“Before you create any more great content, figure out how you’re going to market it first”- Joe Pulizzi.
Hey, Rafiqul here. Welcome to the 10th episode of the Content Marketing Newsletter that delivers actionable insights, the latest updates, & free resources every week, for free.
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Table of Contents
Actionable insights ↓
💡 1. Make your landing page clear enough to understand and easy to take the right action
Not sure what to add within your landing page to get people to join your email list/signup for a free trial/ download your digital product?
Follow this 5-element simple process to make it effective:
1/ Explain the value you provide (title)
2/ Explain how you’ll create it (subtitle)
3/ Let the user visualize it (image)
4/ Make it believable (social proof)
5/ Make taking the next step easy (CTA)
Here’s an example →
Image source: MarketingExamples
Another one →
Image source: MarketingExamples
Insights from MarketingExamples
💡 2. Content marketing funnel explanation
Content marketing isn’t only for the top of the marketing funnel, where the goal is to reach the relevant audience.
In fact, you can integrate content marketing to improve your entire marketing funnel from the top of the funnel to the retention stage.
Now, let’s see the goal and preferred content types for each stage of the funnel.
1/ Discovery Stage →
> Goal: To reach relevant audience/ brand awareness
> Content types: Blog posts, Webinars, Comprehensive guides, Video tutorials, Email newsletters, etc.
2/ Consideration Stage →
> Goal: To help your users to evaluate your product/service.
> Content types: Case studies, Product-led content where your product/service is woven into the content as a part of the solution, Demo videos, Product descriptions, etc.
3/ Conversion Stage →
> Goal: To convert leads/prospects into paying customers
> Content types: Testimonials, Reviews, etc.
4/ Retention Stage →
> Goal: Retention of existing customers/ referrals
> Content types: Customer support and help documentation, Special offers (newsletter messages), Insider how-tos, Email outreach and follow-up Effective, Content on latest product updates, etc.
Insights from Moz
💡 3. Monthly content marketing audit to remove conversion friction
Whether it is for converting people from visitors to leads or existing customers to promoters (brand advocacy), conversion takes a vital role in content marketing.
So, tracking conversion on a monthly/quarterly basis will help you figure out the friction point.
[Friction point: Generally a stage where the conversion rate is comparatively low]
Here’s what you need to do:
> First, create a simple spreadsheet just like the below one.
> Second, Put your overall raw data covering each stage of the funnel (From discovery stage to retention)
> Third, look for a below-average conversion rate. In the above example, the conversion rate from leads to becoming paying customers is below average.
> Fourth, deep dive into the reasons for the low conversion rate. Maybe the payment gateway isn’t working for different countries, irrelevant products, or even slow pages.
The goal of this exercise is to find the friction point for the conversion.
Tip: Take action only when you have enough data. If there’s a lack of data, then shift from monthly check to twice a year.
Learn more about → Flywheel marketing concepts
Free resources ↓
💡 1. 14 Types of B2B Marketing Videos Your Company Needs to Be Creating [+ Examples]
Chances are your company has already invested in video marketing.
If not, then this statistics will make you think again:
“82% of internet traffic will be video by 2022.” – (Cisco)
Chances are your company has already invested in video marketing.
Either way, you need a video strategy to explore this massive opportunity for your brand.
Not sure where to start?
Here’s what you need right now:
> This guide will show you 14 B2B Marketing Video ideas [with examples] that are working in 2021.
From: PlayPlay
Access the guide: 14 B2B video marketing ideas
💡 2. Three Powerful Ways SEO User Intent Drives Higher Lead Quality
Driving traffic to your site is one challenge. And, converting those visitors to leads and eventually into paying customers is another challenge.
Join the webinar and learn →
Importance of understanding customer intent
How to craft your message to get more signups/ quote requests/ appointment bookings/etc.
From Search Engine Journal
Date of the webinar: April 28, 2021
💡 3. Data-Driven Empathy: 7 Hidden Sources of Your Visitors’ Hopes and Fears
Marketing was, is, and will be all about empathy. But when it comes to digital marketing, it’s important to consider data-driven empathy to understand visitors’ needs and provide them the right information at the right time.
Join Andy Crestodina to learn more about data-driven empathy to be a better marketer.
Date of the webinar: April 27, 2021
From American marketing association
💡 4. The Content Advantage: How Content Analytics Inform Our Decisions About Content
Almost every successful content strategy considers content analytics and user-based data to create better and relevant content.
The question is how to align your content analytics and your business success?
Join Colleen Jones, the founder of Content-Science, to get a clear and in-depth answer for this.
Date of the webinar: 27th April 2021 (8:30 Pm)
Latest happenings↓
💡 1. Apple Podcasts Subscriptions is confirmed to happen in May
Apple has come up with a subscription model for content creators on Apple podcasts to monetize their content.
With this feature, listeners will be able to subscribe to individual creators.
A few more details regarding the update →
- Apple will be taking 30% of the subscription cost for the first year and 15% for the second.
- A preview of sample podcast episodes will be available.
Source: TechRadar
On desktop, after you’ve done a search, just tap the / key to bring your cursor back to the search box.” – Google SearchLiaison
💡 2. Twitter is coming up with Professional Profiles
Here’s what Twitter professional profile means:
“Professional Profiles are a new tool that will allow businesses, non-profits, publishers, and creators — anyone who uses Twitter for work — to display specific information about their business directly on their profile.” – Twitter Business
This is how it will look:
Expert Quotes ↓
💡 1. Does content marketing work?
“It doesn’t matter if you run a tiny mom-and-pop shop or a mega-billion dollar corporation; content marketing works.”
— Neil Patel (NeilPatel.com)
💡 2. How to add credibility to your content?
“The best way to add credibility to any piece of content is to include a third-party source.
Insert a quote from an expert or cite some data.
It’s that easy.
I’m not sure when more marketers don’t do this.”
— Melanie Deziel (Author of The Content Fuel Framework)
Have Some Fun ↓
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