Content marketing is the new rave in the digital marketing sphere. It’s more effective, quick to implement and cheaper to execute. According to a Demand Metric research, content marketing costs 62 percent less than traditional marketing and is able to generate 3 times more leads.
How do top marketers use content marketing to help their businesses and clients attract more customers? One of the requirements of a successful content marketing plan is to have a goal that aligns with your overall marketing strategy. Setting workable content marketing goals can help make your strategy deliver more results. However, your content marketing goals should target objectives that will put your customers at the center of you strategy.
To achieve the best results from your content marketing efforts, the following strategies will help you set goals that will boost your overall performance.
1. Identify the Needs of Your Target Audience
A successful content marketing goal should not start and end with the goal of the business. It should revolve around the objectives and needs of the target audience. The only content marketing goals that will deliver and hit home with your overall marketing strategy and objectives are built with your target audience in mind.
That said, you would already have a clear demographic and picture of what your target audience feels like. From this picture, you’ll be able to visualize and understand their needs and use their pain points as your marketing call.
This means the exact needs of your target audience will continue to resound through your content marketing strategy. Creating content marketing goals that will deliver high-yielding results becomes easy when you have consumer needs at the back of your mind.
It is very important at this stage that you do not confuse identifying your target audience with identifying the needs of your target audience. To truly know and understand the needs of your target audience, you must have surpassed the shallow stages of identifying who your target audience is.
2. Align Content Goals with Company Goals
With brand names and small businesses relying on content marketing as a core marketing strategy, you’d expect this marketing method to yield results for everyone that does it. If you think so, think again. According to Content Marketing Institute, just about 9% of B2B marketers consider their content marketing efforts to be highly effective.
This means content marketing is either not an effective marketing method, or businesses are still not getting the game right.
It’s easy to blame the game if you refuse to see the missing link between what works and what you’re doing. Lack of clarity between organizational goals and what content markers aim at accounts for inefficiency in content marketing results. This was also revealed in a recent CMI survey which finds that content marketing efficiency has dropped compared with reports from a year ago.
The bottom line is to set content goals that are within the definition of how your organization defines success.
3. Simplify Goals to Measurable Steps
For every content marketing goal you create, there should be a process that allows you to break down your progress and measure the effectiveness of your strategy. To make your content marketing goal measurable, use a documented strategy. According to digital marketing expert, Neil Patel, a smart content marketer keeps a documented strategy that helps them measure their progress.
“They know what works because they documented their strategy and measured each detail as it happened,” he said in a blog. “Documented strategies can be measured and evaluated, which leads to better and smarter decisions.”
4. Define Your Goals
It’s a thing to have a goal for your content marketing efforts, and another thing to have clearly stated goals. To put this in perspective, your goal could be to acquire more clients through content marketing. That goal is not clearly defined, when compared with “to create a blog that attracts 20,000 visitors, 500 email subscribers, 50 leads and 12 clients annually.”
Well-defined goals make it easy to know what you’re working towards and make it easy to take action steps in the right direction. Marc Smith, founder of Top 10 Digital Agencies, says their content strategy does not get drawn unless the goal is set clear.
“Understanding and stating the specifics that define success in content marketing is how we reach what we aim for. With clearly stated goals, our content marketing team can identify what they need to work on to achieve success,” he said.
If content marketing goals are required to deliver results with you content marketing strategy, what would your goals be?
Featured photo credit: pixabay.com via pixabay.com