Google Brings Lead Forms To YouTube

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Google has been testing lead form ad extensions in Search campaigns since last fall.   The new feature works very similarly to lead generation ads on other platforms, where users submit their contact information in a form – to show interest in a product or service.

This extension will be available in Display campaigns later this year, Google noted in its announcement Wednesday, August 5th.

Google has expanded the field options available for collection since it initially started testing lead forms. Previously, you could collect information such as name, email, phone number and postal code. Now advertisers have the option to collect city, state, country as well as business contact information, including company name, job title, work email, work phone.

Next, you will see the options to have questions to your form based on pre-set questions set by vertical.       

One example of a question you can add could be under Real estate. An advertiser could opt to add “What price range are you looking for” to the lead form.

Some important key insights to keep in mind about lead form ad extensions from Search Engine Land:

  • Engagement with lead forms won’t be attributed to actions users subsequently take on your site.
  • They are not available to advertisers in sensitive verticals or sub-verticals.
  • Segment the performance report by “click” and “conversion type” to see lead form click and submission/conversion data.
  • Engagement with lead forms won’t show up in Analytics because users never arrive on your site.

  

Contact Onimod Global

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

YouTube Marketing: How to Kickstart Your Strategy

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With over 2 billion worldwide active users, YouTube is the top choice for video marketing. But, with being the clear-cut winner comes a lot of competition. There are now more than 50 million content creators pumping out videos daily. With over 500 hours of content uploaded every minute, you are now tasked with figuring out how to make your content stand out among the crowd. 

Whether you’re just starting out on YouTube or trying to improve your strategy, here are few tips to kickstart your marketing strategy. 

Find what content performs best among your audience. 

You can’t be successful on YouTube if your plan is to upload a video and just sit and wait for viewers to find it themselves. With loads of other options, your content and channel has to stand out. 

The best way to do this is by creating fresh, original and entertaining content. Start by researching what works and what doesn’t. By knowing the trends and what’s popular among your audience, you can improve your content. The more effort you put into researching your audience and what they enjoy, the more insights you’ll have to use to assist you in creating your own content.

Pick catchy thumbnails and titles. 

It’s no secret that to get more clicks on your video, it’s necessary to spark your viewers curiosity right off the bat. This requires something that can quickly grab people’s attention, while communicating what the video is about. Your thumbnail and title ultimately play the largest role in this. Your chosen title and thumbnail work together to build a viewer’s anticipation by giving a glimpse of the video, so making them eye-catching is essential. 

Here are some tips on creating a thumbnail that stands out: 

  • Use an image of the most exciting part of your video. 
  • Set the size to 1280 x 720 px (16:9)
  • Create a title that gives the thumbnail context. 
  • Include an attractive background.

Here are some additional tips on creating a clickable title: 

  • Include popular keywords. 
  • Consider using a question your viewers may be asking or searching. 
  • Make it concise and on-topic – aka don’t use click-bait or misleading titles.  

Optimize your content with YouTube SEO.

One of the most essential aspects of marketing on YouTube that many aren’t aware of is SEO. Oftentimes people only think of using SEO when it comes to Google or other search engines. With such a large number of daily users, combined with billions of content being uploaded everyday, YouTube is almost another Google, but for strictly videos. SEO is essential to prevent your videos from just getting lost in the massive sea of content. 

So, how do you go about optimizing your videos? With the use of tags, keywords, running A/B tests, staying on top of your statistics and researching competitors’ statistics. This can be a lot, especially when you’re just getting started, but there are a number of tools that can help, such as: 

Not only can this help your content rank higher on YouTube, but on Google as well. Google has started favoring video content when it comes to search results. Meaning if you’re video is ranking well on YouTube, Google will want to make it easier to find and share.

Create a schedule and stick to it. 

To be successful and drive engagement on YouTube you need to have a strong presence. This requires regular uploads, meaning at least once a week. This is because the number of videos being uploaded on YouTube continues to increase. To prevent yourself from getting lost among the crowd, you have to keep up. 

Consistently uploading may be more work, but it’s extremely beneficial. It brings more engagement, more subscribers and more feedback, allowing you to improve and enhance your content delivery quickly. 

We recommend creating a monthly calendar with your video topics, titles, tags, keywords and any other details you find helpful. If you have time, you could even create multiple videos in one sitting, so you don’t have to rush to create them each week. 

