According to Content Marketing Institute, email campaigns (87 %) and educational material (77 %) are the main content marketing techniques used by B2B marketers to nurture their audience.
However, when writing for an online audience, there are a few key factors to consider for your reader to find enjoyment in your online content. In this article, we will cover three important sections focusing on, how to write for an online audience? and how to highlight the content you create? and best approaches to measure your success in content marketing.
How to Write for an online audience
Promote the content you create
Measure your content marketing success
When talking about content creation, there are some fundamental differences between writing for an online audience and an offline audience. In this section, we'll cover some content writing best practices and explore tools to help you choose what topics to engage your audience.
Reading habits differ greatly between online and print content, in terms of text style, size, and structure. These criteria play a big role when writing content for different channels. To capture the attention of your online audience, you need to adapt your writing style to the requirements of online writing.
For example, it can be interesting to read a long article in the newspaper, as opposed to reading multi-page articles on the Internet. This is because we are online readers, and we are glutted with information. Our need to perform simultaneous tasks and consume data on the Internet quickly and efficiently has led to a prolonged decline in our ability to focus. With that in mind, here are some best practices for writing successful content:
Start with a good introduction that clearly explains to the audience what they expect. A good introduction or the opening sentence is important for capturing the reader’s attention. The introduction might be a statistic, such as “ 63% of content marketers use their content strategy to increase client loyalty.” or in the form of a question like “Are you familiar with The latest Statistics About Digital Marketing?”
When writing, always think about your target audience and focus on what you can offer them, try to read the content you prepare with their eyes, and don't over-commercially, you want to interact with your audience without overwhelming them with too many hints of the need to buy what you offer.
Another tip: always includes a “call to action.” Call-to-action messages are short phrases designed to persuade website visitors to take a specific action, which means you have to craft these calls with some creativity and persuasiveness, such as “Start now.” or Share today.
Make sure your call-to-action messages align with your strategy and make sure that they help you achieve your goals. It's not easy to create content regularly and stay inspired, so here are some ways to help you find topics to engage with your audience.
While researching, create a list of potential topics to come back to when it's time to create new content. In addition, tools like Answer the Public allow you to type in the name of a specific topic or keyword phrase and then generate for you a list of the most searched questions related to those words.
This is great for creating content with topics that fulfill your user's actual needs.
Another tool you can use to see how popular a topic is: is Search Console, which provides you with the phrases users type in to find your website. There's also a keyword planner that shows you how many people have searched for a specific term.
You can also take a look at your competition’s covered topics, this will help you get more ideas of what they are ranking for and create topics related to your niche.
Finally, make sure your writing style is consistent so that your readers can associate the content as they read with your brand or business. If your style is clear and easily recognizable, it helps you start a relationship with your audience, and differentiate you from your competitors. Try to write down the qualities you want to readers associate with your brands, such as honesty and motivation, and let those qualities guide you.
Consider how writing for online content differs from offline content and review our top tips for writing for an online audience, and see how you can take advantage of online resources and references to generate new ideas.
After you create content, you have to master the techniques of publishing and promoting it online in order to get the feedback you want.
It's true that creating good content takes a lot of time, so you want to make sure that it will entertain as many users as possible. In this section, we'll look at different ways to promote your content, how to create a content marketing calendar, as well as show you ways to increase your visibility on channels you own, earned, and paid.
Did you know that some bloggers recommend that you take as much time to promote your content as you spend writing it? With so many users online at the same time, you need to make sure that you promote the content well in order to ensure that you reach a larger audience.
The key to creating a content promotion strategy is knowing where his audience is online. Are they Pinterest or Instagram followers? Does his audience watch YouTube videos or prefer browsing blogs?
The more you understand how your audience interacts with content, the more you can develop the appropriate strategy.
Before you start developing a content promotion plan, you need to know what channels are available. It pays to start by categorizing channels into “owned, earned, and paid” categories.
Owned channels refer to the marketing channels that you manage. For example, your website, blog, and social media profiles and pages. Promoting content through owned channels is a great start because they are usually a flexible and cost-effective option.
