Holistic Content Marketing Helps All Marketing Channels

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Content is king. We’ve been hearing this for years, and, to this day it is still the truth. But, the type of content and mediums to promote it have been different and can vary. But, while I was working with one of our clients on marketing strategy, I realized how important it can be to their business.

I like to think about things holistically and how each channel helps each other. I’ve proven this method to work really well when put to use with clients, companies I’ve started, and/or advised. As an example, just creating an infographic doesn’t mean it’s going to drive traffic and awareness. But if you know people are searching for the information included, that bloggers want to use that content, etc. it could drive more than you even expected.

Having a holistic plan and more than just a single use for your content can be a huge win for the company. There are many ways this can work. If you’re an e-commerce company or retail business moving online, this can go a long way in terms of driving down your blended CPA.

As an example, you could be a retail or e-commerce company that sells a variety of name brands or major brands. You might be thinking of how to educate the customer on why they should be Gucci shoes over something like Steve Madden. You might want to do something like”Why high end brands are more cost effective than cheap ones in the long run.” (or something a long those lines). While putting the content together you could do some industry research about the longevity of a pair of high end shoes vs. a pair of cheap ones. Doing a full study and putting a few charts together would really help educate the customer.

What this also does is creates a relatable and personal feeling for your brand to the online shopper. Writing that post tells them you’re looking out for their best interest. Educating the customer here is really the goal and hopefully this post achieves that with the data and facts you’ve provided.

Along with educating the customer, they might have needed that last tip to just convert them to a new customer. Reading the content might have made them go “okay, im sold, I’m here, where do i buy them.” Another thing, assuming they aren’t ready to purchase just then would be to browse the site for more content or more products, to really validate the brand. Whatever the case, you’re providing a resource customers are interested in. Along with customers, bloggers and journalists could be interested in this, promoting this content could lead to multiple people writing about it citing your content.

They might not only be interested in it, they might actively be search for this. For example, I might be googling “steve madden vs gucci pricing” or many long tail variations of this. I might be really concerned about spending $500 on a pair of shoes vs. $79 and not truly understand the difference in the craftsmanship and quality. After understanding this, the customer could be sold (as mentioned above). The great part is, by creating this post, you’ve driven organic search traffic to your site and now you might have possibly converted that customer.

Okay fine, that might be a perfect world scenario, but, that isn’t the only way to convert them. There are two other methods that could potentially lead to a customer buying from you in a more cost efficient manner.

One of those is methods is retargeting. You just got a new user to visit your site through search traffic, them clicking a link in facebook, or a blog post that cites your content. Again, the key here is now this piece of content is already being used in many ways. But, now you’ve got a visitor to your site, that’s being retargeted and will be reminded of your products. Converting this customer over time will be way more cost effective than paying for Adwords or Facebook ad clicks. (that’s not to say we don’t want you to do them, we highly recommend it as well.)

Finally using this content to help email marketing efforts is just another method to help drive new conversions, as well as repeat revenue from existing customers. The first and simplistic thing you can do is have an email / newsletter sign up on your site. The person that came to the site might be so interested in the insightful piece of content you created that they might be interested in more content from you. Also, if they get to site and they find the content interesting but don’t take any action, you can have a modal window (aka pop up) appear on the site that could catch their attention, a service like Picreel will achieve this for you. Here is an example of how we’ve used it on David Kind‘s Blog (p.s. they are one of my favorite companies!):

picreel-signup-david-kind

Now that they have signed up, you can continue to market to them over email through a welcome series, newsletter series, and continue to promote content, the brands, offers, etc. from your company.

Speaking of that newsletter, the blog post you created, we’re coming back to it here because you might have customers that didn’t know the difference or would be interested in it. Or people who have signed up to the newsletter or welcome series that have yet to convert. You can highlight this content (or any other content you create, for that matter) within this newsletter and yet again use it to you drive a new conversion or repeat revenue from existing customers.

Finally, using services like Taboola or Outbrain, you can use this content and promote it using low cost advertising on a variety of content sites that might be relevant to your brand. An example of this is companies like Harry’s or Dollar Shave Club, who I see all the time when I’m reading about one of my beloved Chicago Sports teams. Here’s an example of how they use the ads to drive customer awareness and also new customer acquisition:

dollar-shave-club-harrys-taboola-ads

With all the methods we just listed above, you just drove down your blended CPA. All of this was done with one single piece of content used across various channels and mediums.

Now, I know that was a lot to cover, but, think about it. The possibilities are endless with content. So you should be mapping it out and creating an entire content strategy for your business and not just creating blog posts for the sake of creating them. Think about all the different ways you can use this content to drive new traffic, new users, new conversions, new leads, etc.

