Trying to figure out what to post next on your media channel to engage buyers is a task. Authors and content marketers tend to fixate on brand new crafted content. And rightly so – there’s a lot of competition and pressure to create the freshest and most engaging content. However, you don’t need to focus on original content solely. A lot of the time, companies get tunnel vision on the idea of creation. It’s all about new, new, new!
However, when companies do this, they neglect other facets of content marketing. Finding out about your audience, what they care about, and what engages them is crucial.
This manual will carve out steps to create the most engaging content for your audience. It will focus on four main aspects; discover, curate, amplify, and measure. This post breaks down how to create the most competitive content.
Start by discovering what your top-performing content is
The first step is it do research on content that you have previously published. The goal is to compare your content and figure out what performs best with your audience. Doing this will highlight the material that is getting the better of your competition. Here are some methods for doing this:
1. Use Analytics
An incredible tool is Google Analytics. It tells you how well your content is performing compared to others. To do this, log into your Analytics account. From there, view the most visited pages. Doing this will give you a perspective of your organic search audience, including the performance of your content in terms of search engine optimization. Allan Hughes, a content expert with Academized and Assignment Help, says, “Google Analytics is a powerful tool. It will let your company know what your best performing content is. This is important to maximize your return on investment.”
If you’re using an account-based solution, like Engagio, you can slice and dice the data even more to see what content the buyers at your target accounts are engaging with the most. If you want to get really fancy, you can look at what content works best at converting at each stage of the funnel.
2. Discover your content that is shared the most
By looking into your social media statistics, you can find out what content has been shared the most. Most social media platforms will allow us to investigate this. Take advantage of this feature and analyze the shared content. Doing this will help you determine what kind of material to continue creating. A great tool for this is Buzzsumo.
Curating and amplifying your content to garner more attention
Content curating plays a massive role in creating more awareness for your website. So, what is content curating mean? It’s the process of compiling relevant content and creating videos, articles, infographics, etc. Then use the best means to get it in front of your audience. To do this, gather the discovered content. You know what content is engaging your audience the most. Use it and do the following:
1. Reworking your content into a different form
A strategy that works well is repurposing your content. You have already created the content and know it performs well. Take this content and rework it for other platforms. For example, take your text content and make it into a picture to share on Instagram. Or receive your content and make it into a video on YouTube.
2. Try and get noticed by social media influencers
Mentioning a social media influencer in your posts may help get one on board. The goal is to entice the influencer to look at your content. If they enjoy it, they may share it with their followers. This will amplify the reach of your curated content.
3. Reach out to bloggers to share it
If you are a blogger, you know how difficult it is to amplify your content. Reach out to a fellow blogger to help you with this. Ensure that the content you are linking out is high quality. If you are hoping to pull in new audience members, you want it to be your best content. It is important to have well-written content that is proofread and edited. Using tools like Write an Essay, Ox Essays, and Elite Assignment Help will help you create the highest quality content.
4. Find new platforms to post on
New platforms are coming out every day. Most of these platforms will not perform well, but some may become the next big thing. Amplify your material by blasting out your curated content to as many people as possible. Finding and utilizing new platforms will help with this. Also, know where your buyers are and use those platforms. For example, LinkedIn is great for like salespeople, marketers, HR, etc., while it’s not ideal for designers and engineers.
5. Personalize content for your key personas
Since B2B organizations have multiple people involved in buying decisions, you must create content that speaks to each persona. The language, pain points, business objectives, etc. for each persona will be slightly different. Take your existing content and refine it for each person you’re selling to. This is one of the best ways to deliver personal, relevant content.
Finally, measure how engaging your content is
Measure how engaging all your content is immensely crucial for your overall content strategy. By discovering, curating, and amplifying your content, you have put yourself into your best chance of success. Here are examples of different methods that measure your content.
1. Amount of comments
Look into the number of comments made on your content. This is a simple way to see if people are engaged enough to talk online about your content. Go through your blog posts, social media, etc. to measure the number of comments.
2. Shares on social media
Check to see what content has been shared, and how many times. Your most engaging content will typically be the media that has been shared the most.
3. Total pageviews on posts
You can identify the number of views a page has gotten on your blog posts. This is a useful metric as you measure the number of times an audience member has physically done an action to engage with your content. Measure the page views against your average to see if this content is a top performer.
4. Organic traffic
It’s important to understand how much traffic on your content is organic. Roseanne Salish, a conversion manager at State of Writing and Big Assignments, mentions, “organic traffic is significant in determining how engaging your content is. Successful content will have more organic traffic going to it. Use Google Analytics to measure the amount.”
5. Target account engagement
Are the people that you care about most at the accounts you care about most engaging with your content? A lot of people view brand marketing and demand marketing as completely separate. However, they don’t have to be. They can feed off each other.
It is essential to be competitive with other companies that are in the same industry as you. If they are creating content like yours, it is critical to have people gravitate towards yours. By discovering your best content, curating it into different forms, amplifying the reach of the content, and measuring the achievement of the content, you will stay ahead of your competition.
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