5 Content Marketing Tactics For Picking Topics And Setting Goals? (Perfect answer)

5 Content Marketing Tactics for Picking Topics and Setting Goals

  • Set a goal for each piece of content.
  • Match great content with the different stages in the buying cycle.
  • Choose topics based on your audience’s needs.
  • Balance different content promotion types.
  • Be intentional about the format.

What are the five 5 ways in creating a marketing strategy?

Five Steps for Creating a Successful Marketing Plan

  • 1)Situation Analysis. Begin with a snapshot of your company’s current situation.
  • 2)Target Audience and Market. It is essential to understand and define your target audience.
  • 3) Set Your Marketing Goals.
  • 4) Outline Marketing Strategies and Tactics.
  • 5) Marketing Budget.

What are the 5 common goals of marketing?

Broadly speaking, the goals of marketing can be broken down into five main areas: to raise brand awareness, to generate high-quality leads, to grow and maintain thought leadership, to increase customer value, and to empower your colleagues to become brand ambassadors.

How do I choose a topic for content marketing?

Here are five great ways to use social engagement data to choose content marketing topics:

  1. Find the content topic your audience is most interested in.
  2. Find topics with less competition.
  3. Find a niche topic that is less competitive AND engaging.
  4. Choose a content marketing topic for high performance on different networks.

How do you set goals for content marketing?

The top 8 content marketing objectives

  1. Setup long term lead generation.
  2. Directly impact new customer revenue.
  3. Gain and nurture email subscribers.
  4. Improve customer retention.
  5. Foster customer loyalty.
  6. Build interest groups for retargeting.
  7. Share customer results.
  8. Increase brand authority.

What are the tactics of marketing?

What Are Marketing Tactics? Marketing tactics are the strategic actions that direct the promotion of a product or service to influence specific marketing goals. Essentially, these are the high-level ideas. The content you create falls into your tactics.

What are the 7 marketing strategies?

These seven are: product, price, promotion, place, packaging, positioning and people.

What are the content marketing goals?

The key ultimate goal of content marketing – and other “forms” of marketing – is to increase profit but the ways to do that have changed. The number of content formats people value has exploded. The days of using one channel to reach an audience are over.

What are the 4 goals of marketing?

There are various types of marketing objectives, but the four main types are profitability+ objective, market share objective, promotional objective, and growth objective.

What are some examples of marketing goals?

Examples of Common Marketing Goals

  • Increase website traffic.
  • Gain more social media followers.
  • Grow an email list.
  • Improve conversion rates.
  • Get more website or social media engagement.
  • Drive more click-throughs on paid ads.

How do you choose content?

Choosing the Right Content

  1. Identify and research your audience.
  2. Define the purpose of the proposed content.
  3. Think of your topic from your user’s point of view.
  4. Answer the questions.
  5. Write and organize the content using strategies for effective web writing and organization for your specific audience.

What is a content topic?

As a class of content, they can contain other blocks, phrases, or text, though the rules vary for each structure. Phrases and keywords. Authors can intermix markup with text when they need to identify part of a paragraph or even part of a sentence as having special significance.

What is the goal of content?

Content is typically produced as marketing material. That means there will always be content intended to educate an audience – that with the goal of moving potential clients and customers through the sales funnel.

What are the different types of content marketing?

What Are The Different Types Of Content Marketing?

  • Blogging.
  • Video.
  • Podcasting.
  • Infographics.
  • Email.
  • Visual content.
  • Ebooks.
  • Lead magnets.

5 Tips for Choosing Content Marketing Topics

Summary: When it comes to documenting your content marketing efforts, it extends beyond just recording what you’re doing. You must consider why you are generating it, who you are developing it for, what channels you will use to support it, and how it will contribute to your content marketing plan. Note from the editor: This piece was initially published in August 2019 and has been updated with new material in August 2021. When it comes to creating and sharing content, do you often feel unclear about what to write about or how to identify themes for content marketing?

With the ongoing pressure to provide fresh and engaging content to satisfy your audience’s demands, it may become challenging and tiresome.

We will reach a point where we will run out of ideas, but it will not be the end of the world.

Documenting Your Content Strategy

Summary: When it comes to documenting your content marketing efforts, it extends beyond simply recording what you’re doing on the page. Ask yourself why you are making it, who you are developing it for, what channels you will use to support it, and how it will contribute to your content marketing plan before you begin. Please note that this piece was first published in August 2019 and has been revised with additional material in August 2021. When it comes to creating and sharing content, do you ever get stuck on what to write about or how to identify content marketing subjects to write about?

When you have to consistently come up with new material that your audience wants, it may become challenging and tiresome.

The day will come when we will run out of ideas, yet it is not the end of world as some believe.

1. Define and understand your organizational goals

Choosing the appropriate themes and establishing the appropriate goals for your content begins with laying a solid foundation and having a thorough grasp of your organization’s objectives and ambitions. What is the purpose of having a content marketing strategy in the first instance? Many B2B and B2C firms and brands have top-of-mind organizational objectives that include lead generation, enhancing brand recognition, generating engagement, and other similar objectives. This is an excellent beginning point, and based on the aims and requirements of your particular firm, you may select from a variety of different sorts of content marketing.

2. Use youranalytics

After taking a step back to review your organization’s objectives for your content marketing plan, utilize your analytics to determine what kind of material your audience enjoys. Choose your best-performing content pieces and put a fresh spin on an old favorite if you ever find yourself struggling to come up with new ideas for your content. When it comes to developing a content marketing plan, analytics may assist you in making informed decisions. A fully integrated content management system (CMS) is a handy tool that many firms are experimenting with these days (CMS).

You can also use your social media insights and analytics to help you make educated selections when brainstorming new content ideas for your website.

Can you tell me if a certain content kind (for example text, picture, or video) regularly outperforms the others? Depending on the postings, you may also want to look at the degree of involvement (e.g., likes, comments) on them.

3. Ask your audience

Another suggestion for choosing the correct themes for your content is to consult with your target audience. As a rule, your audience is comprised of those that interact with your material, therefore it’s critical to understand what kind of content they are looking for and what they would want to see. There are a variety of approaches you might use to do this. It might be as easy as posting a question on one of your social media platforms or creating a poll on one of your websites. Inquire of your followers about the sort of material they would want to see and allow for open-ended responses.

