Kyle Rossi’s Post

You’re looking at content marketing ROI wrong. Stop viewing it as a siloed initiative that’s going to drive x% return. It’s more than that. It should be a catalyst to accelerate and create outcomes for other go-to-market efforts. It pushes buyers down the funnel faster. So instead of asking “What’s the ROI of content marketing?” we should be looking for a set of desirable outcomes. Such as: 1. An increased digital footprint (more organic and direct website traffic, more engagement on social, more ‘hand raisers’) 2. Stronger brand trust (winning buyers over competitors) 3. Faster sales velocity (a shorter length of time from first brand touchpoint to conversion) 4. Deeper customer insights (to create a positive feedback loop in what content you create AND also to guide your larger marketing strategy) These all lead to more sales, although it’s not always simple to track. But in a complex buyer’s journey, content marketing is the lowest barrier-to-entry tool to capture attention and drive demand.

𝟵𝟬% is my answer to the question: "How much of our marketing effort goes into content marketing?" 𝗛𝗲𝗿𝗲'𝘀 𝘄𝗵𝘆: Today's consumers have entirely different 𝗲𝘅𝗽𝗲𝗰𝘁𝗮𝘁𝗶𝗼𝗻𝘀, 𝗵𝗮𝗯𝗶𝘁𝘀, and 𝗽𝗲𝗿𝘀𝗽𝗲𝗰𝘁𝗶𝘃𝗲𝘀 that shape their buying decisions. ➡️ 𝟳𝟬% prefer reading an article about a company over seeing an ad. ➡️ 𝟲𝟮% of B2B buyers read at least 3-7 pieces of content before talking to a salesperson. ➡️ 𝟲𝟱% think a brand is positive and trustworthy after reading the brand’s educational content. ➡️ More people are blocking ads actively more than ever, with 𝟮𝟵𝟬 𝗺𝗶𝗹𝗹𝗶𝗼𝗻 active users per month. In other words: ✅ People want to be informed about the best options. ✅ People like to do research before making any purchase. ✅ people prefer to connect with brands they trust and share their values. Content marketing is uniquely positioned to address these needs. 𝗕𝗮𝘀𝗶𝗰𝗮𝗹𝗹𝘆, 𝗜𝘁 𝗮𝗹𝗶𝗴𝗻𝘀 𝘄𝗶𝘁𝗵 𝗵𝗼𝘄 𝗽𝗲𝗼𝗽𝗹𝗲 𝗽𝗿𝗲𝗳𝗲𝗿 𝘁𝗼 𝗯𝗲 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗱 𝘁𝗼. Therefore, content marketing is a mission-critical growth method for most businesses. It's one of the most effective ways to grow audience engagement, build your brand presence, and drive sales. Do you invest as heavily in content marketing? Drop your marketing strategies in the comments 👇. Share this post with others who could benefit from this insight 🔁.

There are two simple principles to creating content that converts.  The first one is targeting the right intent.  Intent is 80% of conversion. So if you bring in traffic with the right intent you’re very likely to convert it. But, you can’t only create content that targets the bottom of the funnel. Even the top-of-the-funnel content you create can convert, as long as your calls-to-action are very relevant and guide the user towards the bottom of the funnel. This brings me to the second principle: adding the right CTAs in the right places. Just like on Google when you type a query and get results or ads that are super relevant. This is intent-based marketing and the same thing should happen in your content.  Every call to action and every link in your content should be directly relevant to the section it’s in. It should lead the user to the next step in the journey, and the copy should be very appealing, which increases the likelihood of the user clicking on it. Even at the top of the funnel, where users need more information and consideration before purchasing, you can support their journey by sending them to another piece of content that explains more about the topic they're researching.  This is a lot, but these processes can be automated and scaled across your website and content pages. The video here shows how to implement all of this, and of course, Entail CRO is the perfect tool for automating the process. (That’s how you add the contextual CTA in the right place at the right time)

