You may have heard marketers say something along the lines of content is king and marketing is queen before. The implication in this statement is that content is the basis of all digital marketing efforts, and that’s true.
That’s why it’s not surprising that a 2021 HubSpot report found that 82% of marketers actively use content marketing. That’s also why so many digital marketing teams are keen to offer customers content marketing packages and build a digital marketing strategy around those packages. However, before you sign on for a content marketing package, you should consider if it will truly be able to help your business reach its goals.
5 easy steps to take when choosing your content marketing package
Most companies measure success in terms of adding revenue, and digital marketing teams tend to get caught up in that measurement, too. That’s likely why total sales is the most common measurement of content marketing success. A higher number of total sales equals more revenue for your business.
However, finding a content marketing package that fits your business’s needs AND helps bring in more clients and revenue can seem like a daunting task. But it doesn’t have to be.
Here are five easy steps you can take that can help you pick the most effective content marketing plan for your company:
Determine if the content provider highlights companies’ deeper purposes.
Purchasers are more and more concerned about broad issues like social justice or climate change. And they’re looking for companies that are, too. One study found that customers were four times more likely to purchase from brands with a strong purpose.
If your company has a strong and unique purpose that goes beyond making money, that’s a great start. However, you’ll also need to inform people about your purpose. An exceptional content marketing package will work to help people understand your company’s greater purpose, which can translate into an easier path to sales and revenue goals. That’s why it’s important to find out if the content providers you’re considering have experience weaving companies’ deeper purposes into the content they create for their clients. You should even consider asking to see some examples.
Ask how content providers will help you pinpoint your potential customers’ needs.
What do your potential customers truly need? Do they need information about the products and services you offer? Do they need to know how your products or services can improve their daily lives? Typically, the answer to questions like these is yes. But every pool of potential customers will be different.
As a result, finding out how or even if the content marketing packages you’re considering can help you determine your potential customers’ needs is a key step in choosing which one to go with. Exceptional content marketing teams can help you dig deeper into customer reviews, website usage data and more to pinpoint what your customers’ needs truly are. Then, they can build a content marketing package designed to meet those needs. And when customers are having their needs met, not only do they tend to buy from you, they’re more likely to buy again and tell others about you.
Discover how each package will help you stand out from your competition.
Another hurdle a content marketing package should help you clear is your competition. In nearly every industry, potential customers have an overwhelming number of choices for products and services thanks to the informative power of search engines. Having content that’s carefully crafted to present your greater purpose and meet the needs of potential customers can also help you stand out from your competition. By doing so, it can also lead to more site traffic, more sales and higher revenue.
It’s vital to find out how each content marketing package you’re considering will help you stand out from your competition. This information can not only help you choose the right package for your business, it can also help ensure you’re getting the greatest possible benefit from your content.
Determine what the content marketing team’s process is.A few of the things you should ask for more details about related to a content marketing team’s process include:
Every content marketing team has a different process for creating content for clients. It’s critical that you find out what this process is at least in general. Otherwise, you may be signing on for a process that doesn’t work for your company’s needs.
- Initial and continuing search engine optimization (SEO) strategy — The initial SEO strategy step involves the content marketing team creating the strategy they will use to begin creating content for your business. Continuing SEO strategy is a step that is taken periodically to update or adjust the strategy behind your content.
- Initial and continuing keyword research — Keywords are the actual words and phrases that your potential customers are searching for. They’re also the basis for each piece of content that’s created for your company by content marketers. Taking the step of doing initial keyword research allows content marketers to find an initial, and typically large, batch of keywords that your potential customers may be searching for. Continuing keyword research is a step that should be taken for each new batch of content after the first.
- Content creation timelines — Each batch of content created for you should follow a specific timeline. If asked, content marketing teams should be able to provide a general timeline that they typically follow. You should also ask them to create a prospective timeline that they would use for your content if you sign with them.
Ask about the potential ROI of each provider’s content marketing package.
No one wants to throw money away on content that doesn’t help their business grow and become more profitable. One way to avoid this is to ask about the return on investment (ROI) of all the content marketing packages you’re considering. The ROI stats connected to each package can be a powerful tool in choosing the right package for your business.
However, it’s also important to remember that picking the package with the highest ROI isn’t always the best idea. You’ll want to make sure that the package you choose also meets the needs laid out in the other four steps above at a minimum. It’s also important to ensure that the high ROI package meets any other needs that your company has. Otherwise, the package is far less likely to meet its ROI goals when used for your company.
Want to find a content marketing package that helps your business thrive? BURG+CO. can help
Increasing traffic to your website plays a role in increasing conversions and landing new clients. However, it’s difficult to attract visitors to your site when you don’t know what to do. Fortunately, BURG+CO. specializes in creating content marketing packages that can help.
Our team has years of experience in helping businesses create content designed to improve their digital presence, attract new leads and retain existing clients. If you’re looking to perform better in search engine results and attract more visitors to your site, we’re ready to talk to you to see how we can help. Contact our team today for more information about our content marketing services or to schedule a complimentary consultation.