It might be beneficial to have a look at the most commonly asked questions from your target audience in order to identify the most appropriate themes for your content marketing plan.

After a period of time, the FAQs will evolve, shedding light on new trends, difficulties, and themes that you might be interested in addressing.

4. Be Prepared for these 10 Biggest Challenges in Content Marketing

Maintaining the relevance and persuasiveness of your content marketing can be difficult, especially given the fact that there is no upper limit to the quantity and variety of information accessible. Take note of the following 10 typical problems as you attempt to create content that stands out amid the hundreds – maybe thousands – of articles being published at any given moment. Take action to overcome each challenge as it arises.

Thinking outside the blog

Inbound marketing is made possible by your blog, which may be a very powerful platform, but it can also be formulaic and restrictive. Blog articles have the potential to get lost amid thousands of other entries, which may be frustrating for both existing and new consumers. Consider content venues other than your blog that can disturb your audience’s regular browsing and reading pattern while providing new and in-depth information. Think outside the box and think outside the box. White papers, extended articles, case studies, and films are examples of alternatives to traditional publishing.

Lack of resources

It takes time, expertise, and study to create high-quality material. However, your audience’s appetite for material is insatiable, and the continual pressure to produce a large amount of content in a short period of time might exhaust the creative resources you have at your disposal. Creating content that will differentiate you from your competitors requires accepting that it will come at a cost – either in terms of the time it will take you to develop it or the money it will cost you to hire someone to do the work for you.

Battling quality over quantity

How can you maintain a high level of quality while still providing enough material to satisfy the voracious appetite of your digital marketing strategy’s insatiable appetite? It appears certain that either your quality will suffer or that you will have to slow down in order to generate decent material, which will result in you not posting as frequently as you would like. While it is feasible to reach a happy medium, keeping in mind that strong content will make all the difference, both to your audience and to Google, can help you achieve that goal.

In order to generate high-quality work, you do not need to reduce your posting frequency to a trickle; but, you can afford to devote a bit more time to honing your writing abilities and creating high-quality material.

Competition never sleeps

This is complicated by the fact that your rivals are also attempting to provide outstanding content in a fair amount of time and at an affordable price. If your primary rivals work faster than you and/or generate better material, there is a significant possibility that they will outperform you at least some of the time. The key is to avoid becoming engrossed in what they’re doing themselves. Of course, you should keep an eye on what your rivals are doing, but you should concentrate on your own digital marketing plan and creating content that is most effective for it.

Harnessing the power of organic content effectively

This is complicated by the fact that your rivals are also attempting to provide outstanding content in a fair amount of time and at an affordable cost. If your primary rivals work faster than you and/or generate better material, there is a significant possibility that they will outperform you on a number of occasions. You must avoid being engrossed in what they are doing at all costs. Of course, you should keep an eye on what your rivals are doing, but you should concentrate on your own digital marketing plan and creating content that will serve it the most effectively.

Unrealistic expectations

One of the most challenging aspects of content marketing is that people expect it to provide results immediately. When you propose a digital marketing plan to a customer or management and warn them that it might take years before the plan begins to yield results, you are unlikely to receive a positive response – but that is regrettably the way things are right now. The fact that content marketing might take time to yield real effects must be understood by all parties involved, and they must define goals and expectations within a long-term framework.

Getting burned out

Content creators churn out thousands of words and brainstorm hundreds of ideas for each piece of content. They are almost certainly going to strike a brick wall at some point. Ideas can run out, deadlines can become more difficult to meet, and the overall quality of the material might begin to deteriorate. Slow and steady wins the race: set realistic deadlines and goals, and concentrate on content quality rather than quantity as your primary focus.

Providing legitimate value, not just fluff

With tight deadlines and an emphasis only on quantity of material, it is very easy to fall into the trap of writing content solely for the purpose of filling space on the page rather than providing true value to your reader. This is a trap that you must be aware of at all times, and you must exercise caution not to fall into it. Take a step back and evaluate your content plan, as well as your content itself, on a frequent basis to ensure that your material is captivating and that your audience receives the full benefit of your knowledge and experience.

Balancing creative instincts and SEO needs

With tight deadlines and an emphasis only on quantity of material, it is extremely easy to fall into the trap of writing content solely for the purpose of filling space on the page rather than providing true value to your reader(s).

If you want to avoid falling into this trap, you must be constantly on the lookout for it. Examine your content strategy as well as your content itself on a frequent basis to verify that your material is captivating and that your audience is receiving the full benefit of your knowledge.

Planning and tracking results

You and your content team are devoting a lot of time and effort to creating excellent content, but is it all worth it in the end? Are you receiving more views as a result of it? Do you want to increase the number of qualified leads? The use of analytical tools will assist you in answering these questions; but, you will need something against which to compare the results. The importance of preparation cannot be overstated. Start a content marketing campaign only after you’ve determined exactly what you want to achieve with it.

5. Define a digital marketing goal for each individual content piece

Each piece of content you develop should be evaluated in terms of its topic and how it compares to each of your organization’s objectives. This will also aid you in the selection of the most appropriate key performance indicators (KPIs) to track and monitor. Consider the following scenario: If lead generation is your most important organizational objective, your content strategy should be geared at appealing to customers at various phases of their purchasing process. Examples of content kinds that may be created in this situation include e-books, white papers, and case studies.

Good content that pushes the sales needle not only informs, but it also develops trust with the audience.

In this case, the purpose of your content may be to attract referral traffic from other sources.

Collaboration with micro-influencers, for example, can assist you in casting a larger net in order to boost your brand’s visibility.

BONUS – More Content Marketing Ideas

When looking for particular ideas to assist you enhance your content marketing, there are a variety of options available to you. To help you get your creative juices flowing, here are a few pointers:

Turn your top posts into a Slideshare

A excellent option to repurpose old content is to choose the best-performing items on your site and put them into a SlideShare deck that you can share with others.

Create a list of things to avoid

Instead of publishing a list of to-dos (you most likely already have numerous), consider posting a list of negatives – all of the things your customers should certainly avoid doing.

