Gaining the Readers’ Attention
Articles with images get 94% more views than articles with just words. It’s no secret that people are more drawn to flashy objects than pages of words. In online marketing though, the secret is how to get people interested in all those pages of words through flashy objects. Even when you can get the reader’s attention you probably don’t have it for long because 55% of readers spend less than 15 seconds actively on a page. The objects here are content, different types of content such as blog posts, white papers, infographics, email newsletters, E-books, videos, animations, webinars, presentations and slideshares, press releases, and podcasts. It’s key to marketing success to first draw in the reader and then keep them engaged. In order to do this however, the content types need to vary but connect, apply to the types of clients the business is interested in, and be reusable.
Conversion Rates Are Higher For Companies With Content Marketing Strategies
Having a strategy is the first step in any marketing solution because without it there’s no direction. Think that content isn’t the most important thing to your company? Well average website conversion for companies with defined content processes is more than twice that of companies without (5.9% v. 3.8%). Regarding types of content your market strategy should focus on which types of content work best for who you’re targeting. Each content type needs to be geared towards the clients the business is interested in connecting with. Content types that will appeal to business to business marketing are things such as blogs and infographics. The types of content that can build off of blogs and infographics are eBooks and webinars. So basically, when seeking out clients for B2B, the most effective types of content are the types of content with the most information. On the flipside when seeking out business to consumer marketing, businesses should use alternative types of content such as social media, that gets directly to the point, quickly and precisely.
Social Media Is Key For B2C
Working with the business to consumer goal in mind rather than the business to business goal in mind means shooting for a shorter sales cycle to get immediate, or close to immediate purchase from the consumer. Although social media is the best way to go about business to consumer marketing, overdoing it will be wasting your time and your consumers time. The more posts per day, the less engagement — when a brand posts twice a day, those posts only receive 57% of the likes and 78% of the comments per post. To build off of social media marketing businesses could use content such as a video or a download page to be the most effective in B2C. However, the key to gaining the right clients for the business is learning what types of content the clients will be engaged in. If businesses market with content their clients may not be as engaged in, they may not achieve the attention from the clients they are interested in, making the process mostly a waste of time.
Consistency = Success
With all types of content, consistency will lead to success. 80% of consumers say authenticity of content is the most influential factor in their decision to become a follower of a brand. Even across different types of content keep the topics relatively similar otherwise it will appear as though the business is sending mixed messages which can result in reader confusion which ultimately loses readers. For example, by taking a topic and enforcing it in a blog post and then adding immensely to it to turn it into an eBook you reuse the content and make it clear to the reader what point you’re trying to get across. By keeping the reader on the same page as you they will be more engaged and this is something that should be measured in order to keep track of what types of content are working for you and what types need to be switched up.
Keep Track of Engagement
60% of B2B marketers use web traffic to measure effectiveness of content marketing. With content such as blogs and infographics engagement can be measured by how much time the viewer stays on the webpage. Why? Generally the longer the viewer stays on the web page, the more interested they are in the content. People who briefly click through a web page, look at it, and leave the page are not as engaged as someone who clicks and stays for awhile reading the content. Therefore, getting your viewers to stay on your webpage using topics they will be drawn in by can lead to your engagement rates increasing. Jebbit gives you the platform you need for high engagement rates and lets you follow the statistics of your viewers to see just how effective the content you put out is.