An effective content marketing programme is the sum of multiple moving parts across strategy, content, digital marketing and intelligence.
Your intelligence will tell you where to focus, but optimisation is where the hard work really lies.
But where to begin? There's always something to fix.
Forget your content for a moment and go back to your purpose – lead generation. Purposeful content leads prospects on a clearly defined journey to your offers. How you package and describe them can be critical to conversion.
The thank you email you send to subscribers with the link to your content is your prime real estate. You will never get a higher open rate than this – your recipients are ready and waiting for you.
Use this precious moment wisely. Remember, if they've downloaded your content because they need a specific problem solving, they may be more interested in just getting the problem solved.
Explain who you are. Let them know you'll be sending them other content that you think they'll find useful.
Drop in a gentle conversation opener. Importantly, don't miss out on potential opportunities by failing to mention how you can help them.
So much effort goes into traffic acquisition and content production that often, nurturing the resulting MQLs takes a back seat.
But as B2B marketers we know that conversion can be a lengthy process – so this continued conversation is as critical to your content programme as your acquisition strategy.
And that's the key. Conversation.
If you label this part of the process as marketing automation, you're treating it like a technical exercise. Call it conversational marketing and it becomes human.
Run some A/B tests with email nurture sequences following the same structure (if you need structure, we've got plenty).
Just try two things.