The Ultimate CEO’s Guide to Content Marketing

CEO is the top level rank and face of any business, on the other hand, content creators are the backend power.  These two roles may be the opposite, however, their goals don’t rely on the same matrix, business might not reach its devoted growth levels. It’s important that CEOs know what wonders content marketing can do for their business and how they should align their marketing strategy accordingly. This article is a complete CEOs guide to content marketing.

Let’s pay attention and get started!

1. Aligning Content Marketing with CEO Business Goals

The first step to a CEOs guide to content marketing is to align your content strategy with CEO business goals.

Define Clear KPIs

Schedule a meeting with your content marketing team and set some clear KPIs. Have a clear understanding of what was done in the past, what the team is doing, and what needs to be done. These can include things like;

• Setting up precise revenue goals associated to particular kinds of the marketing campaigns
• Setting KPIs, such as numbers for customer acquisition costs (CAC), lead generation, and conversion rates

Set Up Buyer Personas

A CEO should have a detailed talk with the content marketing team to set buyer personas in the start. Buyer personas are the details about the buyer the company is targeting. It involves getting to know about buyer’s problems, pain points, solutions to their problems, their age groups, shopping habits, and decision influences. These things help make a clear strategy on what to do to attract the buyer towards your business.

Balance Educational and Promotional Content

The target should be writing content that is balanced between educational and promotional. You don’t only want to sell your products or services without letting the buyers know why they need it. On the other hand, you don’t just want to provide information to them so they know what they want and they bounce to other competitors in search of their solutions.

2. Investing in High-Quality Content Creation

The Internet is loaded with organic as well as AI content, if you need yours to stand out, there must be enough quality that readers are attracted to. Here are some of the things that you can do:

Avoiding Fluff Content

With the rise of AI, content writers rely on online tools too much and end up producing fluff content. A fluff content is unnecessary, irrelevant, or generic content that doesn’t have any value in it. An important aspect of CEOs guide to content marketing is to make sure that there is no fluff content and every bit of content should be rich with quality information, references, backlinks and written with expertise and experience.

Trigger Customer Pain Points

One of the best ways to get customers onboard is targeting their pain points. When you make the buyer personas and identify their problems, you need to tell them that these things are painful and we have a solution for it.

Adding Valuable Content Elements

For a quality content, you need to make sure that it contains these things:

• Facts
• Statistics
• History references
• Practical solutions
• Sincere advice
• Checklists
• Industry trends
• News
• Analysis and insights

Using Different Content Types and Channels

There is no one-size-fits all in the CEOs guide to content marketing. You need to target different channels and create content accordingly for your unique business. For example, if your business falls in fashion industry (a clothing brand) you can create;

1. Keyword rich Fashion blogs and article for ranking high on search engines
2. Creating unboxing short reels and shorts for youtube
3. Comprehensive product descriptions
4. GRWM or Tutorial long videos on youtube
5. Podcasts on how the product is manufactured
6. Reviews and interviews from satisfied clients
7. Survey forms from old clients
8. Creative posts on different platforms on social media
9. Discount offers and flyers graphics on website
10. Live streams on social media platforms like Instagram and facebook

Generate Metrics Reports

Content marketing teams should know what revenue is being drawn out and where it is coming from. It’s best to create a matrix report time to time from your real-time data to identify:

• Average open rates
• Click rates
• Bounce rates
• Time before someone opened a message
• Best time of day to send a message

Make a Content Calendar

Content calendar is a must have to plan and track everything. Get your team together and set deadlines and schedule everything so that nothing gets out of the planning.

3. Turning Content into Lead Generation

Utilizing All Keyword Types

Understanding keyword intent and its types, intent, and competition, and their results is a crucial thing when creating content. Keywords are the pillar points that can make or break your content marketing efforts. You can use trending keywords to make your place in the trends however, another great idea is to use long-tail keywords that have fewer searches but high ranking opportunities. So every user that searches for that keyword, finds your product, and turns into quality leads.

Optimizing Your Content for SEO

The content team should add SEO rich keywords naturally into the content according to search engine’s algorithms. For example, you can add your targeted keywords in a blog in these places:

• Title
• First 100 words of the content
• Section headings
• Body text
• Image alt tags
• Conclusion

Leveraging Webinars and Live Streams

Another way to get qualified leads are using webinars and live streams. Show your audience your experience and unique selling point to gain their interest.  Surveys show that when audiences see businesses talking about their products and services publicly, they build trust. Hency, making it easy for the buyers to make a decision.

4. Tracking and Scaling Content Marketing Efforts

There’s no use of all the efforts, if there’s no revenue coming your way. As a CEO, you should keep on checking and tracking all the efforts using different matrices.

Using Tools to Inspect Traffic and Revenue

Use free as well as paid tools to check if the revenue coming from your content marketing efforts or not. You can use tools like;

• Google analytics
• Google Tag Manager
• Google Search Console

Manual Attribution Ways

Some leads may take you to a website but not clearly show where it came from. Either form a blog, social media post link, add, listen to a podcast and what else. Try adding a question in your surveys or checkouts about; “How did you hear about us” so the customer’s answers clearly show you the leading generation path.

Get Your Team Engaged

You don’t have to do it all on your own. A great business is not run by a single person, but a whole team of experts that collaborate with each other. Divide work with your team members that have different expertise in their departments and provide the best services and products to your customers.

5. Starting Your CEO Content Marketing Strategy

Now that you’ve read all the CEOs guide to content marketing, you’re ready to start it. Get your gears ready and take the first step to your business goals. However, we understand that as a CEO you may think all of this is a lot to do and you may have other important things to work on priority. We are here to provide a solution for that too.

DigiStack Marketing Agency provides comprehensive content marketing services. We’ll do it all for you and make it effortless to bring your business the revenue it deserves. Contact us and we’ll schedule a call today!

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