You’ve heard it said at countless seminars, conferences, and panels: “Content is king.” Industry leader after leader proselytizes on the best practices: well-written, high quality content, regular updates, original ideas. Then they start dropping figures: post at least 10, 20, 30+ articles a week. Numbers start adding up: the cost of hiring an in-house content writer versus team of freelancers. Is it possible to be successful in content marketing if you can’t generate that type of content?
Yes, you can. It just takes the right strategy.
What Does it Take to Publish Quality Content?
To make a real impact in search engine rankings and stand a shot of going viral in today’s saturated online marketing sphere requires regular, high-quality content. The problem with generating 10, 20, 30+ articles a week is businesses risk spinning, or re-generating the same content over and over. Readers can tell the difference between what the industry defines as “clickbait,” or keyword driven articles designed just for indexing by search engines.
To build a strong brand reputation and quality following, content should be thoughtful and original. Whether you turn in-house for a writer, hire a freelancer, or outsource to a content marketing agency, make sure the content adds something new to the online conversation and is delivered on a regular weekly schedule.
Getting the Content Out There
Competition for Internet attention is fierce. If you’re going to invest money into content marketing to generate the quality and frequency of content needed to scratch the surface of marketing, don’t just rely on organic marketing. Save money in the content marketing budget for boosting that key content through promoted posts and Adwords to drive visitors to the content.
On a tight budget? Look at more creative and free ways to share your content. Find re-publishers to share your best content or find guest blog opportunities. Quote industry influencers in your materials and tag them to increase your content’s reach.
Measuring ROI Isn’t A Piece of Cake
Metrics are as plentiful as content marketing platforms. You can measure pageviews, bounces, downloads, shares, submissions, but all those numbers don’t necessarily mean sales. The end goal of content marketing is to increase sales, but the return on investment metric is hard to quantify.
When budgeting for content marketing, remember its direct impact is challenging to measure. A customer might have been a follower for a month, viewed the page several times, and shared a post all before deciding to make a purchase. How do you effectively track all of those steps as part of ROI? It can be difficult to justify the expense, so review all your metrics before and after running a content campaign to gain a picture of its success.
Is Content Marketing for You?
The internet is bursting with content marketing tips and tricks to boost return on investment. In the real estate industry, knowing 90% of customers start searching online, making content marketing an important strategy for reaching new customers.
Before diving in, marketers need to be fully aware of the steps required to achieve high levels of success. Step back and look at the big picture of your marketing mix to determine the best strategy for your business. If you do opt for a comprehensive content marketing plan, allocate the right resources to make it a success.