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How to Use Big Wins to Drive Continuous Content Marketing Performance

Like all brands or marketers, you’ve likely experienced a few content marketing campaign mishaps in your day. Despite your best efforts, sometimes a campaign just doesn’t quite reach its objective or it outright flops. And when this happens your disappointment typically spurs you into action as you work furiously to pin down exactly where you went wrong.

On the flip side; however, you’ve also experienced some big wins in your day. Some of those wildly successful content campaigns that crushed objectives and had the entire organization riding high. But in these situations, how often can you say that you dug into what made things go oh so right? Or regrouped and committed to keeping the momentum going?

From our perspective, those big wins can often teach you the most, not only providing helpful insights to keep things rolling, but also help you identify actionable next steps to make your next campaign just as—if not more—successful.

But how? Here are some tips to help you learn from your best content marketing work and continue to drive its performance.

Driving Continuous Success

Regardless of how successful a campaign is out of the gate, your work shouldn’t stop once you’ve released everything into the wild. But for those campaigns that are really flying high, they present the biggest opportunity to drive bigger and better results. So, you should continue to optimize and amplify these campaigns using a mix of content marketing tactics. Here are a few suggestions:

  • Test a new paid channel. If a campaign is already exceeding objectives and expectations, consider pushing the limits a bit by experimenting with paid tactics. For example, if you’ve had great success with LinkedIn, consider building a similar audience on Twitter. Or add more budget and expand your audience on the channels that are already working.
  • Repurpose campaign content. Repurposing content will not only add some freshness, but also help drive more traffic and signals to your main landing page or content asset. For example, consider creating an infographic or a motion graphic. Or put together a webinar that infuses existing and new related content or thought leaders.
  • Audit other existing content for cross-linking opportunities. Your campaign is successful for a reason, so why not add a little extra boost by helping direct more eyeballs and authority to your campaign content through cross-linking? So, take a look at other existing, relevant content and add an inline ad, CTA or link to it.
  • Try to secure third-party coverage or links. Pitch a guest blog or try to secure a third-party editorial to grow off-site links to your campaign content.

High-flying #marketing campaigns present the biggest opportunity to drive bigger, better results.
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While we all know that failure can unleash some of the greatest learning opportunities, the same holds true for success. So, when it comes to learning from your biggest marketing campaign wins, ask yourself the following questions:

  • Did I reach or exceed my objective? For example, if your objective was to drive brand awareness, which metrics can you point to that bolster achievement? Did you actually achieve other KPIs such as MQLs or SQLs?
  • How did I reach my objective? Some things to consider are: your content mix, top-sharing influencers, where the traffic came from (i.e. organic, social, etc.), the internal resources you leveraged, timing or seasonality, and so on.
  • What hurdles did I encounter? Even your most successful campaigns likely hit a snag or two along the way to launch. So, think about any hurdles you encountered and how you overcame them, and document opportunities to streamline your processes going forward.
  • How can I do even better next time? Use what you uncover from the “how” to document must-dos for the next campaign. For example, if a particular influencer was instrumental in driving shares, consider a full-length interview with them if relevant for your next campaign. As another example, if Twitter was your top-referring social channel, consider budgeting for some sponsored posts for the next campaign to get more traction.

Failure provides great learning opportunities, but the same holds true for success. @Alexis5484…
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The Success Factor

Simply put, by continually refining and evaluating your top-performing marketing initiatives, you’re not only capitalizing on the great work you’ve already done, but also laying the foundation for the next big success.

Speaking of learning from big wins, check out our Case Studies to learn how we’re helping our clients reach and exceed their objectives.


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© Online Marketing Blog – TopRank®, 2017. |
How to Use Big Wins to Drive Continuous Content Marketing Performance | http://www.toprankblog.com

The post How to Use Big Wins to Drive Continuous Content Marketing Performance appeared first on Online Marketing Blog – TopRank®.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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Interactive Content Marketing: Why B2B Marketers Should Take Their Content from Boring to Bold

Why B2B Marketers Should Consider Interactive Content

Why B2B Marketers Should Consider Interactive Content

Show of hands, B2B marketers: How many of you know which Hogwarts house you belong in? Or which Disney princess best represents your personality and relationship ambitions?

via GIPHY

Don’t be shy. I’m a Gryffindor wizard through and through—and apparently, I’m more of a Jasmine than an Ariel. And I know all this thanks to the rise of interactive content.

From quirky quizzes to ROI calculators to guided eBooks, interactive content is a rising content marketing star. BuzzFeed is perhaps the most prolific example, creating dozens of quizzes each week that are making their way into social feeds and search results. (And almost all users reportedly finish them).

But why should B2B marketers consider adding interactive content to their mix?

Because B2B is often pegged as bland and boring. And in a crowded content market, not to mention the fact that buyers' content preferences are turning increasingly visual, interactive content is the next evolution.

But if that doesn't convince you, read on for a few more reasons why its time for B2B to embrace interactive content.

#1 – Interactive content is more engaging than static content—for the long-term.

