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Characteristics of Successful Content marketing Campaigns

Guest post by Hristina Nikolovska

Content marketing is a tried and tested marketing strategy that can build your brand’s reputation while simultaneously helping you bring prospects to the top of your sales funnel. However, these only come with successful campaigns. According to a 2016 study, only 30% of B2B marketers said their organizations were effective at content marketing.

Successful content marketing campaigns do not happen by chance. They take a lot of time, attention and, most important of all, planning. The process involves a good understanding of the dynamics of the relationship between customers and businesses.

Unfortunately, most business owners and marketers do not approach their content marketing campaigns carefully. Many are careless with their approach, piecing together various strategies and merely hoping to see good results in the end.

While there are no two successful content marketing campaigns that look exactly the same, there are a set of characteristics they have in common.

Highlighted below are some essential aspects of successful content marketing campaigns.

Made for a Clearly Defined Audience

Before crafting any content or considering your marketing funnel, you must establish who you’re directing your marketing efforts at.

This will ensure that all your content is tailored to fit the needs of your ideal customer or client.

The following questions would help your cause:

  • What problems is my product or service aiming to solve?

  • Who would most likely have these problems?

  • What are their defining characteristics? (consider status, age, and general demographic)

Crafting Educational rather than Promotional Content 

Having identified your target audience, the next step is to create what suits them. While creating your content, be sure to mention what the exact problem of your target audience is and how your products help solve them.

In content marketing, producing value-adding content is the main focus. Unlike what is obtainable with ads, your product or business shouldn’t be the center of discussion.

Offer 

While your content isn’t crafted to promote your business, your offer will do justice to that. But you have to be aware this offer isn’t a hard sell.

Its main goal is fetching mails rather than effecting immediate sales. To make sure of this, however, your content must be unique and valuable.

The main goal is fetching mails rather than effecting immediate sales. Click To Tweet

This offer could take the form of case studies, free consultation, white papers, ebooks, etc. When your customers download these materials, you establish a connection with them. You can do this by […]

Getting Visitors to Return to Your Site

On October 24th, Google announced its latest algorithm update called BERT. According to the release, Google says that this will affect 10% of queries, which means this is one of the biggest Google updates of the last 5 years!

Instead of looking at the user’s search query on a word by word basis, BERT allows Google to interpret the entire phrase better to give the searcher more accurate results.

Slight modifications or even simple words in a search query can dramatically alter the search intent. With this new update, Google is getting better at interpreting what the users are truly looking for when they search.

What does this mean for you? Sites that have lots of good content in the form of well-written, long-form guides to be the winners of this update. Sites with lots of good content that is update regularly are are the ones that are most likely to get return visitors.

Most visitors (98%) to a website will leave without ever getting past the first page, never to return again. As a result, website owners are constantly looking for new ways to get repeat visitors and get them to engage with their site, staying on it longer and visiting multiple pages.

The Onion once mocked this behavior with an article titled, “New Facebook notifications alert users when they are not currently looking at Facebook.” As they put it:
“We hope these helpful new alerts will improve our users’ experience by prompting them to revisit the site in the event they momentarily turn their focus elsewhere.”

During the blind auditions, the Voice used a technique we see in various TV shows, including season finales, of  “To Be Continued…” You could do this too. In fact, you might notice that I try to do this with my newsletters, leaving readers hanging with where I put the “more” tag. For example, if you want to get more visitors to return to your site more often, the trick it so … “read more”…

Of course you can always use retargeting ads, the pesky little banner ads that follow you all over the internet once you have visited a site one time. Retargeting ads work because they draw your attention back to a site you previously visited. It is one of the services we offer at WebStores Ltd.

