Are you curious why content marketing doesn’t seem to work for every business?
A lot of business owners believe that simply having a blog will be enough for a steady stream of new customers to start pouring in. Sorry, that’s not how it works.
Your content isn’t doing anything except sitting there taking up virtual space, unless you align it with your business goals.
There are thousands of new websites created every day, how are you going to make yours stand out? A content strategy is a great place to start, but having a focused content strategy is even better.
Below we offer five content marketing goals you should align your strategy towards if you want it to be successful.
How to Set the Right Kind of Content Marketing Goals
According to Michael Hyatt, you need to get specific with your goals, and you actually need to write them down.
This will help you focus on what you’re actually trying to achieve and act as a filter for the things that aren’t important.
For instance, let’s say one of your content marketing goals is to grow your list by 100 targeted email subscribers per month. You’d write this down and begin to brainstorm ways to reach this number.
Or, your goal could be to increase the number of social media shares per post. You’d write down this goal and begin looking at what kinds of content garner the most social media shares in your niche, then create similar posts for your niche.
Pick a few goals that you can track with analytics tools, are achievable, and can be linked to content creation. We offer five different long-term points of focus below.
Growth of Customer Base
Who wouldn’t want more customers for their business?
One of the biggest reasons people begin a content marketing strategy is to get more traffic and more targeted customers. Content is great in that it has such a wide reach you never truly know how far and wide your content is going to spread.
However, traffic shouldn’t be your main metric of measurement. Increasing your traffic can be a nice vanity metric, but if it doesn’t lead to more leads for your business, there’s no point.
A solid and measurable content marketing goal would be, “growing our email list by 20 new targeted leads per month”, not, “increasing our traffic by 10,000 visitors per month”.
Get specific, but remember, the quality of your traffic is much more important than quantity alone.
Increasing Brand Loyalty
When people continue to read your content over time they start to view you differently. They trust you more, and your credibility shoots through the roof.
Instead of having to convince your readers to buy from you they’ll start to happily open their wallets. Why? You’ve already demonstrated through your content, that you’re able to solve their problems, and you’ve done it without asking anything except their attention.
Attracting new customers is incredibly important; however repeat business can be incredibly lucrative. The only way to consistently sell to the same people overtime to is create richer and deeper experiences with your existing customers.
Improving Customer Education
Most customers are seriously undereducated when it comes to what they’re buying.
Sure, we have so many means to research products and services online. But, wouldn’t our customers be happier if they knew exactly what they were getting, and knew how to get the most from your products and services?
This is an important role for your content to play.
Your content can also be used to address objections that usually come up during the sales process. Instead of having to speak to these during a sales conversation, or having these derail the sale entirely, you can speak to the early on.
This is a hard metric to track. But, with better-educated customers you’ll start to see fewer complaints and even higher conversion rates. When you have customers happily buying from you, rather than having to work hard for the sale, you’ll know your content is working.
Increasing Customer Engagement
How much interaction do you usually get with your customers?
Businesses are built upon relationships; so increased engagement will always be a good thing.
Seeing a steady rise in the number of comments, social shares, and general interaction each post gets is always a good thing. This means you’re creating a dialogue between you and your customers.
They value what you’re writing enough that they’re taking the time to respond and engage with it. This takes you from a faceless company to one they care about.
Increased familiarity with your brand is never a bad thing.
Aligning with Benefits
Above we talked about your content being used to overcome buyer objections, but what about the benefits of your products and services?
When you’re creating content that speaks to the benefits of your products you don’t have to actually mention your products to be useful.
For instance, let’s say you have a productivity app that helps small business owners manage their time. Instead of having a post called, “5 Benefits of Using (This App)”, you could create posts that are related to the benefit your app brings. Like, “10 Simple Ways to Save Time Throughout Your Workday”.
By having content that helps people achieve things related to the desired outcome of your product, you can position your product as a natural extension of these benefits.
It works out like this. You have a reader that wants to better manage their time, so you show them all kinds of ways to do that effectively. Then, if they want to take this even further they can purchase your product. A simple, yet effective way, you can use your content to nurture leads.
This is a hard metric to track and is more related to the type of content you’re creating and how you position that content. But, if you’re tacking email subscribers on this style of post you should see an increase in your subscribers.
Your content marketing goals will define what kind of content you create. Spend some time setting some effective goals, and you’ll supercharge your content strategy.