By focusing on content first plan; you can ensure your marketing strategy do not go to waste in this unpredictable year.
With 2020 pulling the carpet out from under nearly everybody; it’s not surprising that advertising had to change over the past year. Where the focus of many organizations was once in person events and meetings such as trade fair and conventions; it is now mostly shifted to tactics which can be deployed remotely.
The biggest winner of all this change has, without a doubt, been content promotion. Content promotion is a technique that does not need any physical contact to connect with individuals. The content can be shared broadly and consistently, no matter where folks are from the world.
It helps present customers better understand the value of a business; and also act as a means to attract new clients into the fold. Whilst the plan occupies much of its popularity into the pandemic; content advertising’s latest dominance is not likely to go away when the pandemic subsides.
Before 2020, many entrepreneurs had already been pushing for more content focused approach. In several ways, this past year has just created the chance for them to prove the strategy’s true value.
The way to plan a marketing strategy around whatever 2021 could bring
These past few months have been a time of experimentation for entrepreneurs, filled with successes and failures.
For many businesses, flaws within this strategy; such as inferior search engine optimization and too little spending budget for content development. When subjected, much as the potential of content promotion has been proven. But the question for marketers is how to bring content plan into the following year; and successfully mould it with a marketing plan for a world beyond the present health crisis.
Focus on SEO
All of the top quality content from the world cannot help you if no one can find it. Improving search engine optimization is a key objective if you wish to capitalize on everything you have done this past year.
Perform a complete website audit to ensure your site is set up to be seen by search engines; along with also a key word research to make sure your content aligns with your target audience’s queries. Not only should your keyword study guide your content for the future; it also ought to steer your upgrades of old content to keep its relevance. Updating old content is usually the most effective approach you can employ.
Do not just stop at key words, though. Perform a deep dive into your audience’s behaviour to figure out just what they are looking to raise your odds of turning visits into conversions. In the end; what you think you know about consumer behaviour and what’s really true can end up being extremely different. According to HubSpot, popups are the most used form for sign ups; but they only succeed in converting 3 percent of visitors. Squeeze pages, meanwhile, have the highest rate of conversion, despite being the less popular version of sign-up form.
Develop more revenue enablement content
Successful content could be handy for more than simply advertising. Sales reps may also utilize it to better communicate with potential clients. Listen to revenue calls to find out which questions are the most typical and that are the most challenging for your sales staff to answer. From there, you may create revenue enablement content, like blog posts and infographics, that the team can refer to pass on to prospects. You might also use the largest customer successes as case studies which might help prospects customers better understand your value. Not only will this help sell clients, however it may also assist with securing internal buy-in to get a content focused strategy.
Do not bet on in-person events in 2021
More than 90 percent of event marketers strategy to put money into virtual events next year. Even when everything goes flawlessly over the next few months and things might start moving toward some degree of normalcy by summer or fall, don’t rely on large conventions and personal trade fair to come back and take over your advertising plan. That is why a vast majority of entrepreneurs are generating strategies that may works for both virtual events and also in person events during the next year.
Content will still be just as powerful when the pandemic is over, but what in person events will look like is still up in the air. Do not bet on an imaginary best case situation, create a plan based upon what you know works at this time and might continue to work in the future. While 2020 could have thrown everybody for a loop, the lessons learned from this season could be applied in 2021, even though we are unsure of what the coming year will really bring. By focusing more on content original plan, you can ensure your promotion plans do not waste both in the best case and in the worst case situations.
Rohit N Shetty is a Digital Marketer, having over 13+ years of experience in various domains.