12 Best WordPress Plugins for Every Content Marketing and SEO Guru

Here are our picks for the 12 best plugins available right now in the WordPress plugin marketplace.

WP Last Modified

Google likes to see that you’re updating your content. Updating content is also an excellent way to increase traffic to the post because readers like to make sure the content is relevant. This is especially important if you’re writing content about a topic that changes frequently (such as Google’s search algorithms).

What we like about this plugin: It’s easy to add customization in terms of the date, style, post type and placement.

User rating: 5 stars, 268 reviews

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Capture more leads for your newsletters and email campaigns

Newsletters are a fantastic way to engage your audience and grow your sales leads. The Newsletter Sign-Up plugin gives you a variety of ways to sign up for your newsletter. It also integrates with a variety of email marketing services, such as Mailchimp, CampaignMonitor, ConstantContact and more!

What we like: The sign-up configuration is easy for both users and admins.

User rating: 5 stars, 29 reviews

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Optimize your content for SEO to increase content performance

Good SEO can mean the difference between showing up on the web for browsers and being buried on the 25th page. With Yoast SEO, you can customize your search engine optimization and rank higher in search results.

What we like: Yoast is a very user-friendly plugin with a variety of seamless integrations.

User rating: 5 star, 27,058 reviews

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Tell the reader how much time it will take to read your post

Estimated reading time will help to improve your content results and engagement, and the Reading Time WP plugin lets you do that easily. A relatively new addition to the plugin marketplace, this simple plugin automatically adds the estimated time it takes to read your blog post.

What we like: The Reading Time WP plugin is an easy way to add a reading time line without having to add extra code.

User rating: 5 stars, 11 reviews

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Ensure valid sources by avoiding broken links

Never let another broken link ruin your visitor’s user experience with Broken Link Checker. This plugin monitors your blog and site for broken links and alerts you whenever it detects any.

What we like: With a premium subscription, you can set broken links to display or redirect to a predetermined page.

User rating: 4 stars, 375 reviews

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Use optimized images to engage your readers

Make sure your website is ADA-compliant and using the best SEO practices with the SEO Optimized Images plugin. This plugin dynamically inserts alt and title tags to your images.

What we like: This plugin is GDPR-compliant, and if you deactivate it, everything goes back to normal.

User rating: 4.5 stars, 23 reviews

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Easily create relevant CTAs within your content

We have a three-way-tie for how to create relevant CTAs for your content and boost traffic.

With Inline Related Posts, you can boost your onsite traffic and leads with related content.

User rating: 4.5 stars, 45 reviews

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Blog2Social creates an integrated way to schedule and automatically share your posts to your social media platforms.

User rating: 4.5 stars, 786 reviews

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Get new life from old or evergreen content with Revive Old Posts, a plugin that helps you to boost your onsite traffic and grow your social media following.

User rating: 4 stars, 390 reviews

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Prevent spam on your site

Reduce or eliminate the spam in your comment section and contact form submissions with Akismet Anti-Spam. This automated system helps to get rid of all the unwanted posts in your comments.

What we like: This plugin automatically filters messages it deems as spam and hides them, but you can still moderate them and reshow them if you think it isn’t spam content.

User rating: 4.5 stars, 849 reviews

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Protect your site from hacking while accelerating its speed

Jetpack is a two-fold plugin: Not only does it help guard against unauthorized logins, but it also creates site backups and helps to accelerate the load-time of your content for your users.

What we like: Jetpack creates automatic backups of your entire site, and in the event the site goes down, it will automatically revert to a backup so you stay live at all times.

User rating: 4 stars, 1,448

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Have a super secure site the easy way

The Really Simple SSL plugin configures your website so that it runs over https, keeping your site automatically as the safest option.

What we like: It’s a one-step process to switch your site from unsecured to secure.

User rating: 5 stars, 3,387 reviews

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See the Tempesta Media difference

Grow your content marketing at scale and let the professionals help you with your content marketing plan. Contact Tempesta Media today to discover the difference.

