Kamkash is a digital marketing agency focused exclusively on creating content and marketing it. While working on a landing page campaign for a client, we stumbled on to a strategy that involves only a bit of content creation – no marketing required. Oh, and it is hugely successful. The amount of targeted and relevant visitors you get over the short-term, and the SEO impact over the long term, will be far higher than any content marketing plan or strategy that you could possibly think of or execute.
Before we get to this secret sauce, let’s just take a solemn moment to highlight the hard work that digital marketers put into content marketing, and also acknowledge the futility of the whole process.
Content Marketing is a Colossal Waste of Time
We create content for clients, and put it in front of the eyeballs that matter – your targeted customers. It takes a huge amount of effort to write articles and blog posts, create infographics, images, videos, podcasts, email newsletters, landing pages and more. Then you go out and splash it out wide across the web and all the mobile and social channels you can think of. After all this, the amount of traffic, leads and online sales you can generate for a client is what?
Let’s say a total of 10,000 visitors across all channels, including social media, email marketing, search traffic, and direct links. With a fairly typical lead generation rate of 3%, you manage to bag 300 leads. Take a 9% lead conversion rate, and you end up with 27-30 conversions.
Granted that 10,000 website visitors and 30 or so new online customers is not so bad, especially since most business websites and blogs on the web have a handful of visitors and zero sales. But is 30 new customers the best ROI a digital marketer can produce for your client? Surely, there must be an easier way to reach more people, and improve on the abysmal lead generation and conversion rates on the web?
If You Don’t Have the Content Marketing Reach, Who Does?
Before you get all depressed and decide that you don’t want to have anything to do with this headache called digital marketing, answer this simple question. If you don’t have the content marketing reach required to generate a flood of sales for your client, then who does?
It’s not a rhetorical question. I’ll show you how to do it for one keyword, as an example. It’s you who will be doing it as a digital marketing expert. But first, if you like what you’re reading, enter your email below and we’ll add you to our weekly mailing list full of content creation and marketing tips, tricks and guides.
Let’s say you have developed a genuinely useful tool to increase sales for any website. Anyone with a website who finds out about it wants to sign up and make use of it. But the number of leads and conversions you are getting is limited by your reach. You’re doing some SEM, social media outreach and a few other marketing and promotional activities. But there’s no real traction and very little traffic.
You come to Kamkash, and we wrestle with the issue of how to create useful and relevant content for you. Content marketing was the elephant in the room that we didn’t even want to address at that moment. So we decide to seek help from sales industry leaders and experts for the client’s main keyword groups. One of these groups was “outbound sales,” and the main keyword within that was “cold calling.” We looked at the leading cold calling experts in the world, and reached out to a few of them.
To each of them, we asked a set of five questions based on their specific expertise, background, experience, etc. The idea was that we could publish it as an email interview. Coming from leading experts, it would not only fulfill the need for useful and relevant content for that keyword (cold calling), but also be exclusive since it was an interview. You can rehash a top 5 or top 10 list kind of post from different sources on the web, but an interview with a celebrity author and cold calling expert is not something that a hundred other sites can duplicate.
Our client’s site immediately started getting Google traffic for “cold calling,” but that was just one slice of a large piece of digital marketing success. The main surge of visitors came from a surprising source – the subject of the interview. After we published his interview on the client’s blog and posted a link to it on twitter, our expert retweeted it. That was kind of a big deal, because this is one of the world’s foremost experts on cold calling, who has tens of thousands of followers on social media and has been sending out a sales newsletter to tens of thousands more for over two decades.
All of these people are in the sales industry, in various capacities, and exactly the kind of targeted audience that our client (who offers a website/mobile app tool to increase sales) was looking for. So we were able to bypass the usual gatekeepers (Google, Facebook, Twitter, etc.) and directly reach our targeted website visitors on a scale that was simply not possible for us to do directly.
The result was fantastic – a nice bump in traffic, and all of it was highly relevant visitors who converted at a stunning rate that you can’t get from email marketing, social media, SEO, SEM or any of the usual digital marketing channels.
Bottomline – Kamkash has now perfected this technique, where we are able to target specific high-value keywords, identify leading industry experts for that keyword, and initiate a dialogue to get them to create and market the content for you – our client. The benefits:
– Huge increase in website traffic, and much higher lead generation and conversion rates;
– SEO impact of exclusive content, plus high-value incoming links and social media buzz;
– Expert positioning by association;
– Higher visibility in your own industry; and
– Opens up discussions with industry leaders on possible marketing and sales referral partnerships.
Floor’s all yours. What do you think? Please let us know in the comments.
– Do you think traditional content creation and marketing is a waste of time?
– What techniques do you use to widen the reach of the content you publish?
– Any other questions you want to ask about digital marketing and what we do at Kamkash?