If you happen to be a content marketing nerd—and yes, we confess that, here at Grammar Chic, Inc., we are—then you likely enjoy talking shop, discussing the finer points of Twitter strategy, the latest developments with Google Authorship, the most valuable analytic programs, and so on and so forth. Crucially, though, not everyone is a content marketing nerd, and many business owners frankly have little interest in the technicalities of content marketing. What they care about is this: What can content marketing do for my brand? Or, even more to the point: How can content marketing make me any money?
This is one of the oldest and prickliest topics in all of content marketing. At first blush, it may seem like it is rather difficult to prove a direct correlation between content marketing and raised revenues. It’s not as if you can post a Facebook update and immediately see a few dollars added to your business’ bank account. We get that.
But then again, that would be a fairly unrealistic expectation. To really understand what content marketing can do—to really get your money’s worth, so to speak—it’s critical to set specific and appropriate goals. And yes, it is certainly possible to set content marketing goals that are just unfair, unreasonable, and impossible. Then again, there are a few goals that are perfectly legitimate—perfectly possible to achieve with the right approach to content marketing:
- First, you can set a goal for increased reach. If your only aim is to build name recognition for your company, and to get more eyeballs on your Facebook page, blog, and ultimately company website, then content marketing can do it. Great content is inherently shareable content, which means your followers and fans will be passing it along to their friends and family. Engagement on your social media pages will increase their visibility, even among those who do not “like” or “follow” you. And well-placed paid promotions will ensure that you’re targeting new followers—constantly expanding your company’s sphere of influence and visibility.
- Another reasonable content marketing goal: Increased customer loyalty. Content marketing is meant to engage, which means it’s meant to keep your name and your content right there in front of your followers and fans. It’s meant to display your authority, and to offer subtle reminders each day that your business offers true expertise in its field—all combining to cultivate real relationships with your clients and customers.
- Content marketing can also generate increased customer trust, which is not quite the same thing as customer loyalty. Simply put, content marketing is all about showing that you care enough about your customers to offer them value—even the free value you provide on your blog posts or Google+ updates. It’s also about providing after-purchase support—helping your customers know how best to use your products and services, even long after the bill has been paid. Content marketing fosters the notion that you’re interested in taking good care of your customers—period.
- Finally, a great content marketing goal is to turn your customers into ambassadors for your brand, sharing your company and raving about it to their friends and family—which can, in turn, be a highly effective and cost-efficient form of marketing for your brand.
There is much more that content marketing can do for your brand, besides—but by starting with any of these goals, you’re sure to see how this discipline pulls its weight, and ultimately benefits your company in a huge way.
To learn more, contact Grammar Chic, Inc. today: Call 803-831-7444, or visit http://www.grammarchic.net.