Scaling your content strategy can help you accelerate your business’ growth. But how can you scale your content creation and distribution efforts without compromising quality? Find out how:
Investing time and resources to increase the volume of content you create without compromising quality can prove beneficial for your business’ growth.
Publishing more high-quality content can help you increase your online visibility and drive more traffic to your site.
However, most marketers find it challenging to scale their content production efforts. 54% of them want to learn more about how to build a scalable content strategy.
Image via Content Marketing Institute
In fact, only 5% of marketers said that they have a completely systematic approach to produce, manage, and distribute content.
Is scaling your content marketing campaigns so difficult?
Scaling content production is not a major challenge for marketers. The problem is to maintain high-quality standards while scaling content creation.
When you increase the number of content pieces, it leads to issues like:
- Lack of authentic and relevant topics
- Overworked team, struggling to meet deadlines
- Decline in content quality due to work pressure
And the worst part?
A decline in the quality of content can negatively affect your search rankings and marketing ROI.
So, how can you scale your content marketing campaign while maintaining content quality?
Read on to find out more:
Guide to Scaling Your Content Marketing Campaign
Scaling your content marketing efforts can help you increase awareness, generate more leads, build authority in the industry, and grow your business.
Here’s how you can scale your content marketing campaigns without compromising quality:
1. Plan Your Goals and Content Strategy
To begin scaling your marketing efforts, you need a content strategy in place.
But what if you’re a startup without a properly-documented content strategy?
Then, you will need to start by identifying goals and defining your target audience. You will also have to determine the types of content you’ll use, publishing frequency, and resource allocation.
If you already have a strategy in place, then you will have to review it and analyze what content formats or channels are bringing you maximum value. You may have to optimize your strategy based on real-time performance analytics.
Why is this important?
As your business grows, your goals evolve, which makes it important for you to re-evaluate your strategy.
Go back to the basics and ask yourself:
- Have your content marketing goals changed?
- Has your target audience changed over time? Have their needs and preferences changed?
- Have you established a consistent style and tone for your branded content?
- Are there any particular formatting guidelines in place?
- Does your audience resonate better with a particular content format?
Re-assess and refine your strategy to align it with your content marketing goals and the needs and preferences of your target audience. Your content should address the concerns of your potential buyers at every stage of the sales funnel.
You also need to allocate resources effectively and make them accessible to all employees. These include training materials, style guides, formatting guides, and automated tools.
You should find ways to amplify the reach of your content to drive the desired results. For example, you can consider using influencer marketing, user-generated content, and evergreen content.
You should also try to fix issues such as missing content topics and missing keywords.
2. Establish a Content Production Plan
If you want to scale your campaigns, you need to think about scaling every process involved. This includes everything from brainstorming to writing, editing, publishing, distributing, tracking, and managing.
Want to establish a proper plan to scale your content marketing efforts?
Here are the major points you need to consider:
- Define the roles of your team members. What do you expect from them? What are their responsibilities?
Do this for the entire team of content marketing including content strategists, SEO team, writers, editors, copywriters, social media team, graphic designers, and more.
You may need to outsource some work to ensure an efficient scaling process.
- Figure out the types of content you want to create. Use past content performance reports and analytics to identify what content formats perform better. Focus on leveraging the ones that bring in the highest ROI.
- Decide on posting frequency. How often will you publish fresh content? How frequently will you update or repurpose old content?
- Subscribe to tools that can help you boost the efficiency of your content marketing processes. You can use automated tools to better manage your content marketing campaigns.
There are platforms that can help you with content planning, proofreading, scheduling, collaboration, communication, and management. They can free up some time for your team, which they can utilize to plan better.
3. Invest in Search Engine Optimization (SEO)
Did you know that 67% of marketers consider SEO the most efficient content marketing tactic?
Image via SEMrush
SEO can help you improve your search rankings and, in turn, drive more traffic to your site.
Google emphasizes expertise, authority, and trustworthiness (EAT) while ranking content in search results. Your content should, therefore, highlight your industry experience and provide valuable information to users.
How can you rank better in the SERPs?
Let’s take a look at a few handy tips:
- Focus on niche-specific topics and content formats that bring you more traction.
- Help your audience find your content by making it easy for search engines to understand it. Include relevant keywords and their variations in your content.
- Build internal links to help readers reach older content that can provide them with more information.
- Establish your brand as an authority. You can do this by guest posting on other authoritative sites in your niche.
- Encourage your audience to share your content within their circles. High-quality backlinks can help you rank better as Google will see you as more trustworthy.
- Partner with influencers to create engaging content pieces and build quality links.
- Ensure that you have a mobile responsive and SEO-friendly website.
- Optimize your content for local searches.
- Publish evergreen content and keep updating it with the latest stats and examples over time.
Is that all?
You also need to review your website and content to ensure that you are on the right track.
For this, you can use any of the best SEO audit tools to find both minor and major SEO issues that can be affecting your search rankings. You can then fix them and optimize your website and content better for improved rankings.