Content Marketing Industry Resources

Content marketing continues to be a critical component for corporate growth, so education is key to making sure that you are using the best practices. Listed below are several industry resources. They provide great insight on everything you need to know about competitive content marketing industries, as well as how to beat the competition.

Industry blogs to follow:

Chief Martech
This company provides new content every week or two, and they focus on the broader Martech industry, such as trends, data, software and insights for industry leaders. You can subscribe to have it delivered to your inbox.
HubSpot blog
HubSpot does an excellent job of talking about inbound marketing. For inbound marketing to be successful, exquisite original content needs to be created to support it. Here, you will find tips, tricks and research. They have different blogs that cater specifically to sales, marketing and customer success. You can subscribe to learn more.
Content Marketing Institute
This website is hard core content marketing 24/7. If you want to go deep into the world of content marketing, this is the place you want to be. Select “email updates” from the top of the menu to have the latest research, suggestions and industry trends sent to your inbox.
Tempesta Media’s blog
We are always sharing the most cutting-edge trends to ensure success for our customers. We have numerous pieces that target different aspects of content marketing such as strategy, development, promotion and analytics.
eMarketer
EMarketer puts out a steady stream of research and industry statistics, including content marketing. When signing up for their newsletter, we recommend selecting eMarketer Daily.

More industry blogs to follow:

Adotas
The articles you’ll find here are broader than just content marketing. They cover digital marketing. However, they have a strong following, and they frequently feature very relevant and salient content marketing insight. If you would like to get a broader understanding of how content marketing fits into the broader digital marketing space, look no further.
Content Marketing Land
Again, this is another broader website that covers content marketing within the context of digital marketing. You can also sign up for their newsletter to focus just on content marketing content (no pun intended).
Entrepreneur
This venerable publication has an entire section of their website focused solely on content marketing. The content featured here is really geared toward the SMB executive – our target audience.
The Drum
The name is thought by some to be an agency joke, but the content is serious and valuable. Keep in mind that the content written here is focused on ad agency executives. In terms of customer success, content found that supports recommendations you provided to the agency customers will resonate well. This site has name recognition for that audience.

The story of Tempesta Media, transforming the content marketing industry

We were founded in 2011 by our CEO, Michael Marchese. . Since 2011 we have grown tremendously, doubling our staff in the past year and continue to grow at an aggressive pace.
Every company has a beginning, including us. Tempesta Media’s would have never existed if it had not been for Marchese’s prior company, Pareto Media Networks. It was there that it was discovered that expertly-crafted content could drive better results for a website than the domain name or other on-site SEO. That data led to Tempesta Media’s founding in January 2011.

Changes in media consumption created content marketing

In the mid-2000s, Marchese saw that the digital media industry was experiencing a monumental media upheaval. Content creation and consumption had shifted dramatically from large and consolidated print and broadcast media to a highly decentralized, new media channel – the Internet. Through the Internet, marketers began to realize they could talk directly to their potential customers outside of the framework (and cost) of traditional media advertising.
As these businesses moved their marketing dollars to the Web, a funny thing happened. To get the attention of those customers, they needed content—original, expert content—that would engage and inform their audiences.

Data drives an epiphany

At around the same time, Marchese had started Pareto Media Networks. Pareto Media networks was created to better monetize premium domain names that were parked at domain parking providers. The company developed sophisticated advertising tracking and attribution capabilities, in order to optimize advertising on parked domains.
One day, Marchese had an idea, “Why not apply that technology to try and measure the value of original content?” With a little work, the company began a series of tests. The data revealed that original content, written by industry experts, was inherently more valuable than a domain’s name (e.g. newdeutchemark.com) in attracting visitors to a website. It was the content that was driving revenue for Pareto Media Networks and not the domain name!

Content Marketing platform, Tempesta Media, is born

To capitalize on this revolutionary finding, Marchese and his wife, Elena, launched Tempesta Media in January 2011 and folded Pareto Media Network’s core technology into it. Tempesta Media’s goal has always been to provide enterprises with a viable, effective and scale-able content marketing solution that can drive results.

