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Set your content marketing goals, and track them properly.
Start with the BIG PICTURE goals and work your way down to your department or sphere of influence. Set goals high enough to rise above the crowd of competition.
• Increase organic search engine traffic by X%.
• Improve repeat visits/registrations by X% year over year.
• Drive down customer cost/acquisition by X%.
• Decrease bounce rate for top pages to X% below site average.
• Increase new business sales by x%.
• Decrease customer service costs by x%.
• Shorten the sales cycle by X amount of time.
Content Marketing Goals:
• Brand Awareness
• Moving Leads through the sales funnel
• Client retention
• Establishing authority in your niche
• Education your audience
• Audience engagement
• New client leads
• Solving problems for your audience
TIP: Validate your goals. Collaborate with your team to adjust these appropriately and get investment into the goals. Set up software to measure and track resultsMeasuring is so important because it validates your strategy and tactics and proves your ROI.
Take the Two-Way Street
In Traditional Marketing, the relationship and communication between the advertiser and the audience is only one-way. You’re rarely able to measure results directly, relying on eventual sales metrics to analyze success. With digital & content marketing utilizing social channels to increase engagement, there can be plenty of direct contact between the audience and your organization. This includes valuable feedback that you can measure and use to improve your products or services. Measurement is vital because it validates your strategy and tactics and proves your ROI.
Traditional marketing tends to be planned out for a while – sometimes seasons ahead of time. The campaigns typically covering a long period of time following a specific rollout schedule. Once the campaign is set, it must run it’s course, and little adjustment can be made. Though digital and content marketing does involve long-term planning of scheduling and initial campaign strategy, there is much more room for maneuverability along the way. Data is used from existing campaigns to optimize and adapt for better performance.
Whether you’re looking to gain authority in your niche and strengthen your brand, or find a way to connect with and attract new customers, a content marketing strategy is an integral part of an overall online optimization strategy. Collaborate, do research, and listen to feedback to create the most impactful content marketing streams for your audience.[/vc_column_text][/vc_column][/vc_row]