Ask a “yes” question that strikes at pain points.
Reveal that you’ve been there before and can relate.
Call out your discovery of a solution.
Send readers to do something with specific steps.
By doing this, you draw the readers in, then give them a clear
call to action. Without a clear call to action, it is difficult to get a
good return on investment (ROI) simply because readers have no
next-step to take with the information they have received.
Maximizing return on investment is simply a matter of
maintaining consistency, providing value and knowing how to
link disparate pieces of marketing together into one cohesive
story.
1. OPTIMIZE YOUR REFERRALS
There are many ways to optimize referrals, but some of the best
ways are to feature your customer as the front cover story in your
personalized magazine, send a care package to them, and send
your magazine to their contacts. The two most important things
to have in place are, a website traffic generation process and an
email capture strategy.
What return do you get from this? Customer loyalty, referrals
through the magazine share, increased online traffic generation,
and a significantly bolstered email list.
2. ACTIVATE HIGH-VALUE PROSPECTS
Every business owner knows that landing one high-value
prospect can be just as effective (if not more effective) than
landing multiple average-value prospects. To activate them,
you’ll want to feature the story of a high-value prospect, send
them a care package, and integrate your web traffic generation
strategy and email list capture strategy as previously mentioned.
In return, you give them value and start a dialogue with the
prospect, potentially landing them as a client and driving online
traffic to your site for bonus materials.
3. CREATE INFORMATIONAL ARTICLES
Informational articles are going to be your bread-and-butter as a
content marketer. You will have a two-part strategy consisting of
MEET
ANDY BUYTING
FOUNDER & CEO
CARLE
PUBLISHING
informational articles and informational advertisements which
work together to hook and direct readers online. Again, this will
generate web traffic and work with your email capture strategy.
Content coordination with your website is an essential element
here.
You will drive online traffic into your buying cycle and begin to
get conversions, all while building your email list.
4. CREATE INFORMATIONAL ADVERTISEMENTS
Informational articles and informational advertisements have the
same requirements and a very similar return. The two work in
conjunction with each other. Ultimately, for both, you will need
to have something built into your website to handle the traffic
you are sending there. This is usually going to consist of related
content in the form of a specially designed landing page that has
the sole purpose of converting the traffic you are sending from
these two methods.
TYING IT ALL TOGETHER
Utilize the three pillars of marketing in your initial content
strategy. When designing individual pieces, think of the four
ways you can maximize your ROI. Finally, make sure that you
tie everything together and keep a consistent message. If your
goal in an article is to send someone a free white paper or to a
contact page, you should already have a landing page designed
specifically for that purpose on your website and you should be
thinking of ways to collect information (email, phone number,
name, etc.) at the same time.
Coming up with a valuable content strategy takes work. Then
again, nothing valuable comes easy. You have the knowledge,
you have the expertise and we know how to help you share it.
What’s stopping you from getting started today? Give us a call at
1-877-719-8919 for a free 30-minute discussion about your
marketing strategy and how we can help you maximize your
ROI today.
BONUS MATERIAL
TM.MEDIA/TM104
TO ACCESS 30 MINUTE RECORDED WEBINAR
Andy Buyting's thought leadership journey
started when he published his first business
book in 2007 and first magazines in 2009.
Since that time, he has leveraged custom
magazines and online digital content strategies
to establish himself as a leading authority in
content marketing and brand positioning.
Through his company, Carle Publishing
Inc., Andy and his team make these
content marketing strategies and tools
accessible to their Client-Partners.
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