The motto “content first” has recently reached the communication and marketing departments of the business world. But it is often forgotten that content is not only written for its own sake, but is subject to very specific business objectives.
By offering value to customers in the form of high-quality content, enterprises strengthen their brand and their relationship to their customers. Both are indispensable and involve long-term and strategic planning. To generate traffic and leads with such content, a targeted distribution of content and subsequent monitoring is necessary.
If this makes you wonder how much effort goes into creating such content, we can reassure you – it is not about constantly producing new content, but rather about reusing existing material and distributing it purposefully. A much-read article from your blog or customer magazine will also perform well in social channels.
Brand awareness through social media
Take, for example, your own social channels. Content that leads to interaction with the customer is specially relevant. This can range from liking, sharing, or activating a backlink to registering contact data or purchasing a product. The resulting interactions provide feedback on your products and the viral effect increases your online visibility and the public awareness of your brand. Individual articles, such as Facebook Instant Articles or Google AMPs, have a high potential for interaction because of the extra value users derive from their indepth content.
New leads with existing content
In order to generate traffic on your website or landing page via social channels, it is worth backlinking the individual articles in the social channels or in your app. Linking to your blog or to free offers is an especially easy way to generate leads. Such content offers extra value and shifts your expertise to the foreground. In order for customers to receive, for instance, a white paper or a how-to, or to participate in webinars, they must enter their data, which can be used later to contact them.
Know what the customer wants
To discover which articles are popular in the social channels and in the app, take a look at the relevant KPIs. Use tools to track traffic, page views, conversion rates and the performance of your articles. Tracking in real-time enables you to react quickly to changes and to measure the effectiveness of your content strategy in the long term
Feeding each channel separately requires some time and effort. It is worth using the appropriate tools and software solutions to enable cross-channel publication and save yourself the trouble of having to adapt content individually. Our article-publishing software ReadMatrix provides you with such efficiency.
If you have any questions concerning ReadMatrix, we’d be delighted to hear from you. Call us on +49 30 220 138 32 or write an e-mail to sales@pressmatrix.de
