Content material Advertising Consulting
Make no mistake; Content marketing is complex.
It requires specialist knowledge, in-depth knowledge of your target audiences, a great strategy to control execution and, of course, exceptional copywriting skills.
Last but not least, practical experience and consistency.
One more thing to keep in mind: All of this needs to go into the mix in order for you to get positive business results from content marketing.
Chances are, you already know that, right?
I assume you are here to appease your search for content marketing advice from the experienced professionals who lead the conversation.
You are in the right place.
To accomplish this guide, I want to help you avoid the pitfalls associated with content marketing advice from over 2.7 million blogs published per day on WordPress alone.
First, let's examine a few ways a content marketing consultant can help your business grow.
4 Ways A Content Marketing Consultant Can Help Your Business Grow
Don't make a mistake here either. Content marketing is not limited to just writing blogs or articles.
It goes way beyond that.
Podcasts, pictures, emails, videos, webinars or social media posts fall under the umbrella of content marketing, provided they promote your company in a certain way.
Add all this up and what do you get?
Over 4.6 billion pieces of content are produced every day.
How do you stand out in this sea of noise pollution caused by excessive content creation on the Internet?
And how do you do it to further grow your content marketing business?
Excellent content marketing consultants aren't afraid to take on these difficult tasks.
And some ways they can help you are as follows.
Develop a content marketing strategy that drives growth
As I mentioned earlier, with billions of new content entering the internet space every day, there is already an information overload to deal with.
In today's world everyone thinks they are creative.
And now there's a tool that lets you create just about any type of content in a snap. As a result, most companies forget to consider things like who they are creating for, how to find it, and how what they are creating supports defined business goals.
Equality that produces mediocrity.
It's a terrible combination.
First, mediocrity leads to color blindness in the eyes of your target audience, as they don't know how to distinguish you from your competitors. If you produce hard-earned content without seeing it, you are wasting money and time.
You don't want that, do you?
An exceptional content marketing consultant can help you avoid these.
How are they going to do that, you ask?
Developing a content marketing strategy sets you apart and determines the KPIs for your company.
- Takes into account who your target audiences are (their needs, challenges, desires, goals and where they are).
- Identifies topics and clusters you need in order to create content that supports the needs of your target audience and helps position your company in a positive light in their eyes.
- Describes specific content types and formats to be created and how they lead to defined business results.
A consultant can help you drive growth by developing a content marketing strategy that:
Building a strategy requires extensive research and hands-on experience.
To avoid the pitfalls most companies do with content marketing, or to keep rolling pieces of content in the dark in hopes of a miracle, consider hiring a consultant.
Raise awareness and generate site traffic
The amount of awareness and traffic you can get to your website is the first step in growing your online business.
And online, prospects need to know your business or your website url before they can visit your website.
Although I don't know all the visitors to my website on my blog, I generate well over 3 million visitors a month.
So how can I create awareness and even get people who don't know me or the URLs of my articles to visit my blog?
I use content marketing.
Take for example this piece of content you are reading right now.
I don't know you personally, and I'll bet you haven't entered the unique url of this guide into your browser. But somehow you visited this blog and enjoyed what you read, right?
An exceptional content marketing consultant can help you with that.
By creating relevant content to be displayed on platforms, your audiences will search for the services you offer or the problems your business solves.
At my Neil Patel Digital advertising agency, we call it the act of creating "Content that matters to people:"
Your customers can be on social media or use Google to search for information. It does not matter.
Excellent consultants can continue to help your company raise awareness and generate traffic on the platforms or places that matter.
And they can do this using the three steps my ad agency used to drive the growth of startups and some big brands around the world with content marketing:
Acquire brand names and backlinks
Google is still the holy grail when it comes to online research.
If the need to rank on Google's top pages is critical to the traffic generated by your website (and its business), you need brand names and backlinks.
Without a doubt, creating high-quality, SEO-optimized content is the first step in this process.
But it will not be enough on its own.
You need brand names and backlinks to build credibility. This will increase your chances of ranking these content elements higher on Google.