Highlight a question of the week

Examine any inquiries you have gotten from consumers in the last week, and you will almost certainly come up with some ideas for your content marketing strategy.

If one consumer has raised a question, there is a good probability that many others are wondering the same thing, which makes it an excellent topic for a blog article or social media post.

Snap your “Behind The Scenes” moments

Why not allow your consumers to see the people that are behind your brand and your products? Take a few photos with your staff or a brief film of some of the action on your shop floor to share with your customers.

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Speak to industry experts

Only a small number of content marketers are taking use of the old-fashioned expert interview, despite the fact that it may result in pieces that are both successful and simple to create. You might publish it as a basic question-and-answer style, or even as video or audio material, depending on your preferences.

BONUS – Video Ideas

A video is an elegant and effective choice if you want to create content that will capture and retain the attention of your audience. While not everyone has the time or interest to read a blog article, virtually everyone will spend a few minutes viewing a video on their smartphone. Here are some suggestions for creating video content that you can utilize.

Allow a sneak peek into your day-to-day

Much in the same way that posting a photo or two of your team or procedures can draw attention to your platforms, posting a quick video of some interesting aspect of your business that the general public would not otherwise be able to see is a great way to build rapport with your audience while also cultivating a greater appreciation for your work and your products.

Add a little fun to what appears mundane

You might not consider your product to be of movie-star caliber. You can always market the superior quality of your industrial output, but making it look entertaining and exciting is a another story entirely. Video marketing provides you with the possibility to accomplish exactly that. Although it will require a little imagination and outside-the-box thinking to get it right, amazing video content has the ability to breathe life into any product once it has been perfected.

Don’t just ‘show’ content to your audience – immerse them in it

Any usage of media should be intended to be immersive in nature. Make sure the material you generate engages your audience and makes them feel like they are a part of what you are up to. It is not necessary to employ virtual or augmented reality in order to do this. Your audience will expand and remain engaged with your video content if you provide high-quality video material that is aimed toward encouraging consumer interaction.

BONUS – Social Media Ideas

Brands and communications that appear to be speaking directly to their target audiences will receive positive responses. It is critical to understand how your target audience thinks and to write your posts such that they read as if they are being addressed directly to the reader.

Aim to make your reader feel – not think

Directly marketing to your target demographic entails much more than simply stating the advantages of your product or service. Creating an emotional response in your readers is essential if you want to hold their attention. The use of wordplay in marketing material is crucial, but the use of emotion in marketing content is even more important.

Bring your brand to life

For good reason, mascots have long been a vital aspect of marketing: they help to make your brand more recognizable and interesting, as well as giving it life and personality.

Consider developing a humorous brand representative that your target audience may enjoy watching and interacting with. It will go a long way toward increasing consumer involvement and loyalty with the brand.

Conclusion

Strategic planning is required for mapping out and selecting the appropriate themes for your content marketing strategy. Learn about the types of content that perform well and the types of material that your audience responds to the most. Remember to document your content marketing plan and to make adjustments along the way when new content trends emerge. The selection of appropriate themes is critical to the development and implementation of a successful content marketing plan. Contact us right now if you need assistance with your content marketing plan.

8 Content Marketing Objectives to Focus on Right Now

When was the last time you went through your content marketing goals and objectives? It’s simple to believe that the primary goal is to increase sales and overlook everything else. However, by concentrating solely on the main objective, you may miss out on the potential to achieve minor targets that will also result in money. However, although generating email subscribers and demo requests from content is crucial, there are additional objectives to consider, such as maintaining current clients and developing a distinctive brand identity.

Examine them all and decide which ones are most appropriate for your company’s current strategy and future.

  • It turns out that there are more content marketing objectives than you would believe. Why it’s crucial to have your priorities straight
  • The top eight content marketing objectives are as follows: 1. Establish a long-term lead generation strategy
  • 2. Make a direct effect on income
  • 3. Acquire and nurture email subscribers 6. Create interest groups to use for retargeting
  • 7. Disseminate consumer outcomes
  • 8. Increase brand authority
  • 4. Improve customer retention
  • 5. Foster customer loyalty
  • 6.

There are more content marketing objectives than you think

Due to the fact that content marketing is considered a sort of marketing, it’s natural to believe that the goals are all about acquiring new consumers. However, this is not the case. Material is just that: content. It’s all about the tales. It’s a series of moments. It’s all about the memories. In order to connect with your audience about so many different topics, there are several content marketing objectives to consider.

Why it’s important to get aligned on objectives for content

There are several advantages to having everyone on the same page on what content marketing is truly designed to do for your company.

  • Collaboration will be more fluid if everyone is on the same page about the company’s goals. This will make it simpler to work on material. In the case of content marketing, if everyone on the team feels that one of the goals should be to retain existing customers, the team will make certain to approve some ideas that assist consumers obtain better outcomes (rather from simply writing about product news)
  • Employees and ambassadors have the ability to share information that has been approved. With a more comprehensive understanding of what content marketing can do, it will be simpler for workers and other brand ambassadors to have a large amount of authorized information to share with their networks. Employee advocacy is a crucial technique, especially in the B2B industry, because it may ensure that your sales team remains top of mind with both active and inactive prospects. It is possible to develop content with sales in mind rather than merely focusing on driving more MQLs when you see this as a significant goal to achieve.

StoryChief allows you to manage ambassadors as well as other content marketing tactics.

  • Greater accuracy in KPI tracking- When your team is on the same page about content objectives, it is also easier to create and measure your KPIs. This means that you will not be assessing a restricted picture of what content may give, but rather will be measuring the whole potential of material. This can assist the content marketing team in demonstrating return on investment and advocating for further funding. Producing more in general- Alignment almost always results in increased production output overall. Because there will be less dispute throughout the briefing and approval stages, the project will be more successful. Content may be moved through the cycle more quickly. That team alignment combined with a content operations platform such as StoryChief allows you to release high-quality content much more quickly than your competition.

With a single click, you may publish material to several channels.

  • Increased Return on Investment (ROI)- In the end, when your team is aligned on the company’s content marketing objectives, it is simpler to make sensible decisions, allocate your money, and accomplish genuine results.

The top 8 content marketing objectives

So, what are the most important content marketing objectives for your organization? Consider these eight of the most important goals and choose one.

