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6 Scary Good Tips to Take Your Content Marketing ‘Beyond the Grave’

Save Your Content Marketing Campaign from the Digital Graveyard

Save Your Content Marketing Campaign from the Digital Graveyard After conjuring all the budget, talent, and creativity you can muster, the moment you release your content marketing campaign into the digital wild is devilishly satisfying. All your hard work comes alive right before your very eyes, and that’s certainly cause for celebration. via GIPHY But after the campaign lives its best life, what will its fate be? Oftentimes, all that spooktastic work is retired to the content marketing graveyard. However, with the right mix of will and witchcraft, your campaigns can be saved from the digital depths of darkness and be given new life. How? Below we offer several frightfully fantastic tips to take your content marketing campaign well beyond the grave.

#1 – Consult your book of spells before going into the wild.

Campaigns create spine-tingling spikes in activity. But that excitement can quickly die out if there’s not significant investment in ongoing organic and paid promotion—or if it falls flat for your target audience. As a result, early-on in the campaign planning process you should consult your documented book of spells—your documented content marketing strategy—to ensure your campaign can contribute to delivering value and insight to your audience and drive toward your objectives. via GIPHY As Robert Rose, Chief Troublemaker at The Content Advisory, told us earlier this year: “As part of the creation process, we have to ask how every piece of content we create delivers value to our audience first, and us second. It is an approach that will never fail.” As you consult your spell book, some questions to ask yourself include:

  • Will this campaign deliver value to my audience now and in the future?
  • Will this campaign help me achieve my overarching marketing goals?
  • How will I amplify campaign content long-term?
  • How will this campaign content lend itself to other marketing efforts going forward?
  • What tactical considerations do I need to consider to extend the life of this campaign?

Read: Better Together: Why Your Content Marketing Campaigns & Always-On Programs Should Work Together

#2 – Identify when, where, and how you’ll spin your web of amplification.

Sometimes, there’s no substitute for the tried-and-true. I mean, everybody knows that garlic is a powerful vampire repellent, right? So, when it comes to maximizing the visibility of your content marketing campaigns, you need to think on-site and offsite. For the former, consider cross-linking as an SEO fundamental. For the later, remember that cross-channel amplification is a must. By creating a plan of cross-linking attack, you can ensure that your campaign content is relevantly represented within existing site content—and that the anchor text supports optimization for search. A good place to start is conducting a mini content audit on your keyword topic area of choice. This will allow you to identify top performing content your campaign can help bolster, as well as potential gaps that your campaign can fill in the blanks for. When it comes to developing your amplification plan, remember that it’s not just about social media. Certainly, that can be your starting point, but there are dozens of other tactics to include in your strategy securing third-party editorials or links, writing guest posts for industry blogs, email marketing, and so on. [bctt tweet=”By creating a plan of cross-linking attack, you can ensure that your campaign content is relevantly represented within existing site content—and that the anchor text supports optimization for search. #ContentMarketing #SEO” username=”toprank”] Read: 50 Content Promotion Tactics to Help Your Great Content Get Amazing Exposure

#3 – Infect the minds of your audience with stunning visual CTAs.

Humans are visual creatures by nature. And perhaps one of the best ways to enchant your audience is through the use of infectious visual CTAs across your channels—particularly on your website. Let’s start with social: Your social media amplification plan should absolutely include visual content and messaging that intrigues and inspires your audience to take action. And to breath new life into the campaign, take the time to refresh the creative. When it comes to your website, our advice is scary simple: Attractive and compelling imagery can and should be used on relevant, high-traffic pages to capture the minds of the visitors you’ve already enticed to come to the site. via GIPHY They’ve already made it to your site, so make the most of it. If you’ve followed the previous tip, identifying some of the right pages will be streamlined.

#4 – Perfect the creature you’ve created.

