Updated: Feb 9
Have you ever thought of your company’s content marketing goals?
“Content is king.” It’s a cliche often heard in the world of copywriters and online businesses, the problem is, it’s just not true. Yes, content is extremely important. But, without any direction or strategy behind it, it’s a waste of time at best and could cost you money at worst.
What is the point of content for content’s sake? Unless you want to be a content sweatshop, churning out blog posts just because you’re “supposed to” won’t get you anywhere. If you’re trying to build a business or brand you won’t have time for that either. Content marketing needs a strategy, and to have a strategy you need to have goals.
You may have heard the lie that content marketing is a “fluffy” or “unmeasurable” marketing strategy. Don’t let that fool you, the definition of content marketing dispels those ideas.
“Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience to create profitable action.”
The overarching goal of this type of strategy is to create educational, valuable content that will result in profitable action for your company taken by the consumer.
That doesn't sound fluffy or unmeasurable to me.
The following list details different goals you can pursue with your content marketing strategy, how each of those goals is measurable, and how they result in profitable action for your brand!
If you’ve been writing ebooks, emails, and educational blogs without defined goals, stop! Read on to discover how you can fine tune your content marketing and meet your business goals.
Content Marketing Goals You Should be Chasing
The most often pointed to goal behind content marketing is brand awareness. When you write high-quality, consistent blog posts and emails you are providing valuable information to your community. This well researched content provides answers to the questions your customers are asking. It also brings new prospects into your community. You’re able to establish trust and authority surrounding your brand. It can even change perceptions about your brand and build your reputation.
So how is this a measurable goal? Look at your subscribers.
When looking to build brand awareness through content marketing, set a new subscriber count you would like to reach. Subscribers are people who are willing to receive your content, they’re interested in what you have to say. This gives you permission to subtly market to them, to guide them closer to purchasing your service or product.
You can measure your success at raising brand awareness by tracking the subscriber count to a specific channel. That channel could be a blog subscription, email newsletter, podcast, or e-magazine.
Content marketing centers around writing engaging, entertaining, and educational content. It allows you to answer any questions your customers may have before they have them. Think of it as a proactive approach to customer service. This is especially important if you are a smaller brand, largely online, and without a big team for support. Imagine being able to point a customer to an already existing blog post that answers all their questions! You are not only supporting your community, you are also building your own authority as a leader.
The best way to use content marketing in a way that supports customer education is by creating a large resource bank of “How - To” content. This type of content will address your client’s thoughts at different stages of the buying process. Here are several examples of this type of content:
How to Use
Tips and Tricks
Skills and Knowledge
You can measure whether your content marketing is achieving customer education by tracking the number of current customers who consume content. You can then look at the number of repeat customers, customer - retention rate, and reduction in the number of customer support requests.
Nurture Current Community
While attracting new customers is a big part about building a business, it is also important to care for the ones you already have. When you nurture your current community, your existing customers, you build a referral base and repeat business! You can make the experience current customers have with your brand even richer by pairing your services or products with engaging, entertaining, and useful content.
You can measure this similarly to how you measure customer education. Just make sure you’re looking at current customers and not passive subscribers. You can also look at engagement rates on social media sites.
Content marketing is a great way to build leads. First, let’s define what a lead is. It’s not merely a subscriber. A lead is someone who gives you more information than just their email. They see value in the content you have to offer and are willing to offer more up to get it. Great content can encourage passive viewers of your brand to sign up for that e-course, event, or access to a resource center.
Building leads helps you find prospective customers and gives you a target audience to move through your sales funnel.
The number one way to measure if your content is building leads or not is to look at landing page conversion rates. Landing pages are a great way to kick off that sales funnel, or to offer an opt-in to build subscribers or leads. If you’re curious about what’s included in a great landing page you can read more here!
Finally, we’ve come to the end. Many people like to start with SEO as the most important goal of content marketing. In my opinion, it’s the end goal not the beginning. Search engine optimization takes several months to see results. So, if you start with the goal to rank higher on search engines, you may be sorely disappointed for the first little bit of time. Search engines find value in content that readers find value in.
The best advice for ranking in SEO is to write valuable content. Get someone who knows how to write for SEO and start implementing your other content marketing goals. The search engine ranking will come as you bring value to your audience. Of course, the way to measure this is to track how you rank on one of the many search engines.
If you’re wondering how to get started on content marketing send me a message and I’ll walk you through the process!
It’s not as intimidating as it looks, trust me! If you keep these content marketing goals in mind, you’ll be set.