Content writers flock to the company

Within a month of launching Tempesta Media, the team rolled out the writer-facing portion of the platform. It launched with the 14 freelance writers, who had been working with the team at Pareto Media Networks. Over the course of the year, the company obtained valuable feedback and rolled out more features, culminating with a beta launch of the writer-facing portion of the platform in December 2011.
Word of what Tempesta Media was doing started to get out. By the time the beta was released, more than 1,000 writers had found the website through word-of-mouth and signed up. Immediately, Marchese knew that the company was on to something big!

Explosive growth drives further innovation

In August 2012, with more than 5,000 vetted writers, Tempesta Media began reaching out to businesses, offering them an easy-to-use and cost-effective way to acquire expert content.
In 2014, we added capabilities for digital marketing and PR agencies. Agencies found our turnkey solution to be particularly effective.
2015 proved to be the first of several breakout years for the company. Tempesta Media further grew its vetted writer network (11,000 in ’15) and began to produce an increasing array of content for customers. Customer growth came almost exclusively from word-of-mouth referrals.
By the end of 2015 and with a growing cadre of customers, the company began to create a formal sales & marketing function. Tempesta Media hired its first full-time member of the team in the summer of 2016 and launched its first marketing programs (including content marketing) that year.
Today, Tempesta Media continues to be an innovation leader, helping customers drive performance through expert content and sophisticated content marketing technology. We are proud to have over 23,000 vetted writers on our platform and customers across the country using our award-winning content marketing platform.
If our past is any indication of the future, the sky is the limit for our customers, writers and employees.

Post-conversion | Content marketing for revenue growth and increased leads: Part 5

The previous post focused on everything relating to nurturing. The last blog article from the series will include all the details about what many would consider to be the most important part, your new customer.

Post-conversion content marketing

Congratulations: You have a customer!
However, just because a lead has converted into a customer does not mean that their journey with you is over. Did you know that the cost to keep a current customer is six to seven times less expensive than it is to acquire a new one? With your new customers, your goal is to get them to keep traveling down through the last little bit of the sales funnel over and over.
Using content marketing, you can not only ensure that your customers do not exit the funnel but also help to maximize the lifetime value of your customers to the company.

  • Welcome them aboard. Offer a tour of the new digs! Give them a walkthrough of their new product or service and offer up an FAQ that might help to settle them in more quickly.
  • How-tos. Continue with a steady stream of how-to content based on their preferences. Give them guidance on how to set up their product or service or what they can use to enhance what they already have.
  • Share your skills. Give them hacks, skills and knowledge as well as supplemental products and services that will enhance their experience.
  • Let them know first. Give your customers first crack at company news, new features and other informational content that gives them exclusive knowledge.
  • Engage with them. Respond to their feedback on social media. Follow them and check in periodically to make sure you’re doing a great job.
  • Keep publishing. Keep up a regular content schedule and base it off of customer feedback. Ask them what they want and invite them to participate. User-generated content is a fantastic way to keep customers engaged as well as flattered.

Creating a simple, holistic content strategy

Tasked to create a content marketing program and not sure where to start? These questions are a great starting place for developing your strategy. Answer these questions and you will be well on your way to a content marketing program that justifies some serious ROI.

Why do I need to create a content strategy?

Creating content involves a lot more than just writing something and sending it out. You have to think about what your company’s mission is, what your business goals are, who your audience is, and what exactly specific types or pieces of content need to achieve. You also have to do all of that within some sort of sequence in which you decide what you want to convey, how to structure it in the right words or visual form, what tools and resources are needed to get the job done, and how to ensure that everything does what it is supposed to do and how it is supposed to do it. If you create content without a strategy in place, you are more than likely to miss the objective you are trying to hit, or deliver the message you are trying to convey, rendering your content creation initiatives a failure.
Best practices for developing a successful content marketing strategy

What is the goal/core message of this content?

The goal should answer the question, “What are you trying to accomplish with the content that you create?” For example, are you using the content to drive new leads, or to move people through the marketing funnel? The core message contains the key concepts and messages about your company that should be present within the content that you create.

