My guess is that some of these companies do not even know whether they are effective or not. They cannot say what “effective” really is in regard to content marketing without goals, metrics etc. It would certainly help with effectiveness of content marketing to have a strategy at hand.
Here are 9 essential elements any content marketing strategy should include:
Goals/Objective
Why do you do content marketing? What do you want to achieve?
Without a clear objective in mind, your content marketing is likely to get sidetracked. It is hard to keep focused on a goal, when you are unclear what this goal (or goals) is. You should be absolutely clear about what you want to achieve. Even though goals might change with more experience – without goals you cannot even know if you are getting any closer to achieving success. A “soft” goal like “getting better” with something is no real help. You might either feel not successful enough or very successful, depending on your mood.
Make sure you have a usable metric for each goal and an idea how you can measure this metric. Sometimes numbers would be nice to have, but cannot be had.
Target Audience
Who do you want to market to? Identify your typical customer with attributes like role in company, responsibilities, age, interests, job descriptions, location etc.
The identification of the target group is often underestimated and many marketers end up publishing great content to an absolutely uninterested audience wondering why they cannot reach their goals. All the other elements of your content marketing strategy depend on a clear understanding of your target group (buyer personas) and their interests.
Define Your Story
What’s the storyline of your campaign. Are you helping your (future) clients with white papers related to your topic? Great. Testimonials, case studies about your product? Perfect. But be clear what you want to tell your customers and then create the content around that. But these are just the easy examples, often finding the right storyline for your set of goals and your target audience can be very complicated.
The story is not always about your product and its uses – it can be something completely different. For instance think about the many companies that generate brand awareness by doing good things (like sending health workers to Africa or giving away clothes for free to homeless kids) and then shooting videos about this. These can be storylines for content marketing campaigns.
Finding a story that works is hard – but almost always possible.
0 commentaires:
Enregistrer un commentaire