Perhaps you are in the situation where you know how content marketing works but you want to know how to really maximise its value for your website.
The question is how much content will you need to produce to boost your lead generation efforts? How much do you need for your content marketing plan?
In this post, we look at the factors that influence how much content you should produce, as well as providing you with a formula to provide an approximate figure.
Factors that affect how much content you need to produce
How aggressively do you want to grow?
If you’re doing £250,000 this year, and you want to get to £300,000 next year, you might not need that many leads. But, if you’re doing £1,000,000 this year, and you want to get to £3,000,000 next year, you’re going to need a lot and that means having a large amount of targeted content to drive leads and revenue.
What other tactics are you using to fill your funnel at the Awareness stage and drive the number of leads that are needed to increase revenue?
If you want to grow aggressively, then you need a comprehensive inbound marketing approach that includes not just website content, but also blogging, email, video, ebooks, whitepapers, infographics and updates on social media sites, like Facebook, Twitter, LinkedIn and Google+.
How do you monitor and adjust your content while its running?
If you don’t track key metrics, then you won’t be able to see what is working and replicate it.
When you publish a blog, can you see how many page views it has had, how many people shared it and how many people linked to it? These metrics really give you a real flavour of what is working or not.
You need to track these content metrics on a daily, weekly and monthly basis. Your inbound and content marketing plan need to be able to shift to reflect your data findings.
Once you are tracking how your content is performing, you should then make a quarterly content plan where the sales and marketing team sit down to look at performance and build on what is working.
Develop the plan based on the knowledge, data and insights derived from the previous three months.
What results can you expect if you do this diligently?
Well, increases in website traffic, website conversion rates, leads, sales opportunities, reach from social media engagement and blog subscribers. All of these metrics inform your inbound marketing strategy and enable your content effort to improve monthly.
A formula for finding out how much content you need
So, the theory is all well and good, but what about concrete numbers?
Jay Baer from Convinceandconvert came up with the following ingenious formula to give a definitive answer to the question of how much content you need.
How many personas do you have?
Personas are the different customers likely to buy your product or services.
How many buying stages do you have in the buying funnel?
Generally, there are five buying stages in most industries, although this can be more complex for B2B, with the longer sales journey and multiple stakeholders.
How many questions will people ask at each stage?
This is heavily dependent on your industry. As a rule of thumb, there are less questions as you move through the funnel, with most at the beginning. Once you have some idea of the above figures, you can plug them in to the below formula.
Number of Personas X Number of Buying Stages X Number of Questions in Each Stage = Number of Questions You Need to Answer
So, as an example, 5 personas multiplied by 5 stages and by 5 questions at each stage equals 125 pieces of content.
With this handy formula the next step is to get writing your content marketing plan.