Who is the audience of this content?

Is your content targeted at middle managers? Senior execs? External suppliers? Internal employees? The sales team? Perhaps you are targeting casual customers, or maybe even your most steadfast repeat customers. Depending on your target audience, you need to tailor your content’s tone and level of technicality to those specific target groups and carefully choose the platforms on which you distribute and disseminate your material.

What tone should my content take?

Your content can take on a number of different tones. For example, content that is targeted at senior execs or decision-makers would take on a formal and professional tone, and content targeted at a younger demographic might take on a more persuasive, informal, or even a colorful or humorous tone. Your tone should reflect your brand and play well with your target audience. For example, Wendy’s is known to use a very playful tone with all its branding, but Microsoft, which has a very large professional user base, often uses a more subtle and formal tone in its marketing and external communications. This contrasts with Apple and Google that often create content which can be called creative, sometimes quirky, and always ingenious – reflective of the images that both companies strive to maintain.
Find a consistent voice for your company’s content

What themes should the new content focus on?

The best way to pick a theme for your content is to focus on any one of the following: what your key competencies are (this content will reiterate your commitment to that competency, such as quality for Toyota), what market trends and insights you’ve discovered (this content will position you as an industry thought leader, such as IBM catering to the automated AI bot market), problems that plague your specific industry (this content will position you as a creative problem solver, such as any Apple product, or more recently, Microsoft Surface products) or growing and expanding your business (this content will highlight the value, happy customer base, and product/service benefits that you offer, something GE has done for a long time).

What categories should the content fall into?

Content can be broadly categorized into educational or persuasive content. Different people are at different places along the product buying cycle, so to teach those at the top of the funnel who don’t know about your product you need educational material. Keep in mind, however, that educational material should include less direct selling about your company because too much of it can turn people off. However, for people further along the buying cycle (people who may know about your product but need to be convinced to make a purchase), you can use more persuasive and sales-oriented marketing content to close the deal, and that is the ultimate job of content, to begin with.

What is the state of your existing content?

Assessing the state of existing content is made up of several separate yet related steps. First, you need to gauge how well current content is performing in the channels you are distributing it (which is discussed at the end of this article). Next, evaluate existing content against what your competitors are offering and general industry trends to ensure you are not creating outdated or irrelevant content. If the first two steps look fine, you need to apply best practices (explained below) to your content.
Finally, wherever possible, you need to optimize and automate the content creation process and workflow (also explained below) to ensure that your content is not only refined, polished, published and promoted in the right way but that you are also creating the right amount of content for all of the channels you maintain a presence on.

What are the immediate gaps in our existing content?

To answer this, you need to ask yourself if you are creating content around all your company’s core competencies versus just a few, and whether or not known customer pain points are being addressed within the sources you currently have at your disposal. One way to do this is to pinpoint the channels that your target customers most frequently use (or that they can most easily be found on), and see what kinds of content, customer interactions and visibility you already have on those platforms. Compare what you find against what people are saying, and tailor future content around trending topics and any insights you may uncover.

What are our competitors writing about?

This is easy to look up, but it is crucial to not missing the bigger picture. Your competitors may have found a lucrative niche, a message or approach that resonates better with customers that you could learn from. Notice any trends in the content, for example, are they writing about one vertical more than others? Are they offering specific types of content formats that may be more appealing to their audience? All of this helps determine what to write about and how to convey the message appropriately.

Do we need a style guide, voice guide, or brand guideline?

Absolutely. Even if you don’t have one today, it can be developed slowly over time. Tempesta Media’s Voice Profile technology ensures that the writing style and voice of content created for you matches your company’s brand, and you can use our services to build out your branding and develop internal guidelines for all future content. The Voice Profile also captures who your target audience is, how formal the writing should be, and all the other nuances our writers need to be aware of in order to create high-quality content for you. This is in addition to editing services, SEO, unlimited revisions, and more.

Who will be creating the content?

