Updated: Jan 31, 2021
When you think "content marketing,” you likely think of crafting expensive branded content, upping your graphic design game, or pricey ad campaigns. But not all content marketing strategies have to be rough on your budget. In fact, some of the best conversion strategies for content marketing in 2020 don’t cost a dime.
Content marketing in 2020 is all about quality, not quantity. Along with that comes deft strategy and targeted conversion tactics, and not all of them have to break the bank.
Here are two key no-cost content marketing tactics your team can use now to drive sales and boost your brand profile.
#1: Get Organized and Create an Editorial Calendar That Works
The first step to better content marketing in 2020: Get organized! Consistency is key to increased sales, more customer engagement, and a higher volume of clicks.
If you’re not publishing blog posts on a regular schedule that your readers can count on, you should consider creating an editorial calendar that will keep your team on the same page and your users coming back for more and more content. And if you haven’t established a clear editorial process and content flow yet, then you’re not making the most of your existing social media presence and your other platforms to get the word out about your brand.
Why is consistency in content production so important? First, following an editorial calendar helps you to streamline your brand messaging and rise to the top of the food chain in your industry. Once followers in your niche begin to look to you for regular thought leadership and relevant news, you have much more of a chance to direct them towards potential sales.
Content generates buzz, and buzz generates sales. Every piece of content you produce can and should include a call to action that could send your readers straight to your products and services. You can also use free templates to create infographics and other images to spice up and add value to each of your content pieces.
The good news is that there are plenty of free resources out there to help you build a content calendar that works for your team. You should choose one that feels intuitive to your team members, and that fits in with the kinds of content you’re generally creating. Hubspot has free editorial calendar templates for Google Calendar, Excel, and Google Sheets.
Once you get into a rhythm with your team, you’ll forget what it was ever like to produce content inconsistently or only occasionally. You’ll be shocked at the positive results from readers who want to engage with your brand more readily once you’re providing them with high-value thought leadership and interesting content on a regular basis.
#2: Drive Traffic With Roundups and Email Newsletters
The second no-cost tactic you can use for the best content marketing in 2020 involves rounding up your blog posts, special offers, and other content for the week on social media or in an email newsletter.
Not all of your customers use social media regularly. Some are only going to pop in on Twitter, Facebook, or your blog once in a while. Others will only see your content on the weekends. A weekly roundup is a good chance for your customers to catch up on what you’ve been sharing in a given week, from interviews with thought leaders and informative blog posts to special discounts or promotions.
You can set up a no-cost, no-nonsense email newsletter for your subscribers with a free email template. It’s a good way to keep in touch with your customers and align them with your brand voice, especially if you use a tone and images that match your other mediums of brand messaging.
Still there’s another, even easier way to catch your readers, customers, and potential customers up with your brand each week. You can post a Twitter thread on a given day of the week (Fridays and Sundays often work best) to provide a roundup-at-a-glance. Include major recently published content pieces, links to podcasts, videos, or audio files, a photo or two, any company updates, and current promotions in your roundup. Again, consistency is key. Readers will begin to anticipate your updates and look for your brand roundup on a certain day, so choose a timeline and stick to it.
And of course, each of your blog posts and other forms of content should include inbound links for traffic and SEO purposes, as well as a call to action that could result in conversion.
Content marketing in 2020 is often presented as complex, convoluted, and expensive. But with targeted social media strategies to drive engagement, traffic, and conversion opportunities, you can potentially boost sales without having to pony up extensive funds.