This 'content conversion plan' includes every channel where a consumer can come into contact with a company's content. Within these channels, we determine the point where the chance of conversion, achieving our objectives, is the greatest. This place can differ depending on the main objective. For example, for collecting business leads, it can be a different strategy than when focusing on reputation management.
Many business-to-business companies have indirect sales in mind through their online content strategy. In that case, the 'content conversion' point will very often be their own site or a blog. After all, that is where the chance of contacting the company for further information is greatest. Companies in the knowledge sector might consider Slideshare as the most important place. After all, on Slideshare you get an e-mail with contact information of every person who downloads your presentation. If the goal is to build a large customer community to engage in dialogue with, Facebook might be the most important place.
Once the 'content conversion' point is determined, we can think about how the other digital channels help to guide people to the conversion point. The easier and shorter the route to the conversion point, the greater the impact of the online investments.
2. Building online reach
For many, striving for a large online reach remains taboo in the online world. Of course, interaction and engagement are very important, but the return on content is a lot higher with a reach of 10,000 versus a reach of 1,000. Of course, the goal is to build qualitative reach. The biggest challenge is to keep the balance between bringing content that is guaranteed to attract people versus bringing content that attracts the right people. That balance must always be maintained.
There are two ways to build reach: the slow way and the fast way. The slow way builds reach by investing in quality content that spreads organically. To succeed in the slow way, three things are needed: strong content, a steady rhythm and a good dose of patience. For most people, the latter is the biggest problem. To speed up the process, a company can use the following (non-exhaustive list) strategies:
Conversational campaigns
Rhythm
A one-time big campaign is not enough. To build up the reach structurally, a belgium telegram data certain rhythm is needed in which strong content is created.
Give away free services/products & competitions
Giving away free products is an effective way to build reach in a very short period of time. The disadvantage of this approach is that there is no guarantee of attracting the right people. Many have built up a large group of 'fans' this way, but of questionable quality. When using this strategy, it is important to convince these people with rock-solid content.
Social advertising
Good content deserves to be seen. Promote your content using social media ads.
Employee activation
A company should always have more fans than employees. If your own employees are not interested in the content, how can you expect interest from the customer? Train and guide employees so that they become active ambassadors of your social media activities.
Offline communication
Building reach goes beyond the online channels themselves. Mentioning the online channels in every possible communication helps to structurally build reach. Mention the online channels in all communication: TV commercials, banners, posters, print advertising, in-store advertising…