Content creation has become such an integral part of business success that there is an entire industry dedicated to it. To create content, you can hire freelancing content creators, in-house copywriters, or partner with a professional content creation company. You can even write content yourself, but in most cases, it pays for business leaders to focus on running their business and either outsourcing content creation to a third party or hiring a team of in-house writers – but do this only if budgets allow and content requirements can justify and support such a dedicated function.

What timeline should I expect?

Creating content takes both time and money and, depending on the speed at which your industry rotates, you may need more or less content. On average, simply to stay relevant, you should publish at least one piece of relevant, insightful or educational content every week, so you’re looking at a turnaround time of one week per piece of content, but if you are aggressively trying to grow your customer base, you may need more regular posts and sales content going out, as much as two or three times a week. Be careful, though; many people underestimate the time it takes to write just one quality post. It takes at least 2-3 hours of writing time to compose a 500-word blog, and this is excluding the time it takes to brainstorm topics, time spent editing and revising the content, and of course, adding any graphics and ultimately publishing it.

What types of content should be created?

You can write basic blog posts, have a mini e-book on a topic of your choice, create a podcast, send out a press release if you have had an interesting idea or a relevant event that you could talk to your audience about. If you work in a technical industry, you could even have a white paper written to break down a proposed solution or product, and send it out to the public for feedback, critiques and general opinions.

Who will be responsible for content governance?

Content delivery channels are important gateways and interface points between companies, their customers and the general public, so it is important to manage what content is publicly published, who has access and permission to do so, and that all published content matches your brand guidelines. Small companies can have a reliable senior team member handle this important function, but larger enterprises should have a dedicated hire who oversees content governance and publishing.

Will there be a content development workflow (from person to person, division to division)?

Most issues with content creation arise because of a lack of clarity about what needs to be done, by whom, how, and by when. When you consider this alongside the fact that it is worth optimizing and automating anything that you do on a regular basis (from sales email funnels to content generation and customer outreach), you should definitely outline a flexible process in which content generation is first ideated/brainstormed, passed through screens and filters for feedback and improvement, and then passed forward for actual composition, editing, review, approval and publishing.

Where can the content be distributed?

You can distribute your content on your company website, on a social blogging site such as Medium, as an answer to a question in a relevant thread on curated information sites such as Quora or Reddit, and as insight or guest pieces on LinkedIn or other publications that are well-known and respected in your industry. Once you have a piece of content ready, it can also be easily shared on social channels in the form of, say, a Facebook post or a tweet to the blog link, and you can even use email marketing strategies and pay for publication in premium news outlets (think of TechCrunch, HuffPost or Wired as premium outlets for the tech industry) to get the word out.

How will content be promoted?

Two of the most popular ways to promote online content are on social platforms (this content would take the form of, say, Facebook posts that can be promoted on the platform itself using paid promotion or social sharing by a dedicated social media manager handling content promotion), and bidding on Google search terms (using AdWords). You can use one or both of these channels and promote your content on the channel that gives you the highest traction at the lowest cost.
How to allocate your content marketing budget between creation and promotion

How will success be measured?

A lot of content is created to increase brand exposure and customer awareness, so if you define success in these terms, then social platforms allow for fairly easy collection of basic stats on shares, likes, mentions, audience reach and overall views. However, since those things don’t always translate directly into sales or an improved bottom line, you might want to measure success against more technical data such as actual sales (and where they came from), customer engagement levels, and turnaround times for things such as delivery or customer support responses.

Website Traffic | Content marketing for revenue growth and increased leads: Part 2

How to get website traffic with the right content marketing strategy

If a tree falls in the forest, but no one is around to actually hear it – did it make a sound?
Perhaps you’ve heard this age-old debate. It’s quite fitting for this chapter, where we will talk about distribution methods for content and website structure tactics for maximum engagement. That’s because your content can be some of the best your industry has ever seen – but if no one actually sees the content, it’s as if it doesn’t exist.

1. Before anything else, know your audience

Who are you trying to reach?
What is a typical day in their lives like?
How old are they? Where do they live? What do they want?
You can’t create amazing content that quality leads will want to read if you don’t know who you’re creating the content for.

