Tag Archives: Content Marketing Goals

What are You Trying to Accomplish with Your Content Marketing?

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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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4 Completely Legit Content Marketing Goals

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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:

  1. 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.
  2. 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.
  3. 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.
  4. 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.

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What are Your Content Marketing Goals?

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Rome wasn’t built in a day, the old cliché tells us, and the same could surely be said of most any winning content marketing campaign. You can probably think of some companies, whether major brands or small businesses, that have implemented truly effective, results-getting content marketing strategies. You may be aware of those businesses precisely because of their Twitter buzz, or because of an informative blog entry you stumbled across on Google. You probably also know of at least one business that has taken a stab at content marketing and failed, perhaps leaving a forlorn and neglected Facebook page behind as a sad relic from an ineffective campaign.

What’s the difference between the first type of company and the second? In many cases, it is a simple matter of the first company sticking with it. Building visibility and authority through social media and through blogging is very possible, but it does not happen overnight. Companies that launch a Facebook page and expect to see a dozen new customers lined up the next morning are sure to get burned out on their content marketing endeavors quickly.

It’s a Matter of Setting Goals

In order to set the proper expectations for a content marketing strategy—to prepare yourself and your company for an ongoing process as opposed to a quick fix—it helps to set some specific goals. There are plenty of ways in which content marketing can prove uniquely effective, ways in which you can measure your progress and see that you are getting results. Having these profound and realistic goals in mind—as opposed to the unrealistic expectations of immediate success—can help ground your content marketing efforts.

So, before you set up that Facebook page or start whipping up blog articles, set the goals for all of these activities. What are you trying to accomplish? How will you measure and define success? How will you ensure that your efforts are focused on creating particular results, instead of just making noise?

Your Content Marketing Goals

There are several specific goals you might set for your company’s content marketing endeavors—among them:

  • Increased brand visibility. One of the most common content marketing goals is to increase the awareness people have of your brand. When someone stumbles across an article that is genuinely helpful and engaging, they likely want to know who wrote it and where they can get more. If the article is traceable back to your business, it can help establish your company as a more visible presence on the Web.
  • Increased brand loyalty. If your clients and customers are continually reading content that you’ve published—content that is engaging and informative—it helps make your company come across as more credible, and ultimately easier to like. This will make your previous customers more likely to become repeat customers.
  • Engaged customers. Content that elicits some kind of a reaction—content that surprises, entertains, educates, or informs—is more likely to generate social media shares and general online buzz. It is also more likely to keep your company on the mind of your customers.
  • Educated customers. Do you consistently lose sales because your leads simply do not understand what your company sells and how they might benefit? Does your sales team get the same questions, over and over again? When you set the goal of customer education, it empowers you to write content that clears up some of these common issues, and makes your own sales process more efficient.

There are other goals you might set, as well, but setting some goal is vital; not only does it bring focus to your content creation, but it also helps you to stay on course, moving forward and not allowing false expectations to derail your marketing endeavors!

The team at Grammar Chic specializes in a variety of professional writing and editing services. For more information about how we can help you, visit www.grammarchic.net or call 803-831-7444. We also invite you to follow us on Twitter @GrammarChicInc for the latest in writing and editing tips and to give a “like” to our Facebook page. Text GRAMMARCHIC to 22828 for a special offer.

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