The 8 Content Marketing Goals That Are Critical to Your Business
If you’re running a business, having a content marketing strategy is key to success. Why? Because it helps ensure your content is working towards your overall business goals. Plus, today’s customers are bombarded with choices, and if you want them to pick your product or service, you need to have great content that cuts through the noise. Not sure where to start? Check out our list of eight goals for any successful content marketing campaign. These tips will help you create content that resonates with your audience and drives conversions. Why Alignment With Content Objectives Is Crucial Here are some benefits of aligning your content marketing campaigns and strategy goals between all relevant stakeholders within the company: The 8 Critical Goals of Content Marketing Now that we’ve defined content marketing and discussed its importance, let’s dive into our eight critical goals for a successful content marketing strategy. 1. Increase Brand Awareness and Recognition One of the primary goals of content marketing is to increase brand awareness for your business. After all, if people don’t know your company exists, they can’t become customers or clients. Creating high-quality content is one of the best ways to get your name out there and attract the attention of your target audience. Think about the relevant content that will help you achieve these marketing and business goals. For example, if you’re looking to increase brand awareness for a new product launch, you might create blog posts or social media updates leading up to the launch date. Or, if you want to raise awareness for your business in general, you might create thought-leadership content that showcases your company’s expertise. No matter what type of content you create, you aim to get it in front of as many people as possible. So be sure to promote your content across your channels, from your website and blog to social media and email. You can also use paid advertising to amplify your reach and ensure your target audience sees your content. One company that has successfully used content marketing to increase brand awareness is Coca-Cola. For example, in 2016, they launched their “Taste the Feeling” campaign, which featured a mix of print, TV, digital and out-of-home advertisements. The campaign was designed to underscore people’s emotional connections with Coca-Cola products. This strategy raised brand awareness, as the “Taste the Feeling” campaign garnered over 278 million online views. And it helped Coca-Cola boost its sales by 3% in the first quarter of 2017. By creating high-quality content that resonates with its target audience, Coca-Cola has effectively built awareness for its brand and increased its bottom line. 2. Generate More Qualified Leads Generating leads is an important goal of content marketing. Businesses can attract potential customers and convert them into leads by creating compelling and engaging content. While some customers may immediately commit to a product or service, others may require more nurturing before they are ready to make a purchase. Businesses can develop targeted marketing campaigns to move leads through the sales funnel by collecting data from each interaction with potential customers. Effective content marketing can thus result in increased sales and revenue for businesses. One of the best ways to generate leads is to create gated content, meaning people have to give you their contact information to access it. For example, you might create an eBook or whitepaper and require people to fill out a form with their name and email address before they can download it. You can also use lead magnets, such as free trials or coupons, to entice people to sign up for your email list. Once you have their contact information, you can follow up with targeted emails that will move them further down the sales funnel. 3. Build Brand Loyalty and Trust Fostering brand loyalty is essential for any business that wants to build a lasting relationship with its customers. After all, why would someone continue to buy from a company they don’t trust or feel loyal to? As a content marketer, you have the opportunity to help build both of these things through the stories you tell and the experiences you create. Loyalty is often built through shared values and everyday experiences, so tell stories highlighting these things. For instance, if you’re marketing a sustainable fashion brand, you could tell stories about the people who make the clothing and how they work to reduce their environmental impact. On the other hand, if you’re marketing a new kind of workout gear, you might share stories about how it’s helped people achieve their fitness goals. In both cases, you’re giving your audience a reason to feel loyal to your brand. Trust, on the other hand, is built through transparency and consistency. Be clear about who you are and what you stand for, and be consistent in the messages you share. In addition, with content marketing, your company may host a giveaway or a contest, offering your consumers the opportunity to win a reward and, as a result, celebrate your customer base. Customer loyalty and trust are essential for any business that wants to thrive in the long term. As you achieve this, your audience will come to trust you as a source of reliable information. 4. Garner More Web Traffic With Search Engine Optimization (SEO) Websites are much like storefronts; the better they look, the more likely people will come in. But, of course, there’s a little more to it than that. Just as you wouldn’t put a store in the middle of nowhere, your website also needs to be easy to find. One way to do this is to use search engine optimization (SEO) techniques. SEO involves using keywords and other strategies to improve your site’s ranking in search engine results pages (SERPs). This ensures that your website comes up near the top of the results when people search for keywords related to your business. You can also generate traffic by advertising your website on social media or through pay-per-click ads. And, of course,
