle, a company that sells cloud engineered systems, database software and technology, and enterprise software products, releases a two-minute video series called “On the Fly” every week. This video series provides bite-sized advice from experts about marketing and customer experience. In 2020, the second season has aired and has received raving reviews. Originally, the series started as actionable marketing tips while traveling. In April, the videos transitioned to videos about marketing during the disruption. These videos are both authentic and casual, so consumers can easily take-in the advice given.

2. Webbula’s eBook

Webbula has been the leading expert selling audience data, data appends, email verification, and email hygiene for ten years. Their mission is to help businesses keep their email database current, healthy, and growing. They gave their prospects and customers an eBook teaching them the importance of email hygiene. The book interviews five companies, asking them their approach to email list health and how email hygiene has improved their marketing. Webbula used an eBook to deliver real value to their clients and used social proof to bolster their credibility.

3. Visit California “See You Soon” Video Series

One of the industries that suffered the most during the pandemic is the tourism and travel industry. Visit California is a travel guide company that helps inspire people to visit California. They create marketing programs to promote California as the premier destination to travel to. However, with the pandemic shutdown that has occurred, they had to pivot their content marketing strategy. Instead, they aim to build the anticipation of traveling to California when it is safe to do so. For their marketing video series, they repurposed stock aerial footage of the most iconic California scenic locations and added the title “see you soon.” This marketing campaign is simple yet extremely powerful by giving them something to look forward to.

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Content Marketing tools popular with most successful companies

 

Content Marketing Tool Purpose 
Hubspot CRM for inbound marketing and sales
WordPress Build a blog or website
Grammarly Improves grammar
Yoast Improves SEO
Buzzsumo Uncover content ideas
Vidyard Screen record and share videos
Airstory Save research as notes for future content
Hootsuite Manage and schedule social media posts
Ahrefs Improve SEO rank to gain more traffic
Canva Create beautiful graphics for content
HotJar Gain insight and analytics on how traffic visitors interact with your website

Summary

Content marketing plays a pivotal role in the success of your business. Staying consistent, creating useful content, and tracking your progress are a few success factors to winning content marketing. However, content marketing is constantly evolving. What do you believe is most important when it comes to succeeding in content marketing?

However, creating high-quality content is just one aspect of content marketing. Dominating your search engine ranking by understanding SEO basics will help new customers find you and attract more traffic visitors to your website.

If there’s one thing to take away from this article, remember always prioritize helping your audience with your content. As Avinash Kaushik put it, “content is anything that adds value to your reader’s life.” Avoid coming across as pushy in your content.

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