More from Onimod Global 

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

Choosing The Right Social Media Platform For Advertising

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Social media advertising is a powerful tool that can really take your online presence to the next level. Now is the time, as so many companies have taken to digital to promote and sell their brand. However, it is not necessary to advertise on every single social media platform. In fact, advertising on certain platforms may drive your profit margin in the opposite direction. So how do you go about choosing which social media advertising platform is the right choice for you? Learn from the experts at Onimod Global to discover the first steps your company should take.

Identify Your Audience

The first mistake lots of companies make is looking at the amount of advertisers on each platform and choosing in this way. For example, 3 million people are advertising on Facebook, so you automatically choose this platform doing no further research. While the amount of people is very telling as to what can be successful, it is better to identify your audience and which platforms they are the most active on.

Write down the following questions:

  • Who is your typical customer?
  • How old are they?
  • Are they male or female?
  • What is their income and education level?
  • What are they interested in outside of your product and service?

Use the answers to these questions in order to build out your audience profile.

Define Your Goals

This is an important step, because each campaign can be better optimized on certain platforms than others depending on how you want customers to convert. There are also several different types of campaigns on these platforms. For example, say your headhunting company wants IT students to fill out a form on your website applying for interviews. Your goal and your audience must match up with the specific social platform. If you aren’t sure where to start with setting an action goal for your target audience, try starting with a brand awareness campaign. Brand recognition always proves to be an important topic for online shoppers.

Find The Audience

Now that you have your audience and goals defined, it’s time to see which social media platform your potential customers are the most active on. To do this, you’re going to determine which platform your audience uses by looking at the demographics of the users on each platform. For example, the younger age demographic is on both Facebook and Instagram, but they are more active on Instagram. Besides demographics and engagement, you’ll also want to look at how individuals use the platform.

Contact Onimod Global

Onimod Global can help take your social media advertising to the next level. Digital Marketing across multiple social platforms allows us to create visibility for your company in the places your customers are searching, interacting and engaging on social media properties.

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

Tips for Hosting a Successful Virtual Event

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In the midst of the pandemic, it seems unlikely large events or gatherings will be happening anytime soon. Many organizations and businesses are either forced to cancel their events altogether, or take it virtual. Social media platforms and online applications have a medium to host events ranging from conferences, interactive, entertainment, online gigs, talks, and a lot more. A year or two back we were still talking about the future and potential of events taking place online, but it seems the current state of the world sped up that process. 

Hosting virtual events can seem straightforward, but making them engaging, entertaining and overall successful isn’t so simple. To create an impactful and successful online event takes a few key strategies and tactics, we’re going to discuss six. 

1. Timing is Important 

This goes further than just the length of the event, but also the date and time of day of the event. Before settling on a date, make sure it isn’t competing with any major holiday or other event. If it’s an international event, you should also consider time zones.

You should also think carefully about the time of day you choose to start your event. It’s common for people to choose lunch time, thinking they’ll catch people on break or in between tasks. While in the office this is usually the case, times are different. With people working from home they may need to tend to their kids during lunch or taking a break from their work space themselves. Because of the flexibility, many people will tune into webinars and workshops while doing menial work tasks that don’t take much focus. 

Lastly, think about the actual length of your event. It really depends on context and audience. But as a general rule of thumb, an hour is a good time to aim for. You risk losing peoples’ attention going any longer and risk trying to cram too much information into anything less.

2. Choose the Right Platform 

When it comes to software to use to host your event, you’re not scarce for choices. You should think about your event type, as well as your audience demographic. Not every platform is apt for everyone. What Millennials prefer, Gen X may not. Gen X likes platforms that are quick and easy to access, while mature audiences usually prefer something with a login process and more security. Consider how easy it is for viewers to engage, comment or ask questions on the platform you use as well. 

It’s also important to think about where your audience will be viewing from. Not all platforms play well on mobile, but some are more suitable for informal gatherings rather than corporate events. So, depending on your type of event, you may want to look into social media platforms, like Instagram or Tik Tok. 

3. Promotion is Key 

To reach a real audience and let them know your event is happening, putting a real budget behind promotion is essential. There’s no way for people to know until you use online platforms to talk about what you’re organizing. There are many other companies organizing similar events. Use advertising to tell people what makes you stand out from the competition. Here are some tips to get started: 

  • Promote the top talent you have speaking/performing at your event. 
  • Utilize keywords to optimize SEO. 
  • Market through influencers, popular social channels and the event page itself. 
  • Create eye-catching designs and creatives. 
  • Put out a mailer blast. 