As the Backlinko study shows, the number of high-quality backlinks of your content correlates with the ranking on Google and other search engines.
Earning backlinks or brand names is no walk in the park.
Hence the need for an advisor.
A content marketing consultant can help you get relevant, strategic brand names and backlinks that go beyond improving your rankings but improve business results.
As I discussed in a previous article, "How to Create Quality Backlinks … (and Brand Names)", exceptional consultants can do this by:
- Use of public relations.
- Write competitive, link-engaging content.
- Do an original study for your brand.
- Create an infographic.
- Target social media signals.
- Start link-generating outreach campaigns and others.
It is best to work with a consultant as they will help you figure out which strategy will have the greatest impact on your business.
Fuel your inbound marketing funnel and increase sales
Sales funnels are synonymous with online marketing.
When people first visit your website, most aren't ready to buy it. And nothing guarantees that they will visit your website when they are.
Hence, there is a need to convert website visitors into leads and turn them into customers using the traditional inbound marketing sales funnel.
The screenshot above shows …
The different stages of an inbound marketing sales funnel, from converting website visitors to email subscribers to promoting customers, flow into content.
To get the most out of this process, you need a content marketing consultant.
A consultant will help you develop a plan to increase traffic and fill your sales funnel with leads.
Depending on what they find out from extensive research, they will work best for you. Some of the strategies excellent consultants use to generate leads with content marketing include:
- Content upgrades.
- Guest post.
- PPC ads.
- Webinar collaborations.
- Polls, quizzes and others.
However, generating leads for your sales funnel is only half the battle.
You also need to develop content assets for each stage of the customer journey to drive leads in customers through email sequences.
The steps a consultant will take to do this, as I described in an earlier content article, look something like this:
- Check your leads and conversion ratios.
- Segment your leads based on their unique journeys and
- Start lead nurturing campaigns.
The four ways outlined above are some of the ways a content marketing consultant can grow your business.
Have I discussed an area where you need help?
Getting started with a content marketing consultant
Getting started with a content marketing consultant starts with you:
- What are your business challenges?
- In which areas do you need help when it comes to content marketing?
- What business results do you want to achieve?
It's best to have the answers to these questions in mind before turning to any content marketing consultant.
Because knowing what you need and what business results you want to achieve can help streamline your search for a consultant for those who have experience in the area in which you need help.
When you do this you only have one question (How can you help me) when you contact an advisor.
And because top content marketing consultancy service providers expect this, this is the question they rephrase for you when you visit their contact page:
After you've completed this inquiry form, the next step that exceptional consultants take is to book a discovery call with you.
This call typically lasts 30 to 45 minutes and is mostly made through Skype, Zoom, or Google Meet.
After that, most consultants go a step further by doing in-depth research (via the inquiry form you completed and the discovery call).
This research is designed to diagnose your business challenges and needs. The result of this research are the recommended strategies and tactics to grow your content marketing business.
Expect to receive these recommendations via a second discovery call or email them to you.
The next step?
If by this point your conversations are positive, a counselor will send you a proposal and a contract to work with you.
However, working with one should depend on:
- They like the recommendations they propose to help grow your business through content marketing.
- They are very clear in their process of getting results, and
- They consider you (and your company) to be well suited for their services.
Exceptional content marketing consultants value their reputation for a quick review so they don't pick up projects that they cannot deliver.
Also, before hiring a content marketing consultant, it is useful to know how to measure the effectiveness of the service they are providing.
Let's look at a few ways you can do this.
Measuring the ROI of Content Marketing Consulting Services
How you measure the return on investment (ROI) of a content marketing consultancy service depends on what consultant you have hired to accomplish it.
Ultimately, tracking sales and revenue increases after working with a consultant is always a great way to measure the impact of marketing activities.
However, this will not happen overnight.
And since this doesn't happen overnight, if you see an increase in the following Key Performance Indicators (KPIs), know that the consultant you are hiring is on the right track.
Increase in website traffic
When content marketing is done right, traffic will increase.
