step by step of what you need to know to succeed! – WAU
Results of a Content Marketing strategy will depend directly on your daily routine. Check out our content and be successful!
You’ve already started planning your content strategy, right? Well, now it’s time to put it into practice to start seeing the first results.
Content Marketing is a long-term strategy and the results will depend directly on your daily routine, that is, on the actions you are taking to put your strategy on the air.
But what are the actions you can take and how to put the strategy to work?
That’s what we’re going to talk about now.
Check out the complete walkthrough for an effective content strategy!
It is normal that when working with content marketing, you want to see organic traffic growth.
The first thing to remember is that organic traffic is built over the long term. It is normal that in the first months this traffic is growing more modestly.
But what points must be worked on for this number to grow? Let’s go to them now:
The frequency of posting is essential to the results of your strategy and the volume of posts will directly influence higher numbers of traffic. That’s because the frequency of posting means how often your pages are indexed on Google.
We recommend at least one post per week. There is no point in posting all the contents of that month in one day and posting again in the following month.
And what is the ideal frequency?
There is no exact answer here. You must evaluate how much content you can produce and manage with quality.
Remember if: the content must be focused on the persona and the quality of the content means doubt of the enlightened persona. You can measure the effectiveness of your content using metrics.
Promotion of your content
Content promotion is very important. For a new blog, it becomes essential.
After all, there is no point in having relevant content if you don’t show it to anyone. That is why those who promote content have an average of 40% more traffic than those who do not.
The promotion of content is not only on social networks, but also by email and even through partners.
In the specific case of social networks, Google has increasingly considered these interactions to give relevance to the page. You won’t miss this opportunity, will you?
Size of your content
How big is the content on your blog?
We know that the average content size on the first pages of Google is 2,000 words.
But that does not mean that this is the ideal size for all content.
It is important to see the competition for the keyword being worked on in that content, but the main focus should be the persona: the ideal size is one that answers the question of your persona.
It is these contents that will have the best results in search engines.
Working with 80/20
A big mistake in content marketing strategy is to focus on texts that talk only about solving the problem or your company’s products / services.
Contrary to what many people think, the focus should be on top of the funnel content, that is, when your persona doesn’t even know they have the problem that your company can solve.
We call this type of attraction content, precisely because it will be responsible for attracting new visitors to your blog.
The 80/20 ratio is for this: 80% of top funnel content and 20% of middle and bottom funnel content.
SEO On Page of your blog
SEO On Page are a set of optimizations that you can do within your page for search engines.
That is, the optimizations you make within your own blog will contribute to the results.
The main points to keep in mind when publishing are:
- URL optimized for the keyword and friendly
- Title and SEO Title
- Meta description
- Heading Tags (H1, H2, H3)
- Alt Text on images
- Use of the keyword (and variations) throughout the text
- Internal and external linking
- Page load speed
Check here a complete checklist for your blog to optimize your publications and achieve better results in the eyes of Google.
Are you indexing normally?
If you have a good posting frequency and are promoting your content, but organic traffic is zero, it’s time to evaluate your search engine indexes.
By searching Google “site: seudomínio.com.br” (that’s right, without space), you can see all the pages of your website or blog that have been indexed. Check it out:
Indexing is not immediate, that is, it does not happen the moment you publish your content.
Some points that can speed up the indexing time are:
- Use the sitemap. It will create a map of your site, showing the Google bot the right path to be followed there.
- When using the Sitemap all pages of your blog will be indexed. Thus, it is important to use robots.txt, which shows search engines which pages should not be indexed, such as administrator pages.
- Use Search Console: it will help not only indexing, but also maintaining the page. With this tool from Google it is possible to know if something went wrong in crawling your pages.
So, let’s remember what we’ve developed so far?
- It is not enough to have a blog and content to publish.
- To be successful, your content strategy needs consistency, dedication and patience.
- The content is always focused on the persona (after all, on page optimizations also affect the user experience).
- Talk about what matters to your persona – and, most of the time, it has nothing to do with your company or what you offer.
