How To Make Your Content Marketing Profitable

A bar chart created by HubSpot showing the positive correlation between blogging and long-term lead generation.

Let’s be trustworthy: Constant content material creation is usually a big ache.

Belief me, I do know.

After running a blog on a close to-day by day foundation with properly over 4,000 posts to my title, I’ve encountered nearly each roadblock you possibly can probably think about.

From crushing circumstances of author’s block to digging for subjects that make readers tick, there’s no denying the challenges of displaying up day after day with recent content material on your viewers.

But there’s additionally no denying the advantages of running a blog, and that’s precisely why you possibly can’t afford to disregard your lengthy-time period dedication to content material.

HubSpot notes that 60% of marketers record weblog content material as their high inbound precedence. In the meantime, entrepreneurs that weblog usually obtain roughly 67% more leads versus those that don’t.

The extra you weblog, the extra possible you might be to build a foundation of traffic and leads over time.

However you most likely already know all of this, don’t you?

The actual query burning up most entrepreneurs is that this: How have you learnt in case your content material is really paying dividends? How are you able to make certain that you’re getting essentially the most bang on your buck, given the sheer period of time and assets it takes to craft a brand new piece?

Should you’re a marketer that’s placing their blood, sweat, and tears into your content material, but see little to no content material advertising and marketing ROI, you’re actually not alone. Solely 41% of marketers truly see a optimistic ROI for his or her content material advertising and marketing efforts.


Sadly, I see this all the time.

There are a lot of explanation why your content material may flop, however there’s one explicit drawback that plagues most entrepreneurs I work with (trace: it’s most likely not since you’re a awful author).

Finally, it comes right down to the way you spend your time.

Most entrepreneurs are horribly inefficient in terms of the time they spend on any given piece of content material.

Right here’s the factor, although: I’m not speaking concerning the time spent writing or enhancing. I usually craft quality blog posts within two hours with out breaking a sweat. Chances are high, you possibly can too.

Their inefficiency comes from how they deal with their content material after they hit “publish.”

In spite of everything, you could be doing all the pieces proper by way of on-page optimization and nonetheless see little to no engagement from readers and SERPs alike.

In an period the place greater than 2 million blog posts are published per day, promotion is the essential piece to the advertising and marketing puzzle that’s so essential but additionally really easy to screw up.

Should you aren’t taking the time to squeeze essentially the most out of your content material by way of promotion, you’re capturing your self within the foot.

If seeing outcomes is what you need out of your content material, from extra shares and feedback to “likes” and leads, maybe it’s time to rethink the way you spend your time creating content material.

Cease Considering of Content in a Vacuum

Initially, ask your self: What am I attempting to perform with my content material? What are my targets?

Graphic showcasing organizational goals for B2B content marketing.

Though the targets for any given model will likely be totally different by way of creation, the purpose of selling your content material is easy.

Your final purpose must be to get each piece of content material in entrance of as many readers and potential leads as attainable with out sacrificing time.

Now, you’re most likely already conversant in the 80/20 rule, which notes that 80% of our outcomes spur from 20% of our efforts.

The 80/20 rule can lead to a positive content marketing ROI.

You need to apply the 80/20 precept to your content material technique, however don’t get it twisted.

Should you’re spending 80% of your time creating content material and solely 20% of your time selling it, your items won’t ever obtain the publicity they deserve.

In different phrases, fewer feedback, fewer leads, and a adverse content material advertising and marketing ROI.

On the flip aspect, if you happen to spend the majority of your time selling your content material via the suitable channels, you’ll inevitably get your items in entrance of extra eyeballs, develop your readership, and save your self time when creating new articles.

Don’t take a look at each bit of content material in a vacuum. As a substitute, take a look at the larger image of promotion.

So, let’s say you’ve put within the hours to craft a killer piece. How are you going to make use of your treasured time to advertise?

The place must you begin?

Assault the Promotional Channels That Make Sense

The intestine response of most entrepreneurs is to go straight to social media after they’ve completed their newest weblog submit.

Good considering, however not so quick.

In accordance with the Content Marketing Institute, most B2B entrepreneurs use no less than 13 content marketing tactics for each submit they publish.

Which means you might have loads of choices for promotions, proper?

Sadly, that additionally means you might have loads of alternatives to waste your time on platforms that merely don’t make sense.

