Do you want to boost traction and grow your company’s audience? How about greater ROI? Does that sound good? If so, it’s time to focus on producing high-quality, engaging content, one of the most important growth strategies for small businesses. The content you put out into the world directly affects how current and potential customers view your brand. If you’re lucky, it can drastically improve your rankings in search engine optimization pages and boost your exposure on social media. So how do you optimize your content and improve that all-important ROI number?
Track Your ROI Metrics
Track the ROI of your expenditures, including your content, so that you can make informed business decisions based on facts, rather than speculation. Say you pay for sponsored ads on social media. Now you want to track how many views and engagements the ad receives, as well as how many lead to conversions. With that information, you can decide whether to scale the advertisement up or look for a different approach. When you monitor how your content performs, you have the info you need create more content that generates real results while avoiding content that doesn’t convert. Many social media and blogging platforms offer built-in analytical tools to help you track marketing ROI, or you can use other tracking tools such as Google Analytics to monitor your content’s performance. You can also find out your ROI by simply dividing the profits by the total cost of your investment.
Update Your Best Content
If you have content that’s performed well in the past, breathe new life into it by updating it. Ideally, all of your content should be evergreen, but that doesn’t mean you can’t add new, timely updates from time to time. Recycling high-performing content that’s been sitting for three to six months boosts traction — and it saves you the cost of brand new content. As an added bonus, refreshing your site with new content can give search engine algorithms a little nudge to bring your numbers back up to higher rankings. Additionally, adding to your existing content makes it more robust and informative, which are also important factors that feed into search engine optimization.
Incorporate Images and Videos Into Your Content
Do you want more viewers? How about more viewers who share your articles? Then start thinking about videos and images. Multimedia articles are significantly more likely to be viewed and shared than a block of text. Videos help you illustrate your point in a way that words can’t match. Images, which are also important for your content’s aesthetics, add that extra dimension that transforms reading a paragraph from a chore into an entertaining experience. Always use relevant, high-quality images that attract the viewer’s attention. Make sure you attribute, size, and scale them properly. When you optimize them with title text, you can increase your rankings in search engine results pages even further. You can use free or paid stock images, but taking your own photos can be a great way to really make your content completely unique and personal.
Use Social Media Effectively
A social media marketing campaign is one of the most cost-effective ways to promote your business, and the results can be astronomical. But don’t just post an article and hope for the best. Focus your efforts on your target demographic instead of trying to reach as broad of an audience as possible. Fortunately, social media outlets include analytical and promotional tools that let you find your niche audience fairly easily. When you pay for sponsored targeted ads, you can make the most relevant consumers aware of your brand, your products and your services. When you have a better grasp of who’s reading your content, you can tailor it to fit them, organically boosting your ROI.
Pay Attention to Trends
One of the most important yet often overlooked content optimization strategies is simply producing content that people genuinely want to read. This is a proven way to establish your brand as an authority in your industry so people go to you first, whether they want to purchase your product or service or just learn about your niche. It doesn’t matter how beautiful your images and videos are or how well-written your articles are if they’re not about relevant, interesting topics. Pay attention to the content your competitors are putting out, as well as to how their audiences respond. At the same time, to create engaging content, keep your ear to the ground so you can be the first to cover hot topics related to your business.
Monitor Your Spending
Quality matters, but so does your budget. Sometimes it’s worth it to spring for that gorgeous high-definition stock photo, but sometimes it’s not. Try to find that all-important balance between quality and quantity so you don’t blow the month’s budget on one post. Releasing content consistently keeps your audience coming back for more, and it’s great for SEO. Be realistic with your ROI expectations, and reevaluate them from time to time so you can make informed decisions on how much to spend. Analyze your content on a piece-by-piece basis; if you think a certain topic has high potential to go viral, you may want to invest in a skilled writer or a more attention-grabbing image. Take pride in the content you produce or purchase, and your audience is likely to respond positively.