1. Setup long term lead generation

Blogging should be a component of your content strategy for several reasons, one of which is SEO. Google does not appreciate large changes in their search results pages since it would result in a poor user experience for those who are attempting to locate anything on their website. If the search engine results pages (SERPs) were continuously changing, you’d be left scratching your head, wondering where that fantastic item you read yesterday had gone. Because Google’s search engine results pages (SERPs) do not change frequently, you have a good chance of retaining critical ranks.

Google believes that the early bird gets the worm, therefore you don’t want your competition to beat you to the top of the search engine results page (SERP).

You’ll want to be covering new trends in your business as soon as they emerge in order to gather as much traffic as possible.

Make care to keep your ranking up to date.

StoryChief’s editor has built-in SEO optimization to make it simple to publish SEO-optimized material on the web. Additionally, ourcontent collaborationfeatures make the briefing, approvals, and CMS posting processes considerably more efficient.

2. Directly impact new customer revenue

If your firm operates in an industry that is seeing strong growth at the moment (for example, remote work technologies), then this is one of the content marketing objectives you should keep in mind. You’ll most likely want to take advantage of whatever additional attention you’re receiving. Now is not the time to develop long-term SEO strategies for really long-tail key phrases that will bring in individuals who are unfamiliar with your product or the problem it answers in the first place. Now is the moment to spread the word about what you do and how it differentiates from the offerings of other successful businesses.

They chose the keyphrase ” Loom versus Zoom ” most likely as a direct response to the increasing search activity for this keyphrase as well as the queries that their sales teams and customer care teams are being asked.

Content marketers are frequently wary of seeming salesy, but there are content themes that are both educational to your audience and beneficial to your business in the same breath.

3. Gain and nurture email subscribers

Okay, so maybe your firm isn’t doing quite as well as Zoom or Loom at this point in time. Perhaps your income is behind, or perhaps you’re somewhere in the center of the pack. By acquiring additional email subscribers and nurturing them over time, you can maintain a connection with leads in anticipation of the time when they are ready to purchase from you. As seen in this email from Pingboard, we learn about a useful tool that may make massive distant meetings feel more personal. One of the most important purposes of content marketing is to collect and nurture leads.

  • Quizzes, webinars, mini video courses, email courses, Ebooks, guides, checklists, and freemium plans are all available.

In order to maintain nurturing these leads, make sure you’re providing value that your audience wants and needs, such as real-world advice from individuals in the same job function or business as them, in addition to product updates and new product announcements.

4. Improve customer retention

Customers’ retention is one of the content marketing objectives that is sometimes forgotten in the pursuit of fresh and exciting things to do. Keep your present client base in mind while prioritizing material for new consumers. Otherwise, you risk alienating them. Your present consumers require your services. When it comes to serving as a resource for its present clients, theQuickBooks blog does an incredible job at it. They have material that will assist their clients in remaining in business, which, of course, implies that these customers will be able to keep their monthly subscriptions active as a result.

  • A local eatery navigates food delivery for the first time during the COVID-19 epidemic
  • Business resources during the COVID-19 outbreak Resources on the Payroll Protection Program in the United States of America
  • QuickBooks has its own Small Business Relief Initiative.

Managing business resources amid the COVID-19 epidemic; navigating food delivery for the first time as a small business owner; and Payroll Protection Program (PPP) information and resources; QuickBooks has its own Small Business Relief Initiative;

5. Foster customer loyalty

People like doing business with companies that make them feel good about themselves. Is it possible for your firm to give back right now? What strategies can you use to bring senior leadership and content together to produce a campaign that is both motivating and beneficial to all parties involved? To support the Freelancer Relief Fund, which was established by the Freelancer’s Union to acquire funds from government sources and give it to freelancers who needed it during the onset of the epidemic, Edgaris gave 100 percent of their new sales from April 20 – April 24, 2013.

There are a variety of different techniques to increase client loyalty through content, including:

  • Demonstrate how your organization is assisting individuals in your target demographic in easy ways. Increase the humanization of your brand by creating entertaining content that is full of personality and features your real-life team (such as our piece on remote team building)
  • Extras such as temporary free or reduced-price access to premium features and services that will benefit your consumers should be made available to your customers. Offer a gift card or credit for your goods or service based on a random lottery

Look for ways to demonstrate to clients that you’re in it for the long haul and that you genuinely care about their business.

6. Build interest groups for retargeting

Not everyone will be able to purchase your product or service the moment they learn about it, and this is understandable. It’s possible that they don’t have the finances. It’s possible that now isn’t the greatest moment. It is one of the most effective content marketing aims to utilize material to build up an audience interest list, which can then be used to remarket to this list over time. You may remarket to people who have showed some interest in your material by using Facebook and/or Google advertisements.

  • Take a look at your blog’s content
  • I went over to your webinar registration page and signed up. Your Facebook video advertisement was viewed to a certain extent

Content does not necessarily result in a direct increase in sales. If you want to be successful, you must prepare ahead of time and devise strategies for increasing your audience of prospective consumers. Having a larger audience in your retargeting efforts allows you to convert more individuals than you might otherwise because it is not simply cold traffic. The content you develop must be carefully considered to ensure that it is reaching an audience who is actually interested in your product or service.

For example, if you work for an email marketing software firm, you probably don’t want to build a campaign that is intriguing because it involves social networking platforms.

As a result, the curiosity you generate is more likely to result in a conversion at some time in the future.

7. Share customer results

One of the most impressive results from the quiz marketing software Interact comes from a power user who was able to produce $100,000 in income from her quiz. Share client success stories through your content, not in the traditional case study format, but rather in the form of a blog post on “how to replicate this success.” As a result of accomplishing this, you may cross-over into a variety of other content marketing goals. You may obtain new subscribers, leads, and customers in a direct and immediate manner.

Customers that are not yet at that level of success will be thrilled to double down on your product and use it even more, which will help you to inspire brand loyalty and enhance customer retention.

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If you want to communicate the value your consumers receive from your product, you must use their words, not yours, to communicate that value.

8. Increase brand authority

You may also raise the authority of your brand via the content you create.

