8 Material Marketing Tactics Give Your Content a Boost
As a marketer, it's critical to create and disseminate the relevant content in the right context. Many marketers squander time, energy, and resources creating content that is inappropriate for the target audience.
That's why we use buyer intent to help our clients better understand their target audience's demands and provide them with what they want.
Intent data may also help you design and distribute content more effectively so that you can reach the appropriate people at the right time and give value at every stage of the buyer's journey.
It has the potential to help you educate, attract, and convert leads into committed consumers. Giving customers the material they want can help you create trust, generate quality leads, and increase website engagement, all of which can help your company's ROI.
The purpose of a customer (or user) while they search for and purchase a service or product is known as buyer intent. Marketers may use intent data to figure out where their prospects are in the buyer's journey and provide them with helpful and relevant information to help them move forward.
Marketers can acquire information about their users and measure the success of their marketing activities using data analytics solutions. Metrics such as email open rates, keyword searches, demographic data, behavioral data, and engagement rates can all help you figure out what your users are looking for.
Gathering this crucial data can assist you in determining how to effectively attract the correct audiences, hold their attention, and eventually convert them into loyal clients.
Intent data replaces guessing with real information into when and where prospects are looking for certain topics and solutions. Internal and external intent data might be collected to inform your efforts.
Internal data is information gathered by your website from third parties (i.e., generating leads through landing pages, contact forms, subscriptions, etc.).
Many businesses use gated content to obtain contact information, such as a form that someone fills out in exchange for an ebook download. Internal intent data can also be gathered using a content relationship management (CRM) system or another marketing platform.
Only a third-party supplier can acquire external intent data. IP address lookups and shared cookies from thousands of websites throughout the internet provide third-party data. This type of information might reveal which content, companies, keywords, or subjects are popular among your target customers.
Your marketing team will be able to provide more tailored and meaningful experiences for consumers at every point of the buyer's journey if they understand buyer intent. It can also aid in the development of trust with your audience and the more effective promotion of content for a higher return on investment. Here are some examples of how you may leverage buyer intent to boost your content marketing efforts.
You won't know who to target with your content unless you have a good concept of who your ideal consumer is. So, how do you plan on implementing a successful content marketing strategy? Understanding customer intent and developing content that is relevant requires a good grip of your buyer personas.
Answer questions like these to have a better knowledge of your audience:
- What are their thoughts like?
- What issues are they attempting to address?
- What are the answers they're looking for?
- What paths do people usually take to find answers?
A buyer persona is a made-up character who represents your ideal consumer. You can better target genuine prospects by creating buyer personas for your business and providing content that meets them where they are. To help you, use data from your contacts database, internet forms, sales and customer service reviews, and interviews.
You can add the following to your buyer persona profiles:
- Demographics in general
- Inspirations (goals and challenges)
- Real-life customer testimonials
- Typical arguments to purchasing your goods or services
On their way to make a purchase, both individuals and businesses frequently take the same path. Before making a decision, the trip usually includes conducting research, weighing several options, and analyzing a solution. You can supply relevant content to help your prospects and customers make positive decisions along the route to improve this "buyer's journey."
The majority of consumers begin in an "unaware stage," in which they have no idea what you offer or how it can help them solve their problem. Their buyer's journey usually starts when they run into a new problem or desire to find a solution to a problem they're having. They can then move on to the awareness stage, which is the top of the sales funnel.
Those at the top of the funnel are further away from purchasing something than those at the bottom, who know exactly what they want and how to acquire it. It's your role as a marketer to attract ideal customers and keep them engaged with appropriate material at every level.
Once your leads have been qualified, you may pass them on to your sales staff, who will continue to engage them and help them make a purchase. Your service team can then take over and delight them once they've become customers. You want your existing, returning, and long-term clients to become brand ambassadors in the long run.
Personalized marketing experiences, according to 77 percent of B2B marketing and sales professionals, contribute to better client connections. Marketing customization, according to 55% of respondents, leads to improved sales conversion and future growth rates.
Personalizing content for different accounts or groups of your audience might help you engage more deeply with prospects and consumers. To increase consumer engagement, personalized landing pages, emails, case studies, articles, and other sorts of content.
Consider using artificial intelligence (AI) and machine learning to make the customer journey for prospects and leads more seamless and engaging. Adding a chatbot to your website is a simple solution that may answer frequently asked questions, move prospects to the next step of their journeys, and capture buyer intent for your company.
After you've created content based on buyer intent for each stage of the customer journey, it's time to promote and syndicate it for maximum exposure. It's just as vital to know the platforms and channels to use to distribute and share your content as it is to create it. Your content production efforts may be in vain if your promotion and syndication attempts fail.
Consider promoting your content on the channels where your target audience spends the most time. You can also syndicate your material to individuals who will find it most beneficial using intent data (such as demographic, geographic, firmographic, and behavioral information).
To begin, determine who is looking for content and solutions similar to yours. Then you may immediately contact them and share your material with them via email and targeted advertising campaigns.
For the best results, use buyer intent to optimize your web content, digital advertising, email marketing, and more.
