Senior VP of Google Amit Singhal describes the importance of content marketing perfectly when he says, “Fundamentally, it is not just about content. It’s about identity, relationships and content.” These concepts are interlocked.
Content marketing is a key
According to Hubspot, social media has a 100% higher lead to close rate than outbound marketing. A recent Demand Metrics article states that content marketing generates three times the number of leads as traditional marketing and costs 62% less. We know content marketing is a key that opens a lot of doors for your firm, but with so much rolled into what create strong content, where do you start?
Starter questions for writing stronger content marketing pieces
- What are the big topics in your industry? This answer guides your article themes–and can help you create hashtags. Snap!
- What are the big questions in your industry? This answer also plays into themes that are relevant for your reader and helps lay the foundation for relationships.
- What is your company’s position on these two key questions? This question may seem simple, but actually, your position is what makes your article, and your blog, unique. It is where you get that “identity” Amit was referring to. By unlocking a stream of answer and points of view at your company, you can create the content culture you need.
- What is the social media involvement of the big players in your industry? Knowing this can help you fit your blog into gaps in the market right now and lock in a relationship–even if it’s just online retweets!
- What is the cost of acquiring a sales lead for your company today? This question helps you measure the ROI of your blog. When you start unlocking the ROI, then you are really open big doors for your content marketing program–and your company.