Visible Factors is always here to help when you need a Content Marketing Strategy for your company. And, we’d love to hear your thoughts about content marketing below in the comments.

Top 5 Conversion Metrics: How and what to track

Obviously conversion metrics can vary from company to company, but, overall there are metrics that are always important to track. Understanding where traffic is coming from and whether it’s converting will help you make better decisions about where to invest resources and dollars. At the end of the day knowing those metrics help you build and grow your business.

Knowing this, we’ve built a list of give metrics that we are always tracking, in no particular order:

1. Conversions (including conversion/tracking pixels)

I’ve walked into many situations where conversion/tracking pixels are incorrectly installed, tracking incorrectly, and in some cases counting multiple conversions per conversion. (i.e. pixel is firing >1 time for every time someone completes a transaction). These issues can lead to a complete misunderstanding of your traffic and how it’s actually doing.

Fixing conversion pixels gives you a really solid foundation. Our team usually won’t start spending money on online advertising until this foundation is solid. This usually gets some of our client partners upset because, as startups, they want to move as fast as possible, but, we’re pretty adamant about this.

Most ad channels will have documentation on how to install pixels. For example, Google has an entire guide to setting up tracking for adwords and Facebook has document on setting up their new “Facebook pixel” for tracking and conversions. (this is different from previously used conversion pixels which will be switched out in mid 2016).

Once you have this set up correctly, you can effectively understand metrics on a per ad channel basis. Furthermore, having funnels tracked across the board will give you info on all of your traffic sources.

2. Traffic Sources

While you’re building traffic to the top of funnel, you need to understand that traffic. You’re going to want to drive traffic from a variety of sources at first to see what works and what doesn’t. I tend to mix into give major channels:

– Direct & Brand: This is a mix of direct visitors and people searching for terms around your brand. For example, if someone was searching google for “visible factors” we would bucket this into direct & brand.

– Organic Search: Organic search traffic, or SEO, can be extremely important to almost every business. Understanding people that come to your site based on content, services, or products offered will help you understand your user/customer better.

– Paid Search: I keep paid and organic search separate because of the intent. Usually people clicking on the ads having a higher intent of conversion. Also, if you get a lot of blog traffic, organic search traffic might not convert as high as paid search.

– Online Advertising: I tend to bucket social ads, retargeting and direct display advertising in a different bucket than paid search as well. Again, the intent and targeting is different. In many cases, because of the targeting, our reporting will differentiate display and social because of our goals.

An example of this could be us using Facebook ads to target individuals who are interested in fashion brands so we can get them to like or convert on a client’s brand. On the flip side, we might use display advertising to increase visibility and qualitative metrics around the brand to get people to discover them. Increasing brand metrics won’t convert as high as a paid search or even paid social visitor, but, what it will do is provide an impression or someone that will pick up a retargeting pixel and convert that way.

3. Bounce Rate (per source)

Understanding Bounce Rate by traffic source is something that can help you understand your traffic better. By understanding your traffic sources and the intent of each, it better helps you understand how to speak to them. Also, differentiating different sources like organic search and organic search from a blog will help you diagnose concerns about your traffic. Blog traffic will not convert at as high a rate as direct commerce traffic and will have a higher bounce rate. A simple example of this is something I’ve seen before, a high bounce rate on a site from a single traffic source because of a mandatory email gate. Removing the mandatory email gate reduced the bounce rate, we were still able to collect email addresses and conversion rate went up. Win, win, win.

4. Return Visitors & Retention

Retention and re-engagement are important because it can dramatically drive down your customer acquisition costs. You can track this by looking at cohorts of users over periods of time. If you have some questions about this, check out Andrew Chen’s post on Cohorts and Revisit Rates.

5. Customer Acquisition Cost

Ultimately, this is the metric that is most important because, whether your selling a product, offering a service, or a content/social product, you need to understand the cost of acquiring customers and users. I usually like to have a CPA view that looks at traffic sources separately, per ad channel, and/or a blended CPA. Once you have this type of view you can understand how effective your marketing efforts are.

This isn’t the comprehensive list, these are just 5 things I think are important to consider. For paid marketing specifically, I like looking at ROAS and ROI to understand profitability of campaigns. Ultimately, we want to turn our client ad dollars into a profit. And, for social/content channels and growth, we like to look at cohort usage deeper.

Overall, as I mentioned initially, every company is different and it’s important to recognize what  metrics are the most important for you to track. Defining this really drives how you look at the items I mentioned and how you track them specifically.

Let us know what metrics are your top conversion metrics below in the comments. And, check out how we can help with Online Advertising Consulting.