How To Maximize Your ROI From Content Marketing In 2017




According to the latest stats, over 88 % of the B2B  marketers use content marketing as of today.  It’s  fair to say content marketing has dominated all the other online marketing avenues in 2016  &  according to experts it will play an even greater role in converting visitors to clients   in 2017! But in this era of information overload, you should be careful in crafting a niche content strategy for your client based on B2B or B2C. Let’s discuss some of the key elements of creating a  content marketing strategy in 2017.


1.Explore Different Content Types

If you are creating a content marketing strategy in 2017  then you should first analyze your potential audience in your niche & deduce what type of content is suitable for your niche audience.  You can try experimenting different content types like creating informative blogs,  infographics, webinars, podcasts etc. You have to perform a regular “Content Audit  to deduce with what actually is working for your audience to create your own unique content strategy for your audience.

2.Focus On SEO

Content Marketing is an integral part of SEO  this day  & you can complement your SEO campaign seamlessly with content marketing by integrating latent semantic keywords in your content which is one of the critical factors of Google Hummingbird.

Quality content can help you to generate more backlinks for SEO which can improve your ranking in SERP.

3.Change Your Voice

Content writers should be able to change their writing style frequently based on industry & audience as content formats which is generating a huge traction for a specific industry may not go well with other niches.You should be fluid enough to write according to the specific industry based on their target audience.

4.Always Look Out For New Ideas

The Web is flooded with millions of contents published every day so in order to stand out, you should give your audience something fresh to get the maximum engagement.You can easily get some interesting  & trending ideas just by listening to audiences on various social media platforms  & other media channels like television & print. In this way, you can keep a track on untapped contents which can go viral in the future. Here is an interesting example where folks from “Positive Health Wellness” have written a fresh post on how technology is benefiting people countering the popular view that technology is bad for health.


5. Focus On Creating Value For Your Audience

Before writing a new content you should do a   self-audit  & ask yourself why your audience will read your post  & what value they will get from your post. You should only proceed if your content is fulfilling a need for your audience or there is a high probability that your content will go unnoticed in this sea of content. You should be careful to not to just copy your competitors but you have to add some unique value to your content to stand out from the rest.



6.It’s Quality Over Quantity

This is a common mistake most bloggers. In order to maintain a minimum word limit, they try to fluff their content with irrelevant topics & images  & distract from the original topic. So, it’s very important to maintain the consistency  &  to stay  “on-topic”  throughout the post.


7.Distribute Your Content Smartly

Writing a great content is only the half job done. You have to market your content smartly to your niche audience through various social media channels. According to Smart Insights stats,  Facebook remains the most popular content distribution channel. Instagram comes second & is the fastest growing network in history.It beats Facebook in terms of engagement. Twitter  seems to be on the decline with the advent of  What’s App, We Chat &  Instagram.   Live streaming channels like Periscope are also gaining popularity. You can leverage these platforms to promote your content through video conferencing.

8.Re-purpose Your Old Content

You should try to leverage your contents which have gone viral in the past.  These contents should be updated, tweaked  & re-structured for your old & also new audience by adding some new information regarding your industry. You can try to convert the old textual content into an awesome infographic or can also make a video presentation with the updated contents which will ensure that your old audience will remain engaged with your blog & will keep coming back.



9.Optimize Your Content For Mobile

According to   Smart Insights users are consuming most of the content from mobile devices.  As per, the report Mobile Digital Media time in the US  is around  51%  whereas  Desktop Digital Media Time is 42 %.  People spend around 3 hours a day on smartphones or tablets consuming different contents like music, videos, news, apps, social media etc. Hence, you should always optimize your content for mobile to reach out to more audience.


10.Create Stunning  Visual Content

Visual content has become an integral element of any post in 2017 & will be even more crucial in  2017 for your content marketing strategy. You should be focusing on creating more informative visual contents like infographics, infographics, charts, memes,  videos etc. to increase the user experience  &  audience engagement.Textual content has reached a point of saturation  & so it will very hard to keep the audience engaged with your content unless you are integrating some relevant & interesting visual contents.


11. Have A Clear Cut Goal

Every content you are producing must have a clear cut purpose. There should be a clear  Call-To-Action ( just like this one : )  ) on your landing pages to entice the readers to the next step into your marketing funnel whether to opt for your email subscription, e-book download or to buy your services or products.

Content Auditing is a very crucial factor in content marketing to analyze the ROI on your content marketing effort from which you can easily discover your most valuable contents that are generating the maximum traffic,  engagement & conversion. This data will help you to plan your content marketing strategy more precisely to get maximum ROI on your content marketing campaign.



