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Content Marketing: 7 Tips for Increasing ROI on a Budget

So you want to grow your company this year, but you’re faced with a low budget and a small team.

What’s the content that’s easy to create but that will benefit you for years to come and give you the highest ROI?

Here’s a quick breakdown that will help you get the most bang for your buck.

1) What’s already working?

Spend time in your Google Analytics and Search Console to review what’s worked best for you in the last 1-2 years.

Then, brainstorm ways to recreate, update, re-publish, repurpose, or optimize existing content to boost what’s already getting you views, conversions, and hopefully revenue.

2) Optimize your sales pages

How are your sales pages performing?

Capture more case studies, testimonials, reviews, and how-to videos to give your sales pages extra conversion power.

Study the sales pages used among authoritative sites in your vertical for inspiration. What they’re using is probably converting quite well.

3) Think of how to distribute through social channels

Distributing your content through social channels and online discussion groups can help you gain traction, especially if your SEO is still lagging.

Select part of your article to share on social media while creating it.

The general process:

  • Start with the title, takeaways, and highlights — they should be actionable and relevant, add value, and provide the joy of discovery.
  • Draft article.
  • Create Twitter thread.
  • Post on website.
  • Post Twitter thread.
  • Post tips in online groups, link image to website or Twitter.

4) Participate in relevant communities

Join a few communities where your target audience hangs out, and watch for topic ideas or ways to help.

5) What is your audience looking for?

Figure out what your audience is looking for. Set up an ongoing process for:

  • Researching your audience.
  • Incorporating your insights into your work.
  • Using these insights to guide your content efforts.

Ideally, help automate this process, such as by using Google alerts, Google trends, and/or by adding your favorite personalities to Twitter Groups.

6) What strategies are your competitors not using that you can take advantage of?

Look at a few of your competitors’ sites through the lens of search traffic and then brainstorm things they may not be paying attention to.

Are there keyword gaps you could take advantage of?

Don’t build content in areas where your competitors are already strong. Instead, find the “white space” your competitors are leaving and compete there.

SEMRush is a tool that can help you find this blank space for you to compete.

7) Create linkable assets

Journalists and other content creators are looking for trends, benchmarks, stats, and data that can help get backlinks to your site.

Create this kind of content to attract links and get your organic traffic on the uptrend.


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