Leading up to the event, don’t forget to remind people it’s happening. Given the popularity of online events right now, it’s easy for people to forget they’ve signed up for it. Send out email reminders the day before and of the event that includes location, time and login information, as well as posting on your social channels as well. 

4. Provide Incentives 

A great way to stand out among the mass of virtual events taking place right now is by providing some sort of incentive for attendees. Consider having a draw or the best answers/questions win some sort of merchandise, anyway to increase value to customers. 

5. Engage with Attendees

Presenting interesting content is only half of virtual events. To be successful attendees need to feel involved and be engaged, otherwise they’ll forget it even happened. Involve viewers in the form of polls, games, surveys, Q&A’s, etc. Let them ask live questions during the webinar and let them be seen by others. You can also create a chat for attendees to interact with each other. Some events even go as far as splitting viewers off into their own groups to be able to see and talk with one another. It’s really all about creating an effective and intimate virtual connection.

6. Be Prepared for Technical Issues 

Technical problems are the bane of every virtual event, and just working with technology in general. They’re only more likely to occur at the current time with unprecedented demands on the broadband network. Glitches can always happen, so just be prepared. Have another team member on standby in case the speaker’s Wifi or computer falters and they’re no longer able to present. 

Also, you can’t assume attendees are experienced in using video conferencing technology. So, if there’s a “mute all” option, you should make sure that’s activated as people join. This can help avoid confusion, distraction or people talking over the presenter. Also be sure to have your computer on “Do Not Disturb” mode if you’re doing a screen share, to ensure no private notifications pop up during the event. 

Final Thoughts 

Virtual events actually have many benefits. They give more people the chance to attend, as there’s no traveling fees, easier to organize and are great for repurposed content. With the way the world and digital landscape is moving, they’re only going to get more popular. Now is the best time to start to learn how to navigate different platforms and get comfortable! 

More from Onimod Global 

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

5 Strategies To Use Customer Testimonials To Gain Leads

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We all look for and act on social proof, otherwise known as reviews or recommendations from any community. These recommendations can come in many forms. Word-of-mouth, third-party reviews, as well as what I’m focusing on in this article – testimonials. Customer testimonials influence us all of the time, even subconsciously, on how we behave and also our purchasing decisions.

It doesn’t really matter anymore who the review or recommendation is coming from. What matters is that we see evidence from our peers about services or products that either worked or didn’t. What matters is that we’re seeing evidence from our peers – in this context, other consumers – that the decision we’re about to make to purchase is the right one.

Design Great Testimonials

A great testimonial should include specific product or service details, but what does it all entail? Vague statements such as “great product” or “loved it” don’t usually persuade a customer.  Instead, your testimonials should describe what is so great about your product or service and how it benefited your customers. Include elements such as a name, date, and photographs of the customer or brand that you worked with. This information all serves to help legitimize the testimonial.

Improving Customer Experience

This goal is relatively straightforward. If you improve customer experience, you’ll satisfy more people and generate more testimonials. Consistent engagement is very important because only 28% of positive customer experiences end with leaving a review. If you’re putting effort in to enhance the customer experience, make sure you are also including feedback collection features. It is important to give your consumers the opportunity to provide a customer testimonial.

Understand Customer Journeys

Customer service teams often focus on negative feedback, but we want to remind you that there is a lot to learn from positive reviews as well. They tell you what your company is doing right and what you shouldn’t change. Understanding your customer journeys will help you replicate customer success and generate future testimonials.

Use Visual Content

What’s even better than a text box talking about your amazing products or services? Video content.

For a few of your most enthusiastic and dedicated customers, invest in video production of their testimonials to bring their stories to life. The video will tell your story across different media — on your website, YouTube, and social media — in a unique and engaging way.

Feature Content Anywhere Possible

If you have any compelling case studies, make sure to feature them anywhere you can on your site. Other creative ways to feature them are putting a link to the case studies on your blog, in your email signature, and in all of your social media profiles. The more places potential customers can see the results of your work across different media, the better.

More From Onimod Global

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

Audience Context: Why It Matters

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Your content is most likely catered to audience personas, as it should be. All marketers rely on an outlined demographic of the audience you have targeted as potential customers. However, there is no way for a persona to account for your audience context – what is a real person experiencing at the exact moment they see your content?

