Frequently Asked Questions


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What are the steps to developing a content marketing strategy?

First, determine who your target audience is. Develop a customer persona to whom your content should speak to. Then, based on that persona and your company’s brand image, decide on your company’s voice, and the type of content you will be creating. Your content needs to be informative and valuable, as well as interesting and engaging, to your target demographic. 

How should companies measure their social media marketing success?

Success is measured using the same metrics you use for any other marketing activity: traffic, leads, and customers. The bottom line that determines its success is how many people it drives to your site, how many of them are qualified leads, and how many of them actually become customers.

How important are keywords in content marketing?

Despite the constant changes to Google’s algorithm, keywords are still important in content creation. While the standards have been somewhat relaxed, so that words and phrases that mean approximately the same thing as the exact phrase searched for can now pop up in search results, too. Just remember that your priority is always to write for humans, not search engines.

What are some common social media marketing mistakes business make?

One of the worst mistakes is inconsistency, and not responding when consumers reach out to engage. Another problem is using social media as a place to announce your own content and nothing more, without ever engaging in discussions or adding comments to the post that make your audience want to click or like or share.

What is keyword research? 

Keyword research is the first step to any successful SEO campaign. And it helps you identify the keywords and phrases people search online to find your business.

Then, you can incorporate those keywords on your website in places like your page titles, meta descriptions, and copy. This will help to boost your rankings in search results and ensures that your business shows up in more relevant searches.

When is SEO needed? 

After beginning an SEO campaign your website’s content, architecture, and files will be optimized for users and search engines. Additionally, there are ongoing SEO methods that should be performed on and off of your website. Ongoing SEO practices which must be performed in order to maintain search engine rankings include, but aren’t limited to, updating and adding on-site factors such as content and other meta information, as well as building links to your website.

How do I increase my campaign clicks and impressions?

Selecting the right strategy for raising your impressions and clicks requires research into your campaign over time. This can include looking at your user search terms to see what has higher conversion rates, what does not, and making these into keywords. 

Which social media platforms should my business have a presence on?

There is no set answer to this question because you need to have a presence wherever your customers are — and different businesses have different audiences. One demographic spends most of their time on Facebook, while another really only engages on LinkedIn, and some divide their time equally between three or more sites. Find out where your customers are, and follow them there.

How long does it take before I'll start seeing results from social media marketing?

With social media constantly evolving, this depends on variables such as the time and effort you’re putting into social media marketing management, your budget, your audience, your strategy, and whether you’re using paid ads or not. Regardless, it’s important to remember that social media is a marathon and not a race.

Is email marketing still effective?

Email marketing is one of the most effective ways for a business to reach customers directly. You’re not posting something on your site and hoping people will visit it. You’re not even posting something on a social media page and hoping fans will see it. You’re sending something directly into each person’s inbox, where they definitely will see your brand with every email.

How often should I send marketing emails?

As often as you can, without getting annoying. You want to send frequent emails, but not so frequent that people start unsubscribing or worse, marking them as spam.

Where’s the happy medium? Unfortunately, it’s different for each business. For some, once a month is plenty, while for others, daily emails are just fine. Again, it’s a matter of experimentation and testing to see what your particular audience responds best to.

What qualifies as content?

When most people think of content marketing, they think of a blog. And blogs are certainly one of the easiest and most effective means of content marketing available. But they aren’t the only forms of content that can be employed in a content marketing strategy.

Any valuable information, conveyed via any medium, can be considered content. Videos, info graphics, PDF s, blogs, articles, podcasts, white papers, e books, webinars — the list goes on and on.