Promote your brand as the expert in your sector or business by displaying it prominently. There are a plethora of various approaches that you may use to do this:

  • Make use of your marketing channels (such as email, social media, and your blog) to publicize and celebrate your favorable press coverage in prominent publications. Promote your firm in conjunction with reputable influencers and non-competitors in your industry to establish your company as one that has “ins” with the most coveted companies. Conduct interviews with well-known thought leaders in your field and/or invite them to work with you as guest collaborators.

To commemorate great news coverage in big media outlets, use your marketing channels (such as email, social media, and your blog). Promote your firm in conjunction with reputable influencers and non-competitors in your industry to establish your company as one that has “ins” with the most sought brands; Conduct interviews with well-known thought leaders in your industry and/or encourage them to collaborate with you as guest collaborators.

Content Marketing How-to: 5 tactics to improve results, pick topics, set goals

Adam T. Sutton, Senior Reporter, contributed to this report. As Stephanie Tilton, Principal Consultant at Ten Ton Marketing, points out, far too many businesses think they want a whitepaper without first analyzing why they require a whitepaper. Ten Ton assists businesses in the creation and improvement of their content. “A difficulty is that many businesses have a checklist of the sorts of content they must provide on a regular basis. If someone says to you, “We have this product, therefore we certainly need a whitepaper, a brochure, a case study, and maybe a webinar,” you should listen carefully “she explains.

In order to start you on the right track, we spoke with Tilton and two other content marketers.

They agreed on the following five strategies:

Tactic1. Always set a goal beforehand

With a specific aim in mind, each piece of content should be generated. The aim should be the driving force behind the design and theme. “Too many businesses take that step without truly contemplating why they should generate a piece of content in the first place and what function it will serve,” says Tilton. A straightforward strategy is to tailor your content to a certain step in your buyer’s journey, often known as the funnel. What do you want your next piece of content to support is something like this:

  • Top-funnel objectives include raising broad knowledge of your company, increasing website traffic, and increasing sales. Mid-funnel objectives include raising awareness of your company’s products and services. Late-funnel objectives: persuade prospects to select you above your competition.

Having even the most basic, high-level objectives will serve as a compass to keep you on course when you’re developing and publishing your project.

Tactic2. Educate new prospects – don’t sell them

Promoting your products and services is appropriate at some times; however, it is not appropriate while you are attempting to attract people to your website. You will attract more individuals into your funnel if you concentrate on educating them. “It is much too early for a potential to even consider the specifics of your solution,” says Tilton. “It is far too early for a prospect to even consider the specifics of your solution.” In this step of the process, she advises, your content should “really be beneficial in terms of helping the reader understand more about the problem at hand.” Example: Conditioned Air, a Florida-based air conditioning service, maintains a blog with information on cooling and dehumidifying homes and businesses in the region.

The following are the posts:

  • Provide visitors with helpful information
  • Place emphasis on educating them. Avoid making blatant commercials for your firm. Have contributed to the increase in organic search traffic

According to Theo Etzel, CEO of Conditioned Air, unique visitors account for 85 percent of the company’s web traffic, with organic search accounting for 40 percent of total traffic. Another example is ChannelAdvisor, a supplier of e-commerce software, which releases whitepapers on issues such as sponsored search marketing, social marketing, and other related subjects.

The company’s services are not mentioned in the whitepapers until the final page, where a boilerplate sentence is inserted to summarize the document.

Tactic3. Do not choose formats by default

Instead of copying what is currently available in your business, you should select content formats that are most appropriate for your purposes. Here are a few pointers on format:

  • Using videos- both ChannelAdvisor and Conditioned Air make use of films to teach useful but technical information that would be difficult to read in a whitepaper (for example, how an air conditioning system works). Following the discovery that many prospects did not have the time to read a 15-page whitepaper, ChannelAdvisor improved results by converting whitepapers into e-books that included more graphics and call-out quotes, according to Delisa Reavis, Senior Manager of Corporate Communications at ChannelAdvisor
  • E-books Customer reviews- according to the MarketingSherpa2012 Search Marketing Benchmark Report – SEO Edition, customer reviews may be extremely useful, yet just 33 percent of marketers post them.

Using this figure from the research, we can see which sorts of content search marketers believe are the most helpful at helping them achieve their marketing objectives:

Marketing Research Chart: Level of effectiveness in achieving marketing objectives, by content product

For each of the content products utilized by your company, please specify the LEVEL OF EFFECTIVENESS (in terms of attaining marketing objectives) of the content product. Q To view a bigger, printable version of this chart, please visit this link.

Tactic4. Write to your ideal customer

It is necessary to select a theme for your content after you have determined your purpose. Consider putting yourself in the shoes of your ideal prospect – the most qualified individual you could possibly contact – and creating a list of the information that person need. Consider the questions that a human might ask at each stage in the funnel for each step.

  • Towards the beginning of the funnel, the perfect prospect for a cheap footwear shop could inquire, “How can I discover the best prices on new footwear?” or something similar.
  • The ideal prospect for a B2B organization would inquire, “What goods or services does this company provide?” within the middle of the funnel.

You should make every effort to answer these questions, even if the questions are more precise than others (see below).

Target a specific prospect

Even if the queries are more precise, your material should aim to provide answers to them (see below). It’s possible that a female runner is seeking for something more particular than “the greatest bargains on new running shoes.” It’s possible that her query is, “Where can I locate the best bargains on new women’s running shoes?” The content provided by the firm should assist her in answering this question.

Tactic5. Find more opportunities through search data

In addition to “the greatest bargains on new running footwear,” a female runner may be seeking for something more particular. Maybe she wants to know, “Where can I get the greatest bargains on new women’s running shoes?” This question should be answered by the content provided by the firm. The tool will also provide information on the relative difficulty of bidding on paid search advertisements for each term. In order to gain an approximate estimate of the competition you’d encounter in the natural search ranks for each term, you may utilize the information provided above.

According to Reavis, ChannelAdvisor just recruited a marketer who would devote a portion of his time to calculating search data.

Less competition, more opportunity

There are top-level keywords in every market that produce a large amount of search traffic and for which there is fierce competition for first-page rankings. Reavis’s team frequently avoids using these keywords and instead focuses on themes that have three characteristics:

  1. Relevant to the requirements of prospects
  2. There is a little decrease in search volume. There is far less rivalry for ranking positions.

