As brands navigate the crowded digital space, they must recognize that content marketing is much more than just producing and disseminating information. It is a strategic approach aimed at achieving specific objectives. Even though content marketing in the digital age has been around for decades, it is still an effective way to grow a brand.
No wonder 54% of businesses will increase their content marketing budgets this year. Many businesses understand that great content marketing is key to helping them reach their business goals. However, as an entrepreneur, you need to have a clear idea of the purpose of your own content marketing campaign. This article will outline the main goals to focus on when implementing a content marketing strategy.
Establish Your Brand as an Authority
With so many new brands and buying options becoming available to consumers, there is fierce competition for the attention and business of the general public. Also, because branding and marketing is getting easier for businesses, consumers aren’t sure whom to trust. The consumer may not be sure if the company they are considering purchasing from is reputable or if they are just good at marketing their product.
That is why establishing trust is one of the best ways to win customers over. 81% of consumers need to trust a brand to consider buying. While marketing a business can help get the attention of its target market, content marketing can help establish that the brand is worth trusting.
Establishing brand authority involves creating content that showcases your expertise and knowledge in your field. By consistently providing valuable insights, data-backed information, and thought leadership, you can build a reputation as a reliable source in your industry.
This trust not only attracts a dedicated audience but also influences purchasing decisions. Also, authoritative content often earns links back to the brand’s website and social shares. This can further extend its reach and reinforce your brand’s credibility.
Educating Your Audience
With so much content available to the masses these days, it is not enough to pitch to them your product, you must also give them valuable information. When your target market consumes content that helps them in some way, it makes them more likely to do business with your brand. That is why educating your audience is an important goal of content marketing.
When mapping out your content marketing plan, be sure to provide valuable, relevant information. This information should assist your audience in solving problems. It should also help them make informed decisions about your product or even a competitor’s product.
To do this, think about creating content that aims at improving their lives or businesses. The key is to focus on their needs and interests, rather than solely promoting your products or services. Educative content should be accessible, engaging, and insightful. For brands using TikTok or Instagram, entertainment is not enough. Education should be included in your both your social media marketing goals as well as your content marketing goals.
Also, making complex topics easy to understand and applying to real-world scenarios can help the information reach a broader audience.
How to Educate Your Audience:
- Create How-To Guides and Tutorials: Develop guides and tutorials that address common challenges or questions in your industry.
- Produce Informative Blog Posts: Regularly publish blog posts that delve into industry trends, and case studies, or provide in-depth analysis on relevant subjects.
- Develop Webinars and Workshops: Host webinars or online workshops to educate your audience on specific topics, allowing for real-time interaction and learning.
- Utilize Infographics and Visual Data: Share infographics and visual data to simplify complex information and make it more digestible and engaging.
- Offer E-books and Whitepapers: Provide in-depth content like e-books or whitepapers.
- Make Instructional Videos: Create video content that visually demonstrates processes, answers FAQs, or teaches skills related to your products or services.
- Host Q&A Sessions: Regularly engage with your audience through Q&A sessions, addressing their specific queries and concerns.
- Share Customer Success Stories: Use real-life examples of how your products or services have solved problems, adding a relatable and educational dimension to your content.
- Create Interactive Content: Develop quizzes, surveys, or interactive tools that educate while engaging the audience actively.
- Use Email Newsletters: Send out regular newsletters that provide valuable insights, tips, and updates to educate your audience continuously.
Building Relationships and Rapport
Content marketing plays a vital role in building relationships and rapport with your audience. Many customers no longer want a transactional relationship with the brands they frequently purchase from. Audiences want to feel a connection with the brands they love. These consumers want to feel a sense of connection with the brands they intend to purchase from. Using content marketing is a great way to do this.
This involves creating content that engages and resonates with your customers on a personal level. Storytelling, user-generated content, and interactive media are effective ways to connect emotionally with your audience. Since a growing number of people are engaging with brands on mobile devices, building relationships and rapport with customers should align with a brand’s mobile marketing goals.