2. Build a solid foundation

Create epic, cornerstone, evergreen, keyworded, visually rich content. Here’s what we mean:

  • Epic. Create long-form content that tells a compelling story and offers useful solutions.
  • Cornerstone. Your content needs to be authoritative. Show that you know your business inside and out.
  • Evergreen. Your content should be relevant no matter the time of year or what’s going on in the news. It’s always there to help when people need it.
  • Keyworded. Use primary keywords for what you’re trying to be found for. Don’t forget secondary keywords as well as long-tail keywords that consider every last type of potential customer who may need you.
  • Visually rich. Pepper your content with relevant, appealing images and graphics that help to tell your story and make your points.

3. Utilize your owned media

Post the content on your company blog and distribute via company social media channels. Include the content in your e-newsletter, and use it to gather more subscribers.
Now, reach a little further.

  • Reach out to relevant bloggers and ask for guest blogging opportunities.
  • Reach out to relevant social media influencers and ask them to review and write about your product or service.
  • Consider sponsored content by using resources such as Outbrain or LinkedIn Sponsored Content.

4. Drive traffic to your content with search engine optimization (SEO)

When you know your audience and have fully defined the different faces and personalities that an ideal lead can embody, your SEO strategy can begin to take shape. When you know your leads, it’s easier to pinpoint what they might be looking for when they happen to find your content instead.
Find target keywords. Do your research – For example, put some possible keywords into a Google search and see what comes up. Are your competitors ranking for those terms? Then maybe you should be, too.
Monitor search engine results page (SERP) rankings. When someone searches for one of your target keywords, where are you in the results? Are you on Page 1? Are you not there at all? Continuously monitor your SERP rankings for your blog posts and website and adjust as needed.
Optimize your homepage and blog.

  • Use keyword research tools to help build and then narrow down a solid list.
  • Audit your website content to ensure it follows SEO best practices.
    • Does your website use keyword-rich titles?
    • Is the text broken up into short paragraphs using easy-to-read, plain language?
    • Do you use lists where possible to help break up text?
    • Are relevant links to other websites peppered throughout your content to help it build backlinks and authority?
    • Scan for mistakes.
      • Don’t overdo it on the keywords – search engines can figure out what you’re up to and penalize your website for it.
      • Don’t duplicate content on your site.
      • Fix broken links.
      • Convert to an SSL website. Switching to https:// preserves your referral data and assures both search engine and visitors that you provide a safe online experience.

Utilize social media. Remember when we talked about where your potential leads hang out? Well, chances are, they’re hanging out on social media, but WHERE on social media?
Focus your efforts. It’s very tempting to be everywhere at any time to appeal to as many potential customers as possible, but this isn’t the way to go. Find out where your customers hang out and then focus on preferably no more than two or three social networks. Better to be amazing at a couple than spread too thin across many.
Leverage audience targeting. Facebook is particularly good at this. Using your social networks’ analytics capabilities, zero in on who engages with your content the most and then cater to their habits, such as the times of day that they are likely to be online.
Bake social into your website. Make sure your website prominently utilizes social sharing buttons.

Parts of a Lead Funnel | Content marketing for revenue growth and increased leads: Part 1

When the company PTC wanted to sell a more user-friendly version of computer-aided design (CAD) software called Creo, they knew they would need more than just a sales pitch to reach a mostly flat market.
They used content marketing to position themselves as thought leaders, explaining the problems plaguing CAD users and showing how their product solved those problems. They launched a microsite to introduce their product to the world and organized an editorial calendar chock-full of content that told their story.
As a result, their microsite topped 100,000 visitors just after launch. Their growth continues, with more than 70 percent of site traffic coming from new visitors. PTC’s content marketing program proved to be an ideal way to attract, convert and retain customers because it helped to achieve these key goals:

  • Expand brand awareness and credibility
  • Increase customer loyalty
  • Build website traffic
  • Provide thought leadership
  • Nurture leads and sales in a nonthreatening, helpful way

Their content helped entice customers into what is called the “lead funnel“: the journey that a potential customer takes from interested party to loyal customer. The lead funnel can be divided into four key parts:

Discovery

This is the “widest” part of the funnel that casts the largest reach. It’s a discovery phase when potential customers find your product or service through content delivered by a variety of means. PTC’s discovery phase involved the distribution of original articles, interviews and best practice guides published on their blog to help drive traffic to their microsite.