Whether your initial campaign results are great or grisly, the beauty of digital and content marketing is the ability to optimize on the fly. via GIPHY Is some of your organic social messaging falling flat? Dig into native analytics to see which messages are resonating and look for themes. Then take what you’ve learned to create a new round of messaging to release. Did you work with influencers and want to unleash more reach? Make sure you’ve made it incredibly easy for them to share by providing pre-written messages and graphics. If you’ve done that, follow up with some initial results—and another round of pre-written messaging—to renew excitement. Are you gaining traction in organic search for derivatives of your target keyword? Consider tweaking the on-page and technical SEO content where it makes sense to help widen your search umbrella. The big takeaway here? Always be monitoring results and looking for hair-raising opportunities. [bctt tweet=”Always be monitoring your #contentmarketing campaign results and looking for hair-raising opportunities. @CaitlinMBurgess” username=”toprank”]

#5 – Resurrect creativity by repurposing content for different audiences.

Campaign content—especially if it includes the unique perspectives and tips of influencers—is a frighteningly fabulous candidate for repurposing. From white papers and eBooks to blog posts and original or third-party research, all of that robust and niche content has the potential to be carved into something new. For TopRank Marketing’s CEO Lee Odden, microcontent is a ghoulish treat. “Snackable content can often be managed and repurposed like ingredients to create a main course,” Lee says. “On their own, short form content like quotes, tips, and statistics are useful for social network shares and as added credibility to blog posts, eBooks, and articles.” Read: A Tasty, Strategic Addition to the Content Marketing Table: ‘Repurposed Content Cobbler’ [bctt tweet=”Snackable content can often be managed and repurposed like ingredients to create a main course. @leeodden #ContentMarketing #repurposing” username=”toprank”]

#6 – Use paid hocus pocus to get extra lift.

In today’s gravely competitive market, pay-to-play digital marketing tactics have become a spellbinding part of the digital marketing mix, especially when it comes to making a splash with a campaign. If you’re struggling to get traction on your PPC or paid social efforts, start by looking at your keywords and/or messaging and how they relate to the content you’re promoting. Quality, relevant content is the foundation of digital advertising. As our own Annie Leuman points out, “There’s content behind every SERP.” And the same is true for any marketing channel. From there, consider how and where you’re targeting, and implement tweaks. via GIPHY If a campaign is already exceeding objectives and expectations, consider pushing the limits a bit by experimenting with different 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.

Rise Your Content Marketing Campaigns From the Dead

If you’re about to embark on a new campaign initiative, take time to figure out how your new treat will fit in your bag of tricks. In addition, whether you’re mid-campaign or want to resurrect something ancient, embrace tactics such as cross-linking and ongoing optimization that have delightfully haunted the profession for years. Finally, get creative with repurposing and paid tactics to extend the life of your campaign. It takes will, work, and a bit of witchcraft, but your content marketing campaigns can escape the grave. No content marketing campaign is beyond saving. So, get to work—and you’ll see who has the last cackle. via GIPHY Don’t let the untapped potential of your content marketing campaigns haunt you. Cure invisible content syndrome with these tips and insights from some of the industry’s leading marketers.

The post 6 Scary Good Tips to Take Your Content Marketing ‘Beyond the Grave’ 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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Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

It's plain to see that B2B marketers, at large, see the value in social media. The latest B2B benchmarking research from CMI and MarketingProfs found that nearly two out of three respondents (61%) increased their usage of social media for content marketing purposes in the previous year. Another new report shows that social content is atop the list of focal areas for B2B marketers in the coming year.

It’s also fair to say, based on various data points and conversations with folks in the biz, that most of us feel we could be doing better with social. The size of the audiences on these platforms make them essential to any digital strategy, but breaking through suppressive algorithms and showing clear ROI is a perpetual challenge for brands.

One pivotal key to excelling with social media marketing is understanding all the tools you have at your disposal. Each platform offers a number of capabilities that seem to be underutilized by marketers who either don’t know they exist, or don’t fully recognize their potential impact.

With this in mind, we’re setting out to highlight some of the most useful yet overlooked features for driving results on social media platforms. Today we're focusing on the channel most pertinent to B2B marketers: LinkedIn*, with its member base of more than half a billion professionals.

Take Notice of These 5 Marketing Tools & Features on LinkedIn

Whether your goal is building brand awareness, generating leads, or boosting conversions, these five fundamental functionalities can provide a big assist if you aren't taking advantage of them already.