- Business Website: When your website material is extremely relevant, visitors will naturally want to stay longer on your site and will be more inclined to engage. This can help improve your overall SEO by signaling to search engines that your site and content are reliable and interesting.
- Advertising Campaigns: Buyer intent data can help you optimize your advertising campaigns so you can reach more of the correct people. You can tweak your ad copy to increase click-through rates and ROI by researching what topics your audience finds useful and intriguing.
- Email marketing: Segmenting your email list based on where your contacts are in the buyer's journey is an effective technique to send customized messages. By sending relevant information to several email lists, you may enhance your open and click-through rates.
You can relate this information directly to the material you've previously developed by simply asking your audience what they're interested in or what their challenges are.
Because you can answer them and provide follow-up content for the exact query your audience has, using interactive tactics makes your thought leadership content even more effective - you're not just giving broad advice.
Paycor, a renowned HR software provider, did just that in a thought leadership campaign aimed at increasing top-of-funnel awareness and driving engagement.
Starting with an assessment that placed users into one of six stages of development, the campaign aimed to help HR professionals improve their skills by using existing static content like PDFs and eBooks to offer personalized content that spoke to the specific needs and development required for an HR professional at that stage of their career.
Paycor was able to create a hyper-personalized learning experience for their audience by mixing static information with interactive assessments in their thought leadership campaign, which resulted in significant engagement.
At the bottom of the funnel, interactive content can enhance your content strategy by assisting buyers who have already been nurtured to the point where they recognize an issue for which your firm offers a potential solution.
Product pickers or solution finders are a wonderful example of how interactive content can provide significant value to your bottom-of-the-funnel content mix while also complementing your existing marketing efforts.
Consider the case of Blackbaud, a nonprofit fundraising software business that offers two separate fundraising solutions.
Rather than taking the traditional content marketing approach of funneling buyers to the more expensive of their fundraising solutions, they realized they needed to put their buyers in control by assisting them in deciding what's best for them and ultimately opting in to a content experience that will meet their specific needs.
They eventually came up with the "Choose Your Solution" campaign, which features an interactive quiz that recommends the best software based on answers to sales-qualifying questions.
It's natural to want to keep a tight grip on every piece of material that references your company, but customers can tell the difference between SEO article spam and useful information. Consumers are becoming increasingly interested in what other consumers have to say rather than reading your own self-promotional puff pieces. Consumers no longer want to be taught what to think; instead, they want to participate in the discussion.
“Marketers need to go beyond simply talking about how awesome they are. It’s far more powerful when other people that aren’t on your payroll are saying it,” says Jeev Trika, CEO of CrowdReviews.com. “User-generated content, two-way discussion with consumers and organic user reviews from real people form the foundation of today’s meaningful content strategy.”
According to a new Capgemini survey, Generation Y customers (those born between 1981 and 2000) are more tech-savvy than any other demographic and will make up a significant portion of the workforce by 2020.
Members of this critical generation, according to the survey, have high expectations and are more willing to participate directly through new channels and social media. This group is more difficult to please since they expect to be able to communicate across all available channels and in both directions.
There are two major fallacies in content marketing that lead to mediocre results. The first is that content marketing is entirely a numbers-driven strategy, with success assessed in terms of keywords, backlinks, and placements, with no concern for content quality or destination.
The second myth is that in order to keep control, you must only push the material in one direction: from marketer to consumer.
Mechanical SEO techniques such as article spinning and astroturfing (the practice of writing and posting phony reviews) may, at least temporarily, improve search engine rankings.
Even if SERPs rise, the low-quality material and obvious fakery that caused them will tarnish your brand, and they are unlikely to result in a big increase in actual revenue. Even the best method for delivering useful content frequently only goes in one way. Bi-directional, user-generated content is the next big thing in content marketing.
“When customers have access to an interactive platform, they are considerably more likely to create a genuine connection with your brand,” Trika explains. “In particular, the younger and more tech-savvy population will respond more positively to organic user reviews from their peers than to a Madison-Avenue-produced television commercial.”
The essence of developing an emotional connection with people, according to Scott Magids, CEO of Motista, is an organic conversation. According to Magids
the emotional connection is an advanced approach to customer strategy. Organic growth is the approach to maximizing the value of client relationships.
Some marketers have been able to develop an emotional connection that goes beyond simply producing brilliant advertising, fascinating content, and excellent customer service - it's about tapping into something deeper.
Iterating on your content strategy is the final piece of the content marketing puzzle, and it brings our series to a close. If you'd want more information on how to get started with your content marketing plan, get in touch with WMG to see how we can assist you. So, fellow marketers, get out there and create effective content marketing strategies!
Public relations, which refers to establishing a favorable brand image in the media, is one of the most effective promotion strategies. It's a method of connecting with your target audience by giving positive information about your company.
The company's individuality is enhanced via creative material. This is significant because potential clients would always want to deal with people that appeal to them and make them feel at ease. By releasing unique material, your firm becomes more than simply a logo or a name; it becomes approachable and likable.
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