Content communicates value propositions and comes in many forms. An article on a website that is promoted through popular mediums like LinkedIn or Google will drive customers and prospects to a site which can in turn be encouraged to return via retargeting. An ebook with relevant information and data can hold enough value to a prospective customer for them to exchange their contact details via form in return for the ebook – this is called gated content and is a great way to capture leads and measure the accuracy of your targeted promotions by assessing the quality of the leads. Both of these written forms of content are also great contributors to SEO.
Videos, downloadable templates, and interactive calculators are becoming increasingly popular for prospective buyers as they become overwhelmed by written content and seek out new and differentiated forms of content. As the online marketplace becomes increasingly crowded however, there is no silver bullet, so incorporating a variety of content mediums into your Digital Marketing Strategy will stand your business in good stead.
The information offered in content must be valuable, relevant, solves problems, and current, to be effective so research and planning is critical to success.
DRIVE TARGETED TRAFFIC TO YOUR WEBSITE
RETARGET VISITORS ON THIRD PARTY WEBSITES
IMPROVE BRAND POSITIONING AND LEAD ACQUSITION
Jeff Frampton – Co-Founder, Excise Cloud
Matthew Boyd – CEO, Vollie
Bobby Garrett – Co-Founder, Excise Cloud
The Questions We Get Asked The Most
How frequently should I be creating new content?
We recommend posting new content to your social channels every day (multiple times a day for Instagram). A combination of your own and relevant, third-party content works great. Ideally you want to get more of your own out, so you can get the lion’s share of the traffic so aim to create at least five new pieces of content a month and publish them 2-3 times each. Fill in the gaps of your social schedule with complementary, third-party content.
What return can I expect from doing this?
Remember the story of the tortoise and the hare? While content requires time and patience, it will pay off in the end. One piece of content won’t result in customers knocking down your door straight away but persistence with it will. Aim for consistency over 12 months and measure changes in organic traffic, inbound leads, referrals, and lead conversion times.
How much does it cost?
An article will cost between $200-$500 AUD depending on how technical the content is. An eBook ranges from $5,000-$10,000 AUD including research, writing, editing and design. A video ranges from $2,000-$20,000 AUD depending on the quality and inclusion – a flat animation will be much cheaper than hiring actors and voice over artists and shooting on location. For a TV ad type of video you’d be looking at upward of $20,000 AUD. A digital calculator will cost you between $2,000 and $5,000 AUD and a landing page to host a piece of content will costs around $1,000 AUD including writing, editing, design and development.