Interactive content may seem a little gimmicky for some marketers—especially those in the B2B space. But the vast majority of marketers who use interactive content agree that it not only grabs attention, but can also hold that attention beyond that initial view.

In fact, according to the Content Marketing Institute (CMI) and Ion Interactive 2017 Interactive Content Study:

  • 87% of marketers agree that interactive content grabs the attention of the reader more effectively than static content
  • 77% of marketers agree that interactive content has reusable value, resulting in repeat visitors and multiple exposures
  • 73% of marketers agree that interactive content, when combined with other more traditional content marketing tactics, enhances message retention among their audiences.

So, if you’re aiming for awareness, engagement, and attention, interactive content holds incredible potential. But I’d also add that this is only true if you deliver quality, relevant content in an interactive format.

As my colleague Josh Nite points out: “[Interactive content is] absolutely designed to grab attention. But if your content provides value—if it’s worth paying attention to—interactive elements can help you bring in an audience.”

[bctt tweet="#InteractiveContent is absolutely designed to grab attention. But if your content provides value—if it’s worth paying attention to—interactive elements can help you bring in an audience. - @NiteWrites" username="toprank"]

#2 – Interactive content can differentiate you from your competitors.

Content has always been a foundational element of B2B marketing. Buyers don’t make hard and fast decisions. Instead, they do their research, weigh their options, and have multiple engagements with sales reps before they sign on the dotted line. Interactive content can help you make an impression and stand out in a crowed, competitive content landscape.

In addition, according to the aforementioned report, just 46% of marketers report using interactive content right now—which was flat year-over-year. And if history is any indicator, I’d wager that interactive content adoption among B2B marketers is far lower since the industry is typically slower to adopt new tactics.

But that won’t always be the case. Harnessing the opportunity right now has the potential to differentiate your B2B brand from the competition early on, showcasing your commitment to innovation.

For example, Prophix, a leading provider of corporate performance management (CPM) software solutions in the FP&A industry, wanted to drive awareness in a unique way around its report on the evolution of financial planning and analysis, as well as its solutions.

By repurposing its original research and adding influencer perspectives, we created an interactive quiz to help empower their audience to "crush" their jobs to succeed now and into the future.

Prophix Crush It Interactive Quiz

This anchor asset, which was promoted using a supporting mix of blog content, social amplification, email, and more, saw a view rate 6-times higher than the benchmark for a similar resource. In addition, the page where it lived garnered 3-times the average share rate. This unique approach to interactive influencer content made Prophix stand out from the competition and deliver a great resource that performed.

#3 – Interactive tools can provide you with exclusive data and analytics.

Savvy marketers are driven by data insights. And many of the interactive content tools you’d leverage for an asset come with their own analytics dashboards, allowing you to get near real-time data on how your audience is interacting and absorbing your content.

For example, Ceros, an interactive content software that simplifies the creation process, provides all the basic KPIs such as visitors, opens, and pageviews, as well as engagement metrics like time spent and interaction clicks. But they also track inbound referrals, social shares, video plays, and outbound link clicks.

Oh, and that data is viewable in its Analytics Dashboard within second of it happening.

Ceros Interactive Content Tool

While traditional analytics platforms and the data within them is invaluable, from my perspective, this more niche data can help uncover some insights that can help you refine your asset on the fly or consider how to improve other content types moving forward.

#4 – Interactive content can drive results at every stage of the funnel.

From educating buyers to creating customer loyalty, interactive content can serve a purpose (and drive results) at every stage of the funnel. Interactive content users report using the tactic for lead generation, lead nurturing, customer retention, and the list goes on.

And interactive is especially powerful, when combined with other tried-and-true content marketing tactics.

To help promote the Influencer Marketing 2.0 report based on research conducted by Traackr, Altimeter Group and TopRank Marketing, we partnered with interactive content platform Ceros to produce an Influence 2.0 interactive infographic.

Influence 2.0

The infographic was promoted via blog posts, social channels, email, and through the influencers that contributed. With calls to action embedded within the interactive infographic, this content succeeded at attracting over 1,700 prospective customers to download the full report with a 43% conversion rate.

What Opportunity Does Interactive Content Hold for Your B2B Brand?

Interactive content is here to stay. But the real opportunity doesn’t lay in the interactivity itself. The real value creation is in the excitement or connection that you can make with your audience, as well as the potential to hold their attention for long enough to engrain your message or inspire action.

[bctt tweet="The real opportunity with #interactivecontent doesn’t lay in the interactivity itself. The real value creation is in the excitement or connection that you can make with your audience. - @CaitlinMBurgess" username="toprank"]

So, B2B marketers. If you’re ready to break away from boring and drive better engagement, interactive content deserves your consideration.

How can you leverage interactive content? Check out our post featuring five ways of making marketing magic with interactive content.

The post Interactive Content Marketing: Why B2B Marketers Should Take Their Content from Boring to Bold appeared first on Online Marketing Blog - TopRank®.

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