Watch the video below for more tips on how to create content that converts or book a demo to learn more about Entail’s content tools! https://lnkd.in/eKNQdsQt

Here's the worst content marketing mistake I EVER came across... A brand recently approached to ask for help to market their new line of eco-friendly services. They were eager to make a splash in the market and were hoping I could help them achieve their goals. However, as I delved deeper into their marketing history, I discovered a significant issue. They had previously focused on a strategy that was overly promotional and self-centered. Their social media posts were filled with sales pitches, hard-selling tactics, and blatant self-promotion. They had neglected to provide any real value to their audience, focusing solely on selling their products. I JUST WANNA PUT IT OUT THERE… 𝗪𝗵𝗲𝗻 𝘆𝗼𝘂'𝗿𝗲 𝗼𝘃𝗲𝗿𝗹𝘆 𝗳𝗼𝗰𝘂𝘀𝗲𝗱 𝗼𝗻 𝗵𝗮𝗿𝗱-𝘀𝗲𝗹𝗹𝗶𝗻𝗴 𝘁𝗮𝗰𝘁𝗶𝗰𝘀, 𝗜𝘁'𝘀 𝗹𝗶𝗸𝗲 𝘁𝗿𝘆𝗶𝗻𝗴 𝘁𝗼 𝗳𝗼𝗿𝗰𝗲 𝗮 𝗳𝗿𝗶𝗲𝗻𝗱𝘀𝗵𝗶𝗽 𝗯𝘆 𝗰𝗼𝗻𝘀𝘁𝗮𝗻𝘁𝗹𝘆 𝗯𝗿𝗮𝗴𝗴𝗶𝗻𝗴 𝗮𝗯𝗼𝘂𝘁 𝘆𝗼𝘂𝗿𝘀𝗲𝗹𝗳. 𝗡𝗼𝗯𝗼𝗱𝘆 𝘄𝗮𝗻𝘁𝘀 𝘁𝗼 𝗯𝗲 𝗳𝗿𝗶𝗲𝗻𝗱𝘀 𝘄𝗶𝘁𝗵 𝗮 𝘄𝗮𝗹𝗸𝗶𝗻𝗴 𝗯𝗶𝗹𝗹𝗯𝗼𝗮𝗿𝗱. As a result, their followers had become increasingly disengaged and annoyed. They were scrolling past their posts without giving them a second glance. The brand had failed to build trust or credibility with their target audience, and their marketing efforts had been largely ineffective. To give their marketing a much-needed facelift, I recommended a shift towards a more content-focused approach. I infused their strategy with humor, quotes, relatable experiences, and addressed common pain points of clients. By adding a touch of personality and addressing their audience's needs, I aimed to create content that was not only informative but also engaging and memorable! I honestly love how creative this field can get! :D

There are two simple principles to creating content that converts.  The first one is targeting the right intent.  Intent is 80% of conversion. So if you bring in traffic with the right intent you’re very likely to convert it. But, you can’t only create content that targets the bottom of the funnel. Even the top-of-the-funnel content you create can convert, as long as your calls-to-action are very relevant and guide the user towards the bottom of the funnel. This brings me to the second principle: adding the right CTAs in the right places. Just like on Google when you type a query and get results or ads that are super relevant. This is intent-based marketing and the same thing should happen in your content.  Every call to action and every link in your content should be directly relevant to the section it’s in. It should lead the user to the next step in the journey, and the copy should be very appealing, which increases the likelihood of the user clicking on it. Even at the top of the funnel, where users need more information and consideration before purchasing, you can support their journey by sending them to another piece of content that explains more about the topic they're researching.  This is a lot, but these processes can be automated and scaled across your website and content pages. The video here shows how to implement all of this, and of course, Entail CRO is the perfect tool for automating the process. (That’s how you add the contextual CTA in the right place at the right time)

