It has been a fun day for me as I’ve had the opportunity to review the 2015 content editorial calendars for two of our newest clients here at The Sales Lion. And as I’ve been doing this, I was reminded of one of the most important “changes” we made to editorial calendar strategy over the past year and just how much of an impact it has had with clients—which is exactly why I decided to write this post.
Content Marketing is Getting More Leads and Sales, NOT Traffic
When it comes to content marketing, although many companies may generate more web traffic because of their efforts in the beginning, they often struggle when it comes to producing more leads and sales. The reason for this phenomena is simple:
Their content priorities are messed up.
Specifically, they are focusing on the wrong type of content—mainly the type that is very “top of funnel”—but not nearly the kind that will attract the most serious of buyers.
Remember, content marketing is about generating more sales. When all is said and done, that’s what matters. And if you’re just kicking off a content marketing campaign with your organization, this reality is even more important, as you can be assured the organization’s “doubters” are looking for proof that this new way of marketing actually works.
How to Simply “Rate” Content
This solution to this problem is quite simple: When creating a content marketing calendar, the content should be “rated” and given a priority level based on its ability to quickly generate more revenue.
At The Sales Lion, we call this “Buyer’s Content” because it’s the type of questions/topics consumers and decision-makers are asking when they are at the bottom of the buyer’s funnel. And to identify “Buyer’s Content,” we have a very simple content rating system we use with clients.
Essentially, we have every client rate their planned content (be it blog titles, videos, etc.) on a scale of 1-3. A “3” score means it’s “Buyer’s Content” and therefore marked as most urgent—moving it to the top of the calendar. If it’s a “1” grade, then we’ll wait to produce this content because it’s either a top of funnel question that a buyer may be asking or even an “outside of the funnel” question/subject—meaning that although it may be relevant to the business and buyer, it doesn’t necessarily represent someone who is seriously considering making a purchase right now.
To give you an example of what I’m talking about, here’s what it might look like if you were a roof contractor:
As you can see, all 3 of these articles are potentially good, traffic-generating posts. But, for a local roofing contractor, the article rated with a “3” is clearly the type of search a prospect would do if they were getting ready to pick a contractor (bottom of funnel) in that roofer’s area, which is why this type of post gets such a high rating.
Don’t Leave Your Results in 2015 Up to Chance
Although there can certainly be some debate as to what priority rating a piece of content should get, the key here is that as you look at your editorial calendar in 2015 and beyond, you have a clear vision as to what content will likely render the greatest direct results, and you then allow that content to take priority and precedence over that which may or may not ever produce tangible sales results for the company.
As you can see, this process is extremely simple, but it’s always the simplest of things in the marketing space that generate the greatest results. Don’t allow your company’s success to be delayed. Start prioritizing your content today.