How To Create Content Marketing Goals Effectively
As the saying goes, if you fail to plan, definitely you are planning to fail. Before you start pushing out any content, you need to really plan and research your audience. You also have to take time and understand your audience and know what type of message will resonate with them before you will start rolling out contents for your audience. In this article, I want to talk about how to create content marketing goals effectively. Following as we look at some of these best practices together in this article.
The key types of content marketing goals we are going to look at are:
#1 Awareness
This has to do with the visibility of your brand with the target audience largely measured in impressions or reach and the frequency of this reach. You might want to gauge how many people actually know your brand. This might have to do with the number of impressions that your post has generated. Even though those viewers did not comment, they are definitely aware that your content exists.
#2 Engagement
This has to do with the number of comments/shares/likes and replies all factoring if your content is eliciting any response from target audiences. This might assist you in gauging whether you are actually achieving your content goals or not.
#3 Affinity
There are different types of engagement levels that can happen to your content. You can rank engagement in positives and negatives through sentiment attribution with posts via reactions, comments and negative feedback signals. Affinity allows you to rank engagement reactions based on what they have in common.
#4 Conversion
This has to do with endpoint clicks to external digital sales channels from your content using UTM tracking and custom links. Let us say for example you are running ads to sell some products on Facebook. You will actually have to consider how many people download the receipt or reach the last page where they make the actual product purchase.
#5 Advocacy
This is determined by ongoing positive engagement, user-generated content, reviews, ratings and recommendations. You can actually know whether your messages are resonating with your audience based on their reactions. You have to consider how many people commented on those posts, how many people reacted to it as well as how many people actually shared those contents.
Make sure to align your content marketing goals to your overall business goals to ensure consistency across customer touchpoints and a single focused message from your business. This will ultimately help drive your commercial message and avoid any confusion of proposition with your target customer.
- Consistency: in language, appearance and message of your content in line with other marketing materials e.g. platform handles or URLs.
- Timing: consider how digital/content marketing helps support other campaigns the business is running.
- Input: speak to and take into account team representation from the whole business including team members within PR, Communications, HR, Legal, Finance as there could be rich content ideas within unexpected areas of the business.
- Website: how is your content marketing impacting your website content? Consider the best structure for optimizing images/video, how is the text element of your content affecting your SEO goals, is your content helping towards e-commerce conversions?
Groove HQ is an often-quoted case study of how aligning your content marketing goals with your business goals can pay off.
What did they do?
- They ran an entire content marketing campaign with no ad spend
- Built their entire content marketing around the story of their business
- Reached out to industry influencers to ask them to chat
- Pivoted their content marketing to help assist their target audience: SMEs
- Instead of just talking about their product non-stop, they embedded themselves in the wider SME community and helped identify real pain points with their audience and provided utility to their target audience
Currently make $5m per year by taking time to understand their audience and align their content marketing strategy with their business goals.
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