Every brand that spends marketing dollars on online marketing invests in creating great content. While every statistic is looked at minutely and improvised upon, have you considered the ROI from content? Are there any ways in which you can improve these returns?
Many brand managers ask these questions constantly. The answers lie in how effective and efficient your brand’s content marketing game is. The bottom line is: the higher the value your content is providing to your followers, the higher the ROI from content.
What kind of content fetches the highest ROI?
It is not always a given that the most expensive content will give you the best returns. Content marketing is considerably cheaper than other modes of marketing. The idea is to find high-quality, cost-effective content that can make the biggest possible impact. A well-crafted article or an impactful, yet short video will show you results without being too costly.
Content that has a long shelf-life on the internet is hard to come by. But it is this kind of content that has the best results and ROI. Unlike advertising campaigns, it will have a far longer life online and will constantly be generating returns. This kind of content will stay on the internet for as long as you want it, provided it has enough repeat value.
It is a no-brainer that the more you invest in your content the more it will work for you. The investment, however, needs to be strategically planned. Content that is targeted towards a specific set of audiences usually is the best bet. A good strategy coupled with great content and intelligent investment will build up over time and give compounded returns.
Here are 6 ways in which you can boost your ROI from content:
Create multi-faceted content
The best kind of content is the kind that serves multiple goals for the client. Copy that increases traffic to your website, while also pushing a certain product and also works to improve the brand’s relationship with the audience is far better than simple informative copy. Optimize your content to serve a number of purposes without compromising on any one of them.
Focus your content efforts
Having a ton of content online is not always the best solution. While it may feel like increasing the content on your website, social media handles or your Wikipedia page will increase engagement, it may not always be the case. Instead, focus on specific content entries that serve a designed purpose. Work on a strategy based on what the audience wants instead of simply focussing on volume.
Create content with the help of specialists
When you want to give unique information to your audience, it is best if you have someone who is extremely familiar with the subject writing for you. Specialists are uniquely placed to produce content that is not only long lasting but also explores subjects in greater depth with a better perspective. They make sure that your content stands out in the crowd and maximizes the ROI from content.
Re-use your content from time to time
Content should never be left stagnant. Try and reinvent it as and when possible and keep it in the mix of things. Experts recommend revisiting old content and adding follow-up pieces to them on an ongoing basis. The key here is to identify trends before or when they happen to make sure that you are capitalizing on your content.
Encourage user-generated content
It is the age of user-generated content. Brands that are engaging their audience are finding it easier to create more user-generated content. It is not only highly engaging for your audience but also incredibly cost-effective when done right. Well-orchestrated campaigns driven by user-generated content have a history of working brilliantly.
Update old content
Google’s algorithm loves updated content. A few added paragraphs can make an old article relevant for today. It is also a good idea to change the headline and introductory paragraphs for it to relate to what is trending. If you want to improve your ranking on SERPs, it is important that you add new relevant content based on current trends.
There are a number of ways in which you can drastically improve the ROI from content. The key here is to ensure that you are constantly on the lookout for creating engaging, original and relevant content for your target audience. With the right strategy and partners on hand, your content will be working for you for a very long time.