No matter the size of your company or your industry, it’s important for you to create engaging and compelling digital content aligned with your specific content marketing goals to grow your customer base, reach new customers, and increase your revenue.
You may be thinking, “Growing my base, new customers, and profits are my goals, aren’t they?” Not exactly. Those are the outcomes of achieving your goals.
It’s a 3-step process: determine your specific goals, create content that’s aligned with those goals, bask in the success of achieving them. To help you get started, we’ve outlined the 6 most effective content marketing goals you should be focused on.
1. Building Brand Awareness
If nobody knows about your solutions or services, they can’t decide whether or not to purchase what you’re offering. Creating content that stands out from the crowd and makes a lasting impact on the viewer is key to building awareness. Whether you’re a company that’s just starting out or are a legacy brand, to keep up with the accelerated shift in consumer attention your brand needs to stand out in a way that makes it memorable to prospects
Marketing tip: Create a 60-second video that tells your company’s story from what you do, how you do it, and what makes you different from your competition. Put it on the front page of your website, share it with customers, and link back to it on your social channels.
2. Establishing SEO
There’s a lot of competition vying for your customers’ attention and dollars. Search Engine Optimization (SEO) helps you stand out when people are searching for the products and services you offer. The more high-quality, unique, compelling, and search-engine-optimized content you’ve posted, the better chance you have of appearing higher up in search engine results.
Marketing tip: Invest in a digital content assessment to ensure that you’re leveraging SEO to its full capacity.
3. Generating Leads
It’s very rare for a customer to see your ad or search for you online and instantly make a purchase. But that doesn’t mean your efforts are all for naught. Even those who show mild interest can provide you with potential opportunities. Using the data prospects provide creates leads which can be transformed into customers. For instance, a prospect watches your video, clicks to your site, reads your blog, and subscribes to your newsletter. That’s a lead you can turn into a potential customer someday.
Marketing tip: Start the process of generating leads by capturing your audiences’ attention with a short-form video.
4. Engaging with Customers
Successful marketing is not a one-way street. Communicating freely with your customers can help your company get and stay ahead of your competition. And it’s not hard to do. By using social polls, Q&A sessions, and asking for reviews and feedback, you can gain a lot of insight into what you’re doing well, what you can improve on, and the value of your customer experience. This leads to a better business with a stronger customer base and reputation.
Did you know … According to Salesforce research, 80% of customers say the experiences provided by a company are as important to them as its products and services?
5. Sharing Your Knowledge
Look beyond content marketing as a sales tool and focus instead on using your content to educate your customers. Illustrate the benefits of your solution and share the secondary and tertiary advantages that customers may not know. But also clear up any misconceptions about your solutions and services, provide pertinent statistics about the market landscape, discuss market trends, and even show how your company is making a positive impact. The more your customers understand all the nuances of your business, the stronger your connection will be.
Marketing tip: Infographics are valuable tools to share high-level information about your solutions and services, as well as provide market insights, statistics, and the role your business plays in delivering value—all in an easy-to-digest and impactful way.
6. Fostering Brand Loyalty
When customers become evangelists for your brand, the praise they share is invaluable to transforming prospects into customers. Those who have been positively impacted by your solutions and services are excited to share their experiences, becoming your greatest asset—and advocates! It’s the modern-day word of mouth. Ask them to share their experiences on social or provide you with testimonials to post on your website or turn into testimonial videos.
Marketing tip: Capture your customers’ excitement in a success story you can post on your site and share across your social platforms. Better yet, make a short video telling the same story and link it to the longer-form write up on your site.
Including each of these goals into your content marketing strategy can ensure that your efforts deliver the results you’re expecting.