By: Blair Symes
September 3rd, 2013
Content is KingContent marketing is now a way of life for B2B businesses. It’s one of the primary ways B2B marketers generate and nurture leads, establish thought leadership, build their brands, expand their social following, and engage with and retain customers.
Whether your marketing team is just beginning a content marketing program or increasing your content marketing budget, it’s important to get the most return on that investment. Obviously the best way to do this is to generate valuable, engaging content. If your content isn’t valuable to your target audience, you will struggle to get a meaningful return on your investment.
But assuming your team is creating a steady stream of quality content, there are still ways to improve your ROI. So here are three tips to help you squeeze more value out of your content marketing investment.
Put High-Value Content Behind Registration Forms
This is very basic, but if you aren’t using any of your content to generate leads, your content marketing ROI will suffer. Leads can lead to opportunities and revenue, two things your C-level execs prize. You should put some of your high-value content behind a registration form so it can generate leads that can be either passed to sales or put in a nurturing campaign.
Be sure the content you ask people to register for has value to them regardless of whether or not they buy your product. If you force people to give you their information for content that is too product-focused or salesy, they will resent it.
Leverage Your Content in Multiple Forms
When you spend a lot of time (and budget) creating a great piece of content, get more value from it by publishing the content in other forms. For example:
1. When you write a new white paper or eBook, you can take excerpts from that content to create one or more blog posts.
2. When you create a research report, you can reuse some of the data as an infographic.
3. When you give a presentation at a trade show, you can record it as a podcast or video. You can also rerecord that presentation as a live webinar and make the recording available on-demand on your site.
The reverse of this idea is also true. If you have several blog posts on a common topic or theme, for example, you can gather them together to make an eBook. You can then ask people to register to download it, thereby transforming the blog content into a lead generation asset. Link Content Together to Tell a Story
Content should never live in a silo. Each piece should point to another piece, creating a content chain that takes readers on a journey that teaches them about the need for your products and services. The final destination of that journey should be the reader’s understanding of why your products and services are the best option.
For example, 1) a Twitter message that gets retweeted links to 2) a YouTube video that directs people to download 3) a white paper that points to 4) a customer case study that sends readers to 5) a joint webinar that asks people to register for 6) a personal demo of your product.
The order of this content is up to you. The important part is to keep your content from leaving the reader unsure of what to do next. Content shouldn’t be a dead end.