On face level, ‘Art of Money’ is a blog that covers lifestyle topics around travel and living. Dig in deeper and you will find that its actually an ingenious idea to promote a credit card service. Here were some lessons that I learnt.
1. Decision Making Journey
Its important to understand the decision making journey that your audience goes through prior to making a decision if they would purchase your product.
In this case of ‘Art of Money’, the primary decision stage seemed to be at ‘which credit card’ to choose. However, GE Capital would have to compete with major finance institutes like NAB if they engaged customers at that stage.
Therefore they decided to beat the competition by appealing to customers at a much earlier stage. The main strategy was to focus on trigger events that would result in credit card financing needed. For example writing articles that cover moving overseas, shifting house or embarking on an education stint.
2. Outbrain Strategy
Rather than only relying on your owned audience, you could showcase your content on a popular website to direct traffic to yours.
This starts by knowing who your target audience are, understand who the target audience on your prospective partner’s website are, and if this would be a fit.
From there, you can use partnerships to growth hack the size of your audience.
3. Link Content to Sales
One of the biggest objections of adopting content marketing is being able to link efforts back towards business ROI. Unlike the old-school advertising route of ‘Buy ME!’, one needs to provide useful content that educates the audience and build trust.
So how does this convert to sales?
One method is to place sales pages links within the content and context of the blog. For example, you might place this sentence at the end of an article “Keen to learn more about how to finance your education? Perhaps you might want to check out this offer [LINK].”
Another method is to use re-targeting through Facebook or Adwords. Prospects get pre-qualified when consuming specific content. Following this, you can target them with advertising across other digital mediums.
4. Strong Launch
When launching a new blog, it is important to build up momentum by pumping out more content at the start. For example if a campaign comprises of 60 blog posts, you should publish 30 blog posts at the launch and then periodically release the other 30 posts.
This demonstrates to viewers that you have more to offer on your site and they should keep coming back to your site for more content.
5. Coverage Types
There are 4 methods of segmenting your content strategy. (1) Audience: Which persona do they belong to? (2) Vertical: What type of topics are they interested in? What are their triggers to use your product? (3) Product: How can your product benefit the reader in the story scenario? (4) Which phase of the purchase cycle is your customers in?
6. Multiple Facet Process
Content marketing requires a multiple step process. It ranges from understanding the taxonomy and keywords used, to designing the content layout, to promoting to owned and paid reach, and measuring the analytics.