Seven tips for successful content marketing

CONTENT The success of content marketing depends on presenting relevant content to new target audiences while generating traffic from as many returning users as possible. The online marketing company Ligatus offers seven tips that publishers should definitely keep in mind.If you want to strengthen KPIs such as reach, dwell time, abandonment rate, downloads, registrations or sales figures with your content strategy, you need a solid distribution strategy. This should be explicitly aligned with the business objectives and be flexible enough to be optimized over the course of the campaign. Specifically, the following has proven to be crucial for the success of content promotion campaigns:1. tabloids are always relevantTopics that could appear in the tabloid press are also clicked on by Internet users. They must be relevant and appeal to the user's emotions in order to arouse their interest. Users spend very little time deciding what to read next, so the ad needs to work in a few seconds. In a campaign for Online Marketing Rockstars, for example, the ad with the topic "Richest blogger in the world - The young Italian Chiara Ferragni earns millions with her fashion empire" achieved a CTR (click-through rate) that was 433 percent above the campaign average.2. names are smoke and mirrorsGive your ad a meaningful headline. The title of the target medium is irrelevant, even if it is a well-known media brand. An example: If the teaser is right ("Gérard Depardieu drinks 14 bottles a day") and the famous actor can be seen in the picture, the ad with the headline "Crazy alcohol confession" will be clicked on more often than the one with the headline "stern.de".3. the eye reads alongGood text alone is not enough. A suitable, exciting image is at least as important for deciding which article is read next. If you skimp here, you won't stand out. Deliberately choose a strong photo that supports the teaser text. A logo or simple clipart is not enough. It should be a well-composed photo, ideally with people.4. less is sometimes moreIf you can't formulate it in a few words, your story is still too complicated. It's not for nothing that skilled headline copywriters are paid very well. It is difficult to be brief. Nevertheless, you should make a special effort here. Online readers are often impatient and need to understand the teaser within a few seconds. Therefore, do not overload your ad texts, but keep them extremely short. "Muckies, Money, Marketing - How hard do YOU really want it?" works better than "Muckies, Money, Marketing - These athletes have a total reach of 8.3 million."5. make lists: 10 tips... People like to be organized and also want to estimate how short the path to their destination is. Lists promise to satisfy both needs. Proof is that you are reading this post right now. 3 trends, 10 amazing facts, 15 embarrassing things, 10 tips for success and similar lists are very popular with users. Of course, meaningful images that underline the promise of added value also help here. An image with the number 10 would be too simple and can slow down the click rate.6. no wolf in sheep's clothing: video or article? Videos, podcasts, lists, recipes or articles work particularly well if the format matches the topic. Make sure that the reader is immediately aware of the format in which the content is presented. For example, by placing a rectangular play button in the still image of a video. You should also indicate the format in the teaser text and in the link, for example "Ground squirrel versus cherry tomato: The cutest duel of the year in video. To the video >>".7. everyone is closest to themselvesWe are social beings with a wide range of interests in world affairs, but we click most on posts that immediately show us how we can benefit from them. "17 low-carb recipes" or "protection against heel spurs" promise immediate benefits, which "climate summit in Paris" does not. It must therefore be immediately clear to the target group what they will gain from reading the advertised article. Ligatus