More channels to disseminate your strategic content
Now, if you already have a more mature strategy and want to increase your organic traffic growth rate, here are some strategies:
Search for external links
The Link Building strategy continues to be increasingly important to give relevance to your website and blog.
For this, it is necessary to search for external links that reference your page, called backlinks. The more relevant and different domains that link to your pages, the better!
Some ways to get these backlinks:
- Guest Posts
- Search for links that your competitors have
- Content translation
Update your content
Updating content is optimizing content that can perform better. For this, it is important to understand what needs to be improved and act accordingly.
But, before you think about updating, give your content some time to be evaluated by the search engine. It is recommended to wait about 6 months before updating.
One of the main ways to update content is to increase its size to cover more relevant topics.
In this content extension you keep the URL, after all, the idea is to increase the performance of this page that already exists and is already indexed, making it better.
Remember to never change your URL! This compromises all the results it has already accumulated, since Google understands a new URL as a new page and disregards all results already obtained before.
If you want to make any changes to your URL, you need to perform a 301 redirect.
Work with epic content
In longer content we are able to work the keyword better in the text and answer more questions from our persona. This is one of the reasons that longer content performs better.
In the case of more popular keywords, long content is even more important.
With them you will be able to work better also the internal links, both those that leave the page when they reach them. Search external links preferably for these pages.
Correct SEO errors
We have already talked about the optimizations that can be made when publishing. And the maintenance of that?
One way is to look for possible SEO errors on your blog to correct them, such as:
- Broken links
- Bad URLs
- Images without description
- Poor html structure
There are email metrics that you should keep track of, such as open rate and CTR.
But what to do in your strategy to improve your numbers? And how to get more traffic to your blog through your email strategy? Come on:
Email capture box
How are you capturing emails? One way is to have an email capture box for Newsletter inside your blog. It can be in the sidebar, header, pop-up, at the end of the content, among others.
Here on the blog, for example, we use a capture box in the header of the home page and at the end of all content.
It is important that it is an attractive CTA, to help the user to subscribe to receive their news. There are plugins that can help you with this. The ones that our Customer Success team recommend the most are: WAUconvert, Sumo, Hello bar, and wp-smush that will help you compress the images.
When you have a new Newsletter subscriber, they receive an automatic email confirming their subscription, right?
In this email you can also place a content link or even a landing page.
See if the frequency of your Newsletter is good for your market, following the results of these shots. If you haven’t started yet, start by testing biweekly or monthly shots.
Content published in that month can be inserted in the newsletter, the most accessed, link to offer rich material and news of your solution.
Track which CTAs are being clicked on each shot. This can help you optimize your next uploads, increase your clickthrough rate and consequently your traffic.
While subscribers will receive the newsletter and news from your blog, the leads generated should receive a sequence of emails to take you to the next stage of the funnel. It is what we call the nutrition flow.
He is responsible for educating your lead and will take you back to your blog. When choosing the CTA for each email, it is important to think about where that lead is going through that link, that is, where you want to take it.
How is your targeting?
In an email strategy, segmentation is essential for good results.
With segmentation you will be able to send the right email to the right person, reaching higher numbers.
Thus, it will allow submissions according to your contact’s interest, funnel stage and behavior, which directly affects opening and click rates.
Subjects and CTA
Among the main metrics to track the results of an email strategy are the open rate and the click rate (CTR).
But who are primarily responsible for this?
In the case of the opening fee it is the subject chosen for that shot.
When evaluating which subjects have the highest open rate, you can see if there is any magic word for your business, such as “selling more” and “success”. Themes can also contribute to this opening rate, such as more aggressive or relevant topics at the moment.
O CTA within email is that you will be primarily responsible for the click-through rate.
First of all, it is important that the email meets the expectation of the subject. The first paragraph must be very attractive to attract the reader’s attention and every email must have at least 1 CTA to where you want to direct that user. This CTA can be in the form of a link, image or button.
