{"id":6726,"date":"2020-03-11T07:05:34","date_gmt":"2020-03-11T05:05:34","guid":{"rendered":"https:\/\/digitalschoolofmarketing.co.za\/?p=6726"},"modified":"2024-09-14T16:46:08","modified_gmt":"2024-09-14T14:46:08","slug":"how-to-use-content-to-increase-your-online-roi","status":"publish","type":"post","link":"https:\/\/digitalschoolofmarketing.co.za\/content-marketing-blog\/how-to-use-content-to-increase-your-online-roi\/","title":{"rendered":"How to use content to increase your online ROI"},"content":{"rendered":"
\"DSM<\/div><\/div>

When looking at the 4-step marketing sales funnel, attention<\/em> is the largest and upper-most (first) part of the cone. This is where potential customers see or hear something that spikes their interest in a certain brand or product. Content has been around since retailers of old would hand-paint posters and flyers for their business ventures. Today, content is videos on YouTube, posts on Instagram, blogs on websites, and much more.<\/p>\n

Content marketing<\/a><\/strong> is by no means a cheap endeavour. Anyone can create content using word processors and graphic design software, and millions of people do. Unfortunately, only a small percentage of freelancers and agencies are actually good enough to produce extraordinary content. For this reason, content generation can end up costing a pretty sum (unless you do it all yourself). Let\u2019s take a look at ways to optimise your content marketing for improved ROI:<\/p>\n

Content marketing for improved ROI<\/strong><\/h2>\n

Got a sales funnel?<\/strong><\/h3>\n

Think of the sales funnel as the blueprint advertisers and marketers have been using since the dawn of promotion. Without a sales funnel, there is no direction for the customer on their path to a purchase. If you follow the AIDA model (Attention, Interest, Desire, and Action), the content you produce will fall into both the Attention<\/em> and Interest<\/em> categories.<\/p>\n

Short-form content, like social media posts<\/a><\/strong> and SMS messages, captures the customer\u2019s attention. Long-form content like blog articles generate further interest in the brand and product or service, and when done right should lead the customer to the decision phase.<\/p>\n

There needs to be an opportunity \u2013 called the Action<\/em> phase \u2013 where an online patron can act on their desire and exchange money for your products or services. Promoting brick-and-mortar businesses online will get customers through your doors, but the majority of them will likely by from you via online channels if you give them the opportunity.<\/p>\n<\/div><\/div>