Most people would answer the above question with: well, you make a great piece of interesting content (free magazine, infographic, e-book, newsletter) someone reads\/consumes it and then they go to your website and purchase your services\/products. Actually, this rarely happens, and is not the way content marketing works.<\/p>\n
What really happens is this: user \u2018A\u2019 reads your amazing blog post \u2018B\u2019, and then goes on about his business. He needs to have more interactions with you and your content before he\u2019ll even think of buying something from you or visiting your site. So he\u2019ll roam around on the web and maybe (if you\u2019ve promoted enough) he\u2019ll run into another piece of content you\u2019ve created, and then go about his day. This cycle will continue until he\u2019s had enough positive<\/em> encounters with your content, and have come up to a point of interest\/curiosity, where he thinks: \u2018wow, these guys are pretty cool; what else do they have on their website?\u2019. It is at this point that he will visit your site and may (if convinced) purchase something from your website, or send in a lead\/estimate form.<\/p>\n The common mistake made by marketers is their incorrect estimation of effort for how many content marketing campaigns will be needed in order to create enough opportunities for users to encounter their content, and then win a place min their mind. Once is not enough, people need repetition. So don\u2019t expect to create that one piece of awesome content and expect to be done. You actually have to create a long series of awesome content, and promote it properly before you can actually get an ROI.<\/p>\n Be different, not Better<\/strong><\/p>\n The individual is being bombarded today with advertising and other company\u2019s own content marketing. Therefore it is critical that you avoid being \u2018safe\u2019, \u2018normal\u2019, and \u2018conservative\u2019 in your content marketing. You have to be willing to take some risks. People remember things which are different and forget things that are normal. In order to separate yourself from the pack you must be different.<\/p>\n Use SEO<\/strong><\/p>\n When one is promoting a piece of content there are two circumstances. It is either:<\/p>\n 1)\u00a0\u00a0\u00a0\u00a0\u00a0 Content which is already searched for and has some demand<\/p>\n 2)\u00a0\u00a0\u00a0\u00a0\u00a0 Content for which no one is searching for, and one must create the demand<\/p>\n With the later you will need to do extra promotion to help pick up the slack. For the prior you can take advantage of organic SEO, as people are already searching for things related to your content. In this case good keyword research is a must.<\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":" Most people would answer the above question with: well, you make a great piece of interesting content (free magazine, infographic,… <\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20,98,12],"tags":[161,165,5],"class_list":["post-588","post","type-post","status-publish","format-standard","hentry","category-content","category-marketing-2","category-search-engine-optimization","tag-content-marketing","tag-roi","tag-seo"],"_links":{"self":[{"href":"https:\/\/blog.clearimaging.com\/index.php?rest_route=\/wp\/v2\/posts\/588","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.clearimaging.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.clearimaging.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.clearimaging.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.clearimaging.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=588"}],"version-history":[{"count":2,"href":"https:\/\/blog.clearimaging.com\/index.php?rest_route=\/wp\/v2\/posts\/588\/revisions"}],"predecessor-version":[{"id":590,"href":"https:\/\/blog.clearimaging.com\/index.php?rest_route=\/wp\/v2\/posts\/588\/revisions\/590"}],"wp:attachment":[{"href":"https:\/\/blog.clearimaging.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=588"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.clearimaging.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=588"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.clearimaging.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=588"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}How to improve the ROI of your content marketing<\/h3>\n