7 Key Characteristics Of A Successful Content-Led Marketing Campaign
Great content is the key to any successful content-led marketing campaign. Any content-led marketing campaign should be built on a strong foundation of well-researched, high-quality content. Whether it’s a blog post, an infographic, or a video, if your content doesn't have the bones to support your marketing campaign, it will not stand a chance. Yeah, that's how important great content is.
But what exactly makes a great content-led marketing strategy? There's no easy answer, but there are a few key characteristics that all great campaigns share. If you make sure your content-led marketing campaign has these seven characteristics, you'll be well on your way to content marketing greatness.
1. The Right Audience
As much as 80% of content marketing campaigns target a wrong audience. Without the right audience, even the best content in the world will fall flat. It's crucial that you take the time to research and segment your audience so that you can create content that appeals to them specifically. So, before you start creating your campaign, ask yourself these questions:
Who is your target audience?
What are their interests?
What does your audience need that you can provide?
Are the people you're targeting actually interested in your product or service?
Many content marketing campaigns get derailed before they even start because they start selling to those who cannot even be sold to - for e.g., the ones who don't have the problem, the ones who can't afford, the ones who'd rather take the DIY path. Don't make that mistake. Choose your audience wisely.
2. A Single, Focused Goal
Your content-led marketing campaign should have one primary goal that everything else supports. That might be driving traffic to your website, generating leads, or increasing brand awareness. Whatever it is, make sure everything you do furthers that one central goal.
Never try to accomplish too much with one campaign - you'll just end up spreading yourself too thin and not making any real progress towards any of your goals. It's better to focus on doing one thing well than trying to do a bunch of things poorly.
3. Compelling Content Making The Right Offer
“We need to stop interrupting what people are interested in and be what people are interested in.”
~ Craig Davis, Former Chief Creative Officer at J. Walter Thompson
Not just any content will do - your content must be personalized and compelling enough to actually get people to take action. The first step is creating content that's interesting and relevant to your audience. But even the best content won't matter if you don't make a strong offer that speaks directly to your audience's needs.
Think about what you're offering your audience and how it can solve their specific problems. Then, craft an offer that's impossible for them to resist. Furthermore, create and publish content that is valuable, sharing essential knowledge, providing a new perspective, and/or, if your brand personality permits it, a little bit of entertainment as well.
Use a format that is consumable and easily shareable so it can easily be passed around (like an infographic or a video).
4. Actionable Call-To-Action Approach
If you want people to take action after consuming your content, you need to tell them what to do next - that's where a call-to-action comes in. A call-to-action is simply an instruction telling your audience what they need to do next. It could be something as simple as "click here to learn more" or "download our free ebook."
More than 90% of visitors who read your headline also read your CTA copy. So, your call-to-action should be prominently featured in your content so that people can't miss it. And, it should be relevant to the goal of your campaign. For example, if your goal is to generate leads, your call-to-action should be geared towards getting people to sign up for your email list or download a white paper.
To your surprise, adding CTAs to your emails can increase clicks by 371% and sales by 1617%, whereas you can increase click-through rate by 285% by adding CTA on your Facebook page. Also, a recent study found that CTAs on the landing page can boost conversion rates by up to 80% when done correctly.
5. A Great Distribution Strategy
Even the best content in the world won't do any good if no one ever sees it. That's why it's important to have a distribution plan in place before you launch your campaign. Your distribution plan should include a mix of both paid and organic methods, as well as a strategy for tracking results.
Don't just publish your content and hope for the best - put together a targeted outreach plan and make sure you're promoting your content in the right places. And, most importantly, track how well each piece of content is performing so you can focus your efforts on the ones that are getting the best results.
Social media channels, email, and websites are top 3 organic content distribution channels used by B2B marketers.
Plan your content distribution strategy based on these stats:
60% of marketers prefer creating one piece of content each day
952 posts gets published on Instagram each second
8,726 tweets gets posted to Twitter each second
Google answers 3.8 million search queries per minute
Once you know where your audience is looking for you, you can allocate your resources accordingly.
6. Lead Nurturing Plan
One of the benefits of content-led marketing is that it can help you build a database of leads. But, 80% of new leads never convert into sales. Therefore, simply gathering leads isn't enough - you need to nurture those leads so they eventually turn into customers.
Lead nurturing is the process of building relationships with potential customers over time until they're ready to make a purchase. It's done through a combination of email marketing, social media outreach, and targeted content offers. Businesses that have a lean nurturing plan in place generate 50% more sales at 33% lower costs.
The key is to be patient and keep providing valuable content and helpful information until the lead is ready to buy. Don't try to rush the process or you'll risk losing the lead altogether.
7. Result Tracking Mechanism
It's important to track the results of your content-led marketing campaign so you can see what's working and what's not. This helps you focus your efforts on the tactics that are getting the best results.
Make sure you're tracking the right metrics so you have a clear understanding of how your campaign is performing. For example, if your goal is to generate leads, track the number of leads generated by each piece of content. If your goal is to increase brand awareness, track the number of new followers you've gained on social media or the number of people who have visited your website.
No matter what your goal is, make sure you're tracking the right metrics so you can see what's working and adjust your campaign accordingly.
Content-led marketing campaigns can be extremely effective, but only if they're done correctly. By having these seven key characteristics, you can ensure that your content marketing campaign is a success.