Though social media will get a foul fame for being a time-sink, the actual fact stays that 66% of marketers web optimistic lead technology advantages by way of social in keeping with HubSpot.

Bear in mind: Effectivity is the secret. You need to solely choose and select platforms that carry you nearer to your viewers.

There isn’t any “right” reply relating to the place it’s best to make your content material obtainable. Determine the place your potential leads are hanging out and who will truly have interaction together with your items.

In spite of everything, solely half of all content material circulating the blogosphere will get greater than eight shares or less, in keeping with Buzzsumo.

A graph by Buzzsumo depicting how most content get very few shares, creating a negative content marketing ROI.

I don’t find out about you, however I believe these numbers are fairly depressing.

However that’s what occurs when entrepreneurs attempt to assault each single social channel and finally unfold themselves too skinny.

The extra channels you attempt to dominate, the much less time you possibly can spend on efficient promotion.

For instance, most B2B brands usually thrive on Twitter and LinkedIn. In the meantime, Instagram and Pinterest’s emphasis on visible content material is a hotbed for B2C companies.

After which, after all, there’s Fb, which is utilized by over 1.23 billion users daily.

That’s precisely the place we’ll begin.

Any and all companies must be pushing their content material onto Fb, that’s a given. Since most individuals spend nearly an hour a day on Facebook alone, it’s likewise the platform the place most of your viewers is digesting content material.

The truth is, I’d wager {that a} sizable chunk of my readers entry my content material via Fb. Do not forget that totally different platforms have totally different audiences that use them.

Right here’s an instance of certainly one of my previous blogs because it seems on the platform:

Neil Patel promoting his blog on Facebook.

Fortunately, posting to Fb isn’t rocket science. It’s simply essentially the most easy social channel to leverage for content material promotion. All you want to do is tick the next bins:

  • Select a related function picture that grabs the eyes of your viewers (as posts that includes images get as a lot as 120% more engagement)
  • Double-examine to verify your submit preview exhibits up correctly
  • Couple your posts with some kind of distinctive caption remark to additional encourage readers to click on (on this case, “Here’s how I write my blog posts”)

Right here’s one other instance of a easy but engaging submit formatted for engagement on Fb:

Buzzfeed promoting an enticing blog on Facebook as part of their content marketing strategy.

Not like platforms equivalent to Twitter the place repetitive content material is inspired, I usually solely submit my content material to Fb as soon as. You may additionally discover that I attempt to submit my articles through the late morning or early afternoon hours, though the impact of post timing is doubtful, contemplating how fickle Fb’s algorithm has grow to be.

One other superior facet of posting to Fb is with the ability to simply work together with my followers.

A benefit of promoting content on Facebook is interacting with followers and engaging with their comments.

By noting and responding to the feedback on my posts, I do know precisely what’s on the minds of my viewers and be certain that my subjects are assembly their wants. Constructive suggestions out of your readers is maybe the very best indicator that your writing is heading in the right direction.

As you possibly can see, posting to Fb is easy and doesn’t require a lot of a time dedication past curating the remark part.

Twitter, alternatively, is a completely totally different beast.

The character of Twitter is each a blessing and a curse for entrepreneurs. Though hashtags can be an awesome opportunity to get your content material in entrance of latest readers, it’s equally simple to get misplaced within the noise.

Given that you just’re combating in opposition to roughly 350,000 tweets per minute, you’re not really making the most of Twitter if you happen to’re solely posting your recent content material a few times. Chances are high, 99% of your followers will miss it fully.

Don’t be afraid to submit your items to Twitter repeatedly: That’s precisely what I do for my 430,000+ followers. Right here’s an instance of certainly one of my previous tweets:

Neil Patel promoting the same blog multiple times on Twitter.

And right here’s that very same tweet just some days prior (be aware the date and variety of likes and retweets):

Neil Patel promoting his blog on Twitter.

Each tweets get loads of love regardless of being similar.

Spend a few seconds on my feed and also you’ll discover that I submit like clockwork. Assume that I’m manually typing out every tweet in any respect hours of the day?

Completely not.

As a result of quick-paced nature of the platform, social media scheduling instruments equivalent to Buffer are should-haves. Over time, you possibly can recycle your content material and experiment with totally different imagery and hashtags to grasp which sorts of posts are clicking together with your viewers.

Do they need listicles? How-to’s? The one approach to discover out is to experiment.