Adaptable to the requirements of prospects; The number of searches has decreased somewhat. In terms of rankings, there is a significant reduction in competitiveness.

Useful links related to this article

SAMPLES OF CREATIVE WORK:

  1. Examples include a video, an e-book, and a boilerplate message from ChannelAdvisor.

The world does not require yet another blog article about content marketing and search engine optimization. Videos generate 300 percent more traffic and help to nurture leads than other forms of content marketing. Content Marketing at Guitar Center: How employee content generated 200 leads per day for the company. Marketing Excerpts are provided for free. 2012 Search Marketing Benchmark Report – SEO Edition, published by Sherpa Lead Nurturing is the process of nurturing a leader. By assisting prospects rather than selling them, you may build trust and close more agreements.

Competitive Messaging: Inform your customers of what you are unable to provide. Google Keyword Tool is a free online tool that helps you find keywords that are relevant to your business. Ten Ton Marketing provides conditioned air. ChannelAdvisor

How to Create a Content Marketing Strategy

Photograph courtesy of Aysezgicmeli/Shutterstock.com How can you get started developing a content marketing plan in order to enhance the effectiveness of your marketing campaign? Digital content marketing is a critical digital asset that may open the door to several development prospects for your company. It assists you in increasing awareness of your brand, improving your online reputation, and increasing your bottom line. However, according to new statistics from the Content Marketing Institute, just 42 percent of marketers have recorded their content strategy and plan.

It demonstrates why your company requires a content marketing plan to supplement your current efforts.

Because of this, this post is for you if you are having difficulty developing a plan for your company in order to enhance your marketing mix.

What Is a Content Marketing Strategy?

When it comes to content marketing, a strategy is a well-developed scheme or plan for utilizing diverse marketing material to achieve your business goals. A results-driven content strategy will assist you in enthralling your customer persona at every point of their buying journey. As a result, it’s critical to develop a content strategy structure that can assist you in engaging your readers and prospects – and, ultimately, converting them to customers.

Six Proven Ways to Create an Effective Content Marketing Strategy

Developing a content marketing plan allows you to concentrate on achieving your company objectives. It assists you in allocating resources more efficiently and achieving desired objectives. The following steps will show you how to create and implement a long-term content marketing strategy.

1. Audit Your Existing Content Before Creating a Content Marketing Strategy

Before you can develop a content strategy for your company, you must first do an audit of the blogs that already exist on your website. Conducting content audits is essential because it allows you to see which pieces of content are performing the best and which are losing traction. It identifies areas where there are content gaps and provides suggestions on how to fix those gaps. Furthermore, with a plethora of content being produced on a regular basis on the internet, people have access to an overwhelming amount of information.

As a result, assess your blog using your choice tool to have a better understanding of the current condition of your content marketing efforts.

This program allows you to see how your target readers connect with your content and how they respond to them.

It also displays the blog entries that are bringing the most traffic to your web page. The information will assist you in making educated marketing decisions, identifying content gaps, and developing fresh and amazing content ideas.

2. Define Your Content Marketing Goal

First and foremost, you must do an assessment of the blogs already on your website before developing a content plan for them. The importance of doing content audits cannot be overstated since they enable you to see which pieces of content are performing the best and which are losing traction. It informs you of any content gaps and provides suggestions for how to close them. Aside from that, with massive amounts of content being released on the internet on a daily basis, people have an overwhelming amount of knowledge at their fingertips.

Consequently, assess your blog with your favorite tool to have an understanding of the current condition of your content marketing efforts.

This program allows you to see how your target readers connect with your content and how they react to them.

Your marketing decisions will be guided by the data, which will also help you detect content gaps and come up with fresh amazing content concepts.

  • Before you can develop a content strategy for your company, you must first do an audit of the blogs already on your website. Conducting content audits is essential because it allows you to see which pieces of content are working well and which are losing traction. It identifies where there are content gaps and how to fix those gaps. Furthermore, with a plethora of content being produced on a regular basis on the internet, individuals have an overwhelming amount of knowledge at their disposal. However, auditing your existing blog material allows you to acquire useful information that can help you create content that stands out from the crowd. As a result, assess your blog using your choice tool to have a better understanding of the condition of your content marketing efforts. One of the first things that comes to mind is Google Analytics. This program allows you to see how your target readers engage with your content in real time. It also displays blog entries that have received the greatest traffic to your site. The information will assist you in making educated marketing decisions, identifying content gaps, and generating fresh and amazing content ideas.

In addition to SMART objectives (which are fantastic), you may wish to develop the standard SMART objectives (which are specific, measurable, achievable, relevant, and time-bound). However, it should be noted that the CLEAR goal procedure is more forgiving.

SMART and CLEAR Goal-Setting Characteristics

In addition to SMART objectives (which are wonderful), you may wish to develop the standard SMART objectives (which are specific, measurably attainable, relevant, and time-bound). However, it should be noted that the CLEAR objective method is more forgiving than the others.

3. Research to Understand Your Audience Persona

When it comes to audience research, why should you care? Researching your consumer profile can assist you in getting to know and serving them more effectively. This implies that in order to develop a successful marketing strategy, you must first determine who you want to attract to your company. As a result, you will be able to identify the key difficulty facing your audience and supply answers through content marketing. Creating practical blog material that is beneficial to your readers will position you as their go-to source for important information.

This phase is critical for all marketers, whether they are new to the game or seasoned veterans.

In the case of an experienced marketer, you already have a target audience in mind.

However, if you want to raise revenue, you may choose to sell to a new market niche. In both circumstances, you will need to undertake market research in order to identify your target consumer. Consequently, audience analysis allows you to answer a series of questions such as the following:

  • What are their hobbies, and what type of information format piques their interest? (See below for further information on the different sorts of material.) Who or what has an impact on your readers
  • What are the most serious issues facing them
  • What do people think of your company and its products and services

Are they interested in certain topics or in a certain format? (See the section below for further information on the different categories of material. In what ways do your readers are influenced? In what ways are they experiencing difficulties? Their opinions on your brand and services are important to you.

See also:  How To Use Social Media To Drive Traffic For B2b Companies?