In a perfect world, 100% of your content would be catered specifically to every potential customer. Thankfully, there are tools we can use to get a better idea of the customer’s headspace to match up with the audience context.

Keyword Planners

Often times keyword planners are used as a crutch to plug in a few key topics and phrases, and overload on content to increase your organic traffic. We advise to rather think of keyword planners as tools to help understand the specific language your readers are using. Focus on the phrases that pose as questions, and answer those questions in your content to give immediate value to your readers.

Google Trends

Once you have your group of keywords and key phrases, enter them into Google Trends to see what else you can learn about people using those search terms. This step will help you to match up your content to fit your audience context. Look into geographic locations, and the time of day, month, or year people access information and searches increase.

Popular Content

Try googling the question you are trying to answer in your content, and see what else is currently out there. Use this to see if you can do a better job explaining the question at hand or fill in missing gaps of information.

 

Now step one is complete. You know what challenges your potential customers are facing. Now for step 2, which is understanding how your customers feel about their challenges and utilize effective emotional writing to strike a chord with this audience.

Show Audience Context, Don’t Tell

The most simple mistake to make when writing emotional content to engage your audience is telling them that you’re doing it. Don’t tell the reader how they feel. Instead, imagine how they would prefer to feel and give them that. Audience context is all about resonating with the reader without exposing your intention.

Resonate, Don’t Exploit

When it comes to audience context, you should evoke, not exploit, emotion in people. It’s quite simple to exploit intense emotions of fear, anger, agitation in our audiences in order to sell. We advise against this strategy and encourage you to instead show the reader you understand their emotions and maybe even share them.

More From Onimod Global

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

Tips to Grow your Small Business Through Social Media

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The value of social media for businesses continues to grow, especially in light of COVID-19 pandemic. Social media allows for businesses to maintain connections with existing customers and extend their reach to new audiences. With over 2 billion worldwide users, everyone knows social media has now become a crucial part of an overall business strategy. But as a small business, joining social media effectively can be easier said than done. Let’s take a look at 5 ways you can start using social media to grow your small business. 

1. If you can’t create, curate. 

Posting consistent content is one of the most important factors that goes into increasing engagement. If you can’t create new content on your own, curate other’s content. Tools such as Pocket, Flipboard and Feedly allow you to curate useful, relevant content from other sources and share due credits. We recommend posting a minimum of twice per week and a maximum of 5, depending on your content type and industry. 

2. Use video to keep your audience engaged and growing. 

Nowadays, visual content is key. Algorithms have changed and evolved to actually preferring video content over all other forms. Going even further, 72% of consumers prefer videos over manuals to decide on a buy. There are numerous types of video content you can create to keep your audience engaged and growing. Consider sharing behind-the-scenes looks at your business, product launches, how-to’s, service examples, etc. 

3. Involve your followers. 

Finding ways to directly involve your followers in your content is another way to maximize engagement. Consider making quizzes, polls, giveaways and contests.  Many brands will create giveaways and contests and require those that enter to like, comment or share their posts with their friends. This is a simple and effective way to drastically increase your awareness among your followers and a larger audience. 

4. Utilize hashtags. 

Hashtags are one of the best ways to improve your searchability,  gain more awareness and expand the reach of your content. This goes beyond just creating your own hashtags. Find trending hashtags that are pertinent for your business: 

  • For your subject matter: #HowTo’s, #Hacks, #DIYS 
  • For your industry: #Food, #Fashion, #Auto 
  • For your audience: #StartUp, #WannaBeChef, #FitnessFreaks 

Research what’s trending among your audience and find a relevant way to involve yourself into the conversation. 

5. Reach out to influencers. 

Influencer marketing is a great way for new and small businesses to gain traction amongst a large audience. Influencers are now seen as more trusted, relatable and popular than celebrities. Consumers turn to them more for advice on what products to buy, services to use, brands to trust, etc. There are a number of tools that can help you research who the best influencers are in your industry and make it easier for you to reach out and connect with them. 

Final Thoughts

To be successful on social media it’s ultimately about giving value to your audience, whether that be through educating or entertaining. Users are constantly being bombarded with massive amounts of content and ads everyday. Meaning you have to find ways to bring value to them and differentiate yourself from the competition. Strategies will differ based on your industry and audience, but these 5 tactics are a great way for anyone to get started. If you need further assistance in social media marketing, or any other area of digital marketing, contact us today! 