Consideration

Potential customers begin to associate you with the product or service that you offer and will be looking for examples of how your product or service performs. Once people visited their microsite, PTC capitalized on the opportunity by offering videos of product demonstrations and behind-the-scenes interviews with staff.

Conversion

Potential customers turn into actual customers after reviewing clear product or service information and hearing testimonials from people who actually use it. When site visitors were ready to convert, PTC was ready with video interviews of customers and strategic partners offering insights on their experience with Creo software.

Retention

In this phase, you continue to nurture your customers by providing high-quality customer service that inspires them to turn into company evangelists. PTC’s content marketing efforts continue to this day thanks to solid strategic planning that ensured customer-focused content would be created and strategically distributed to keep customers coming back.

Lead funnel personalities

Along their journey, potential customers will take on a number of roles before they assume the role of customer:

  • Visitor. They come into contact with your company via one of your touchpoints, such as your social media presence, website, a salesperson, et cetera.
  • Lead. They decide that they would like to receive information from your company or have someone from your company contact them. The information that you provide piques interest in your product or service.
  • Qualified lead. Anyone who has taken the next step and asked for specifics about your product or service as part of a demonstrated interest in buying.
  • Opportunity. Someone who has indicated they are willing and able to buy your product or service. As with the other stages of the funnel, your job is to continue nurturing this lead by providing the information and resources they need to make the purchase.
  • Customer. Anyone who has purchased your product or service. Your job isn’t done after a sale! To keep these new customers, you must continue to engage and nurture them so they remain happy with your product or service.

How fast potential customers move through your lead funnel will depend a great deal on what you’re selling. Do you sell a moderately priced product that instantly solves a problem, such as in retail sales? Or is it a service requiring a significant upfront investment that pays off over time, such as a suite of software or services for the technology industry?
The bigger the investment, the slower customers will convert, and understandably so. If they’re investing a lot of money in your product or service, they are going to want to do as much research as possible. If you’re there to provide it to them every step of the way, your investment in quality content will eventually pay off.

How to Create Content for a Niche Industry

Few businesses, if any, can be all things to all people. In fact, it can be an extremely effective strategy for companies of all sizes to recognize and narrowly define their niche market. Targeting a smaller audience and taking steps to dominate their market via a focused content marketing strategy is key to generating leads and positioning a company as a leader in their niche market.
Although a company may think that it’s best to reach a very broad market, focusing their content on a smaller target audience is a great way to ensure that the content is relevant to the reader. It may seem way too time-consuming to consistently create content for each of your various target audiences, however, with the right partner, this can be executed effectively at scale.

Define your target audience

  • Zero in on one key audience segment – Most companies are uncertain about what defines an actual target audience. Many companies will target multiple audiences in hopes to flesh out which one makes more sense for their business. Most content marketers will advise against pursuing more than one audience within a content marketing campaign as the relevance and performance will decrease.
  • Focus on a demographic range – Narrow the audience based on who will be making the majority of the purchasing decisions regarding your product or service. Demographics such as age, income levels and geographic location can be used to appeal to the readers.
  • Pain points – Define what the pain points are for your target audience. The content should help to solve some of the struggles that this audience faces. Develop a content strategy with topics that reflect this audiences’ daily job responsibility, education level and decision-making process.
  • Reflect proper timing – Time your content marketing campaign to match the seasonality and buying process of your audience. Ensure that your content marketing assets and campaigns are ready and launched with enough time to meet increased demand.

