Is content marketing all about content? – WAU
Content Marketing aims to attract and engage your persona and educate them so that this results in sales. But if you think it is a strategy focused entirely on the content that will be produced, you need to rethink how you will generate leads.
If you are here, it is because you already know or have heard about Content Marketing, right? It is a strategy within Digital Marketing that works with Inbound Marketing, for some final goals, be it lead generation or brand awareness.
Here at WAU, we have several articles explaining different ways to do Content Marketing. In them, there are some good practices and strategies – such as satellite post -, as well as writing techniques so that your post appears in the first positions of the search engine.
But what you may not know is that the Content Marketing brings many other actions with it. Do you think that this type of strategy is just content? Have you ever wondered how WAU became the largest content marketing company in Latin America?
We didn’t do magic, we linked our content to some actions that were totally necessary for the articles to reach more people and, consequently, we could reach the level we are today.
Do you want to know if the Content Marketing that WAU does today is only about content? So, follow the article!
Is Content Marketing just content?
You see, this is not a conceptual article: along it you will find links that will take you to posts that explain and detail the concepts of the terms that we will quote here.
In summary, the purpose of Content Marketing is to make you attract and engage your persona and grow your customer network through relevant content, generating value for these people, with a focus on generating business. The easiest way to do this in a scalable way is by using a blog.
The persona is a semi-fictional character of your ideal client. In this way, the entire strategy is focused on it in order to attract the right audience for your blog. And when we talk about attraction, it doesn’t just refer to the blog – we will explain about it throughout the content.
The more people you attract to your blog, the greater the chances that you will have better lead conversions and, consequently, sales opportunities.
But it is important for you to know that alone, in the short and medium term, the content may not bring results in the way you imagine.
In the long run, it can bring results, but it will take some time to start appearing. And, even when we say “content alone”, we still need a special dedication for these publications, as we will explain below.
How do you want to attract people to the blog?
When we have any questions, we search for the answer on Google. The terms that we put in the search field of the searcher are called a keyword. In Content Marketing, we map the keywords of attraction and consideration to write the content to attract the persona.
With the persona, we are able to map the territory that she occupies in the digital environment: what are the sites on which she seeks information, on which social networks is she present on a daily basis, what events does she usually go to, among other activities.
This will help us write more targeted content, but it doesn’t stop there. With this information, we were able to define on which channels we can publish the content published on the blog.
We have listed some ways for you to promote this content:
- social networks: organic and sponsored posts;
- newsletter: send email to your contact list;
- guest post: partner with another blog to write for him – that way, you take your links and promote your blog;
- backlink: exchange of links to your articles with another blog to promote both, a partnership strategy;
- Google Ads: for funnel bottom articles and rich material.
In addition to disseminating the contents, it is essential that you machete SEO on Page of all your posts.
That is, download a plugin like Yoast SEO to show how your content’s title will be in the SERP and the meta description that will help convince the persona to click on your result, not the other one that will also appear to her on the first page of Google.
As we have already explained, for the Content Marketing strategy to bring results more quickly, you will need to do more than just publish and optimize the content with the Yoast plugin.
We will understand how to apply each of the ways of disclosing your content mentioned above.
Disclosure on social networks
If your blog is new or has been on the air for a few months, Google has not yet identified its authority, so it will not put its content on the first page: that is a fact. To increase the authority of a domain, the search engine needs to see access from other channels, other than the direct one.
That’s where social networks come in! You will use them to spread the content and take people who follow your work to visit your blog. Google identifies these sessions as the Social channel.
The problem with social networks is that they want to make money from companies that want to advertise a business or a blog. So, the organic delivery of posts to those who follow your profile or the profile of your business is below 3%.
To have a considerably good number on the Social channel, it is necessary to pay for distribution. So, depending on your persona, you’ll have to do Facebook Ads (for Facebook and Instagram) and LinkedIn Ads (for LinkedIn).
Disclosure with Newsletter
From the moment Social brings more sessions, your blog will be better known. You may already have some direct access from Google organic, but still not enough for you to be on the first page.
To further increase your domain authority, you must work with one more channel: email. That way, you will take advantage of the accesses you already have, so that they return to your blog.
For that, we use email capture boxes. It is important to leave a fix in your blog’s sidebar, which will always be visible. It is also common to see some in the blog’s footer, which can be removed by the user when clicking “close”.
An important rule: just send newsletter for the people who signed their capture box.
Some companies use email from customers who are already customers or some other internal list to do this, but this is a great danger, since these people did not ask you to email them about new blog articles.
This can cause them to unsubscribe from your list, which can dirty your domain. Caution!
What you can do, in this case, is to send an email to your entire contact base, stating that you now have a blog and that you have a newsletter through which you will send information about the latest posts – or a specific post, or tips , among others -, asking, finally, if these people want to receive this content. Whoever answers “yes” can enter your newsletter list.
Disclosure with Guest Post and Backlink
The Guest Post, as the name implies, is to bring a guest to write on your blog and you will be invited to write on another blog.
The moment you have the opportunity to write on another blog, take the links to your articles with you, and place them in your text. That way, you take advantage of the traffic from that blog to which you were invited, so that, from there, visitors access your blog.