4. Establish a Content Distribution Plan
Once you’ve produced high-quality content, you need to create a robust distribution plan to amplify your content’s reach.
You need to scale your distribution efforts and get your content in front of the right audience. That’s why you should re-examine your current content distribution strategies.
Here are a few questions you need to answer:
- Where do you distribute your content? How often do you share it?
- What channels does your audience visit frequently? Is there a new channel they’ve started using?
- Which distribution channels offer you a good ROI?
- Are your content distribution methods effective? Do you need to optimize them?
With the right channels, you can promote your content effectively, engage audiences, and grow your business. You can communicate directly with your potential and current customers.
Also, you should not promote all of your content across channels. Scaling your content distribution plan will require you to start by concentrating on a few channels initially. You can add more channels to the plan once you’ve mastered the current plan.
Some channels may not help you drive the desired traffic or engagement. You can also drop them from your plan.
You should continuously track and measure the performance of your content. This will help you unleash the full potential of every content piece.
5. Track Your Content Marketing Efforts
Tracking the right content marketing KPIs (key performance indicators) can help you ensure you are efficiently scaling your campaigns. They help you evaluate success, optimize strategies, and work on your weaknesses.
Tracking the right KPIs can also help you calculate the ROI of your campaign. Some important ones include traffic sources, article views, social shares, engagement, and bounce rates.
Ready to Scale Your Content Marketing Campaign?
Consistently posting great content can keep your audience engaged and help you stay relevant. It may sound like a time-consuming task, but it offers great returns.
Scaling your content marketing campaign requires you to put together a strong team, create a good content creation and distribution strategy, use SEO, and track performance.
You should analyze your current strategies and focus on leveraging the ones that bring you the highest ROI. Most important of all, concentrate on producing content that offers value to your audience.
Do you need help to scale your content marketing campaign? Let us know in the comments below.
How to Better Communicate With Your Audience Through Email Marketing
You’ve probably heard several people say that email marketing is dead. Since instant messaging apps and social media platforms have entered the picture, people may easily believe this false claim. But, if you’re a business owner who’s on a never-ending quest to improve customer engagement, you should know that email marketing remains an incredibly effective practice.
With over 3.9 billion email users worldwide, it’s not an exaggeration to say that over half of the world’s population can be reached through this channel. As an all-in-one tool, email marketing can perform various functions, such as influencing purchasing decisions, widening brand awareness, and improving one’s sales.
To show you how vital it is, HubSpot has found that over 80% of businesses heavily rely on the channel for their customer acquisition and retention. If you haven’t hopped into the email bandwagon, you should get on board as soon as possible. Statistics show that for every dollar you spend on a campaign, you can potentially acquire $38 in return.
If you’ve already implemented an email strategy but did not get the results you want, you might be wondering how you can improve the performance of your email marketing campaigns. To steer your business in the right direction, the guide below will teach you how in four simple steps.
1. Segment Your Audience
Writing a marketing email is no different than writing a letter to a friend. With this analogy in mind, the first thing you should do is determine whom you’re talking to and why.
Nowadays, there’s no such thing as the average consumer. Given that the market has become more competitive, customer demands have evolved and are now more specific than ever. If you simply send out generic emails that don’t provide any form of value, chances are you won’t capture the interest of your leads.
Before you start sending out promotions, you need to characterize and segment your audience. Even though each customer has his/her own unique characteristics, you can group them all into a specific mailing list. Here are some factors that help marketers establish buyer personas:
- Job Title
- Demographics: Age, Gender, and Location
- Purchasing Capabilities
- Online Behavioral Patterns
- Email Clickthrough Rates
By figuring out the different kinds of people who buy your products, it’ll be a lot easier for you to deliver the right messages to the right set of eyes.
2. Personalize Your Messages
Did you know that including the recipient’s name in an email’s subject line can increase its open rate by 16%? Personalization is a vital component in creating the ideal customer experience, yet many companies fail to do it properly.
When it comes to email marketing, personalization can be done in several ways. Other than including the customer’s name in your email, you can deliver and customize messages based on a subscriber’s characteristics. If a specific customer is in the consideration stage of the buyer’s journey, sending out an email that can help them decide on a solution will increase the likelihood of a transaction.
It’s no secret that customers greatly value the experience they get from a brand. If you were able to segment your audience accordingly, sending out timely and relevant messages should be a breeze. Apart from sending out specialized promos and discounts, your customers will greatly appreciate it if you regularly send important updates or let them know that your business provides email support.
3. Share Your Story
Your customers don’t just want to transact with your brand; they want to build a relationship, as well. Enticing your leads to convert should always be your goal, but this doesn’t mean that you should only bombard your subscribers with promotions. Aside from advertising your products and services, you should also use email marketing to pave the way for valuable engagements.
Email is a direct and intimate channel that allows your audience to learn more about your business. Now that consumers are more socially conscious, they take a company’s values and beliefs into account before closing in on a business deal.
Sharing stories on how your business began or letting them know your stance on particular issues lets your audience see the human side of your brand and eventually strengthens your online reputation in the long run.