#1: Robust (and Now Simplified) Audience Targeting

LinkedIn recently overhauled its Campaign Manager tool (the interface through which marketers build, manage, and measure ads) around an objective-based advertising framework. The basic purpose of this initiative was to make it easier for users to align every element of their campaigns with the overarching objective. One of the slickest improvements to come out of this is the audience setup experience, which is now simpler and more intuitive.

From a B2B marketing perspective, the depth of available professional targeting parameters is by far LinkedIn’s biggest relative advantage compared to other social platforms. Nowhere else can you accurately filter audiences based on facets such as Job Title and Job Seniority. This provides unparalleled ability to reach decision makers and purchase influencers directly.

The revamped interface makes it quicker and more straightforward to select a qualified audience in line with your campaign goals.


#2: Revamped LinkedIn Analytics

The latest Social Media Marketing Industry Report via Social Media Examiner found more than half of respondents (54%) either uncertain or disagreeing that they are “able to measure the return on investment (ROI) for my organic social media activities.”

This is another area of Campaign Manager that LinkedIn recently spruced up. Given that advertising on this platform tends to be more expensive than other social networks, it’s especially important to ensure you’re getting return on that spend. The new reporting experience makes it easier to see results at a glance, and make optimization tweaks on the fly.

The underlying appeal of LinkedIn’s targeting facets also applies to its reporting mechanism; you can get an aggregated look at who is viewing and engaging with your content (i.e., which companies, which job titles, which experience levels). These insights can help you align your LinkedIn strategy and even your content marketing strategy more generally.

#3: Content Suggestions

Can’t figure out what to share on social media? That’s a common enough challenge. The Content Suggestions tab, found on the top nav bar within LinkedIn Page admin center, offers ample inspiration. It serves up a list of third-party articles your defined audience is engaging with — essentially a readily available stream of targeted, trending content.

Not only does this make it easy for marketers and social media managers to find share-worthy content that’s more likely to resonate with their followings, but it can also fuel employee advocacy efforts.

#4: Website Retargeting

Retargeting is a popular digital marketing tactic, which involves serving ads to people who’ve already encountered your brand. The element of familiarity, plus a concrete demonstration of past interest, tends to drive considerably higher clicks and conversions than standard ads.  

Through its Matched Audiences feature, LinkedIn allows you to place a pixel on your company’s website, then serve ads to people who’ve visited it before, while they’re on LinkedIn. It’s a great way to follow up with someone in a different context. One especially savvy approach is to create customized retargeting creative based on the specific section of your site a person visited (i.e., upper-funnel messaging for someone who went to your “About” page, and lower-funnel for someone who checked out a solution page.)


#5: Lead Gen Forms

This might be my favorite marketing tool on LinkedIn, and it definitely seems like one that more B2B brands could be utilizing. Lead Gen Forms are leveraged in combination with various types of ads, enabling your company to collect valuable contact info (and additional data about a prospect) from an individual who downloads something of value with minimal friction.

Unlike most gated-asset forms, which require a user to tediously fill out multiple fields, Lead Gen Forms automatically populate based on the member’s LinkedIn profile data. As such, it takes only a couple of seconds to get through the process. Because you’re attaining a more comprehensive snapshot of people who download, you can better qualify them as leads in comparison with other form-fills that often procure only a name, phone number, and email.


Step Up Your LinkedIn Marketing Game

LinkedIn can be one of the most valuable components of a holistic B2B marketing strategy. As mentioned earlier, there’s no denying it’s a pricier place to play than most other social networks, but you’re also paying for access to a higher-quality audience. Using the five features above can help you understand, segment, reach, and engage this audience efficiently while closely tracking the impact of your efforts.

Another underutilized tool on LinkedIn is video, which has been a key focus for the platform recently. Learn about all the metrics and specs for video on LinkedIn, as well as every other major social network!

*Disclosure: LinkedIn is a TopRank Marketing client.

The post Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers appeared first on Online Marketing Blog - TopRank®.

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