Content Marketing create phenomenal outcomes:   • Build Trust • Brand Recall • Brand Loyalty • Brand Awareness • Brand Recognition • Establish Authority • Engagement and Sales   A survey reveals that 32% of B2B marketers consider Content Marketing and SEO the top revenue channels Good content helps you achieve these outcomes all at once.   The outcome is exponential. People start quoting your brand. Your voice reaches across continents   Build great content once and generate leads repetitively; even while you sleep.   Need to start your content marketing journey in 2024?   I have written an extensive article covering   1] Why Invest in Content Marketing 2] The Content Marketing Landscape 3] How to Begin Content Marketing in 2024 4] How to Run a Content Marketing Engine 5] Content Marketing Trends for 2024     Find the link in the comments.  

The Marketing Game Original Content Creator: Pierre Herubel (give him a follow) ---------- Founder: I don't know how to start marketing Me: Start from "Step 1" of the Marketing Game: Step 1 - Everything starts with your target audience - Identify a target market with one main opportunity - Research this market and pinpoint a problem - Pull insights to build your business strategy But a lot of players skip Step 1. - They jump straight to "Step 2 - Business Strategy" - They also often skip "Step 3 - Feedback Loop" - So their "Step 4 - Foundations" is unstable And a lot of players also jump straight to Level 2: - They ask directly, "What channel should I use?" - or "What are the latest tactics to get clients" On the contrary, some players stay stuck in Level 1: - "I think our value proposition is not perfect yet" - "We need to refine the messaging again" So while playing "The Marketing Game", players can get confused. It's not an easy game. - You have to make the right decisions - You need time, focus, and patience - You can't skip steps or levels But once you know the rules, everything gets easier. You'll find in this infographic a step-by-step guide to play the marketing game. ___________________ Original Content Creator: Pierre Herubel (give him a follow)

The biggest mistake people make with content marketing? Asking the wrong question. Let me explain… There’s a big mistake I see in the marketing space: They get too focused on themselves. They thought that if they just did a good job… Sales would just come to them. The problem is… You’re not the only person in the market. Think about it like a race. You can focus on yourself and try to run as fast as you’re able to… But you still need to see how your competitors are doing. That’s the only way you know when to speed up or slow down. In terms of marketing, if you don’t research your competitors… • How can you tell if your price is optimal? • How can you tell if your message is unique? • How can you tell if your positioning resonates? So the question I’m talking about is… “What’s your competitor doing?” Because if your target customers aren’t coming to you… They are coming to your competition. If your ads don’t convert… Your competitors are taking those sales from you. If your content isn’t being viewed… People are consuming your competitors’ content. You need to know who you’re competing against: • Their strength • Their strategies • Their weakness Then: • Learn from them • Improve on them • Outmaneuver them - - - Thanks for reading. If you’re looking to get more clients with your content… Drop me a follow for more content like this.

🔥 Hot take: Your marketing team shouldn't be the only ones creating content. 👀 Welcome to the era of co-created content marketing. 🤝💡 The future? It's a collaborative one. It's about tearing down the silos, the ivory towers, the cubicles. It's about inviting your customers, partners, even your competitors, into the content creation process. Think about it. 💭 Who better understands the challenges, needs, and aspirations of your market than those who are immersed in it every day? Your customers are your best content creators. They're the ones who are going to share your content, advocate for your brand, and ultimately, drive your growth. 🚀 Co-created content marketing is the ultimate democratization of marketing. It's about giving a voice to the silent majority, creating a platform for shared insights, and fostering a sense of community. Practical tip: Start small. 🎯 Invite a customer to: - co-author a blog post, - host a joint webinar with a partner, - even create a user-generated content campaign. See the magic unfold. ✨ Remember, in the age of information overload, authenticity wins. And what's more authentic than content created by those who know your market best? 🎖️ Let's break the mold. Let's redefine marketing. Let's co-create. 💪🌐 Your move. _____________________ Like what you see? Follow me for more powerful scoops in the creative marketing & branding 🧡💥