You could try a “Frequent Flyers” (frequent visitors) program using a tool like Gratisfaction and reward viewers for how often they return to your site. You could also make a game out of it, such as “Find the hidden turkey” somewhere on your site. Each day, you “move” the turkey to a different page, encouraging them to spend more time on the site trying to find the hidden picture – the reward of course is significant enough (like a $100 Visa Gift Card), that people will want to play your game. And it doesn’t have to be a turkey, it might be a hidden Santa, Valentine, Easter Bunny, flag or whatever.

The best ways to get people to come back to your website is to capture their email address, then send them links to your most recent post on a weekly basis. Click To Tweet

One of the best ways to get people to come back to your website is to capture their email address, then send them links to your most recent post on a weekly basis. In fact, you can get up to 70% of your visitors to return within a 60 day period if you send them an email. That is what this newsletter does.  If you are a regular reader you will be aware that each week you get a new article in your inbox, directing you to my site to finish reading the entire article. Regular, consistent content with new material delivered to your email subscribers every week (or more frequently if you are a news site or big enough, like Amazon to pull it off), is the key to getting people to return to your site over and over again.

Don’t think you have material to deliver content to your customers? Amazon of course has a huge number of products, and they can just send you product info. But think beyond just products or services, think about feelings and benefits. For example, you could write a series of articles on “the benefits of drinking tea everyday.” Or if you are a house cleaning company, you could write an article about “How to throw a great dinner party,” and of course one of the tips would be to hire a professional house cleaner before and after the party. You could write a story about an experience a customer has had while using your travel bags. The important thing is to deliver quality content on a consistent basis if you want someone to come back to your site more than once.

Once you get them on your site, it is your responsibility to not let them leave until they give you their email address. Click To Tweet

And once you get them on your site, remember that it is your responsibility to not let them leave until they give you their email address. Of course, if they are a repeat visitor and have gotten to know, like and trust you, then at some point, you want them to become a customer. And eventually a repeat customer. Or better yet, a regular and frequent customer who buys from you over and over again. That is why […]

How to Create A Form with Payment Options [5 Easy Steps]

There are a number of reasons why you might want to accept payments when a site visitor fills out a form. Service businesses charging for an appointment, reservations or tickets to an event such as a conference, or donations (even recurring donations!). For example, as you may know, I run a scout related website (CyberbaseTradingPost.com) where one of the main features is the ability to create and print custom certificates. After the certificate is created, I give people the opportunity to make a donation if they found it useful. Another site that one of my customers runs provides week-long retreats, complete with accomodations. When they make their reservations to attend one of these retreats, they must make a deposit to insure they are going to show up. Collecting payments along with the reservation is required. And of course if you have any type of subscription program, collecting recurring payments is a must. All of this can be done using a plugin called WPForms.

Here then are the steps necessary to create a form with payment options using WPForms.

Step 1: Create a Simple Order Form in WordPress

The first thing you’ll need to do is install and activate the WPForms plugin.

Next, go to WPForms » Add New to create a new form.

On the setup screen, name your form and select the Billing/Order form template.

Next, you’ll want to modify what items are available to order.

To do this, scroll down to the “Available Items” section in the preview screen on the right and click on it.

This will open up the “Field Options” in the left panel. Here you can rename the field, add or remove order items, and change the prices.

If you want to give people images to choose from when filling out your online order form, click on the Use image choices checkbox in the Form Editor.

When you do this, you’ll be able to upload images to go alongside your items, giving people a visual look at what they’re ordering.

Lastly, you can add additional fields to your order form by dragging them from the left hand side to the right hand side.

Click Save when you’re done.

Step 2: Configure Your Order Form Notifications

There are two settings to configure in your simple order form. The first is the Notifications setting. Notifications are a great way to send an email when your form is submitted.

You can send an email notification to yourself, which WPForms does automatically unless you disable form notifications. You can also send a notification to a member of your team by adding their email to the Send to Email Address field.

In addition, if you use smart tags, you can even send a form notification to a customer to let them know their order has been received.

Let’s take a look at how to set up one form notification that will be sent out to a customer after they submit an order form on your website.

