Three ways of content marketing

Absrtact: From my experience, if you want to do content marketing, we will generally use 3 main ways, the content of the marketing of the 3 forms of development. When people ask me questions about content marketing, I tell them most of the time: get

From my experience, if you want to do content marketing, we will generally use 3 main ways, the content of the marketing of the 3 forms of development. When people ask me questions about content marketing, I tell them most of the time, "Why are you trying to understand why you want to do content marketing?" After figuring out the problem, you can choose the content marketing approach that best suits you.

If you haven't figured out why you're doing something, you won't be able to tell if you've succeeded in this matter.

Method One: Increase the flow rate

In the 3 forms of content marketing, increasing traffic is the most widely used approach. Use content marketing to increase traffic to your site, you need to focus on creating compelling article titles, focusing on current trends and popular topics, looking for well-known knowledge to forward your articles, having influential people recommend your site on your blog, and making it easy for readers to share what you've posted.

Each of the ways of content marketing requires you to focus on different areas, and that's why I recommend that you have to understand the content marketing approach you are using. Otherwise, it is likely that after months of hard work, you suddenly realize that all of the previous jobs were wrong, and you certainly don't want to get into the situation.

Because increasing traffic is a very broad concept, it means that you are looking for as many eyeballs as possible. If you want to increase traffic, you can not focus on the pursuit of "target audience", but should focus on attracting "all audiences". Previously, in order to increase the traffic of the website, I often posted a blog post on the hacker News platform. The reason I chose here is not because there are my target users, but because the number of users on this platform is so large that I can make my articles accessible to as many readers as possible.

This marketing approach lacks precision, but that doesn't mean it's a inefficient marketing approach. What it uses is a "wide net" approach; the more traffic you get, the more likely you are to reach out to those who love your content. This part of the user will likely turn into your core audience in the future.

One thing you need to keep in mind is that traffic is often volatile because of some unexplained and uncontrollable factors. For example, a well-known blogger forwards a piece of your article, or one of your articles suddenly infects everyone around them. Your site will have a surge in traffic this time, but that doesn't mean your site will get so much traffic for a long time to come.

For this reason, I usually calculate on the average when I'm counting traffic. If you're counting traffic, and you find that the average of your traffic has gone up over the past few months, it probably means your efforts are rewarded. Don't be happy with the flow of a day, and don't be discouraged by a week's flow, you need to focus on the flow of traffic over a long period of time.

Method Two: Establish the sense of existence and trust

Moz founder Rand Fishkin gave a speech on content marketing a few years ago, and his speech gave me a lot to gain.

He believes that content should not be directly translated into sales, but should be used to establish a sense of presence, affection and trust with the audience. When you try to establish a rapport with your audience, you actually build relationships not only with your current audience, but with other people around them. They will introduce you and your product to others around you. When a product is recommended by friends around, people will naturally produce a good first impression of the product.

Yes, the relationship you build with your audience is more difficult to count and measure than the amount of clicks and registrations. But the intangible assets brought by this kind of content marketing often play an important role. And you can actually measure the relationship in some way. For example, visit visitors, social media fans and the blog platform, social media and various forums to mention your product number, and so on, these indicators represent the consumer's love for your product.

If you want to use this form of content marketing, you should not be concerned with the quantity of content, but should focus on the quality of the content, you have to provide the audience with practical, reliable, high-quality and unique content. When people start to get in touch with content marketing, they often find that they lack quality content, so we ignore the quality of content and periodically release what all competitors are publishing. You know, rather than helping you build trust with your audience, you're going to lose your current audience. You want to avoid shoddy, homogenization of the phenomenon of serious content. If there is no good content at the moment, instead of using low quality content, it is better not to send.

Method Three: Increase conversion rate

In the three forms of content marketing, increasing the conversion rate is the most specific one. The goal in this form is usually to have the reader register, such as registering your software PRODUCT, subscribing to your email, or buying a hardware product. To increase the conversion rate of work, sort of like optimizing landing pages, you have to optimize the registration (or purchase) program.

In all three ways, increasing the conversion rate is one of my least favorite, and I do not recommend the enterprise to use this content marketing approach. Because the conversion rate in the field of marketing optimization, is a short-term behavior. and content marketing itself, it is a long-term marketing marketing approach, the goal is to slowly accumulate the number of customers.

If you want to use this content marketing approach, you need to focus on the following things: show how satisfied your current customers are with you, just chase those who are most likely to buy your product, spend a lot of time looking at the conversion numbers, design a Web page layout, and make it easy for users to buy. This is a bit like a product soft article: On the surface you are publishing content, and in fact you are obviously selling.

Choose Your Own Way

You can mix these three ways, but you have to be clear about which content marketing approach is your primary marketing strategy and what to do with it. In addition, when you choose a content marketing approach, you need to focus on the appropriate data to measure your marketing effectiveness.