By queuing up your posts upfront, you basically put Twitter on autopilot and deal with different points of your advertising and marketing. Utilizing this technique, you may even appeal to social media influencers who can promote your content material and your model.

As famous by Buffer, frequent tweeting is recommended versus staying silent: Having a scheduling software on deck makes managing the platform exponentially simpler.

Using social media scheduling tools like Buffer can help boost content marketing ROI.

Very like posting to Fb, methods equivalent to queuing up content material on Twitter shortly grow to be second nature as soon as you discover your rhythm.

Final however not least, let’s discuss concerning the untapped potential of LinkedIn.

Should you’re within the B2B area, LinkedIn presents some improbable promotional alternatives in terms of boosting your content material. Over 1 million businesses are making the most of LinkedIn’s publishing platform, and I extremely counsel that you just do the identical.

For instance, by republishing my weblog content material on LinkedIn I can:

  • Attain focused readers who in any other case might not have caught my newest weblog submit
  • Reap the search engine optimization advantages by driving site visitors again to my web site
  • Additional place myself as an authority and thought chief in our business
Neil Patel republishing his blog content on LinkedIn's platform.

Guess what? You have to be doing the identical if you wish to be seen as an influencer crafting should-learn content material.

Whereas some have considerations about duplicate content material penalties by republishing by way of LinkedIn, you probably don’t have much to worry about in keeping with Search Engine Journal. Likewise, you possibly can at all times change up your titles, key phrases, and construction if you happen to’re paranoid about penalties.

For instance, I personally take the strategy of solely giving my readers a style of my weblog by way of LinkedIn, finally main readers again to my web site. It’s a win-win state of affairs as this technique drives extra site visitors to my weblog and creates extra alternatives to seize leads by way of my on-web site CTAs.

Sharing content on LinkedIn can boost content marketing ROI.

Fairly cool, huh?

Remember the fact that Fb, Twitter, and LinkedIn are just some choices for promotion.

These three platforms don’t even scratch the floor of what you might probably do with a single piece of content material by way of social media.

Nevertheless, these ignored techniques alone are sufficient to achieve 1000’s of latest leads, in the meantime driving a gradual stream of site visitors again to your weblog on a constant foundation.

And what’s loopy? It doesn’t take that a lot time or effort.

For these three explicit channels, you might spend anyplace between thirty minutes to an hour on formatting and enhancing.

Completely value it.

Taking the day out for this kind of social promotion is a no-brainer if you happen to’re on the lookout for a optimistic content material advertising and marketing ROI.

However if you happen to really need to squeeze essentially the most out of your content material, why not take your promotional technique just a few steps additional?

Repurposing Your Content

Very like social media promotion, repurposing your content material simply plain works while you select the suitable channels.

Though repurposing requires a bit extra legwork than merely publishing your work to social websites, presenting your content material in a number of codecs is completely essential to increasing your attain and scoring new leads.

That is very true in an period the place textual content-primarily based content material merely isn’t sufficient anymore.

When you think about among the staggering statistics regarding the rise of visual content, it’s crystal clear that we have to transcend the written phrase when attainable. For instance:

  • Tweets and Fb posts together with imagery obtain twice as a lot as engagement than these with out
  • Infographics are appreciated and shared thrice greater than different social media content material
  • Three-quarters of entrepreneurs be aware that investing in video advertising and marketing has a direct affect on their enterprise

For starters, it’s best to attempt to complement your articles and social posts with photographs to encourage extra shares. Developing with infographics is a stable choice if you happen to’re writing content material that offers with knowledge (right here’s a inventory instance beneath).

Use infographics on article and social posts to encourage more shares.

Past that, you need to use imagery to preview your content material and make it pop in your followers’ social feeds.

Images or graphics can help your content stand out on social media feeds.

Platforms equivalent to Canva allow you to shortly create textual content-primarily based photographs, ideally suited in terms of beefing up your social posts.

Use Canva to create text-based images as a part of your content marketing strategy.

However what about repurposing your content material into video?

YouTube is exploding proper now with its large base of over 1 billion users. In the meantime, 92% of mobile users share movies with one another. Briefly, there’s viral potential in video advertising and marketing.

Additionally related for bloggers: We stay in a world, for higher or worse, the place our viewers would extra possible watch a video than dig via a weblog submit, particularly when protecting a posh or boring subject.

Turning your weblog posts into movies not solely provides your content material a brand new channel of publicity but additionally lets you faucet into a possible search engine optimization gold mine as you double-dip your keywords.

