Attract the Right Job or Clientele:
Getting More Leads Through Content Marketing
The popularity of and advance to getting more leads through content marketing signaled the end of the era of banner ads. The emergence of social media gave marketers a seemingly endless supply of intimate, personal channels to send targeted content to specific groups. In the modern environment, the line between search and social has been blurred, and content marketers have to be savvier and more precise with the content they create and the strategies the develop to distribute it.
Content marketing drives traffic and creates product buzz.
Analyze Your Audience
As discussed in the article “Got Leads? How to Make Content Marketing Work for Your Business,” develop a strategy based on your audience. Before developing and disseminating content, analyze the demographics, interests and shopping habits of those who will read it. Forbes gives an excellent primer for how to use Google Analytics to gain insight into the behaviors and needs of the people who are likely to consume your content.
Use Visual Imagery
Articles can be compelling and useful. They can, and sometimes do, go viral. Visual elements like infographics and slideshows, however, are much more useful. Graphic elements draw more readers, hold people on the page longer, receive significantly more social sharing, engagement and amplification than text-based content. Articles can serve as excellent companion pieces to infographics or other visual elements, but unless they have to stand alone, complement articles with images.
It does not require a design team or expensive freelance work to achieve stunning visual content. Several companies offer inexpensive – or even free – infographic templates that follow intuitive, drop-and-drag formats. Slideshows are another way for novices to convey information through a visually appealing medium. The single biggest and most amplified slideshow host is Slideshare.
Bit.ly: Follow and Track Your Content
Bit.ly gained prominence by converting long, unmanageable URLs into short, neat URLs. This service was critical for the rise of the abbreviated social micro-blogging format that began with Twitter. Bit.ly, however, doesn’t only shorten URLs for convenient content distribution. It can also help content marketers track who views that content, and on which platforms. Content data from Bit.ly can serve as the backbone for comprehensive content marketing reports, and the service also offers deep linking and analytics tools.
Position yourself as an industry authority with content marketing.
Bit.ly is just one of many powerful tools you can use to track and analyze your content, to create better material and distribute it more efficiently. To distribute it effectively, you have to know your audience. Use Google Analytics to hone in on who you’re marketing to before you create content – and when you do, make sure your content is as visually appealing as it is informative.
Photo Credits: Flickr users Shirley White and Avnee Cooper
Andrew Lisa is a freelance business writer who covers online advertising and marketing.
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