Content marketing costs 62% less than comparable marketing tactics and delivers greater results, but even with the inherent effectiveness of high-quality blogs and articles, you still need to fine-tune your strategies to maximize returns. Here are three tactics for adding further fuel to campaigns to drive growth.
A recent study found that B2B buyers want more selling guides and general information about products and services. If you have been funneling your resources into creative videos in recent months, then it may be a good idea to look a bit closer to home again. The content on your website should be relevant and informative. Adding a bit more to product descriptions could be the difference between closing a sale and a visitor navigating elsewhere or leaving an item in the basket.
Buyers want more than a spec sheet, so try to use more extensive descriptions. You could complement basic dimensions with a blurb about product benefits and how your offering is better than a competitor’s. To create the perfect product description, first, come up with buyer personas so that you know what selling points to emphasize, and then use a mix of modest claims and inspiring prose. You don’t want to throw in too many superlatives here.
The keyword has been a staple of SEO and content marketing campaigns for some time now, but there is always a place for old-school approaches, especially if you can give them your own modern twist. To employ keywords relevantly, make sure that they align with your wider content strategies and objectives, go deeper into clusters so that offshoot and related topics and terms are covered, and always consider searcher intent.
Dedicated landing pages
A great landing page will push buyers along the sales cycle and make it easier to close the deal. Creating simple pages for a product offer that you are running or email sign-ups can lead to more conversions. Recent research found that brands with up to 15 landing pages see a 55% spike in leads. Making landing pages distinct can add a unique flourish to your content campaigns. You don’t want everyone who reads your blog or finds you on social media to just navigate to your homepage. Targeted traffic will improve your returns.