Ensure your content finds an engaged audience and delivers ROI

By our News Team | 2022

The challenge is to find content marketing specialists who produce quality content that performs well and delivers on business objectives.

Content marketing is an increasingly important component of many marketing strategies and budgets for good reason – strong return on investment.

But, says Africa-based online media company Broad Media, there is a challenge. Not many companies have content marketing specialists who can produce quality content which performs well.

The company provides the following tips to ensure a content marketing campaign stands out and generates leads.

Create engaging content
To create an article that performs well, keep it short and focus on one idea. Do not try to cram as much info as possible into one article.

Content Marketing

Image by Diggity Marketing from Pixabay

Try to imagine what people want to read. Here are a few examples that can work well:

  • The best deals from a sale your business is running.
  • Tips and advice that will be valuable to your target audience.
  • Educational content about one of your products or services.

It is important that this content is concise and direct, as this makes it easier for your readers to consume. Do not try to push a marketing angle or make it sound like a sales pitch.

Link to a page to capture leads
Your content should contain a link to a page on your website where you have a lead-capturing form. 

This form should be prominent – preferably at the top of the web page – and should not try to capture too much information. The less detail you request, the more leads you are likely to generate.

Partner with big publishers
Once you have your article ready, you need to get it in front of as many prospective customers as possible.

The best way to do this is to partner with the largest publications in your industry, as they will already have a passionate and engaged audience that your business can target.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.