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here.

How To Design Facebook & Instagram Ads That Convert

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There are over 7 million active advertisers on Facebook, according to Statista. With this impressive number, you may be thinking that increasing your Facebook and Instagram ads budget is the only way to outperform your competition. The experts at Onimod Global are here to tell you that is not always true. It is possible to achieve a great ROI when advertising on a budget.

Are you considering Facebook and Instagram as advertising platforms, but you’re not sure where to start? Our Onimod Global team is sharing our best practices for creating Facebook and Instagram ads that convert.

Facebook Desktop

Use square format. On the Facebook and Instagram platforms, square videos fill the screen more and will be more engaging for viewers on both desktop and mobile devices.

Create a visual hook. The more you can get your ad to look like it blends into your customer’s feed, the better. However, you also want to make sure that your content stands out. Use bright, cool colors.

Don’t overuse branding. Advertising is typically a major turnoff for all customers. The less they feel someone is trying to sell them something, the more likely they are to interact with your ad.

Facebook App

Avoid too much detail in images. In this case, less is definitely more. Make your graphics straight and to the point. Too much detail will either confuse or bore your audience.

Write short copy to fill the space. Do your best to avoid the “read more” button on any of your ads. The ad copy should also be very straightforward, with just enough detail to entice your customer but not information overload.

Choose graphics to blend in with news feeds. Similar to how you would choose an image for an ad optimized for Facebook desktop, you want to ensure your ad doesn’t stand out as an advertisement. The more it blends in, the better interaction you will have.

Instagram App

Don’t use landscape images. A bothersome feature about Instagram is their vertical layout of the app. Always use portrait style images and videos for the best look on your audience’s feed.

Describe how people can use your product. For example, let’s say you’re selling LED signs that can be used for all types of home decor. Show the product in action by taking a video showing the light in different areas of the house. Low production costs and the video will blend perfectly into the audience feed, which translates into better interaction on your ad.

Avoid using too many words on your visual. Instagram gives you so many ways to be artsy and creative in your ad. Make sure you’re not overdoing it on the text and emojis, and really let the media visual that you chose speak for itself.

More From Onimod Global

Following these best practices for Facebook and Instagram ads will help you reach success on a budget. Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

The 3 Pillars Of Link Building

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High quality content is the one of the keys to success when it comes to internet presence. Creating high-quality content can strengthen your business’ branding and spark conversions, but not if your audience is never exposed to that content. Link building is your solution to help your content be visible via other websites and in the search results.

Check out this list created by Michael Johnson, sales manager at Page One Power. He explains how to identify relevant linking opportunities, create and leverage linkable assets, and communicate with site owners in a way that compels them to link to your content.

Create audience-focused, linkable assets

Your links will be as good as your content. If you link to a site or an asset of your company that is worthless to the audience you’re selling to, it makes no sense to include in your content. For example, pointing directly to a product page or other pages that provide low-value to your audience of the sites that you target, you will have a tough time converting into paying customers.

Great linkable assets are audience focused and provide informational educational value. Your linkable assets should not be promotional. Johnson specifically cautions against requesting links to lower-value promotional content or product pages because they may come across as paid links, which may also discourage users from clicking through.

Identify relevant, valued and trusted sites for links

Use the following criteria to evaluate which sites are worth including in a link building campaign.

Value for users. The page that you’re interested in getting a link from should provide value to your customers. And of course, be sure the anchor text in the link helps set user expectations when they click through.

Relevance. Your link building should be relevant to the context of which the link is appearing and also match the audience that you want to attract.

Vet every site. Make a thorough investigation on every site. It’s very important that your sources are credible, and that you can be counted on as a trusted source for your audience.  “Always ask yourself the question, ‘In a world without Google, would I still want this link?’” Johnson said, adding, “If the answer is no, then you have to question whether or not that’s an organic link.”

Trust and authority. Always look at the backlinks to the site you’re thinking of incorporating into your content. “If you see that they are linking out to a lot of spam or are posting low quality content on their website, those are red flags that mean you should probably avoid that website.”

Keep the momentum after the link

After acquiring a link, link builders should send a followup communication thanking the site owner. To keep in contact with these brands puts you in a good position of goodwill between brands. Working together to make sure your audience has accurate and reliable information will translate into paying customers for you both.

