7 smart content marketing objectives ' that matter '


Do you ever wonder why content marketing seems to work so well for some companies - but seems to do little for others? Are you curious about the reason why apparently great content yields little when it comes to sales results?

"Content is king" is a terrible online cliche that we've been getting pushed around for years now. But that cliche is wrong , and it always has been. Content - no matter how educational, creative, entertaining, innovative - is in itself just content. It won't do much for your brand or organization unless you add one crucial thing...

Your content marketing activities are meaningless without a clear underlying objective(s).

What makes content marketing successful?

In order for content marketing to pay off, you must first have a clear view of your business, marketing and communication objectives. Only then will you be able to create content that provides direction and creates (financial) value for your company.

Ideally, your blog posts, white papers, social media and email activities are part of a larger framework. A strategic framework that will allow you to get the most out of your time and hard work.

Clear objectives are the basis of every content strategic framework. Below you'll find the 7 objectives that can form the basis of any effective content marketing plan.

While usually 2 or 3 will be relevant to your business, we recommend taking 1 or maximum 2 out of them every year and focusing on them in phases. As you go through the list, think about which ones are applicable to your own content marketing story.

Objective #1: Create trust with your target audience

This is the most commonly used content marketing objective. Your content will be considered credible by your target audience if you take the trouble to think about what they consider useful, relevant and valuable within your domain.

They will see that you know the subject and get a sense of who you're and what it could be like to work with you. And that creates trust. Trust is where your story begins, but don't let it end there. For example, combine it with objective 2.

Objective #2: Attract prospects

We got it all spoon-fed when Mr. Godin when we were marketing babies: You have to be remarkable.

Make your content so irresistible that it's a true magnet for link clicks, social media sharing and conversation. Why? Very simple, that's how people find you. As great as your current customers are, you need a constant stream of new prospects to keep your business healthy.

What we mean by 'irresistible', we will explain in a next blog post, but let us make two things clear (based on feedback from our customers):

  • We aren't talking about clickbaits, pictures of babies or cats here.
  • Even less sexy sectors can create irresistible content.

Objective #3: Gain insight into the frustrations of your prospects and customers

The most sustainable companies of our time thrive because they succeed in solving problems. They solve health problems , money problems , environmental problems or what-should-I-have-to-cook-to-night problems.

Only when you understand the frustrations of your target audience will you see how you can help them - and that is the core of your content marketing plan.

Strategic content delves into the issues facing your target audience: What scares them? What gets them on their hips? What keep them awake at night?

At the heart of every smart content marketing plan are the questions of your target audience. Questions that come in to customer service, your sales people, social media, e-mail,... If those problems aren't yet clear, map them through an intercompany plan to provide the right information through your sales, marketing, customer service departments. to get suits.

Objective #4: Illustrate the benefits

But of course it doesn't stop there. We then look for ways to find solutions to those problems through services and content marketing. Techniques, tips & tricks, methods, an action plan

Your "7 ways to solve problem x" :-) post shows the benefits of your approach. It illustrates how to solve their problems and shows your target audience the benefits of working with you.

Strategic content doesn't just tell your target audience "My product is a good way to solve your problem." It also shows them how. And that is a basic technique to get your prospects over the content line.

Objective #5: Increase your customer loyalty

This is one of our favourites. Most companies work hard to attract new customers, but lose sight of the fact that the greatest growth potential often lies in building a better relationship within the current customer base.

A constant influx of recommendations and repeat purchases from regular customers is the indicator of a healthy company. Companies that decide to only use content marketing for existing customers - and therefore not for attracting new customers - will quickly reap the benefits.

In a future blog post, we'll go into more detail on how to best approach this.

Objective #6: Test innovations

In a rapidly changing world with rightly more demanding customers, innovation is key. Content marketing is an excellent way to test and fine-tune new ideas.

Are you thinking about repositioning your product or service? Do you want to redefine your USP ? Have you spotted a new/future problem that you can solve for your target audience?

Place those ideas in your content calendar and see how people react. What are they excited about? What will be their worst? Such an approach will allow you to test ideas in an accessible and segmented way.

Objective #7: Make Google love you

Many content creators are still convinced that this is reason #1 to create content. However, if you put this goal too high on your list or don't estimate it correctly, your pursuit of that top spot in Google search results will fizzle out. The reason: Search engines will only find you valuable if your readers find you valuable.

Search engines look for content that resonates with Google's users. If you manage to create that type of content, your SEO battle is 90% over.

So put the first 6 content marketing goals at the top of your list, the seventh is a matter of relatively simple search engine optimization.

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