Update April 15, 2021
Have you ever heard news that sales executives or business executives belittle content marketing as “crafts”, or are curious about its commercial value? You are not the first.
The myth that content marketing is something vague, feel good, and unmeasurable is often told.
The commercial purpose of content marketing is actually written in its content definition:
Content marketing is a strategic marketing method dedicated to creating and distributing valuable, relevant and consistent content in order to attract and retain a clearly defined audience, and ultimately drive profitable customer actions.
Divided by uncommon languages
If we do not set (and achieve) goals that business leaders care about, the marketers we meet may blame themselves.
However, marketer Bandy’s language is not always commensurate with the language business leaders expect to hear (CMI’s Ann Gynn recently wrote about the mismatch in expectations in the term “return”). Return on investment)
Consider our goal chart B2B content marketing benchmarks, budgets and trend insights for 2021 report.
Almost everyone claimed that the goal achieved was brand awareness (87%).Among B2C marketers, The brand awareness response is also the highest response (81%). We see similar results year after year.
Brand awareness It is a beautiful and worthwhile effort. However, if this is your only goal, then you may face challenges that require you to explain the connection between awareness and the results that business leaders care about.
This is a fact. Just saying, “Our content marketing can increase brand awareness,” and it won’t reduce it when it comes to acquiring, retaining or retaining copyright. Increase funds.
How to adjust content marketing and business goals
Rather than setting goals such as brand awareness as goals, consider them as a step towards business goals.
What are the business goals of content marketing? Promote profitable actions.
prosperity. The goal has been defined. This is the end of my work.
Except… you may have questions. What constitutes a profitable action? Let’s explore.
To be useful (and measurable), content marketing goals must be specific and match the meaningful business goals that your company is trying to achieve.
CMI founder Joe Pulizzi likes to say that companies care about three things:
- Sales volume
- Sunshine (his tenure to the client loyalty, Retention, cross-selling and evangelism)
By choosing a goal that supports one of these three things, you can undoubtedly communicate the contribution of content marketing to your business goals.
When setting content marketing goals, you can consider the following business-related possibilities.
Building a subscribed audience is the foundation of content marketing. Subscribers grant you the right to communicate with them on a regular basis. In this way, you can provide them with value beyond the company’s products or services while performing clever marketing to them. In fact, CMI chief strategy consultant Robert Rose (Robert Rose) said that the commercial assets created by content marketing are not content, but audiences.
When it makes sense: When your business wants to enter new markets, compete with well-known market leaders, or subscriber-related goals Start the content marketing journey.
Profitable actions: The progress is measured by the number of subscribers who own the channel (email newsletters, blog alerts, magazines, podcasts, etc.) or the conversion rate of subscribers compared to the conversion rate of the general audience.
For a deeper understanding of the subscribed audience, please check:
Great content Consumers can be encouraged to become potential customers by registering for demos, registering for events, or requesting access to the resource center. (In some organizations, prospects can be defined as contacts.) Unlike subscribers, prospects provide more than just email addresses.They trade more information about themselves because they see the value in the transaction Content quotation.
caveat: Some potential customers are not real potential customers. These contacts may want this content, but they may not want to hear your brand message again, or are not so interested in your product or service now.Consider letting these non-real causes Choose to participate As subscribers, because they may become more valuable over time.
When it makes sense: If your business sees content marketing as a tool to achieve sales goals, focus on goals related to sales leads sales team -Help to find or limit new potential customers, or help cultivate potential customers through channels.
Profitable actions: Use form and content to measure the impact of content login page Conversion rate, downloads, and percentage of leads that meet marketing and sales criteria.
To track potential customers in more depth, check out:
Supporting sales with content usually involves creating snippets that provide proof points to help customers decide to choose (or justify their choice) of your product or service.Thinking Testimonials with Case study Explain how similar companies solved their problems.
Profitable actions: Measure your sales support through the conversion rate of potential customers to customers, the time impact of closing new customers, and the revenue generated.
To further align content with sales, check out:
Customer support and loyalty
Although many people think that content marketing is the most interesting activity, but content can effectively strengthen the customer’s after-sales decision. how is it with Activate content It can help ensure that customers get value from their purchases-and may purchase again.
@KMoutsos said through @CMIContent that although many people regard #ContentMarketing as the top priority of the channel, content can effectively strengthen the customer’s after-sales decision. Click to tweet
When it makes sense: focus on Customer support content When reducing support costs is a top priority (ie, a large number of support calls), when it is difficult for companies to ensure repeat customers, or when promoting product options and add-ons, it is a top priority.
Profitable actions: The impact is measured by the percentage of existing customers using the content, the reduction in the number of support calls, the number of repeat customers, upsell revenue, customer retention rate, and customer churn rate.
Don’t hide the target in a bucket (or PowerPoint slide)
Most of us know the SMART (specific, measurable, actionable/achievable, realistic and time-bound) framework for goal setting.author’s article Researchers at MIT Sloan believe that it ignores important elements-frequent discussions and transparency-that can help eliminate surprises at the quarter or end of the year.
Article suggestion quickly As a better abbreviation and framework:
- Often discuss This way the team can focus on the right things and can change/correct the route as needed
- Ambitious So they promote innovative ideas
- specific So they include milestones and indicators
- Transparent This way the team can understand and coordinate each other’s needs and goals
These frameworks seem to be complementary and can easily become a hybrid combination of your content marketing goal realization plan (SMART-FAST, FARMS-STAT?).
No matter which framework you choose, it will help your content marketing plan.Set ambitious goals related to goals Business results.then talk These goals allow your business leaders to be taken care of.
As always, Joe nails At stake:
Due to lack of results, most content marketing programs will not stop. They stop because they don’t have a job… They stop because the people who have the budget (the one who controls the budget) don’t understand content marketing, why you do it and what impact it might have. In the organization.
What are you trying to achieve? How do you ensure that wallet holders understand what content marketing contributes to the business? I would love to hear your thoughts in the comments.
Cover image: Joseph Kalinowski/Content Marketing Academy