To make content work, you need to understand your short and long-term goals. It is essential that your content serves a purpose linked to your business.
Ask yourself a few questions before thinking about content:
- Do I understand the business well enough?
- Do I understand my audience?
- Will going digital serve my purpose?
- What is the objective of the campaign?
Once you have the answers, your blog posts, emails, eBooks, and podcasts need to fit a larger context. Content marketing is a meaningless exercise without business goals.
Here are 10 of the business goals that drive our content marketing:
1. Trust and credibility:
One of the main objectives of your overall content-marketing strategy should be to offer useful ideas to your audience. It will help you develop that all-important rapport. By creating valuable content, you will be able to build a sense of trust and credibility with your readers. Consumers will flock to you rather than you having to work extra hard to entice them.
2. Audience pain-points and challenges:
Another important objective should be asking and understanding your audiences’ pain points. A content strategy should incorporate material such as social media posts, blogs, influencer posts, and whatever else it takes to understand your customers. When you are able to understand their demands and challenges, you won’t have to try hard to explain how well your brand will add value. A smart strategy leaves room for audience questions. They might come in email replies, blog comments, and you may hold Q&A sessions or webinars specifically to solicit them. The best part about engaging customers through content is you can use their conversations to shape your future content.
3. Convey your brand benefits:
A great content-marketing plan doesn’t stop at asking customers about their challenges. It delivers viable and executable solutions. Through your content, you can showcase that you understand your customers’ challenges and also have the right solutions to overcome them, and how different you are from your peers in the market. Thus, a good content plan illustrates the benefits that you offer to your customers through your unique propositions.
4. Expand your reach:
Another important objective of your content strategy should be to attract new audiences to your network. Create compelling content to present yourself as a thought leader. It will cause more social sharing and online conversations around your brand. When your content gets shared by other experts in the industry, that’s when you know you are on the right track. Good content will thus help increase your brand awareness, recall, and also give you immense lead-generation opportunities.
5. Focus on the existing user base:
Your existing customers are the reason why your business is still running. They have the power to spread the good word in the right circles, i.e., people who matter to your USP. A solid referral base and repeat business is the hallmark of a great business. An important objective of your content plan should be to build a community of loyal followers. Reach out to them at regular intervals at a personal level. It is a way you can create a richer experience for people who have already transacted with you.
One of the most challenging problems content strategists face is finding out what their audiences are waiting to hear. Ad Server solutions adopted by some agencies help them figure out accurate demand curves, soft-marketing opportunities and the like. Directing a team of writers based on the analytics of ad server solutions can help them develop content with real-time relevance, and it makes splendid sense when you have an automated publishing process to complement that!