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September 5, 2018

5 Research-Based Actions to Improve Your Content Marketing

Content marketing is an established practice which entails using quality, relevant content to offer a target audience value with an aim of growing a company or business. Currently, this practice has numerous definitions but all of them imply the same meaning. Today, content marketing is a remarkable approach in the marketing processes contexts of most companies. That’s because the value of content marketing has improved over the years due to the latest developments in communication technologies. 

Today, platforms like the social media have a significant importance because they enable companies to come up with multimedia-oriented designs which feature interactive content. However, there is more that should be done to improve the approaches which companies take towards content marketing. That’s where these 5 research-based actions to improve content marketing come in. 

1. Use Artificial Intelligence 

Artificial intelligence is among the most remarkable fields of research today. It is easy to use it ain a multidisciplinary manner in research. Using modern technologies, it’s possible to engage in intelligent content marketing. This can be achieved through the use of artificial intelligence. Essentially, there are several artificial intelligence applications in content marketing. They include using artificial intelligence to support content marketing. 

Artificial intelligence also provides content marketing solutions which include forecasting, expert support, optimization, and adaptive guidance among others. Basically, experts are constantly developing artificial intelligent techniques which can be used in content marketing. The focus is on using artificial intelligence to make the content marketing process more flexible, adaptive, intelligent and interactive with consideration of the interests and needs of users or customers. 

2. Build an Audience

Regardless of your overall success in content marketing, focus on building a relevant audience. People will sign up or subscribe to get content from you if you have had a chance to establish a relationship with them. Therefore, focus on developing an audience. What’s more, analyze your audience periodically. For instance, is the growth in your subscribers directly related to your initiatives in content marketing? Have you established solid personas to ensure that you have the right audience? 

Don’t forget that the quality of the audience is as important as the size. And, after subscribing to receive your content, evaluate your audience. Although there is no linear journey for the buyers, make sure that your audience receives the right content steadily. 

A primary way to nurture the audience is through email. Deliver content to your audience via email frequently but don’t overwhelm them. That’s because if you overwhelm your audience with emails, they will unsubscribe from your list. However, maintain communication with your audience without letting momentum dwindle. 

Bear in mind the fact that successful content marketing is a routine, not a single hit wonder. You have to create great content regularly and share it with your audience. Essentially, successful content marketing is about research, optimization, and tweaking the content you share with your audience. 

3. Encourage Taking Action 

Do not leave your audience passive. Instead, encourage them to take your desired action. Basically, you should create content and have an email list in order to convert traffic into paying customers. You also need to include a clear call-to-action in your content. For instance, if you notice that you have blog posts which receive more visitors, encourage readers to do something after reading them. You can ask them to visit another page to get more information, share the posts with friends, or try a product. If you offer writing services online, ask readers to buy research papers by clicking on a link to an order form.  

Nevertheless, don’t focus on selling only. Remember that content marketing is also about providing value to readers. Therefore, make sure that you focus on providing quality content. Keep improving your content creation and planning skills. Make sure that your ideas come out clearly in your content.

If you have an editorial calendar, make sure that you have properly organized topics. Take time to conduct some research to get relevant and important ideas to share with your readers. Acquire enough resources to create great content. This includes budget and talented writers. 

Streamline your content flow. To enhance efficiency in your content marketing, have a clear content production process. Actually, one thing which makes successful content marketers stand out is their ability to ensure a continuous flow of content. Top content marketers maintain their consistency in content production and publishing or sharing. 

4. Set Clear and Realistic Goals 

What do you want to achieve with content marketing? The goals of content marketing vary from one organization or individual to another. However, the goals you set for your content marketing endeavours should depend on your industry, resources, organization’s size, management commitment, target audience, competitive landscape, addressable market, and other factors. 

It is important to reflect on these factors when setting content marketing goals. Perhaps, you want to change your content marketing approach. Maybe you want to refresh your current strategy. In that case, think about what you should change and why. 

The goal of your content marketing endeavours should influence the type of content you write and share with your audience. Do you come up with inspirational or informational content? Do you share how-to guides or reviews? Do you want to change the perception of your audience about a topic? Have the goals of your content marketing in mind when creating content to achieve them. 

Bear in mind the fact that content marketing is a form of marketing which should provide a solution to traditional marketing’s declining effectiveness. Therefore, focus on achieving your goals but provide reflections and insights to your audience. Make your content useful to  readers instead of focusing on just accomplishing your goals.

5. Analyze Progress 

Content marketing is about knowing your audience or customer, where you can connect with them online, and the messages which resonate with them. Therefore, pause at some point to analyze your progress. Are you still connecting with the audience on the same platform or forum? Is your audience responding to your messages? 

Analyzing your progress will enable you to know whether you are investing your effort and resources wisely. Track and set up Google Analytics for instance to know the channels which are enabling you to achieve your goals. 

What’s more, take time to do some math. Track your numbers and understand them. Believe in your numbers but don’t forget that page views will not generate income. Therefore, make content marketing more meaningful. Know the number of leads, purchase frequency and value of every order. This will enable you to determine the most effective approach to take in your content marketing. 

If you notice that your approach or strategy is not working, tweak it. Don’t forget that buyers or audiences are bombarded with content every day. This means that you have a limited time to impress your audience and convince them to act the way you desire. Therefore, analyze your content and approach carefully to determine whether they are serving their purpose. Prospects make rapid-fire judgements in a very short time. These judgments include the decision to proceed or end their buying process. Therefore, make sure that your message and approach motivate the desired behaviour of the audience or buyer. 

In a nutshell, focus on providing content which is relevant to your business and the target audience. Also, make sure that your content provides value to your audience. Readers should benefit from reading your content. That’s why you should understand your audience before you embark on content creation. Content marketing is effective if it has a narrow focus. Therefore, zero in on your target audience and the specific problems to solve for them with your content. This will enable you to come up with compelling content which will provide value to readers and convince them to take a favourable action. What’s more, focus on accomplishing your business goals but don’t overdo it.


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Rick Klade is a professional journalist and a social media marketer. He is a brand builder who has helped many executives and organizations transform from little-known entities into superheroes online. He also works as a thesis editor who helps students and organizations accomplish their goals.

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