Start by clicking on […]

Every Content Marketer Should Know These Best WordPress Plugins

by Bilal Imtiaz

In today’s world, content marketing is on the rise. What with the obsession with consumerism, new and engaging forms of media and brand consciousness, it is key that businesses are able to capture the market’s attention. And what better way to do this than through the virtual world.

Now, if you are a content marketer striving to show your all in this fiercely competitive field, your best friend is WordPress and its many plugins. With so many to sift through, selecting the right one often becomes a puzzling choice. But fear not, we’ve compiled a list of the best WordPress Plugins that every content marketer just needs to know.

WordPress Plugins
What exactly is a WordPress plugin? Well, a plugin is a form of software that allows the user to add specific functions to a WordPress website, thereby enhancing their web design and making it more appealing. Here are some of the best:

1. Security Plugins
In the simplest of words, any business’ website is one of their most valuable assets. It is an asset that calls for security measures to be taken to ensure its safety. According to research conducted by WP White Security, seventy percent of all WordPress websites are exposed to hackers. This figure is unthinkably high, and in such circumstances, precaution must be taken.

The Plugins that prevent breaches of this sort fall under the security tool category. Specifically speaking, Limit Login Attempts, Wordfence and iThemes Security are examples of the most effective security plugins, to name but a few.

As the name states, Limit Login Attempts places a specific restriction on the number of tries one can carry out to log in to their account. This gives hackers a narrower margin of success. Another similar plugin is the WP Limit Login Attempts, which performs the same function but with more efficient results.

Wordfence, on the other hand, is a more comprehensive security plugin. Not only does it have the ability to scan files for viruses and bugs, but it can also ban certain IPs and IP ranges if it suspects that they are of a harmful nature.

And lastly, iThemes Security enables two factor authorization to be set up for all passwords and accounts. Its best feature, though, is the fact that it allows businesses to develop short term accounts for any individual that they may want to grant access of their website to, whether this be for the purpose of updating their web design, content or other features.

2. Yoast SEO
SEO is crucial for any content marketer, no matter how big or small. And here to help every content marketer achieve it, is Yoast SEO. This plugin allows for a number of specifications to be made, tailor-made to your web design and area of activity. And of course, always pushing for higher search engine rankings.

With Yoast SEO, the wand is in your hand. You can modify keywords, images, meta titles and descriptions all while pushing for a higher readability score. The option of such customization helps your website stand out amongst hordes of others.

If Yoast SEO isn’t your pick, then there are a number of other SEO plugins to choose from, including Squirrly, Link Patrol and Google XML Sitemaps.

3. Editorial Calendar
One of the biggest struggles of content marketing is time management. Keeping up with deadlines, ensuring that content is created and not missing out on important dates is sure to put any content marketer in a whirlwind. This is where the Editorial Calendar plugin comes in. With an easy to use select and place function, this plugin allows you to organize your very own schedule by marking key days and adding in short notes. It also notifies you of upcoming or missed deadlines, to help you stay on track!

4. Floating Social Bar
What any content marketer wants is for their website to be ranked higher up on search engine results. Well, one of the major factors that search engines study in order to allot rankings is speed. The higher faster your operating time, the more wonders it will do for your website’s ranking. The Floating Social Bar plugin takes care of speed, or at least it appears to. It displays a copy button with the accurate number count till the actual sharing process has been carried out. By allowing share buttons to be added in for each individual media platform, such as Twitter, Google+, Facebook, LinkedIn and many more the Floating Social Bar plugin increases social media shares.

5. Google Language Translator
Content marketing is a global phenomenon. It stretches to all parts of the world, targeting millions of people every day. This is why it is crucial for any website to be accessible to people speaking a range of languages, in order to boost user accessibility. The Google Language Translator plugin translates your website’s content into up to a hundred different languages, doing marvels for both your rankings and usability. The best part is that […]

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