7 Steps to Increasing Revenue Using Content Marketing
1. Have a Marketing Plan
Before you start working on creating content for your new marketing strategy, you need to have a solid plan in place so you know all of your steps ahead of time. You can’t just wing it and expect to increase revenue by writing a couple blogs and seeing what happens. You’ll need to understand who you’re targeting, what your goals are, and how you expect to achieve them. Your buying personas will set the tone for all of your content, so make sure you know your audience before you begin.
2. Create Good Content
Once those fundamentals are in place, you need to create some good content that will be valuable to your target audience. All of your content should be tailored to your buying persona—by choosing the right words, style, colours, and content delivery methods. Increasing revenue with content marketing relies on creating content that your audience wants and can identify with.
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3. Have the Right Tools
So, you have content. Now what? In order for your strategy to be effective at increasing revenue, you’ll need the right tools. This includes social media pages, a functional website, a marketing automation platform, a CRM system, and a strategy guide that will let your staff know who should be doing what throughout the campaign. Once these tools are acquired, you’re ready to start sending out your content.
4. Share It
Providing the world with good content isn’t going to be useful if you don’t make it findable and if you don’t put in some effort to share it with your target audience. To make it findable, you can buy pay-per-click ads and use SEO to make your content organically show up on search engines.
Share it on social media, in email ads, digital ads, print ads, and direct mail, and encourage readers to spread the content to their networks, too. You should even spend more time and effort on promoting your content than you do promoting your products. These days, promoting content is more effective at engaging prospects than promoting products since it seems more personable, valuable, and honest.
5. Landing Pages
Once users have found your content, they should be sent to a customized landing page that is optimized around the content they’re looking for—not your home page or product page. The last thing you want to do is make potential customers feel like they were tricked by being directed to a list of your products instead of the valuable content that they thought they were getting.
6. Calls to Action
Once your content has enticed users to click on your landing page, you have the chance to convert them into prospects through the use of calls to action. These calls to action should be short and sweet, and based on the content they searched for rather than your products. Make it easy for them to perform the action you’re looking for, like filling out a form with their contact information to have access to an offer.
7. Qualifying
Lastly, you want to qualify your prospects before you send them off to the sales team. This is where your marketing automation software will come into action so you can gauge where the prospect is in the sales pipeline and what your next actions should be based on their past history on your website.
These seven steps must be performed before you pass off your new leads to the sales people. Each step is vital to a successful campaign. Increasing revenue with content marketing only works if your marketing and sales teams are aligned and if you have a solid plan, good content, good distribution methods, and good qualifying methods in place.