It’s a long recognized fact that corporate websites that include active blogs generate higher volumes of traffic, leads and conversions. After all, a steady stream of content provides search engines with more pages to index and provides marketers with more opportunity to focus in on specific areas of interest or on sharing multiple perspectives.
When it comes to a solid Mega Content marketing approach, these benefits quickly become a real and tangible part of moving your marketing efforts forward.
(In part one of this series, the concept of creating and leveraging Mega Content was introduced as part of your content marketing and email marketing initiatives. If you haven’t read this piece, you might want to back up and read it for some background.)
What short-sighted content marketers often miss, however, is the longer term compounding value these content pieces can create. In other words, unlike more standard list building efforts that tend to have a defined start and end point and are quickly and easily measured once the campaign has ended, Mega Content looks at lead generation as a more long term enterprise.
Before we get to the part of this series that explains how to create Mega Content, (that’s coming up, I promise!) let’s take a look at the math behind the method and why it holds so much appeal for companies of all sizes.
The Challenge of Landing Page Traffic
The biggest challenge that comes with promoting landing pages designed to produce email leads is the cost of driving traffic into the page. In general, businesses tend to rely on contests or advertising to push traffic. Both are effective, but they also tend to have a somewhat limited lifespan. Contests eventually end, and advertising dollars usually end up being diverted to the next project.
This means the average landing page tends to pull traffic for the span of 2-6 weeks before seeing a huge drop in traffic; or it requires significant ongoing ad dollars to keep the traffic flowing. As a result, you’ll often see blogs and websites triggering pop-up windows to invite you to download a whitepaper or research report. The cost is infinitely lower, and the life span of the landing page can be extended.
Extending the Lifespan of Landing Pages
One of the primary reasons companies engage in Content Marketing is to drive a continual flow of targeted traffic into their website. The goal of this traffic is to drive incremental sales or lead generation, but for many companies, the link between blog content and conversions is tenuous at best. Sadly, many companies still haven’t figured out what the call to action in their blog posts needs to be. (This is, again, a whole other article…)
By building out a Mega Content package, sites now have a high value offering to exchange for email contacts as well as a wide range of content for social media. Their blog also serves as the perfect place to lead people to the landing page for the content. So, instead of using ad dollars or contest promotion, brands can share an image, article or video content. By generating a few months’ worth of supportive content as part of the Mega Content package, you ensure a steady flow of traffic into the landing page over time.
In addition, the content being passed around social sharing services like Pinterest or being housed on the blog can lead to solid long term traffic.
The Power of Compounding Leads
How are your blog analytics? Chances are, your high quality posts are still pulling traffic months (even years) after you originally published them. What’s more, on the posts you included calls to action, your conversion rate is likely staying reasonably steady over time as well.
Using this as a foundation, let’s give consideration to how a well-placed and promoted Mega Content landing page might perform.
Let’s say the first blog post you put out for your Mega Content pulls in 3,000 visitors in an average month, with 3% of them going on to fill out your lead generation form to download the content. This provides you with 60 solid leads per month that can be tied back to the topic of your Mega Content.
For most established sites, we regularly pull thousands or even tens of thousands of visitors per month to blog posts on client sites for small to mid-size businesses. That said, 60 leads per month may not appear to be much, but it would truly be a mistake to jump to this conclusion. The goal is not to gain a paltry 720 leads over the course of the year. Instead, as new content is produced, new opportunities to build targeted leads are created and combined with the older opportunities that are likely still performing.
If you release one piece of Mega Content per month, for example, it gives you the opportunity to build targeted email lists around 12 distinctly unique topics over the course of a year. Since these landing pages are relying on content marketing, social sharing and search engines to drive traffic, you should continue to receive leads from one piece of content while launching the next one, and the domino effect begins.
While you may only see 60 leads the first month, month two will bring 120 leads when both campaigns are performing. And, month seven could bring 360 leads in as the six prior campaigns work their magic together. In fact, by the end of the year, you are looking at a grand total of 4,680 targeted leads!
If you are the ambitious type, or you have a history of producing strong content, traffic and conversion rates, you can be even bolder. If we rerun those numbers with an average of 10K views per month on the content and a 3.6% conversion rate, we’re looking at 360 leads per month – a compounded outcome of more than 28K leads over the course of one year!
Our own internal numbers show these results are not impossible to achieve. In fact, one of our Mega Content landing pages has consistently converted around 40% of its traffic since we launched it.
Just a Change to Your Current Marketing Strategy
The biggest thing to keep in mind when considering a switch to a Mega Content approach is that it’s not about adding yet another marketing task to your list. It’s about making the work you do now more effective by maximizing its impact. Ultimately, it will get your lead generation team to have conversations with your content marketing team so everyone can work together to produce better content AND better leads.
Coming up in the next part of this series, we’ll look at how Mega Content production actually works. I’ll walk you through the idea of taking a huge piece of existing content and turning it into a Mega Content Package as well as how to take a smaller piece of content and scale it up into a legitimate piece of Mega Content.