Whether your marketing goals involve generating demand for offers you use (or for the services you offer via your own site), there are certain elements that must be taken into account to achieve your strategic objectives. To help you become a content marketing maven, here are five best practices that must be applied for a successful strategy:
1. Content is the crux of a successful campaign.
Engaging consumers, building top-of-mind status, and profitable service line growth requires a commitment to delivering relevant, engaging content that your target audience wants to read. The results of this inbound approach are remarkable:Visitors to our campaign sites who view three or more pages of content are 10 times more likely to make an appointment.
2. Integration is the new imperative.
Leveraging the precision of your print magazine with the digital experience is the most effective way to move consumers through the buying process. I have found the research of more than 4,000 healthcare consumers and the results have shown that after receiving a custom publication, the number one action taken was visiting the organization’s website to learn more, complete an assessment, or schedule an appointment. When your occupation involves only Internet resources things are similar. You need to post some relevant and interesting information on some zones except your site! Link is obligatory! The more zones (social webs, forums and ect.) you use, the more feedback you get
3. Mobile responsiveness.
The mobile experience reflects the level of quality and service your prospects can expect, and Google now rewards websites that are designed with mobile visitors in mind. It would be good in case all of your digital components feature mobile responsive design, and more than 60% of your digital content is consumed on a mobile device—compared to 25% on a tablet and 15% on a desktop.
4. Email is still effective.
Social media is sexy but mail moves the needle, with conversion rates 40 times higher than Facebook and Twitter according to Kissmetrics. I know the companies which e-mail click-to-open rates is 21%—the most meaningful metric of user engagement—it is significantly higher than the industry average (9%). And this result was made thanks to eye-catching content!
5. Nurturing works.
Not everyone who visits campaign sites ready to take action, which is why we’ve developed a trigger-and-drip component that nurtures prospects through the decision cycle.Site visitors who return to the campaign site after receiving a drip email are 24 times more likely to take action compared to consumers who visit the site via other methods.
1. Content is the crux of a successful campaign.
Engaging consumers, building top-of-mind status, and profitable service line growth requires a commitment to delivering relevant, engaging content that your target audience wants to read. The results of this inbound approach are remarkable:Visitors to our campaign sites who view three or more pages of content are 10 times more likely to make an appointment.
2. Integration is the new imperative.
Leveraging the precision of your print magazine with the digital experience is the most effective way to move consumers through the buying process. I have found the research of more than 4,000 healthcare consumers and the results have shown that after receiving a custom publication, the number one action taken was visiting the organization’s website to learn more, complete an assessment, or schedule an appointment. When your occupation involves only Internet resources things are similar. You need to post some relevant and interesting information on some zones except your site! Link is obligatory! The more zones (social webs, forums and ect.) you use, the more feedback you get
3. Mobile responsiveness.
The mobile experience reflects the level of quality and service your prospects can expect, and Google now rewards websites that are designed with mobile visitors in mind. It would be good in case all of your digital components feature mobile responsive design, and more than 60% of your digital content is consumed on a mobile device—compared to 25% on a tablet and 15% on a desktop.
4. Email is still effective.
Social media is sexy but mail moves the needle, with conversion rates 40 times higher than Facebook and Twitter according to Kissmetrics. I know the companies which e-mail click-to-open rates is 21%—the most meaningful metric of user engagement—it is significantly higher than the industry average (9%). And this result was made thanks to eye-catching content!
5. Nurturing works.
Not everyone who visits campaign sites ready to take action, which is why we’ve developed a trigger-and-drip component that nurtures prospects through the decision cycle.Site visitors who return to the campaign site after receiving a drip email are 24 times more likely to take action compared to consumers who visit the site via other methods.
