When you look at website statistics day in and day out, trends start to emerge.
You’ll find that only some of the content on your or a Client’s site is delivering most of the traffic. I haven’t tested it but I’d bet you that the 80/20 rule applies (that’s 80% of your traffic coming from 20% of your content).
That’s why there is one critical principal you must use with your content to maximize the impact.
Marketing success comes from maximizing your reach.
When I audit marketing programs (on-line or off) I look first for the data that indicates or will indicate the program reach. You never know which part of the marketing will have the greatest impact. But if your reach isn’t all it can be, it doesn’t matter. A great bit of creative that no one sees is no better than a terrible bit of creative.
With on-line marketing, the secret to great reach is re-purposing your creative.
Blog Content Strategy
It starts with a good content strategy. Choose 12 monthly themes that flow with the seasons and work for your market niche. Then break those 12 themes into two primary topics that in and of themselves represent common problems people in the industry have that you can solve.
Next break each of those primary topics into six sub-topics that help define and resolve the problem. These six sub-topics represent your blog posts (three a week). Each sub-topic will need 300 to 400 words of original, jaw dropping valuable content (we’ll call each one a micro-article).
Maximizing Your On-Line Marketing Reach
Write these articles all at once or on an ongoing basis. Pull out three to four 120 character or less “sound bites” from each article and use them for Twitter/ LinkedIn updates.
Once a week, the micro-articles should be rolled-up and re-written into a single 600 to 1200 word article that can be submitted to the article sharing sites. This article should then be converted into a PowerPoint style presentation and posted to slide-sharing sites.
Every two weeks, the two PowerPoint presentations should be re-written and combined into slides to support a bi-weekly webinar. The webinar should be recorded , cleaned up, and converted into two video lengths: full (less than 10 minutes) and 2 to 3 minutes.
The two videos should be posted to a YouTube channel, other video sharing sites, and promoted through micro-blogging and social bookmarking. The full length version should have highlights and sound bites transcribed and serve as blog post. The sound-bites can also serve as micro-blogging updates.
Once a month, the four articles should be combined into a white-paper that can be made available for download from your website after registration and/ or posted to professional directories. The article can also be modified for professional off-line publication and /or press-release.
This strategy will allow you to generate a large presence on-line without building a large pool of content. When a car company creates an image of a car, they use that image in commercials, on billboards, in magazine print, and in web banner ads. They don’t create a new piece of content for each medium. Your written content should be no different.
At Portland Marketing Analytics we assist companies of all sizes develop an on-line marketing strategy that is based on sound marketing principals and supported by clear anlaytics. For a free 30 minute consultation on your website and how we can help you make the most of it, give us a call at 207.619.2297 or visit website auditing services for more information.
Tags: Measuring Social Media, Mesure Social Media, Online Marketing Reach, Online Marketing Results, Website Analytics, Website Performance
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Are You Open To Discussing A Different Approach To How You Measure The Impact And ROI Of Your Marketing? Every day I talk to business professionals who struggle with how to measure the impact of marketing and customer loyalty programs--specifically ROI projection challenges, measuring and reporting issues, or turning data into actionable insights. Call Now For a Free, 30-Minute Consultation 207.619.2297 | Learn More | Contact Options |