The Complete Content Marketing Strategy for Product Launches
Congrats, you’ve launched a brand new product and you’re ready to hit the ground running! It’s a tough road ahead, but you know your market like the back of your hand.
Whatever your industry is, it probably has a lot of voices, and it’s easy for your product to fall to the bottom of the charts if you aren’t loud about it.
You need to adopt a solid content marketing strategy to maximize the eyes on your product. It’s easy to forget about in the hustle, but crucial to your short and long term sales goals for your Amazon business.
Beyond lead generation power, content marketing also allows you to communicate directly with your target buyer audience and explain how your product or service can address their unique pain points.
These benefits can prove especially valuable when it comes to launching a new product or service. Educating potential buyers can promote awareness and begin to cultivate leads that you can nurture.
Using a long-term solution like content marketing in tandem with traditional advertising puts you ahead of the competition that isn’t.
Here’s a video by SemRush to freshen up your content marketing knowledge:
- Companies spend A LOT (even too much) on advertising at launch
- Content marketing is a sustainable way to create new traffic to your website and draw new eyes to your new product
- Starting off strong can build your organic audience over time can be more efficient and better for your bottom dollar than exclusively using paid advertising to promote products and services
Here are the steps you should take immediately after launching a new product in your market:
Start publishing original content ASAP
Paid advertising is great for a short-term boost, but article publishing and blog creation also helps boost long-term organic engagements from prospects and your current customers.
On average, it takes about 3-4 months of consistent, quality content to see larger yield. One article per week is a solid start, but getting into a daily rhythm of publishing will give you the quickest result over a shorter period of time.
Source: Marketing Insider Group
This process is especially beneficial for businesses that expect their prospects to seek education and information before they purchase. Creating context about why they need your item and leading them to the conclusion is key.
For example, let’s say your new product is a piece of wearable tech. Writing articles like The Top 10 New Products on the Market You NEED to Try, or Tech Recommendations from a Pro will lead prospects directly to your site, right where you’re selling what they need!
So what does quality content look like? Well, if you’re looking for blogging advice, we’ve got you covered with our guide to the perfect blog post. But for good measure, here’s some quick pointers for publishing content on your website.
Keep your word count between 1000 – 1800 words
Google likes articles within this range. Too little or too many might keep your hard work from ranking where it should!
Know your keywords
SEO/SEM is most successful when you know what words are the most important to what you talk about. Back to our tech example, words like tech, wearable, watch, would likely contribute best to a higher ranking among similar articles.
Have a compelling meta description
The hook is everything, right? Having a good description under your article title will be the blurb prospects read. If it’s boring or irrelevant to them, why would they click on your article?
Create a distribution plan
How’s your social media presence? If your answer is we have none or not great, chances are your visibility is low. Being plugged into your target communities builds brand recognition and trust with prospects.
Creating content is all well and good, but ultimately means less if you aren’t sharing it everywhere you can. A good first step is a social media audit. Where is your company plugged in – more importantly, where do you have a voice?
While targeted ads are great (and necessary), online presence builds organic interaction on your content. With the open forum nature of social media, your customer base can leave comments on your articles and posts, boosting overall engagement.
Not to mention with the advent of viral content being timely with capitalizing on social media trends has never been more important. With a good social media team that understands what’s in and what’s out, you can use whatever today’s trend is to promote your product.
How often should you be sharing your content?
Well, there’s a few factors to consider – like how frequently you’re publishing to your site and which platforms you’re posting on. Let’s assume you’re pushing out articles daily.
With Twitter, you can share multiple times a day. Twitter timelines burn through much quicker than other platforms, so oversharing isn’t as easy to do as say, Instagram or Facebook.
Source: Marketing Charts
On more formal platforms like Facebook and Pinterest, once a day works just fine. Remember: the more time you put into cultivating an online community among your customers, the more views you will get on your articles.
You don’t just have to use social media! Content marketing automation has made it easy to send out newsletters across different platforms quickly and easily. Places like Mailchimp and Constant Contact can keep your reader lists organized, not to mention provide excellent metrics for analysis.
CruxFinder.com has a really awesome post about building a content calendar before your product launch that can help you out too.
Use metrics to drive your strategy
Measuring success is subjective to each content strategy, and key metrics can be extremely different from each other. Do you want to have more overall clicks than last quarter? What about what happens after the viewer clicks your article – are they converting to a new customer? How many are/aren’t?
These are all just examples. Brainstorm what success in a content marketing campaign looks like to YOU. You are the expert, and understanding what success looks like is best left to you!
Here’s a few metrics to look at when measuring the success of your content marketing campaign:
Traffic is about pageviews and users. Services like google analytics can give you an accurate read of this data. It also helps you see exactly where your views are coming from.
Views are great, but what happens after the initial click? Is the reader just leafing through your website? Are they sharing it? Are they actually purchasing your product or scheduling your services?
Conversion rate shows how many prospects are becoming customers. This metric is the real shining gem of your content marketing efforts! Converting prospects should be your number one goal with content marketing.
Source: Weidart Group
Seeing how your organic search rankings are performing is crucial to a healthy content marketing strategy. Keywords drive your content, because the higher you rank with keywords, the higher you are on Google’s search results. Be honest, when was the last time you clicked page 3 on Google?
If your product is launching on Amazon, there’s some Amazon-specific tools designed to help you analyze your key metrics and strategy.
JungleScout is one of the most-used analytics tools for Amazon FBA businesses boasting an impressive 600,000+ membership number. Here you can analyze all the statistics we just talked about and gain access to live Q&A sessions with their industry professionals.
Marknology is a “brand accelerator”, meant to assist with your advertising metrics specifically. They also offer assistance with advertising campaigns and more for your business.
Helium10 is an all-in-one suite for Amazon sellers with powerful tools and product research methods. They offer assisted maintenance and blogging resources to give you an edge over the competition.
Launching a product is nerve wracking, even when you’re fully prepared. Setting up a good content calendar before your product hits the shelves (literally or digitally), you can set yourself up for quick and long-term success through content marketing.
Now you have the knowhow, it’s time to get ready for your big launch!
Do you want to use some of the marketing strategies seen here on MIG’s site but need some help or advice? Marketing Insider Group has a team of 35+ experienced writers ready to produce content for YOUR business. Check out our weekly blog content service or schedule a free consultation.
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