How can companies create meaningful content? This is a crucial question to ask, especially if content marketing is part your strategy (and we believe it should always be part).
It is easy to get caught up in the trap of creating content quickly without taking the time to evaluate whether it resonates with your target audience. While consistency and high-volume content are a key part of content marketing, failure to make your content meaningful can lead to overspending, low conversions rates and wasted time creating content that doesn't make an impact.
It is possible to create content that is both high-quality and high-impact by doing the work ahead and being open to continuous assessment and improvement. Let's see how Televerde, our client, achieved both. We can see the results.
Here are some quick tips:
- While high-volume content is important, it is equally important to ensure that your audience finds the content valuable.
- To create impactful content, you must first understand your audience to develop a strong content strategy.
- Content marketing success is dependent on your commitment to continuous improvement.
- A company that creates meaningful content that is relevant to its target audience will spend less, convert more, and have a greater impact overall.
The problem: Quality over Quantity
Televerde was already ahead of the curve when they approached us to become a partner. They are a smart company that helps clients optimize their sales cycle to increase demand, grow sales pipeline and increase revenue. They know how important it is to communicate with clients and potential clients throughout the customer's lifecycle.
Problem? Their $130K annual budget for paid advertisement didn't translate into enough clients through social media or blog content.
Chris Daniels, chief revenue officers at Televerde, stated that “we needed to connect with audiences, but our content wasn't resonating.” It was speaking ‘with' them.
Televerde's example is an excellent example of why content marketing is different from content marketing. Televerde's case is proof that content creation is an important first step. They were already doing it. It was now time to assess how to make it more effective.
The Strategy: Putting the emphasis on the connection
First, Televerde needed to assess who they were trying to reach and what tone and voice they wanted to use throughout their content. Together with Televerde, we completed a content assessment. This included a list of intended audiences and a positioning statement.
Televerde was identified as wanting a clear, authentic voice. It wanted to be inspiring, relatable, and connect with people.
We also looked at industry thought leaders, competitors, and content themes and pillars. After identifying the pieces, we created an SEO strategy and a content calendar to create consistent, optimized content to drive organic traffic to our website.
Jackie Andersen, Televerde's digital marketing specialist, shared that the onboarding process was very smooth. “The MIG team added value through their suggestions, which we hadn't considered before. They also listened to us and integrated it into the strategy.”
Jackie stressed the importance of constant communication between Televerde and our team during these critical times.
She recalled, “The communication from the team was always there.”
The result: Organic traffic increases, conversions increase, and the spend gets smaller
The results were immediately apparent after we put in a new content strategy.
This is an example from the SEMRush “Position Tracking Report” we created for each client to measure organic search visibility, keyword rankings, and organic search traffic. Televerde saw a significant increase in keywords ranked overall and an increase in the top three most searched keywords.
This is what drives organic traffic growth across the board. Televerde's website analytics shows that website users (28%), new visitors (23%), total sessions (42%), all increased between September 2020 – May 2021.
The completion rate for their “Contact Us” form on their website increased by 65% in the same period of September to May, and this was solely due to organic traffic. After completion, conversion rates rose by 17%.
This is a trended view showing the conversions from organic traffic for each of the 6 months that Televerde worked with.
Chris said that Televerde's success was due to the shift in our focus from the pay model to providing content and connecting with audiences.
Reflecting: Why Did Televerde Succeed?
Content marketing is not a magic bullet. It takes patience, dedication, consistency, and patience. Televerde provided the content expertise. We tried our best. The results speak for themselves.
Televerde was a client I had as a result of my work in Demand Generation at SAP. Televerde helped us to qualify leads and contributed to our content marketing program's success.
We now have the opportunity to repay them by providing quality content and engaging top-of-funnel users that convert.
The whole team is a joy to work with. We are so proud of their story, and we now get to help them grow.
Chris says it could not have happened at a better moment.
He recalls that “the world was on fire” during the turbulent period immediately following the outbreak of the pandemic. This refers to the time when businesses around the globe struggled to adapt to a new, mostly digital, normal. I knew that digital content was the most important thing that we could do.
Chris noted that the effort was hailed as a win-win situation for the entire organization.
“Even our executives share our content now, sharing blogs — because it is meaningful.”
Chris also reflected upon the crucial importance of the partnership between MIG and Televerde during the entire process.
He shared that “Results are great” but that partnership was also very important. People can be paid to do content, but they don’t always make the effort to invest in the relationship. MIG's partnership piece has been so important.”
Are you looking for results like these?
Although there is no single solution for content marketing, we do have some best practices that we have tried and tested. These are combined with your audience's needs to create a customized strategy and calendar that will deliver results.
Our services are more cost-effective than hiring an in-house staff to produce the same content. We also provide the expertise necessary to maximize your ROI.
Your customers want to communicate with you digitally more than ever. Our Content Builder Service can help you get more visitors to your website by publishing quality content consistently. Get a PDF copy of my book The Content Formula for free by setting up a consultation. Get started now to generate more leads and traffic for your business.
Marketing Insider Group's first article, How Televerde Attained Double-Digit Traffic and Lead Increases with Our Content Marketing Service, appeared first on Marketing Insider Group.
By: Michael Brenner
Title: How Televerde Gained Double-Digit Increases in Traffic and Leads with Our Content Marketing Service
Sourced From: marketinginsidergroup.com/content-marketing/televerde-double-digit-increases-in-traffic-leads-with-our-content-marketing-service/
Published Date: Wed, 01 Jun 2022 09:05:48 +0000