One way to think of your content marketing is as the fuel that powers your continuous sales cycle. Content helps people first become aware of you, such as when they’re casual web surfers looking for information. It helps you build relationships with leads so they become your customers, such as with lead magnets and emails. And it converts your customers to loyal followers who sing your praises and keep moving through the cycle as they have more needs. What you want your content to do is attract people into your business and keep them there.
There are many ways a web surfer could enter your sales cycle. They may bookmark your site or subscribe to your blog. They might befriend you on social media or share your content. If you’re marketing through email, a prospect enters your business by signing up for your list.
Identifying Your Content Marketing Goals
Content can serve many different purposes. You need to identify the specific purpose for which you’re building a loyal audience. Ask yourself what you want your content to achieve for you.
The goal of your online content:
The goal of your online content may be to lead people to your email list or website where you can start building a relationship with them. If this is the case, your content needs to draw them in, give them a taste of the value you offer, and then urge them to sign up.
The purpose of your content may be to indirectly sell the goods or services offered on your website. You may offer content with ads for your products on the side bar. If this is your purpose, the content itself shouldn’t be promotional in nature, but just informational. If a reader likes your content, they’ll check out the advertisements as well.
Your content’s purpose may be to build awareness of your brand. You may simply want your website to become a household name on the Internet. There’s great value in turning your site into the go-to source for specific information on your niche.
Another purpose is to get people engaged with your brand. When people interact directly with a brand, they feel like a part of it, which creates a level of loyalty.
Many marketers use their content after a sale to keep in touch with their customers. As part of their sales process, marketers offer to sign customers up to a list or some other service where they offer free helpful content. This creates many more opportunities for future sales and brand loyalty.
Your content can also inform customers before a sale to help them make the right purchase. You can offer information on choosing products such as yours and include comparisons or reviews to help them decide. Although they may not choose yours, you’re building a relationship with them that can result in future sales.
Your strategy may be a combination that includes a number of the above options. For example, you may want to drive traffic to your website or blog but also indirectly sell your products and services through your content.
When deciding on your content purpose, refer to your business objectives. Your content strategy needs to be in tune with them. If your business objectives aren’t well defined, define them first before extrapolating a content marketing strategy.
1) Click here to review other aticles on this site related to Content Marketing.
2) Identify your top 5 content marketing goals. Aside from the possible goals listed, add any other content goals you have.
3) Put your goals into priority order. E.g. driving traffic to your website might higher priority than getting more Likes on your Facebook Page.
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