Earned channels refer to a third party displaying the content, such as when another marketing blogger shares your content. Earned channels can expand the reach and credibility of the content.
Finally, paid channels refer to a promotion that requires payment. These channels allow you to target campaigns to a specific audience based on your goals and budget. You can invest in advertising your blog posts on social media, and reach potential readers who browse these channels regularly.
Once you have identified the channels through which you will promote your content, it's time to create a content calendar. A content calendar is a detailed timeline that organizes your content marketing. By clearly defining what and when to publish your content, your content is consistent and effective, and you can communicate a clear action plan to everyone involved.
Here are some tips to get you started on creating your own content calendar: Make it actionable, and your content calendar should include realistic timeframes; if it's not doable, you'll fall behind schedule and your content won't reach its full potential.
Define key dates: note public holidays or related events as they are favorable dates for launching seasonal content.
Choose multiple channels: Various marketing channels such as blogs and social media complement each other in order to promote your content marketing campaign.
Don't forget the audience: Define your audience clearly at each stage of the calendar. If you've categorized your audience, you need to define who you're targeting.
Explore online tools: There are a variety of free and paid tools available to help you create a calendar, post content to your social media accounts, or collaborate with your team to create content.
These tools can save you time by automating some processes such as creating and distributing content.
We've talked all over how to promote your content online, think about the best channels that will benefit your business or brand, and how content evaluation can make your content marketing campaign more effective.
You need to see the performance of your content to understand your audience and get tips to improve your campaigns in the future.
Creating interesting content can be tempting, but it is important to take the time to review your goals, to ensure that the time you spend creating content is productive.
In this part, we will explore tools and programs that can help you measure the success of marketing your content and key metrics that will help you improve your campaigns.
Whether your goal is to increase your sales or promote your business, it will be difficult to know how successful you are if you don't keep track of your goals.
First, define your goals and what you want to achieve, and make sure they are measurable and follow-up. For example, you might want to increase 200 subscribers on your YouTube channel this quarter or increase page views on your blog by 10% per month. In improving the marketing of your content.
Know where your visitors are, their age, gender, time spent on each page, and what they're looking for when they come to your site. Here's an example of an actual business.
To achieve the goal of increasing sales, the store owner writes interesting and entertaining blog posts and shares them on social media, some of the metrics he can track are: - The number of views recorded by the blog - The number of transactions made on the blog - The number of visitors who come to the website from social networking sites.
Try to compare these metrics with past results, such as last month's blog posts or the number of online trades made in the last quarter. A comparison with past results gives you a clear indication of whether or not your strategies are working.
Now let's explore online tools that help measure the success of a content marketing strategy. Many social media provide accurate information about people who follow or sign up for business accounts. This information includes gender, age, and geographic location as well as which posts are getting the most engagement.
This data may indicate the most impactful content that achieves your goals and provides the greatest return on your investment. After your B2B business has implemented its content marketing campaign and identified the most important metrics, it needs to understand how that information is used.
Here's an example of how we extract statistics from the metrics we've collected. The Marketing team has two blog posts, one on the guidelines on how to use an email address finder and one on lead generation facts & statistics.
A Google Analytics account showed that the first post received 300 views from users who spend an average of 3 minutes on the page. The facts and statistics post received 1,000 views from users who spend an average of 5.5 minutes on the page.
From this data, the marketing team concluded that blogs about statistics were more popular with their audience and that they could focus on this topic when writing other content in the future.
From the search engine, the number of readers who made a purchase after reading the blog post.
By looking at the available data, the marketing team can determine a content marketing strategy in action, and ensure that the company's goals are being met. Now think about the analytics tools you can use and the metrics that can help you measure the success of your content marketing campaign.
End of The Road
Now you know that content marketing is important as it helps you build trust, develop relationships, enhance conversions, and generate leads by answering your audience's questions. You should get started with content marketing immediately, as, in today's world, customers demand high-quality, consistent content from their favorite companies.
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