6 Objectives When Creating New Content Assets
So many of
us are deep in the content marketing race right now. We are working ourselves
and our teams to the bone in an attempt to create more content, more words and
more stuff to attract our target markets. We're
creating and publishing and promoting…but to what end?
What is all
of this content you're creating supposed to do? If you don't
know, the strategy from your content goals may be missing.
Below are the six main
objectives to push for when creating new content assets.
1. Brand
Awareness
I know the phrase "brand
awareness" feels a little soft to be hailed as a reason for putting money
toward something. But for many companies, this is where their content marketing
goals or objectives begin. And it is a worthy goal. Content designed for brand
awareness helps businesses to build initial brand recognition, to grow top of
mind and to establish their brand's voice in the marketplace. It's the long-tail
strategy of earning attention over time and showing people what you have to
offer.
Content designed for brand
awareness may be regular blog posts, long-form articles or even social media
updates. They're little nuggets for your audience to consistently find and
snack on.
2. Lead
Nurturing
When you use
content to aid with lead nurturing you're giving your target audience valuable
content now with the goal of earning their business later. We understand that today's buying cycle is
different than it used to be. That a customer may not reach out to speak to a
sales person or the larger company until they have already been woo'd by the
brand though some other channel.
By offering valuable content
early on in the process, content that helps identify how your product or
service understands their need, you are able to trade the information for
something far greater to you – an email address, a real name, an occupation,
etc.
You trade it for the data (and
permission) you need to market to this person in the future and get them into
your buying funnel. Content designed for lead nurturing can include signing
someone up for a demo or leading them to a landing page where they'll have to
enter personal information to download an ebook or other resource.
3. Sales
Nurturing
Content designed for sales
nurturing is content used to close the deal. It is content your sales team can
quickly send to a potential prospect to help show the unique value you have to
offer and get the conversion.
If you
aren't sure what content your sales team could use to aid their efforts – ask them. Talk to them about the common barriers they
face, the questions they're answering and the fears they have to alleviate
before a customer is ready to convert.
Ask them what they're selling
and how they're selling it. By arming them with this information you make the
sale easier to close for your internal team and build confidence in the
customer at the same time. Content aimed at sales nurturing may be a series of
case studies that show the results you've driven, a video that shows product
uses or even an expertly-crafted infographic to help visualize why you're
better than others in the market.
4. Customer
Service
Content aimed at helping with
customer service is meant to create value or reinforce a customer's decision
after the sale is already complete. The more you can continue to woo your
customers, to anticipate their questions and to answer them before they ask,
the more you goodwill you will earn and the more likely it is you'll retain
those customers down the road. This could include content around advanced uses,
videos to address problem solving or even a really good FAQ that properly
identifies their pain points and provides a solution.
5. Customer
Retention
We know that it's cheaper to
keep a current customer than to go out and find a new one. So it's important
for businesses and marketers to develop content that is designed to build
customer retention and loyalty. So we can keep the customers already have
instead of always being on the hunt for new ones. Let's keep those wandering
eyes in check!
Content that is designed
around customer retention is meant to keep them engaged, to keep them informed
on how to get the most out of your product and to build pride in their
association with you. Content to consider when striving for retention? Webinars
or even company meet-ups or events to build evangelism and spur continued
engagement and top of mind.
6. Brand
Building
Should every piece of content
you create also be helping you to build your brand? Of course. But some content
is designed to get noticed, to get attention and to spur that awareness just a
little bit more than others.
It's bigger content pieces or perhaps more controversialcontent pieces (if that works with your
brand). Content designed for brand building is equal parts shareable and
relatable.
Summary
Whether content marketing is
something already ingrained into your organization or you're wondering why it's
the talk of the time, the objectives outlined above will help you see value
from the content you're creating. It's not enough to be pushing out words on a
screen. Content should be strategic and aimed at a specific use-case.
Комментариев нет:
Отправить комментарий