3 Questions That Evaluate Your Online Content’s Marketing Potential

Must Read

Facebook Reveals Big Plans Behind The WhatsApp JioMart Integration In India

After Facebook Inc. (NASDAQ:FB) acquired a minority stake of 9.99% in Jio Platforms for a whopping $5.7 billion in...

Facebook Launches Music Videos to Eat into YouTube’s Market

With the launch of Music Videos, Facebook has made another competitive move against its biggest opponent, Google.

Microsoft To Acquire TikTok In the US?

The rumours are making rounds that Microsoft may acquire TikTok to keep the popular short video sharing...

The market for digital content will surpass $500 billion mark by the year 2019. This figure illustrates the importance of online content and why businesses must focus their attention on creating the kind of content that resonates with their target audience. Unfortunately, there are plenty of businesses, who either don’t understand the importance of online content in their marketing mix or they are unable to evaluate the inherent potential of their existing content assets.

There is no clearly defined way of measuring your online content’s potential, as ‘potential’ is subjective. But there are various signals you can tap into, to get a clearer idea of whether your content is doing what it is supposed to be doing – earning more eyeballs for your business.

So how do you go about keeping an eye out for these signals? The answer lies in asking a set of questions. Here they are:

Advertisements
  1. Have You Created Website Content Keeping ‘Dwell Time’ in mind?

Way back in 2011, the Nielsen Norman Group came up with a study that told us how long do users stay on web pages. This study is as relevant today as it was then. You essentially have fewer than 15 seconds to make your mark on website visitors. So the question is – have you considered such terrible reading time and page engagement figures while coming up with website content?

The problem is business owners are so consumed with getting their messaging right from the brand perspective that they forget to see their content the way their target audience will see it. Yes, you need to write about your business, services, products, brand philosophy, the works, but you also need to make sure your content keeps visitors on the site.

This is only possible if you are able to generate visitor interest by creating the kind of content they will enjoy going through. This means your website content must be a coming together of awesome visuals, interesting text tied in with a deeper understanding of the website visitor’s interests and preferences.

The Red Bull website is a perfect example of how website content is used to keep users interested and engaged. I am not saying you need to do everything this website/business is doing to increase visitor dwell time; what you must do is Innovate. When you create a website, especially its content, put yourself in your visitors’ shoes – Talk about your products and services but in their language. If you think they’ll appreciate videos to text, explain your brand with videos; if you think they’ll appreciate visual humor, use it to keep them onsite. There is a lot you can do, just think things through.

online-sales-funnel-content-marketing

  1. Are your blog posts starting conversations?

Now this is a tough one and in the realm of assumptions and presumptions. Let’s face it. A blog post whether an onsite blog post or a guest post is an important cog in your content marketing wheel. You might tell yourself,“I don’t care, if this post (which I’ve taken, days to come up with) doesn’t get visitors to my products/services pages, I only want this post to help my target audience.”  The harsh reality is you do care, and you should care. Yes, a post must offer useful information, but it must also deliver ROI in the form website traffic. No doubt, this takes time and doesn’t happen in a hurry, but that should be your key expectation from a post.

Advertisements

The idea is to use your posts as conversation catalysts. Don’t go ga-ga over a post if you see its drawn tons of shares and tweets. That’s good; but what about discussions? Are the comments kicking in? Are you taking the trouble to talk about the post you’ve written? Are you leveraging the absolute potential of your blogs? It’s not just about sharing the link to your post across networks. It’s also about making sure you use the post as a lynchpin to further your discussion with fellow bloggers/brand evangelists/influencers.

Bring up your post on the discussions you’re having on social media; make sure you mention the post when you are attending a conference; if you are a speaker at an event, make sure the post finds a mention in your discourse. Make each post a centrepiece and not something you forget about after it gets a few shares and retweets!

  1. Are You Listening to Silence?

There is something called the sound of silence; when it is so quiet that you actually hear the silence. I personally think this happens in marketing as well; when you hear no chatter about your brand. You try every social listening tool out there, you strain yourself to hear some noise, but there is nothing – only silence. That’s your cue to rework your online content. There is something wrong with your online content and you must know what it is. You might be getting your target audience wrong, your content might be covering redundant topics or you might not be leveraging the true potential of your content. You need to find out what’s going wrong and recalibrate your content strategy.

The Wrap

Your content’s potential is determined by its ability to drive brand engagement, but that’s not going to happen if you are unable to evaluate its potential. Many businesses feel they’ve got it covered if they keep coming up with original, high-quality content. But that’s not the be all and end all of the online content. That’s just the beginning. What you choose to do with this high-quality original content is what will determine the success or failure of your content strategy.

Author Bio:

Aigars is CEO and founder of Colorlib, a company that develops website templates, WordPress themes and is behind several best-selling products. He has been in the web development for 3 and internet marketing for 7+ years and that’s just the beginning.

LEAVE A REPLY

Please enter your comment!
Please enter your name here

Latest News

Microsoft Aims Global Acquisition Of TikTok, Including India!

It seems like TikTok can finally shed its Chinese origin from all over the world.

Will Google’s Move To Delete 2,500 YouTube Channels Add Fuel To The Fire With China?

The US-China trade war has started rearing its ugly head. Both sides are now turning to extreme measures on the digital front...

Will You Buy iPhone 12 Pro At US$20,500?

if you are suspecting any typo error here, you are highly mistaken! The price of iPhone 12 Pro is US$ 20,500 now...

Google Is Shutting Down Google Play Music

Google Play Music will soon be buried in Google's graveyard. The company has announced that by December the service will be completely...

The Lawsuit That Could Force Apple To Exit China Market

It seems like China is now turning up the heat and is ready to take some really hostile measures after being worn...

Global eCommerce Sales to Reach $3.9 Trillion in 2020 [REPORT]

As the coronavirus pandemic has lead healthcare authorities to discourage physical social contact as much as possible, the most popular mode of...

In-Depth: Dprime

Facebook Subscription Model: Looking Beyond Ad Dollars?

Seldom do job listings create a stir this gripping. However, when the job listing in question is a stealth post from Twitter,...

Will The Online Food Delivery Market in India End Up Becoming A Two-Horse Race?

It's pretty much evident that the food delivery space in India is all set to get riled up soon enough as one...

Fantastic 4: Four Day Work Week A Flashpoint Of Innovation?

It has been an idea that has been mooted by many, perhaps also somewhat sceptically. From being a dark horse to becoming...

More Articles Like This