Tag Archives: Content Marketing Campaign

June 3, 2016 · 2:05 pm

What are You Trying to Accomplish with Your Content Marketing?

Hand Drawing Content Flow Chart

Suppose someone were to ask you: What are your goals for your company’s content marketing campaign? What is it that you’re trying to accomplish?

You may wonder whether there’s a right answer to this question—but the truth is, there isn’t, except to say that it varies. Different businesses bring different initiatives to content marketing. They look to do different things. And that’s okay. There is room enough in content marketing to accommodate a wide range of strategies and goals.

What we recommend here at Grammar Chic is simply this: Think about what’s most important to you. Think about what you might accomplish through content marketing, and set your priorities. Then align both your execution and your reporting to reflect these goals. If you’re not sure about how to do any of this, you can always call us for a consultation.

Before setting your goals, though, it’s good to have a sense of what all content marketing can do. You might actually be surprised by this.  There are plenty of good and worthy achievements you can reach through your content marketing efforts, and knowing some of the options can help you to set lofty yet attainable goals.

Let us show you what we mean.

Content Marketing Goals to Consider

Here are just a few of the things you might set out to do with your content marketing efforts.

Brand awareness. People aren’t going to do business with you if they don’t know what you stand for, or are unaware that you even exist. Good, original content can address this problem. The idea is that a consumer might stumble upon your company blog post and like it so much they ask, Who wrote this?

Website traffic. A more conventional and easy-to-track metric, one thing content can do is send people to your site. Intrinsic to this is having a site that is ready to capture and convert leads—meaning good content on the site itself, forms and e-mail list to grab hold of people, etc.

Educated clients. Something else you can strive for: Preparing your clients to do business with you. Use content to inform them about your industry and products; to make them aware of problems and solutions. This can smooth your sales and customer services processes.

Retention and upsells. Good content can help you get customers, but it can also help you maintain them. Content marketing can be a form of ongoing product support or client involvement—keeping them tuned in to what your company does and letting them know of new products or services that they can use.

Trust. Content speaks to authority; when done right, it shows that you know what you’re doing. In an age of e-commerce, where many consumers are still just a little wary of doing business online, this is an important way to reassure potential clients and customers that you’re trustworthy.

We’ll ask again, then: What are you trying to accomplish with your content marketing? Let us help you though some of the possibilities, and figure out a way to turn your goals into realities. Contact Grammar Chic to learn more: www.grammarchic.net or 803-831-7444.

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March 12, 2014 · 11:41 am

Troubleshooting Your Content Marketing Campaign

problem

Content marketing has been around for long enough now that many businesses have taken steps toward implementing a campaign; maybe you haven’t yet deployed a full, robust content strategy, but you may at least be utilizing Facebook and blogging to build awareness and engagement with your brand. Hopefully, those efforts are working the way you intended—but in the event that they’re not, don’t get discouraged. It doesn’t mean content marketing is ineffective; it just means your methods need to be tweaked.

Content Marketing Caveats

Troubleshooting your content marketing campaign is important, but before we get to that, let’s note a couple of caveats:

  1. If your campaign has only been going for a month or less, then you’re really not in a position to say whether content marketing is working for you or not; remember that results won’t come overnight. Stick with it!
  2. It is also worth noting that different companies define success by different measures. Hopefully, you’ve set some goals—to attract more leads, to boost traffic, or simply to boost visibility for your brand—and you’re measuring them. If not, then this is the first thing to do in troubleshooting your campaign: Set some clear goals and allow those goals to shape your marketing accordingly.

What’s Wrong With Your Content Marketing Campaign?

From there, if you’re still not seeing the kind of progress you’d like to see, consider some of the following potential explanations:

  • You’re using content marketing to simply advertise your products. This isn’t content marketing at all; content marketing is all about giving your brand some personality and some authority. If you’re doing a hard sell, then you’re not really doing content marketing properly.
  • You’re trying to do it all on your own, and it’s weighing you down. Content marketing is really a full-time job, and small business owners who try to do it all on their own may find that they’re wearing themselves too thin. Whether you enlist a company like Grammar Chic, Inc. or simply try to do more in terms of turning your followers and fans into brand ambassadors, it is crucial to get some help.
  • You’re casting too wide a net. The point of content marketing is to inform and to educate your audience, which means focusing on your own areas of business expertise. Once you move too far away from those areas, you’re going to find that your content is much less effective.
  • You’re engaging the wrong platforms. It may be that you’re using what is essentially a Facebook strategy on Instagram, or that you’re publishing your Twitter content to LinkedIn in a way that’s not really effective. If your content marketing isn’t working very well, it may be that you need to reevaluate the platforms you’re using.
  • You’re not invested in it. Content marketing really is an investment in your company’s future: If you’re not investing a decent amount of your budget into it, don’t be surprised it if turns out to be fruitless.
  • You’ve underestimated just how good your content needs to be. There are a lot of companies out there trying to do content marketing—and you need to have content that stands out as truly excellent.

This last point suggests just what a tough task lies before you—but there’s help to be had: To learn more about how the Grammar Chic team can offer content marketing assistance, please visit www.grammarchic.net or call 803-831-7444 today.

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