However, the volume of traffic you get through content marketing does not correlate with the number of content articles you have produced.
It starts with the quality.
A consultant should know this, so you shouldn't be measuring how much content they are producing for your company.
Instead, make sure they produce quality content and optimize it so that it can be discovered by your audiences on the platforms that audiences are on.
And how do you know if a consultant is doing this?
Your website traffic will increase so keep track of that.
Backlinks and brand names
There are other advantages to producing great content.
It generates organic backlinks from people who find your content insightful. That way, in turn, you can rank on competitive keywords that are most likely to increase sales.
External domains use brand names and anchor links to link specific articles on your website to your website.
It is difficult to rank your website on search engines for competitive keywords without high quality backlinks from reputable external websites.
By measuring the number of new backlinks an advisor is generating for your website, you can measure whether they are doing a great job.
One more thing.
Track what is causing backlinks to your website. This will show if the consultant is using content to get links for relevant keywords that are profitable for your business.
Number of new leads and conversion rate
What's the point in generating millions of monthly traffic if it doesn't generate new leads and sales for your business?
Hence, when working with a content marketing consultant, give them some time to familiarize themselves with the strategy and tactics, develop and implement them that are generating traffic.
You need to keep track of whether they are converting that traffic into new customers or leads for your sales team.
And how do you do that?
By measuring how much your conversion rate increases from traffic to new leads and how many of those leads are converted into qualified sales opportunities and customers in certain time frames.
You can do this by asking the advisor to set goals that you can track in Google Analytics and by using the analytics provided by your email service provider.
In conclusion, let me know what to look for when looking for a content marketing consultant.
4-point checklist for finding the right content marketing consultant
Look for the following attributes in order to hire a content marketing consultant that is right for you.
Do you have experience driving content marketing results?
Charity, they say, starts at home.
This rule applies to content marketing consulting service providers.
Whenever you find the right one to work with, always check to see that they are practicing what they preach.
In other words, do they have a proven track record of producing real results through content marketing?
For example, I not only use content marketing to generate around 3.5 million organic traffic a month, but I also generate millions of high quality backlinks from millions of organic keywords.
Based on these results, I can confidently say that my advertising agency, Neil Patel Digital, has a proven record of content marketing.
Always take care.
Are you a thought leader in content marketing?
Exceptional consultants go one step further than the experience of generating business results through content marketing.
You position yourself as a thought leader.
They also provide detailed insights into strategies and tactics they have tried to drive growth through content marketing.
How can you check whether a consultant fulfills this criterion?
Go to Google (or any relevant platform) and enter Content Marketing along with the name of the company or consultant.
Do you have processes for developing and implementing content marketing strategies?
When looking for the right content marketing consultant, ask about the custom tools they have developed to help deliver their services.
Yes, content marketing requires tools, even if it is a service that depends on creativity.
For counselors, you can find these tools in the form of battle-tested programs.
Take, for example, my advertising agency, Neil Patel Digital.
We have developed an internal SEO program based on content marketing:
To make sure we leave no stone unturned, we've also developed a content marketing program specifically tailored to content creation and promotion:
Do you have an impressive customer portfolio and relevant customer references?
Finally, review the companies in their portfolio to see if a content marketing consultant is right for you.
This will give you an idea of the caliber of companies that trust them:
And take it a step further by seeing what previous customers have said about their services.
From here, you can see if customers they've worked with have admired their expertise and are driving business results through content marketing:
Bottom line: choose a content marketing consultant who is worth the fee
As I said at the beginning of this guide, content marketing is complex.
Seasoned consultants you can count on to develop and implement bespoke content marketing strategies that are tailored to your business needs don't come cheap.
Because such consultants go out of their way to ensure that you get a positive return on investment (ROI) for every dollar you invest in content marketing.
If you can't get great consultants for little money, how do you know if they're worth the fee?
In most cases, previous customers will testify:
Do you want content marketing consultants who are well worth the fee?
Then get in touch with Neil Patel Digital here.