4. Let Data Serve As Your Map
Just like any other discipline under the digital marketing umbrella, your email strategy should be fueled by data. Taking note of important metrics such as your clickthrough rate and overall return on investment primarily lets you see how successful your campaign is. At the same time, harnessing these statistics also lets you identify bottlenecks and enables you to make the right adjustments.
Similar to optimizing your landing pages, email marketing is not a one-and-done task. Complacency is the number one enemy of any brand, and this is why marketers should make it a point to test their email templates periodically. But now, you may be wondering, “Which components of my email campaign should I test exactly?”
Aside from your subject lines, your email’s design, length, and button placement can greatly influence the success of your campaign. People react differently to certain templates, and A/B Testing allows you to see which variation delivers the best results.
Harness the Power of Email
No matter what industry you may be operating in, there’s no denying that nothing grows your business more than customer loyalty. Luckily, advancements in technology have given brands many opportunities for valuable engagements. But, in this fast-paced digital world, it’s easy for business owners to prefer popular channels such as social media and disregard email-marketing entirely.
While it may seem like an old-fashioned way of communicating with your audience, at the end of the day, email marketing still gets the job done. As an all-in-one tool, investing in an email marketing campaign will do more than just optimize your conversion rate.
Just like any other marketing practice, there’s a right way to do things. With the tips above in mind, you’ll be able to take your campaign to the next level and drive your business forward.
About the author
Eliza Espino is an Online PR Specialist for Spiralytics. She recently began her professional career in digital marketing and is continuously learning about the field. One of her goals is to help grow businesses from different industries. Eliza spends her free time exploring films and series that can make her smile, think, laugh, or cry.
How to Increase Your Email Open Rates in 2020
To grow your brand online, you need to market it effectively. This requires you to leverage various forms of marketing.
One of the most reliable forms of marketing is email marketing. There are over 4 billion email users around the world and that makes it a great medium to reach out to a massive audience.
However, for your email marketing campaigns to be effective, you need to ensure that your audience not only receives your emails but also opens them. It’s only then that you can get them to take your desired actions and convert.
Thus, your email open rate is critical for conversion rate optimization. If you can’t achieve a high open-rate, the chances are that your email marketing campaign will not be successful.
So, how can you increase your email open rate?
Let’s find out.
How to Boost Your Email Open Rates
Here’s how you can increase your email open rates.
1. Short Subject Lines
Email subject lines are perhaps the most important part of any email marketing campaign. If you don’t get them right, the chances are that your receivers may never open your email. This would mean that all of the other content of your email will be wasted.
The subject lines need to catch the attention of your receivers and should prompt them to click on your email to open it.
So, here’s a trick – the email subject line also needs to be short.
Because many of your receivers may check their emails on their smartphones. In fact, about 42% of all email opens are on mobiles.
Image via Litmus
Owing to their smaller screen size, smartphones tend to display shorter subject lines. So, if you write a long subject line, the chances are that the receivers may not be able to read it completely. This may reduce the possibility of them opening your email.
That’s why about 82% of experts prefer to use short email subject lines that are less than 60 characters long.
The above-mentioned study also found that the average length of email subject lines is just 43.85 characters.
Yet another reason for keeping your subject lines short is that email apps stop displaying lines longer than 30-40 characters.
2. Subject Line Content
Length isn’t everything, however. The content of your subject line is also important.
While the copywriting has to be on point, you can improve the chances of your receivers spotting your subject lines by adding emojis to them. They can make your subject lines appear unique as only about 6.9% of email subject lines have emojis in them.
To test the efficiency of the subject lines, you can use tracking tools and figure out the impact of the emojis on your subject lines.
Image via AWeber
You could also try to vary the capitalization of your email subject lines to make it appear more unique.
The most common case used is sentence-case with about 60% of subject lines using it. However, only 6% of them are written in lowercase completely. This strategy might come in handy and could help you boost your open rates.
These strategies, of course, don’t apply to transactional emails which may be opened by your customers regardless of the subject line.
3. Segment Your List
One of the most important things you can do to improve your open rate is keeping your email list fresh and segmenting it well. A fresh and well-segmented email list means that only those who’re interested in receiving your emails will get them.
Segmentation means that you can personalize your subject lines and emails for each segment separately. As a result, the emails will seem more relevant to them. Due to this, they’ll be more likely to open your emails to check them out, hence improving your open rates.
Segmentation can be done based on their purchase behavior, demographics, locations, and interests. For instance, you can send emails depending upon the types of products that they’ve purchased from you and suggest similar products to them.
Improving your open rate is crucial for the success of your email marketing campaigns. To get your subscribers to take action, you need to get them to open your emails. For this, you can come up with crisp and attractive subject lines.
You can also add emojis to your subject lines and change their case to make them more unique. Lastly, you should keep your email list fresh by removing inactive accounts and segment it so that you can send out more personalized emails to your subscribers. You can also increase your email subscribers by combining your email marketing with social media marketing strategies using social media marketing tools.
Do you have any questions about the tips above or need help boosting your email open rate? Let me know in the comments.
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