Already with Backlink, you will not need to write a post on the partner site, just separate some articles that are interesting for your partner to put in some post that he already has. In return, he will pass some links for you to do the same on your blog. It’s a faster way to get your blog out there.
For these strategies to work, you need to find a partner who has a persona similar to yours and, of course, that it is not a competitor.
It’s important to know that only one partner doesn’t move Google’s Referral channel as much. Therefore, it is no use having multiple Backlinks or Guest Posts in partnership with a single blog. The more different blogs, the better.
This is because, when we do this type of action, in addition to the audience we get from the partner blog, we also take advantage of the domain or page authority that it has.
Disclosure with Google Ads
I imagine that your intention of doing Content Marketing is for decrease your cost with the customer. But, if your blog is not yet known, does not have a very legal authority and does not have articles in good positions, Google Ads can be a good ally.
However, care must be taken when working with it. You need to be more strategic so that your money is not wasted.
Choose to advertise funnel fund content and landing pages of rich materials. This will make this disclosure with the direct intention of conversion, and not only to generate more traffic.
Another important aspect is also that, if you want a good position for a very popular keyword, you can publicize your post – be it top, middle or funnel bottom – so that he has more sessions. That way, you create a larger page authority. This will help him to move up some positions.
How do you want to generate leads with your blog?
If you have publicized your content well and created good domain authority, you are probably already receiving considerable traffic from all channels. Now is the time to convert these visitors into leads.
If you still don’t have as many monthly sessions, you may be frustrated by the low amount of leads you’ll generate. So, it is important to go back to the previous topic and analyze if you are already doing everything to increase your traffic.
For that we will need help with some different content and tools to support this lead generation.
Some of the things you need to have to generate leads:
- rich material;
- CTAs on the blog;
- landing page;
- definition of qualified lead;
- automation tool;
Let’s understand how each one of them has an important role in generating leads from your blog.
We call rich material those content that we can distribute to blog visitors by charging some data in return.
This material can be: ebook, infographic, webinar, wallpaper, spreadsheet, calendar, video tutorials, among others that you can create to make your audience pay with data to receive.
CTA on blog
CTA is an acronym for “Call to Action”, or, in London, “call to action”. You should distribute these CTAs strategically within your blog.
It can be in the middle or at the end of the most accessed content, in a side pop-up, in the sidebar, among other possibilities. CTA should have an interesting call, informing about the rich material, so that it clicks and goes to a landing page.
To deliver the rich material for your persona, you will need a conversion page. This page is called a landing page.
In it, the persona will find information about the material to be downloaded and a form to place the information before actually getting the material.
From that moment when the persona downloads the material, he can be considered a lead or a qualified lead.
Define qualified lead
Defining what a qualified lead is for your company is important for working with rich materials and landing page forms.
There are two types of qualified leads: MQL and SQL. The first is a lead qualified by marketing, and the second is qualified by the sales team.
When we are working with a landing page, we are qualifying a lead with content, which is a marketing strategy, so we need to know what is a qualified lead for marketing, that is, an MQL.
An MQL must contain all the necessary information for the sales team to contact and subsequently generate an opportunity. Once you have that definition, use the landing page form to get that information out of the person who will download the rich material.
If your goal is to make your blog generate leads, then you need to invest in a good automation tool.
With it, you will be able to make a landing page to publicize your rich material, forms to qualify the lead who will download the material with the landing page, pop-up to publicize the rich material, nutrition flow for those who download the material, in addition to managing the qualified leads so that they are contacted by your sales team.
All actions mentioned in the topics above need an automation tool for your Content Marketing strategy to bring results to your business.
How do you want to generate opportunities with your blog?
You already have enough traffic, started generating leads, now what? It is the time when you need to have an agreement with the sales team so that the qualified leads you have generated are converted into sales opportunities.
It is very common for people who are playing a Content Marketing strategy to complain that they are not generating sales, when, in fact, the problem is that they still do not know what to do with the leads they generate.
For that, you will need the automation tool and a CRM. Some automation tools already have integrated CRM, such as RD Station and HubSpot.
HubSpot, for example, is able to identify that an MQL has downloaded an e-book and send that contact to a specific vendor, automatically. If your tool does not do this, it is important to have the routine to check the qualified leads of the day and pass it on to the sales team.
The tip here is: the less time it takes to contact an MQL, the higher the chance of converting it into an opportunity.
For leads that are not yet an opportunity, of which you do not yet have the information necessary for the sales team to approach them, you can do a nutrition flow. For this, it is necessary, again, an automation tool.
As you could see with this article, the Content Marketing strategy is not just about content. Content is the key to attracting your persona and converting it to MQL with rich content, nurturing it with interesting content in order to make it take the next step and, finally, sending it to the sales generate an opportunity.
As discussed at the beginning of the article, the Content Marketing alone can take much longer to deliver results, and the only result you can achieve is branding.
If you want to use the strategy to get results in sales, you need to invest in good content, time to disseminate that content and a good automation tool, to be able to convert visitors into leads.
Now that you understand that Content Marketing is not just about content, download our ebook and see the first steps you can take in the strategy!