Top 5 Mistakes Companies Make with Their Social Media Presence



Being present on social media has become a must for a company, any company. When your potential customers start researching companies that they might do business with in the future, one of the first things they do is fire up Facebook or Twitter or some other social network and they start digging around.

Some companies handle their social media presence well, providing their followers with interesting content and not making stupid mistakes every step of the way.

Unfortunately, there are also companies that do make mistakes and some of those mistakes are much more common than others. These mistakes are our topic for the day.

Not Having a Plan

To someone who is struggling to keep their company afloat, who has to deal with suppliers, partners and growing competition and who has a number of people depending on them for their livelihood, social media presence of their company is the least of their worries.

Because of this, the majority of efforts are often undertaken under no strict supervision which, unfortunately, often leads to an absolute lack of any kind of plan. Someone who knows a thing or two about Twitter and Facebook decides to take it on and they really do give their best, but as it turns out, it is not enough.

It is not enough because social media marketing needs to be done in a planned and organized way. You need to identify your goals. You need to identify the metrics that will tell you if you are getting closer to your goals. You need to come up with a structured plan for posting on social media and what you will be posting. You need to plan out a content calendar and much, much more.

Sometimes it is a good idea to hire an outside agency such as

IPSSWeb Solutions to help you, at least during this planning process.

Not Having a Single Voice

Depending on the size of your company, you will have one or more people handling your social media accounts and contributing to them. Also, you will be present on a number of social media channels, especially if you happen to be in an industry that benefits from visual content which opens up Pinterest and Instagram to you in a more pronounced way.

Often times, these different factors create a situation where the company’s voice is not clear enough and where different people post different stuff on social media, diluting the brand and making their customers and potential customers confused. Even worse, companies’ social media accounts often get misused and the company gets in all kinds of legal troubles.

In order to avoid this, you will want to have a unison voice of your company figured out before you even start posting anything on social media. If you have a large team that works on your social media accounts, make sure they collaborate formally on it, using some project management tool (make sure to compare project management software before you buy it).

Also, always make sure you have a person who will give their final word on matters pertaining to social media.


There is a very clear end goal for companies that do social media marketing – increasing their revenue. This is perfectly normal. Whatever you do in business as a business owner is aimed at increasing our revenue and growing your company.

Everyone understands this.

However, social media channels are meant to be nothing but another avenue to make sales. Social media is, after all, supposed to be social and provide people with the opportunity to interact with other people. Treating it as just another place to sell your stuff is lame and it will hurt your business in the long run.

Instead of that, connect with people, build relationships, interact. Share your content, inform people, make them laugh, solve their problems.

If along with the way, you happen to mention your product or service, there is nothing wrong with that.

Forgetting About Visual

There are a number of reasons as to why your social media presence needs to be heavy on images and videos, but the most important of those reasons are cold hard numbers.

According to an article by Jeff Bullas, articles with images are almost twice as likely to get traffic and the engagement rate on Facebook increases by more than a third if you include photos.

There is too much happening on social media feeds and if your tweets and statuses are not accompanied by images, they will become lost in the noise.

If you really want to boost the engagement rates for your social media posts, you will go with video content, which can be brief videos that show off your company, that give an introduction to one of your blog posts or that convey a message that you want your audience to associate with your brand.

Nowadays, videos are cheaper to make than ever before, although you will want to do a bit of research and learning so that you do not embarrass your company with subpar videos.

Not Doing Customer Service

For the majority of business owners, social media marketing still revolves around the traditional concepts of a message that needs to be sent across a channel to a certain targeted audience.

In reality, you can do social media marketing in a number of ways thanks to the interactive nature of various social media networks. For one, you can provide customer service on social media, which is something that was previously impossible with other marketing channels.

Let’s say that your company develops accounting software. One of your customers encounters a problem and they start saying ugly things about your company and your product on Twitter. Now, instead of apologizing or just leaving it be, you reach out to them and try to solve their problem.

All at once, you are solving their problem, showing the world that your software is perfectly good and that you are a company that cares about their customers.

This is the kind of advertisement you will never get out of a TV spot or even email marketing.

Closing Word

If you recognize your company and your social media efforts in any of the above, try to figure out a way to remedy this. Come up with a plan, be organized and be sociable.

Everything else will follow.


AUTHOR: James D. Burbank has spent more than 15 years in the world of marketing, both offline and online. He is the editor-in-chief at  BizzMarkBlog.