Episode 8 – Content Marketing Hack, Closed Loop Marketing, and Link Building
Hi and welcome to episode 8 of Wired Plus TV.
I’m Tony and I’ll be your host. I’m the Marketing Manager at Wired Plus.
In every episode of Wired Plus TV we will be exposing marketing secrets, insider knowledge, and business advice and lessons that we have learned through the creation of Wired Plus.
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So, moving on to this week’s marketing hack which is for your content marketing.
Are you re-purposing your old content?
If you’re among the majority of marketers and marketing teams, you’ll be short on time to do your work and short on resources to get it done.
This causes problems when you are going down the time consuming route of content marketing. It takes a lot of time and resource to produce top quality content – as you are probably all too aware.
So, here is a time saving tip for your content marketing – re-purpose your old content.
If it was good enough to publish once and in one format, then it can be used time and time again in different formats.
Your audience won’t have seen all of your old content, and they might only want to consume content in one format too.
Give your audience the chance to digest the information that you are giving them in as many different ways as you can, to make sure that they use the content and also share it with their networks too.
Think about a traditional blog post. What other ways can you showcase the information in it?
- A series of images
- A full length video
- Short videos for each section
- Sound bites, similar to a podcast
- Pdf download
These will get you going just for starters. If you have some evergreen content in another format, why not consider re-purposing that into something else?
Going down this route means that you don’t have to always create brand new content. Use what you already have, and what you already know works, and give it another chance in a new format.
And now our marketing strategy section where we’ll be discussing “Closed Loop Marketing”.
Introducing Closed Loop Marketing
Marketing teams are often at odds with their sales departments. Endless debates ensure about who is responsible for leads. Even more arguments occur over the quality of leads and what should happen when they are not sufficient.
Closed loop marketing solves this issue by allowing marketers to review data about what happened to the leads they entered into the system.
Defining Closed Loop Marketing
Half the money I spend on advertising is wasted; the trouble is I don’t know which half – John Wanamaker
This well known quote by John Wanamaker is often cited when people discuss Closed Loop Marketing. The quote simply means that because of a lack of analysis and understanding, it is impossible to know which marketing techniques are working.
Not anymore. This well known marketing term means that sales and marketing departments work together based on the data they have collected and processed. The alignment of your sales and marketing departments allows a smooth flow of information between departments, improving communications.
You can identify where your campaigns are working and where they can be improved by closing the loop. You can then take this insight to create more engaging, personalised and effective campaigns for the future. The more data you have collected, the more accurate and widely applicable your insights will be.
Marketing isn’t one straight line from cold lead to purchase anymore. People need to be nurtured before purchase and cared for afterwards.
Letting Data Guide Your Marketing Strategy
Once you have run a campaign and collected the results you can use these insights to make intelligent decisions for future campaigns. Using a data driven approach to email marketing gives you a solid foundation for decisions within your marketing campaigns.
Before marketers close the loop, there is no way of identifying why a campaign is performing in a particular way. Taking the data from campaign performance and re-inputting it into the system means that you can identify the reasons why a campaign performs in a particular way.
Marketers can identify where leads are getting stuck in the marketing loop. Using the information they collect to identify common problems, they can then streamline processes and preempt issues that may be encountered.
How Closing The Loop Can Help You
Great. So you can make your sales and marketing departments work more closely together but how does this impact campaign performance and effectiveness?
Here are the main benefits:
Deeper Understanding of Contact Behaviour: You can use your insights to gain a deeper understanding of customer behaviours. Each time you send an email campaign you are adding to the wealth of data that you store about your contacts.
Convert Leads with Ease: Use the insights that you gain from your analytics to convert more leads. As you feed information between your sales and marketing departments, you can ensure a higher conversion rate for your campaigns. Use the data you collect to establish what qualities are present in good quality leads. Future marketing campaigns can then be centered around the qualities you identify.
Save Time with Repeat Customers: When a customer is approaching the end of the customer journey, you can use a well timed email to prompt a repeat purchase. You can use this strategy to shorten the ‘Consideration’ phase of the marketing loop.
Higher Team Satisfaction: Increase the level of satisfaction in your sales and marketing departments. This strategy allows you to streamline your processes meaning that you can give your employees more accurate information about their performance. Enacted correctly, this can improve motivation levels for your teams and provide them with realistic targets to work towards.
Target Paid Advertising: After you have collected information about your leads and how they react when they go through your conversion funnel, you can target paid advertising campaigns at specific buyer personas and customer profiles.
How You Can Get Started With Closed Loop Marketing
To get started with this approach, you need to take a number of factors into consideration.
CRM System: You need to have a central hub of data which collects data about all of your campaigns. Centralising all of your data eliminates inconsistencies and makes the process of updating content much quicker.
Building the Team: Your team needs to buy into the idea. Using this strategy leaves no room for blame as insights indicate where your system is failing to perform.
Triggered Emails: Trigger email campaigns based on the places your customers are most likely to get stuck in the conversion funnel. You need to identify where and how you are going to automate email sends and monitor their performance to ensure their effectiveness.
Empowering Customers: Encourage customers to review your company after they have purchased. Once you have created your streamlined marketing process, you need people to know how good it is. For this purpose, there is nothing better than recommendations from people who have experienced it.
Aligning the sales and marketing departments in a closed loop model gives you the best possible decision making foundation. You can use these insights to close the loop between sales and marketing. This creates a more streamlined and effective conversion funnel which ultimately improves performance.
And now an update on the Wired Plus journey.
Following on from the work that we did on our content distribution plan, we have changed our link building strategy.
We already have a good foundation of links to our site, but to ensure that we get the best results over the long term, we need to keep building links back to our site. Every website is the same in this respect.
You can’t just build it and expect people to find you and your content now. You need to be proactive at every stage. This is why we’re changing our link building strategy. It is working, but we can do better.
Here is the new process in an easy to read format for you. If you would like a copy for your own SEO and content marketing, let us know and we’ll send you a copy.
As you can see, we are going to target our competition and the areas where they are getting their link juice (backlinks).
We will “skyscraper” the existing content that is ranking to boost the reputation of our brand as a thought leader and industry voice.
To read more about how we’re going to do this, follow our journey on the Wired Plus Hub. Sign up to receive weekly updates from our start up journey.
So that’s it for today’s show!
In the next episode, we’ll be talking about Link building , an SEO hack , and an update from our journey to disrupt the marketing software industry.
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Thanks for joining me today, I hope you can join me again next time.
Until then, happy