5. Choose What Content Types to Produce

It is possible to develop a variety of different types of content, including textual and graphic elements. Your content marketing plan, on the other hand, may or may not incorporate all of the most well-known content assets. However, it must allow for the creation and publication of blog posts. Why? Because, according to the most recent blogging data, blog articles generate more inbound links than any other type of content format. Additionally, publishing blog articles on a frequent basis about themes that are part of your content strategy can help to increase your online authority and blog popularity.

  • It is well-written and organized
  • It is beneficial to the reader. Optimized for search engines
  • Shareable
  • And actionable

Consequently, using the results of the audience research completed previously, utilize the information to guide your content development plan. For example, if statistics indicates that a segment of your readers like video content, you may consider turning some of your best-performing blog pieces into video assets. And if the data suggest that a certain group prefers audio material, convert existing audio information into podcasts or develop whole new audio content. The goal is to provide your target market with what they expect from you in order to establish trust and confidence.

6. Choose the Best Channels for Content Distribution

Now that you have begun to post blog content, you must ensure that the materials are sent to the appropriate channels in order to get the best possible return on investment. Consequently, choose the most effective content distribution platforms where your target audience congregates. This procedure needs some investigation. Instead of relying on educated guesses, examine your followers to determine which social media platforms they are using to connect with your postings. One of the most reliable ways to determine this is to use BuzzSumo.

  • It will show you which social media sites are receiving the most shares of your material.
  • There are various significant bits of information to be found in the web analytics tool.
  • The report provides you with a list of the most popular social media platforms where your content are being shared.
  • However, only relevant stuff should be posted.

Are You Ready to Create a Content Marketing Strategy to Help Grow Your Business?

While we were unable to cover every aspect of the content marketing strategy process, we can guarantee that the methods outlined above will provide positive outcomes for your company. Also, don’t forget to develop an editorial content strategy, establish quantifiable key performance indicators (KPIs), and assess the effectiveness of your content marketing efforts.

A sustainable content strategy for your marketing mix is not rocket science, and it does not need a lot of time or effort. Use the techniques outlined above and let us know how they worked for you in the comments section!

Moss Clement

A blogger and freelance writer, Moss Clement provides high-quality content through writing services such as blog post writing, article writing, ghost writing, and other forms of content creation. More Blog Posts

A 5-Step Guide to Writing Content That Achieves Your Marketing Goals

When it comes to content, you may believe that you are already an expert in the field. I’m here to inform you that, despite the fact that there are innumerable tutorials and how-to instructions available online, there’s always more to learn. Marketers rely on content to succeed. Not all material, on the other hand, is successful. A large part of the reason for this is due to the methods you utilize for content development. As a result, here are some suggestions for writing high-quality content that will fulfill both your own requirements and the requirements of your target audience.

1. Determine Your Goal First

You should never create content only for the sake of having fresh material. You must produce information that will assist you in achieving a certain objective. Perhaps you’re attempting to achieve some objectives such as creating thought leadership, increasing revenue, generating more leads, driving more traffic, or anything else. You may determine essential creative features, such as the depth and intricacies of the piece, your tone and general writing style, and whether or not you teach or give answers to your reader, once you’ve established your aim for writing.

2. Select a Topic

A well-chosen topic will assist you in reaching your objective. Something that your target audience is interested in learning about should be the topic of your presentation. There are several methods for locating themes, the most notable of which are as follows:

  • Customer inquiries that are often asked
  • Popular themes
  • Keyword research

As soon as you’ve decided on a topic for your essay, it’s time to do some research and polish your ideas. You must be certain that the assertions you make are supported by evidence.

3. Build the Framework of Your Content

As soon as you’ve decided on a topic for your essay, it’s time to do some research and develop your thoughts. Making assertions that are backed up by evidence is essential for credibility.

4. Start Writing

This is the most straightforward phase. You have completed the difficult task of organizing all of your information, and it is now time to flesh out the concepts you have developed. You are not required to begin at the beginning. The idea is to produce a piece based on the outline you’ve developed. If you wish to, you may hop from one part to the next while you’re writing the paper.

5. Creating Content That Generates Results

Creating content is a simple process. Creating material that contributes to the achievement of your objectives is more difficult. While this is true, the suggestions provided above will assist you in completing this challenging task. Keep this in mind at all times, as it will help to reduce problems and guarantee that your content development efforts get the outcomes you seek.

4 Content Marketing Goals That Really Matter to the Business

We’ve only been in the year 2020 for a month, and you’re definitely aware of folks who have abandoned their personal objectives or resolutions. Giving up on our job objectives after a few weeks is not an option in our professional life. Because you’ll be working on them for the rest of the year, double-check that you’re pursuing the correct objectives — objectives that are important to company executives.

Here’s the reality of the situation. Everyone’s favorite metric, brand awareness, will not suffice in this situation. According to @Kmoutsos through @cmicontent, brand recognition is not sufficient as a contentmarketing objective. To send a tweet, simply click here.

Content marketing’s business purpose

Have you ever heard a sales manager or company executive dismiss content marketing as “arts and crafts” or express skepticism about its ability to generate revenue? You wouldn’t be the first to think this. From time to time, the idea that content marketing is some ethereal, feel-good, and unmeasurable thing is presented to businesspeople. In spite of this, the business purpose of content marketing is literally written into the definition:Content marketing is a strategic marketing approach focused on creating and disseminating valuable, relevant, and consistent content in order to attract and retain a clearly defined audience – and, ultimately, to encourage profitable customer action.

It’s possible that we content marketers are to responsible for this.

Take a look at the one objective that almost everyone claims to have accomplished.

(The response rate for business-to-consumer marketers was comparable, at 84 percent.) Brand recognition is a noble and deserving goal to strive towards.

How to tie content to business goals and outcomes

Instead of thinking of awareness as the ultimate aim, see it as a first step on the road to achieving a business objective. And what is the purpose of content marketing in terms of business? In order to motivate lucrative activity. Boom. The goal has been established. My work here has been completed. Except. you’re probably wondering what’s going on. What exactly constitutes a profitable action? Let’s have a look. Content marketing objectives must be more defined (and quantifiable) if they are to be effective – and if they are to align with a relevant business goal that your organization is pursuing.

To send a tweet, simply click here.