Johnson also recommends paying attention to the internal linking of the page that earned the backlink. Since product or promotional pages aren’t likely to attract many of their own backlinks, internally linking those conversion-based pages to other pages with a stronger backlink profile will help you to build link equity.

More From Onimod Global

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

4 Questions to Ask Yourself Before Choosing Content Topics

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When choosing content topics, most digital marketers try to write about things they believe is relevant to their audience. While relevance is important, alone it’s not enough. Furthermore, some seemingly relevant content topics may not be a good fit for your brand. 

So, how do you determine which topics are a good fit for your brand and engaging for your audience? Here are 4 questions to ask yourself when choosing the right content topics for you.

1. Is there a need? 

A topic should address an audience’s pain points and provide a solution. One way to identify your audience’s needs are through creating a buyer persona, or your ideal customer. This may require some research, but you want to identify the following: 

Source: https://buffer.com/resources/discover-content-ideas/

Your buyer persona will give you a better sense of challenges and goals your audience has. Knowing your audience’s problems will allow you to come up with content topics that solve those problems. 

You can also use search engines and social platforms for discovering users’ needs. Utilize Google trends to gauge if a topic is growing or on the decline. You can use social the same way. Most platforms have analytical tools to show you how popular a certain keyword or set of keywords are. If you have a social listening tool, this would be the perfect way to incorporate that as well. Once you have a good grasp on what your audience is talking about, you can insert yourself in the conversation where appropriate. 

2. Do you have the credibility? 

If you publish content you don’t have the authority to speak on, you risk ruining the credibility of your brand. You want to use content marketing to strengthen your trust and credibility, not weaken it. So, how can you determine if you’re equipped to speak on a matter? There are generally two main criteria for credibility. Ask yourself: 

  • Am I an expert? Can you or someone else from your company confidently create and cite original sources? Or is the information based strictly on opinion? 
  • Is there data to back it up? If there is data, is it outdated? If there isn’t any recent data, you further risk losing your credibility. 

Find topics where you have genuine interest, as well as a good knowledge base. Content is about taking data and incorporating your own voice into it. But if you’re writing about something you aren’t very knowledgeable on, you won’t have the expertise to go deeper and differentiate your own opinions. 

3. What is the goal of the piece of content?  

You want each piece of content you create to have an end goal for your audience, but you also want it to align with your overall organizational goals. Content marketing is really about producing an action from a potential customer. Do your topic ideas connect with that overall marketing objective? Do they move your reader further along the customer journey? For each content topic you decide on, evaluate it and see how it aligns with your organizational goals.

Doing this will also help you when selecting KPIs (key performance indicators). If your current goal is to generate leads, your content should be focused on moving customers further through the sales funnel. If your current goal is to produce more sales, your content should be aimed at moving the sales needle. This means content isn’t just informative, it also builds trust.

It can be easy to rely on viral topics and expect that to carry your content to success. But if those topics don’t align with your overall business strategy, it’s a waste.

4. Can the message be shared across multiple mediums?  

Content should communicate how and why your perspectives, products and services stand apart from others in your industry. Content marketing takes a good balance of storytelling, educating, convincing and should include a call-to-action. Once you’ve landed on a strong topic, it’s equally important to ensure you’re able to create multi-purpose content out of it. You want to choose topics that you’re an expert on, but you don’t want it to be too niche. This may cause a shortage of material and of those actually interested in reading it. Not only that, but it might also be difficult to share that content across multiple mediums and platforms. 

You want to find the sweet spot between broad and niche. Ideally, you will find content pieces that can be featured in a number of ways. For example how-to content could be created as: 

  • A YouTube video 
  • An infographic 
  • A blog post

You want to be able to then share these pieces of content across social platforms. Having flexible content ensures that all members of your audience will be able to find something they best relate to and be able to find it in multiple places. This also creates less work for you, as you can successfully reuse and share topics. 

Final Thoughts 

Mapping out and choosing the right topics for content marketing takes strategic planning. Learning what content performs best among your audience takes time and experimenting. Continually measure and track your strategy and make changes when necessary. Choosing the right topics is essential to developing and driving an effective coverall content marketing strategy. 

More From Onimod Global

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. If you’re looking for assistance with your content marketing or any other areas of digital marketing, contact us today!