Through tests and results monitoring, we realized that here at Websites Are Us we have more results with links, so it is what we use most in our shots.
And for you, which one gives more results? Tests of short, long or aggressive emails are always welcome.
To find this out you can do A / B tests, which will help to have better shots.
The best known way to promote content is through social networks.
You already know the importance of investing in these channels and how it will increase the visibility of your brand and attract more customers.
By tracking the traffic numbers that social is taking to your blog, you can see what works to replicate or improve.
Example: if you had peak hits in a day because of Facebook, check what the publication was and if there are patterns in those peaks, such as campaigns, subjects or images.
Of course, that number will depend on the size of your social media base and whether there are paid campaigns. Recalling that the algorithms of social networks will decrease the visibility of your organic posts.
Links to your social networks on the blog and share buttons
Have links to your social networks on the blog. If the user reached your page, why not have the links on your social networks for them to enjoy and continue interacting with you?
Thus, it is important that these links are visible to the user. In the footer, for example, few people will interact as in the sidebar or header.
The same goes for content pages.
Share buttons for social networks encourage users to share your content. These buttons can be at the beginning, at the end of the page’s content or sidebar, as you see on our blog.
Calls from your social media posts will invite users to interact with you.
The call must be in accordance with your objective, which can be a click or any other interaction in that publication.
As in the subject of emails, it is important to find out what draws your audience’s attention.
Questions usually help with interaction and the size of the calls will depend on each social network.
In content marketing we work with perennial content. So, why share the content only once on social networks?
A widely used strategy is 4x4x4, which is to share each new content at least 4 times on social networks, on different days, times and calls. A time difference of at least 1 week is required between equal posts.
It allows you to increase the visibility and traffic of that content, in addition to allowing you to understand how that content is performing at different times.
But remember: this does not always work for all brands. Here at WAU, for example, we changed our advertising strategy on social networks and curated content, with the editorial calendar of each network designed individually.
Since the beginning of the strategy it is already important to think about conversion points on your blog.
You are working to attract users, but if they arrive on your blog they don’t find CTAs, they will simply leave your page.
The bounce rate on a content page is actually higher, averaging 60 to 80%.
This number may seem high, but this is because it is normal for the user to read that content, ask questions and leave. But you must work to increase the pages visited in the same session, increasing the possibility of conversions.
Remember if: a conversion goes according to your goals. It can be to capture email, lead generation, enjoy your social networks, trials, in short, whatever makes sense for your strategy.
CTAs within the blog
To convert within your blog think about what is the ideal path for a user on your page. It is usually:
User -> Subscriber -> Lead -> Opportunity -> Customer
From this path you can think of the CTAs within each page. Thinking in practice: if it’s funnel top content, you can insert CTA for funnel medium content, landing page or newsletter subscription.
These CTAs can be in the form of a link or banners, which can be inserted at various points on your blog:
- Pop up
- Content pages: in the middle or at the end of the content
In the header it is indicated that there is always a link to Contact Us. So, regardless of the page the user is on, he can have direct contact with your company.
Follow the user’s path within the blog and where he interacts the most to work on the most important conversion points there.
Pop up is a type of CTA, but for its good result it deserves a highlight.
Many people may not like this tool, but when we see the conversion numbers we see the great return.
It can appear when the person enters your page, at the time of departure or when reaching a certain point on the scroll bar. In addition, it does not need to appear for all users since you can make this selection.
Don’t forget that the outgoing CTA here can influence. But what is this?
When you open the pop up, there will be an offer, right ?! The user can convert or exit the pop up.
At that moment, take advantage of the creativity for the phrase that the user will click to exit the pop up.
See the case of our Hello Bar:
If you don’t use it yet, it’s worth testing for email capture or lead generation. You can start with Hello Bar, which is a tool that brings great results and is simple to use. Check out a tutorial here!
Extra tip: see what type of device users access your blog from. Mobile and desktop experiences are different, so think about conversion points accordingly. In the case of mobile, for example, there is no sidebar, so the CTA’s and conversion points must be thought differently for each one.