  • Instead of considering awareness to be THE goal, consider it to be a stage on the route to achieving a business objective. And what is the purpose of content marketing in terms of business objectives? Obtaining lucrative results is the goal. Boom. It has been established what the objective is. Everything I needed to do has been accomplished. Apart from that, you’re probably wondering what’s up. When does a lucrative action become a profitable act? Take a look around. Content marketing goals must be more detailed (and quantifiable) if they are to be effective (and measurable). They should also correspond to a real business goal that your organization is striving toward. According to @Kmoutsos through @cmicontent, content marketing goals must be aligned with a significant business aim. To Tweet, simply click here. Business owners, according to CMI creator Joe Pulizzi, worry about three things.

Identify goals that support one of those three objectives, and you’ll have no trouble demonstrating how your content marketing team contributed to the achievement of the business objectives. Here are a few things to think about.

Subscribers

The foundation of content marketing is the development of a subscribed audience. Regular communication with subscribers is granted by those who subscribe to your service. You now have permission to quietly sell to them while providing them with value that is not directly related to a product or service. As a matter of fact, Joe and CMI’s Chief Strategy Advisor Robert Rose contend that the asset developed by content marketing isn’t actually content at all, but rather the audience itself. According to @KMoutsos through @cmicontent, the foundation of content marketing is the creation of a subscribed audience.

When it makes sense to do so: When your company wishes to enter a new industry, compete with a well-known market leader, or begin the content marketing journey, make establishing a subscriber base your primary aim.

Check out the following resources for further information on subscription audience as a goal:

  • If you don’t have any subscription goals, be prepared to be ignored. New Model for Calculating the Value Per Subscriber
  • The Audience Valuation Engine: A New Model for Calculating the Value Per Subscriber
  • Step-by-Step Instructions on How to Develop an Audience

Leads

Exceptional content may compel prospects to sign up for a demo, register for an event, or seek access to a knowledge base. (In certain companies, a lead might also be referred to as a contact.) Leads, in contrast to subscribers, give more information than just an email address. They are willing to exchange additional information about themselves because they recognize the value in the content being provided. Warning: There are some leads that aren’t truly leads at all. These contacts may have requested the specific piece of content, but they may not wish to hear from your brand in the future or may not be particularly interested in your product or service at this time.

When it makes sense to do so: If your company views content marketing as a tool for the sales team – to help locate and qualify new prospects, or to assist nurture leads through the sales funnel – then concentrate on lead generation.

Check out the following resources for further information on tracking lead generation:

  • Great content may entice prospects to sign up for a demo, register for an event, or seek access to a resource center, among other actions. (In certain companies, a lead may be referred to as a contact. Leads, in contrast to subscribers, give more than just an email address to be followed up. Due to the perceived value in the material, people exchange more personal information about themselves. Warning: There are some leads that aren’t truly leads after all. They may have been interested in the specific piece of information, but they may not want to hear from your business in the future or may not be that interested in your product or service at this time. Make an effort to get these phony leads to sign up as subscribers, since they may prove to be more lucrative in the long run. It makes sense in certain circumstances: In case your company regards content marketing as a sales tool, concentrate on leads. This might include helping to identify and qualify new prospects, as well as nurturing leads through the sales process. Actions to track that are profitable include: Form/landing page conversion rates, downloads, and the percentage of marketing- and sales-qualified leads are all ways to measure your influence on the bottom line. Check out the following resources for more information on tracking lead creation.

Sales support/enablement

Create pieces that provide evidence points to help buyers decide whether or not to purchase (or justify purchasing) your product or service is standard when it comes to sales support through content creation. Consider testimonials and case studies that demonstrate how comparable organizations have overcome their challenges. When it makes sense to do so: You should concentrate your content efforts here if your organization is looking to increase sales or create new income sources. Actions to keep track of that are profitable: Lead-to-customer conversion rates, the impact on the time it takes to close new clients, and the amount of income generated are all ways to evaluate your sales assistance.

  • The following are three simple ways content marketers may provide immediate value to sales teams:

Customer support and loyalty

Although many people think of content marketing as a top-of-the-funnel strategy, it can also be used to reaffirm a customer’s choice after they have made their purchase. How-to and activation information may assist in ensuring that the consumer receives value from their purchase – and is more inclined to purchase from you again. According to @Kmoutsos through @cmicontent, how-toactivationcontent may assist with ensuring that the client receives value from the purchase. To send a tweet, simply click here.

Actions to keep track of that are profitable: You may measure the impact by looking at the percentage of current customers that consume content, the reduction in the number of support calls, the number of repeat customers, the income generated from upselling, the customer retention rate, and the change in the churn rate.

Don’t hide your goals under a barrel (or in a PowerPoint slide)

The SMART framework (specific, measurable, actionable/achievable, realistic, and time-bound) for goal planning is well-known to most people today. As the authors of an article from MIT Sloan point out in their paper, the SMART framework omits essential features that might help minimize shocks at the end of quarters or years: regular dialogues and openness. According to the paper, FASTis a more appropriate acronym and framework:

  • Frequently addressed in order for the team to remain focused on the proper things and to be able to adjust or correct course as necessary
  • They are ambitious, which allows them to push fresh ideas. They are detailed in that they include milestones and metrics
  • Teams must be transparent in order to comprehend and cooperate on each other’s requirements and objectives.

The frameworks appear to be complimentary and might simply be combined (SMART-FAST, for example). FARMS-STAT?) for the purpose of reaching your content marketing objectives. Whatever structure you chose, do yourself and your content marketing campaign a favor by following it. Set high-level objectives that are related to a specific business outcome. Then communicate those objectives in a way that will pique the interest of your company’s executives. According to @Kmoutsos through @cmicontent, you should talk about your contentmarketing goals in a way that makes business executives care.

Joe does an excellent job, as always.

They don’t quit just because they aren’t getting any job.

According to @joepulizzi via @cmicontent, mostcontentmarketing efforts come to an end because the people in charge of the budget don’t grasp the value of content marketing and the influence it has on the organization.

What specific objectives do you want to achieve this year?

I’d be interested in hearing your ideas in the comments section.

Please join us atContentTECH Summitin San Diego this August andContent Marketing Worldin Cleveland in October for a productive and educational experience.

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