Industry expertise

The content must provide valuable information to the reader. Content without substance won’t provide the results necessary to generate more leads and establish your company as a thought leader. Tempesta Media has thousands of writers across hundreds of industries with real-world expertise in your field. They go through a stringent vetting process and have to qualify for industry expertise by writing for Tempesta Media in that industry before writing for any customers. The writing team is optimized based on this industry expertise and who is the best cultural fit. Because the same writers write for your company on an ongoing basis, the quality continues to improve.
By ensuring that your writing team has proper industry expertise, the quality is extremely high and saves customers the time it would take to write the content themselves.
To successfully target and create a content plan for a niche market, many companies choose to employ the expertise, knowledge and experience of a comprehensive content and marketing solution provider. They will create content for many niche industries and employ vetted writers with real-world industry experience. If a company doesn’t have a clear content strategy, the in-house staff will perform the time-extensive tasks of creating content for a niche market, SEO and lead generation, competitor analysis, editing services, voice profile, and so much more.
Tempesta Media is a leader in developing and delivering content for niche industries and driving accountable results for customers. In fact, our writer vetting process is so effective that editing and revisions average less than 0.5 per content piece across all the content that we create!
Because results matter, our comprehensive content marketing solution saves companies up to 80 percent compared to in-house alternatives. In addition, you’ll be assigned a personal account manager who will work with you throughout the entire process and manage the voice, style and final outcome of your content.

How Many Content Pieces Should You Create, Post, and Promote?

Budget, time, and content marketing goals are the most important deciding factors when it comes to determining the quantity of content you wish to create.

Content marketing frequency recommendations for small companies

Small companies and start ups typically feel that their marketing teams are stretched too thin. They wear many hats so scaling their content marketing department can be the most challenging. Instead of creating many pieces of content and promoting each one individually, small companies should consider picking one or two articles each month. Focus on those articles, re purpose them, promote them, and drive traffic to them so that you can get the most bang for your buck. 

These pieces of content need to be syndicated and promoted heavily using that same ratio that you identified with proper content marketing budgeting. So as your business grows, you’ll simply begin promoting more pieces of content. If you’re a larger company with a large budget, you can spend even more money on the promotional aspect that goes with it. In addition, they also go with much longer pieces of content.

While a smaller company may average 800 to 1,200 words for each piece of content that they’re reading, larger companies tend to go and promote mid- and lower-funnel type of content. These tend to be e-guides, case studies, and other long-form content that are over 2,000 words. That’s how they’re able to go and scale up their programs significantly.

Content marketing budgeting – B2B versus B2C

It does change from industry to industry. For B2B, the emphasis is on promotion. For B2C amplification, the emphasis is actually on content creation. For B2B, I recommend budgeting two to three times the cost of content in terms of promotion. In the B2C side, you may see a 1:1 ratio because getting that content out and using initial promotion tend to go out to a much larger audience.

When you have a larger audience, there’s a higher likelihood of getting morality associated with the content and getting rankings to appear faster. On the B2B side, you tend to have a much smaller audience, which means you have to work that much harder to be able to go and get the word out about the content that you’re creating.

How to incorporate Valentine's Day into your Content Marketing

Why not take advantage of a holiday to increase your open rates or blog traffic?
Seasonality is a great thing to take advantage of when it comes to marketing. It dramatically impacts your SEO – take a look at google search trends to see how seasonality effects your business.
Valentines Day is one of those holidays that you either hate or you love. Most people probably don’t like Valentine’s Day because it is corny and overrated. If you are looking to take advantage of the hype, here are some ideas.

Use a fun subject line

Here are a few play on words to help you start thinking of LOVE-ly subject lines:

  • Galentines Day
  • Sweet
  • Love
  • Be Mine
  • Roses are red…
  • XOXO

Author a blog with a partner

Use this time of year to create an article with one of your partners. It is a great way to “reignite the fire” with that partner while also doing something valuable for your marketing program.

Promotions

Perhaps there is a short discount that can encourage people to sign up before love runs out! Keep in mind that discounts should never hurt your brand or lead to increased churn.

Random act of kindness for a customer or prospect

A small Starbucks gift card, a hand written note, a phone call just to say you’re thinking of them can go a long way! It makes you more personable.

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