Capturing video might be simpler than you suppose. You probably have a weblog submit, you already basically have a script in your hand.

In the meantime, the brand new wave of casual, “talk to the camera” type of vlogs are all the trend proper now. Try this instance from Jorden Makelle of WritingRevolt who usually repurposes her buzzworthy weblog posts into video content material.

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Repurpose blog content into video to positively impact your content marketing ROI.

You probably have a smartphone and a digicam, you might have all the pieces you want to faucet into the ability of video advertising and marketing. Moreover, you might simply take your weblog content material and use it as a Fb Stay or webinar presentation to get even extra juice from the identical piece.

Repurpose blog content by using it in Facebook Lives or webinar presentations.

Digicam shy?

Not an issue.

Should you actually need to suppose outdoors the field, you possibly can even go past visible content material.

Podcasts have been on the rise through the years and likewise signify a approach to flip your weblog content material right into a dialog together with your viewers. For instance, I co-host the Marketing School podcast which makes use of my weblog content material as the premise for a variety of episodes.

Use blog content in podcasts as another way to increase content marketing ROI.

However wait, there’s extra.

I take my promotion one other step additional by utilizing my podcast content material as inspiration for my e-mail advertising and marketing campaigns:

Repurpose content from blogs and podcasts in email campaigns.

See how that works?

The extra content material you repurpose, the extra you need to share. Extra leads, extra site visitors, plain and easy.

Feels like lots of legwork, doesn’t it?

However while you return to the 80/20 rule, it actually isn’t.

Though these methods actually take time, they exponentially enhance your odds of reaching your leads versus natural site visitors alone.

Steadily Requested Questions

What are some KPIs to measure my content material advertising and marketing in opposition to?

Should you’re wanting easy methods to measure content material advertising and marketing that’s impactful to your advertising and marketing plan, it doesn’t should be difficult. Begin with 4 key content material metrics: consumption, sharing, lead technology, and gross sales. Consumption measures the heartbeat of your content material from web site site visitors to social visibility. Sharing measures model visibility, together with backlinks, community referrals and variety of downloads. Lead technology is pushed from stuffed-out content material varieties, affect from CTAs, and demo requests. Whereas the gross sales metrics measure total gross sales, this additionally covers buyer testimonials. These factors are essential for measuring content material advertising and marketing ROI success to realize enterprise targets and never simply content material targets.

How will I do know my content material advertising and marketing technique is profitable?

A profitable content material advertising and marketing technique contains realizing viewers personas, model positioning, owned media worth proposition, enterprise targets, and motion plan element. You’ll be able to anticipate issues and price range assets properly with lengthy-time period planning. create and implement a content material technique that’s in step with your advertising and marketing and business targets by outlining these parts via phases. Your viewers will communicate via the info displaying excessive KPIs, engagement, and ROI from advertising and marketing efforts.

How do I construct a worthwhile content material advertising and marketing technique?

Growing a content material technique takes a transparent understanding of your viewers, pushing excessive-high quality content material, mastering search engine optimization finest practices, and setting and monitoring efficiency-primarily based targets—even advertisements. A wide range of conversions and actions will reveal strengths and weaknesses your crew can use to make pivots for optimistic content material advertising and marketing ROI.

How can an amazing content material technique make you cash?

How an amazing content material technique could make you cash begins with a content material-wealthy plan. Your content material must be compelling with a robust hook, and straightforward to skim, however filled with key takeaways.

Visuals are one of the best ways to focus on your viewers and promote your share-worthy content material. As for analyzing knowledge, you will notice how your conversion techniques – via paid advertisements or collaborating with others– will assist leverage you propose for consistency or optimizing developments that suit your targets. All of those techniques will enable you generate leads, the move of your gross sales funnel, and construct model consciousness.


Given the period of time it takes to provide on-web site content material, a surefire manner to make sure a optimistic content material advertising and marketing ROI is thru republishing and repurposing each piece you set on the market.

If this appears daunting at first, don’t fear. The extra time you spend selling, the extra you streamline your course of. Promotion shortly turns into second nature.

Good promotion creates a snowball impact as you shortly work out which items of content material carry out the very best and the way you need to use that info to affect your technique shifting ahead.

Your content material isn’t completed while you hit “publish.”

Should you aren’t taking the steps to make sure that your items are being found and rediscovered time and time once more, it’s time to rethink your strategy.

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