Using Content Marketing to Optimise Sales
On this particular evening, Rohit came to share his tips for using content marketing to optimise sales. Here are our key takeaways.
On Tuesday evening we collaborated on a Scale Series workshop with local startup legend, Rohit Bhargava. Having spent well over half a decade working closely with the entrepreneurial community both locally & abroad through ventures including StartupVIC, The Startup Playbook and Playbook Media, Rohit brings a unique wealth of knowledge & understanding of what helps startups to thrive.
On this particular evening, Rohit came to share his tips for using content marketing to optimise sales. Here are our key takeaways -
1. Test your ideas
Rohit’s advice for startups is to test your content before doing it on a large scale.
Practically, what this means is taking the time to consider who the audience is and what they want. If a startup is time-poor and are unsure of what their audience wants — Rohit recommended to simply ask them!
Once you have these answers, you can begin testing the tailored content on a smaller scale to see if this is something that will actually resonate with the people who will be engaging with it.
For example, before launching a video series that takes time and money to develop, try posting a blog article on a similar topic. See how people engage with this content and whether they find it valuable.
2. Consistency is key
Rohit mentioned that for many businesses, consistency is one of the main areas of difficulty. Rohit recommended planning the type of content that will be put out in order to overcome this.
As a starting point, a business can set up a content calendar to plan how often and what types of content will be used. A startup should try to pre-determine the relevant keyword phrases, content titles, publish dates, and metrics for each piece of content they put out. If done correctly, a startup will be able start to see how their content is creating results for them over time.
3. Think about the next step
We learned that all too often, a business will put out amazing content and get really high engagement, but this is often where the effort stops.
Rohit recommended that startups should consider their objectives when putting out content — for example, do they want to generate awareness or email sign ups? Once a startup has considered their objectives, they should put effort into thinking about how to achieve this.
Practically, this means that when producing a blog post, a startup should consider what the purpose of that blog post is. If the purpose is to get more email sign ups, ensure that there is a clear call-to-action at the end of the post to direct readers to the relevant area of your website, or simply allow a reader to provide their details in-line!