Your traffic is growing and it’s time to convert that traffic into leads.
The conversion rate will depend on each market, but an average of 3% to 10% conversion is healthy. To have good numbers in lead generation think about different aspects of your strategy:
Landing Page Disclosure
It’s no use having great rich materials for lead generation if you don’t advertise your landing pages.
Here, this promotion is even more important than content, since the indexing of a landing page is not like that of an article.
The CTA for Landing Page has to jump in the eyes of the user.
To do this, use your homepage, pop ups, CTA’s on content pages. Images usually generate more clicks than links within the blog.
See which are your most accessed content pages and work on CTA’s within them. Another suggestion is to take advantage of the themes that are performing better and work on rich related materials to convert these users.
Send an e-mail to your base telling about the new material launched and insert a CTA in the newsletter.
Social networks are great for this promotion and investing in paid campaigns, such as Facebook Ads, is a good option. Partners can also help you with this disclosure.
In summary, the main ways to promote your Landing Page:
- Inside your blog
- Social networks
- Press office
Conversion within the Landing Page
Track conversion rates within your landing pages. Only in this way is it possible to see the result of each one and learn what will pay more or not in the next ones.
And what would be a good conversion rate?
A Landing Page with a high conversion rate is around 50%. Below that there are points that can be improved, such as:
- Form size
- Landing Page content
- Conversion button color
- Conversion button text
- Image or video
Generation of Opportunities
With the leads generated, it is time to educate them to arrive at your solution.
The most scalable and cheapest way to do this is through email. The nutrition flow will take the lead to the next stage of the funnel, so it is necessary to create landing pages and have offers for each stage.
How are your nutrition flows?
Track the results of your nutrition flows. How is the open rate of your emails and the quality of the leads generated?
It is normal for the first email in the flow to have a higher open rate, after all the lead is waiting for that email with the link to the downloaded material.
But what about him?
The volume of emails sent and the space between them must be in accordance with your solution.
How long is the sale of your product or service? It is this response that will guide the duration of your nutrition flow. More complex sales will take longer, while fast sales need shorter flows.
One tip is to align the expectation from the beginning. In the first email of the nutrition flow, leave expectations aligned, informing the lead that he will receive emails with tips on a specific solution or problem;
Creating nutrition flows according to information from the leads is also a good strategy. Thus there is segmentation of leads and more aligned communication.
Example: it is possible to ask the segment in which that lead operates so that he receives information according to his professional interest.
One way to speed up this process is to work with Thank You Page.
The Thank You Page is nothing more than a thank you page right after the conversion on the Landing Page. In addition to the lead having the button to actually access the rich material, it is possible to have a new offer, with the next stage of the funnel.
At the end of the nutrition flow, the lead should receive a funnel bottom landing page. It can be a successful case, trial, talk to the consultant… It all depends on your strategy.
Sales and Marketing SLA
The Sales and Marketing team must work together for a successful Inbound strategy. That is why there is Vendarketing, which is exactly the alignment of the two areas.
The SLA between the teams is a formal agreement for the job. In this document, teams can define:
- What is a qualified lead for the company
- What is a good opportunity
- Volume of leads that Marketing should send to Sales
- Time for the Sales team to contact a qualified lead or opportunity
There are several advantages to working together and the main one is the improvement in the company’s results.
With the SLA between Sales and Marketing ready, it’s time to get in touch with your leads.
Usually, in Content Marketing, companies work with Inside Sales, which is nothing more than selling remotely or from within your company.
Don’t forget that these people have already given you permission to contact them. Some tips to improve this contact:
- It’s not about you, it’s about the customer’s pain.
- Intonation and naturalness of voice (don’t sound like a telemarketer)
- Ask questions and listen
- Think about possible objections: Have a playbook to help your sales team
- Do not try to sell at the first moment: understand if your solution makes sense to the lead and use what you heard to present your product
Also check out WAU’s Inside Sales process.