Today we will tell you when a company does not need content marketing and what an editor should do when they constantly come to you with such requests. And Ilya a content marketer from , will help us with this. Since September, Ilya has been helping us: he manages social networks, helps make newsletters and launch streams.
By content marketing, both customers and authors usually mean blogs and any useful content, although in fact this concept is broader. Any content that promotes sales is content marketing. In this article, we will not offer alternatives, but content marketing, just in a broader sense.
The author and editor can help with this. Here is what we would advise the customer to do before writing expert articles for the blog:
Table of contents
Design a landing page
It happens like this: a client wants to launch a whatsapp data blog or even aims for a whole media outlet, but he himself has an unclear landing page. You have to figure out what kind of product it is, how to use it, there are no reviews or cases. Even if you write cool articles and lead to such a page, readers will not understand anything and will go about their business. As a result, money on content will be wasted.
First of all, make a normal and understandable website. It is not necessary to make a multi-page website with a lot of information, a short landing page will suffice. The main thing is that there is enough information about the product and it is clear how it will make life easier for the buyer and why it is worth using.
Connect analytics
It is essential to attach analytics to the landing page and learn how to work with it: calculate the cost of leads, conversion – then it will become clear whether the client needs content marketing, when it will pay off and whether it will pay off at all.
And it’s also easier to count money with analytics. Find out from the client how much they are willing to spend on content, what is an acceptable cost per lead for them, and understand what you will do if leads are too expensive. It’s better to find out everything on the beach than to spend a year making a blog and then realize that it will never pay off.
Launch advertising
When the customer has a normal how to improve lead quality: 10 tips from experts landing page and a clear product, you can try to launch direct advertising. Of course, it is not so fashionable and inspiring – but it is much simpler and, most likely, cheaper.
Direct advertising will help out if the customer simply needs leads and sales, and he goes into content marketing precisely for this reason.
Direct advertising does not always work. There are complex products and people simply do not understand what their value is. In this case, it is really worth trying to write expert articles, identify customer problems and show how you can help solve them. But before that, you need to study the audience well to get to their pain points.
Collect feedback from customers
Most people choose a company based on ba leads reviews, so if there are none on the landing page, you need to collect and add them. If the customer has a client base, you can come to the administrator or sales manager and ask to contact clients and collect feedback. Anything that can be placed on the landing page will do, even screenshots of messages in messengers.
Some companies offer incentives for reviews, such as discounts or small gifts. This works if customers are reluctant to write thanks for a product or service.
The main thing is not to order laudatory reviews and do not write them yourself. This is obvious and ordered reviews are easy to distinguish from real ones. If a company is caught on fake reviews, its reputation will go into the minus and it will be difficult to restore it.
