How to improve brand consideration? Invest into content marketing in the long term

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Using content either to build up your brand in the long term, or to boost your conversions in the short term? And why not both? Our approach to content marketing interconnects the two.


Banking or automotive sector. Both represent areas in which sales processes take longer and customer journeys are more complex and often involve both online and offline touchpoints. If your business operates in such a sector, content marketing is crucial for you –⁠ particularly in upper- and mid-funnel, when you aim to improve interest in your brand and its consideration.
 
In such cases, content marketing is a long-term effort that requires initial investment to guarantee high-quality content and its promotion. Results come gradually over time. How long does it take the blog to pay for itself?

Content that pays off

When does the investment return? Have a look at the results of content platforms that we manage and that have an established position already.

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Average increase in total unpaid traffic (mainly organic search, referral and direct traffic) after two years compared to the first six months

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Typical share of unpaid traffic in the first year

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Average share of unpaid traffic in the third year 

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Typical share of unpaid traffic in total blog traffic after 4 years

Quality content deserves quality promotion

In the beginning, content must be supported by media budgets. However, if we look at the results of the content platforms we manage, there’s a 40% drop on average in media spend after two years. This way, organic traffic effectively repays you the money that you invested into the promotion. 
 
From this point onwards, your content promotion expenses are getting lower and lower, as the blog attracts visitors mostly on its own. Moreover, organic traffic is proved to be of much higher quality than paid traffic. In other words, people who find your content on their own – through Google, Seznam or third-party websites – tend to spend a lot more time on your platform, they finish reading your articles and they also come back more often. Plus they are more likely to convert.

How to make sure you get a good ROI of your content marketing?

Here’s a couple of tips.

1. Keep publishing new content

Ideally, you should begin with a ‘starter pack’ of a few articles. This is appreciated mainly by search engines. A mini-campaign could also be useful –⁠ it attracts a broader range of users to your blog. Next, set a publishing frequency and stick with it. Both your readers and Google will appreciate that, as the latter values fresh content and regularly updated websites a lot more. The following equation is more than valid here –⁠ the more content you have on your blog, the higher is its search visibility and authority, and in turn, your traffic and user interactions with your content increase as well.

2. Write about things that interest your readers

Your content should always be based on the needs of your readers = potential customers. The content should be offering solutions to their problems and concerns (ideally also suggesting that your product might help). You may also create the so-called wiki content, which answers the most common user questions in the form of encyclopaedic entries. But don’t be afraid to create more lifestyle-focused content that’s not directly related to your product, as such content can compete with what is published in other media.

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Škodapedia is a "wiki" element on the ŠKODA Storyboard website, regularly updated with new entries. This way, we can tap into search engine algorithms.

3. Become an expert on a given topic

If you regularly create content on specific topics, search engines’ algorithms will regard your platform as an expert within that specific field. It will also rank higher in search engines for related queries. This way you can considerably increase your organic search traffic. Plus, thanks to your growing authority in that field, there will be more and more websites linking to your content, which in turn increases referral traffic to your site.

4. Promote the blog as much as you can. Mainly at the beginning

It’s not going to work without that. As shown by the increasingly popular share of search metric, brand campaigns (which may include content promotion) result in a growing search volume of the given brand or topic. That in turn leads to an increase in organic search traffic. Content promotion is crucial mainly right after your platform is launched –⁠ but regular content promotion in the following months also helps boost its visibility. 
 
Organic search traffic is a core part of unpaid traffic to your content platform (around 50-60%). The expected growth of your organic search traffic proves that the above recommendations really work. As shown by the results of content platforms we manage for our clients, organic search traffic increases by 21% every month (on average) in the first 2 years of the blog’s existence.

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Source: C3 Prague, Google Analytics combined with data from clients content platforms

If you follow the above tips, your content platform will become self-sufficient approximately 2 years after its launch. Moreover, it begins to earn you money. It attracts the majority of traffic for free, and the users will keep coming back –⁠ and such traffic is both valuable and relevant for your brand. From this point, you are only one small step away from quality leads and conversions.
 
Are shorter customer journeys more common within your sector? Read about how content marketing may help deliver both leads and conversions quickly.

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