Engagement can be further enhanced through active responses to comments and participation in online conversations. This goal is about creating a sense of community. Also, it is about showing that you value your audience’s opinions and feedback. When you do this, you cultivate long-lasting relationships that transcend transactional interactions.
A primary goal of content marketing is to increase the flow of traffic to your digital platforms. This can be achieved through SEO-optimized content that ranks high in search engine results, making it more visible and accessible to a larger audience.
Additionally, creating shareable content that resonates with your audience can lead to organic sharing on social media and other platforms, further amplifying your reach. Regularly updating your content and keeping it relevant and engaging ensures a steady stream of returning and new visitors, essential for growing your online presence.
Attract New Customers
When engaging in content marketing, attracting new customers should be one of your top goals. While engagement with your current customers is something that should be managed and pursued, attracting customers who may have never heard of your brand should be at the forefront of your mind when developing your content marketing strategy.
One of the best ways to do this is to create content that appeals to your target demographic. This includes your primary target audience as well as your secondary target market. Your primary target market is the group of individuals who are most likely to purchase your product or service.
Meanwhile, your secondary market is those individuals or groups who are slightly interested in your products or services but do not have a strong need versus your primary target market. They may not have the urgency for your product but can eventually and potentially contribute to your overall success when done right.
For example, if you have a fitness business whose goal is to attract new customers, you should create content around workouts to draw in your target market. However, you may also want to create content around nutrition and self-care. These categories are in line with fitness but not directly about fitness. This gives your brand an opportunity to attract customers who may not have been looking specifically for fitness information but are interested in your service or product.
Increasing the number of sales seems like an obvious goal of content marketing. However, many new and inexperienced entrepreneurs and marketers find it hard to achieve this. There could be many reasons why this happens. Oftentimes, the primary reason is that the content is not targeted enough to convert interested buyers. When using content marketing to increase sales, be sure that you have identified the customers that are the most likely to purchase from you.
The second thing to focus on is the quality of the content. Be sure to test content and evaluate how well it performs on different platforms, in search engines, and with your email list. Be sure to measure the content that brings in sales and not just content that has high engagement.
For instance, you may have posted a video on Instagram that received 1,200 likes. However, let’s say that post did not bring in any sales. Conversely, you may have published another video with a strong call-to-action that only had 50 likes but increased your daily sales by 15%.
This doesn’t mean you should stop using content that drives engagement. However, it does mean that you should increase the type of content that helps with sales. Each business and marketer will need to learn to balance the content that helps increase sales while still helping them reach the other goals of content marketing.
Earlier in this article, we highlighted the importance of using content marketing to attract new customers. While this is still an important goal of content marketing, retaining customers is just as important. By many estimates, the cost of acquiring new customers is five times higher than the cost of retaining existing customers.
Retained customers often provide more value over time than newly acquired ones. Content aimed at customer retention focuses on adding value post-purchase. For example, you can post tips on how to maximize the use of a product.
Regular communication through newsletters and personalized content helps keep your brand top-of-mind and encourages repeat business. Providing exceptional, ongoing value through your content fosters a loyal customer base.
Increase Brand Awareness
Finally, increasing brand awareness is a fundamental aim of content marketing. This involves creating content that leaves a lasting impression on your audience and spreads your brand’s reach. Viral content, strategic partnerships with influencers, and participation in industry events and discussions can all contribute to heightened brand visibility.
The more familiar people become with your brand through your content, the more likely they are to recall your brand. They are also more likely to purchase from you. It is important to note that when trying to increase your brand awareness, you should also set a separate set of branding business goals. This will help keep you focused, as brand awareness can be difficult to achieve if the marketing around it is not done correctly.
There are many different goals when it comes to digital marketing. However, not all of them are right for every type of business. Evaluate your business’s needs and goals. Then, take a look at your content marketing strategy. Begin to align your strategy with the specific content marketing goal you want to achieve. Then hopefully you will soon see your efforts begin to pay off.