Content Marketing 101: Building Content Around Your Goals and Objectives
Although catchy, and one of the greatest taglines for a brand, Nike’s “Just Do It” is terrible advice when it comes to content marketing. As discussed previously, creating a successful content marketing strategy involves identifying your goals and objectives, knowing your target audience, putting together your A-team to make your ideas a reality.
In other words, your content marketing strategy isn’t something that you “just do.” It involves a lot of hard work and patience. However, this process can be a little less complicated if you understand how your content is going to accomplish the goals and objectives that you’ve established.
While these could vary from business to business, here are some of the most common goals and objectives that businesses want to accomplish and the types of content you could create around them.
Build trust, rapport, and authority.
This is the most obvious, and important, task that you want your content to achieve. Why? Because trust is one of the great influences regarding purchasing decisions. And, it can be done on a small budget.
Here some of the best ways to build trust, rapport, and leadership with your audience via the Content Marketing Institute;
-Be honest and ethical by capturing customer feedback and sharing reviews or links from third-party websites.
-Be authentic by telling how your business started or sharing behind-the-scenes videos.
-Demonstrate your expertise answering questions on online forums, writing guest posts, or sharing free white papers with your audience.
Increase brand awareness.
For businesses looking to grab the attention of lots of people, then an obvious goal would be to boost your brand’s awareness. This could be by creating a SlideShare presentation or infographic that shines light on a particular trend in your industry, teaming up with another brand and co-writing an eBook, or simply just filming a humourous video.
The idea here is that you want to find a way that best introduces your brand and is so awesome that people will be more than willing to share it, so pay close attention to KPIs like social shares.
At first you may assume that this is the same goal as increasing your brand awareness. There is a difference between the two, however.
Unlike spreading brand awareness, driving traffic back to your website or blog is funnel-focused. This means that the content not only brings visitors to your website, it also demonstrates why your company is so awesome, and then leads them through the remainder of the marketing funnel.
Content ideas for driving traffic could be social media posts with links to your site, blog posts with calls-to-actions, or launching a campaign through Outbrain. Keep an eye on KPIs like amount of website visitors, how long people stayed on your site, and the total number of website visits you have each month.
Generate sales leads.
You obviously want to convert those website visitors into leads that you can nurture. To do this, you’ll need to create lead generation content like checklists, tools, webinars, or eBooks. Remember, a pat of lead generation is having a unique landing page where visitors have to fill-out a form or provide their email address.
Don’t forget to monitor KPIs like landing-page conversion rates and the amount of leads that have been generated from the content.
Convert leads into customers.
After you have gotten those leads, you now want to them to become customers. Educational content, such case studies, product demonstration videos, or visuals that compare success rates between you and your competitors, can help with this goal.
KPIs like lead-to-conversion rates and the average time it takes to close a new customer will inform you whether or not you’ve achieved your goals.
Improve retention and upsell.
At the end of the day, you want to make your customers happy by educating them, addressing pain points, or just making them smile. This creates a connection with your brand that will make them loyal customers that will keep coming back for more.
Some of the best ways to achieve this goals is by;
-Offering exclusive deals, coupons, or promotions.
-Free eBooks or webinars.
-Blog posts with the latest industry trends.
-Instructional videos when new products or services are released.
Make sure that you review KPIs like churn rate, revenue from upsell, and percentage of repeat customers.
Misc. content marketing goals.
Content marketing can also be used when you want to focus on the following goals;
–Earn links. Compelling and quality content is an excellent way in earning links since websites will shout out your site if they find out beneficial.
–Illustrate benefits and overcome objections. Sometimes customers need a little nudge. Content that shows why your brand rocks and reduces anxiety, gives customers that push. As mentioned, a graph or case study could achieve this.
–Attract partners. Teaming up with other brands introduces your business to a new audience and can help lessen the workload when you host an event or publish a white paper.
–Develop new business ideas. You can use content to see what the reaction will be from your customers. A poll or survey, for example, could clue you-in on whether or you should start offering a new product or service.