Build Audience Connections with Content Marketing
You’ve heard the term tossed around a million times. Content marketing. The phrase seems simple enough, but what exactly is it?
Content marketing is just what it sounds like. It’s the process of engaging and growing your customer base through high quality content.
Content marketing is an investment.
It’s part of a larger marketing framework.
It requires strategic insight.
It targets users across the entire conversion funnel.
It should be held accountable to a standard set of success metrics.
Content marketing is NOT social media, an intern’s job, or limited to a company blog. Like any other marketing practice, it requires commitment to systems and standards. It should be held accountable to measurable results.
Joe Pulizzi, Founder and CEO at The Content Marketing Institute via
Content Marketing Is a
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Not only were our webinars themselves improving but we started to do what we do best, test dedicated landing pages. Through our integration with Zapier, on our 2nd webinar we were able to use Unbounce landing pages for our registration pages. Not only are they prettier than the standard stark format of GoToWebinar, we’re able to test to see which messaging works best, all while sending registrants directly through to GTW automatically. It was a game changer. Conversion rates on our registration pages have gone from 26% on our 2nd webinar to 65% on our latest, that’s an increase of 150%!
Speaking of our latest, this month’s Unwebinar is with Rand Fishkin, he’s gonna talk about Big Picture CRO and we couldn’t be more excited to have him.
- Content marketing is more than just blogging. Get creative about the types of content you’re producing.
- Hold your content marketing program accountable by monitoring success through metrics that translate into revenue for your company.
- Focus on engagement, not self-promotion. Write about topics that your readers care about, and don’t be overly promotional about your brand. Let sales be a natural byproduct of your content marketing strategy.
- Integrate your content marketing with a bigger-picture marketing strategy.
- Focus on moving customers and prospects through your sales conversion funnel. Make the experience fun, engaging, and frictionless for them. Prioritize relationships above transactions.
- Be relentless about quality. Your content should be amazing. Readers won’t care about a sub-par experience, as there is plenty of other content out there.
via Quick Sprout http://bit.ly/UU7LJr
April 16, 2019 at 11:31AM
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