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.