If you want to feed your funnel with content production, you need to optimize this process. Creating killer posts can be very costly and, if done incorrectly, can mean wasted money.
So, as mentioned before, having a well-defined publishing volume and frequency is important. But that doesn’t mean that more volume is the only thing you need. Often, the quality of the content is what will lead to a satisfactory return on your investment!
But how do we balance these two variables? What is more important?
It's simple, but let's take it easy. The first thing to business opportunity seekers email list do is understand your persona . So far so good, there are hundreds of quality materials that will help you do this correctly.
Next, it's time to define your conversion points . This is usually done with rich material offers.
Rich materials are in-depth content that goes beyond posts on your blog or social media. In other words, they are publications that are worth converting your prospects into leads (when the prospect provides information such as a phone number or email in exchange for obtaining this rich material).
Even if your budget for producing rich materials is limited, here is a strategy that has been proven to work: instead of producing materials on a recurring basis, you can produce good material and work on link building.
Or, instead of producing 10 regular ebooks, you can produce 1 great ebook and 9 blog posts that link to it! This way, you will work on organic earnings and conversion optimization with your content!
The rule, in general, works as follows:
If you need to generate traffic, focus on quantity .
If you need to generate leads, focus on quality .
Creating a 4-step strategy to measure the ROI of your content
We have already defined that, to generate traffic, we must create a good volume of materials and, to convert, we need excellent quality content, right? So, to define Return on Investment as a metric, we need to cover the entire funnel and, from there, analyze how many sales were generated in this process.
To do this, let's assume a company whose product is subscription-based social media management software.