A content marketing strategy serves as a reference point for the design, production, promotion and measurement phases of content. Creating it may seem like a long and tiring process, but it will allow you to reduce your workload over time and make your content more effective. So your efforts will be repaid quickly.
Set Content Marketing goals and align with business goals.
In order for the content to pursue a clear purpose, consistent with the company’s marketing objectives, you have to ask yourself: what do I want to achieve?
Here are some content marketing goals to consider:
- Increase brand awareness in key or vertical markets
- Increase traffic to your website
- Increase subscriptions (e.g. to a newsletter)
- Bring readers to a specific landing page or module
You may have noticed that none of the objectives just described refers to the so-called “vanity metrics”: likes, retweet and favorites. As with the objectives to be achieved through social media, the content marketing objectives must also coincide with the overall business objectives. That’s why you need to think in terms of business metrics such as traffic, leads and sales; metrics that other teams work on as well. Moreover, this helps you to evaluate your content marketing activity and to show the results to those who, within the company, do not deal with it – or doubt its value.
When you choose the content marketing goals you are asking for: how will I measure this goal?
Every goal, in fact, must be measurable. Whether it’s a percentage calculation, an amount in euros or traffic data, identify the numerical threshold of your goals and decide how to monitor your progress. If you cannot find an effective way to measure the targets, you probably need to rethink everything again.
Once you have set your targets, break them down into the various steps you need to take to reach them. This will ensure that all future content is in line with your content marketing goals. Also, knowing on a larger scale what are the goals to be achieved could lead you to have new ideas about what to create or how to create it.
By creating your customers’ profiles you will better understand their characteristics and the type of content that attracts them the most. Are they managers or employees? Do they work in a large or small business? Are they on social media or is it better to contact them by email? What are their goals? Does your content provide information that could help them achieve those goals?
Answer these questions before you proceed with the creation of your content.
Tip: For many companies, traditional advertising has an efficiency problem. Social media advertising addresses this inefficiency by providing you with the ability to reach users with specific characteristics and interests. This is a very positive aspect for an organization that seeks to market certain content, aimed at a niche audience or groups of buyers. We also remind you that:
- Twitter is great for targeting specific networks
- Facebook allows you to reach users based on interests or demographic data
- LinkedIn allows you to segment your audience according to their career and professional sector.