Is content the king of your marketing strategy? We hear all the time how content rules the web... and it does.
Without it, you can't attract, engage, and inform your audience, so you can forget about converting them. This is why 67 percent of marketers are extremely committed to using content marketing, and 93 percent of top performers in content marketing are extremely or very committed to content marketing.
Having a high level of commitment to your content marketing strategy is the key to success, but what will success look like for your campaign?
It all depends on the goals you have. So let's take a look at some of the top goals you can achieve using content marketing.
1. Building Brand Awareness
Creating awareness for your brand is essential, whether you're a startup or have been in the industry for decades. There are always new customers entering your market that have yet to hear about your business.
You need a way to connect with prospects whenever they're on the prowl for your product or service. While billboards, commercials, and newspaper ads worked in the past, they only solicited folks in a particular region. If you're looking to reach out to people in different cities and states, then content marketing is the best way to go.
After all, where do people turn to look up information about a problem they're having? Or to find a product or service to resolve it? Google (and other search engines), of course.
If you're not implementing content marketing, then you won't be found by prospective buyers.
2. Generating Qualified Leads
Thinking back to the idea of using billboards, radio, print, and television to advertise your product or service, there was no way to personalize your message.
Today's consumers aren't looking to be advertised to; they're looking to be informed about the issues that matter to them. So if your content isn't relevant, then it's going to go ignored by the majority of consumers (even those who qualify).
With content marketing, you can carefully lay out several campaigns that cater to specific groups of customers. For example, you may have one service that's suitable for real estate agents and another for lawyers.
The more specific your buyer personas are, the higher the opportunity of reaching them using a quality content marketing strategy.
Now, it's also critical to note that you need quality content marketing data to pull this off. For instance, you need to gather details about your audience that can help you to personalize your content. You can use tools like SmartForms to capture emails, names, company name, and other information you gather from site visitors. Then to keep your data clean, you can use SmartSuite.
3. Engaging Your Customers (and Prospects)
What sets apart content marketing from traditional marketing is the fact you can speak directly to your prospects. If you're personalizing your content, it'll be easier to attract and engage them.
You can do this with your email marketing, blog posts, and even video content. Each piece of content you produce can speak to a different group so that it's relevant. Consumers are looking for content that relates to them and their issues. Content marketing is flexible in that you can develop multiple pieces of content to match each group.
This includes having unique popups and landing pages based on where users click on your link. For instance, you can have those that stem from a social media post about a particular service land on a page talking more about that service. Or, if you're attracting those still in the inform stage, you can drive prospects to specific blog posts that'll answer questions they may have at that time.
4. Boosting Your Sales
Your content marketing is meant to drive both traffic and conversions. The point of personalizing your content is to ensure your copy caters to the needs of your audience.
For example, you should have content for each persona at every stage of the buyer's journey (awareness, interest, decision). By doing this, you're increasing the chances of attracting the right people with a higher likelihood of converting into a paying customer.
A quality content marketing strategy will help drive hot leads to your business so they're easier to convert, but we only find 41 percent of B2B marketers crafting content specifically for the customer's journey.
5. Increasing Customer Retention and Loyalty
Let's not forget the value of content when it comes to retaining customers. Content marketing helped Tiger Fitness grow its fan base and boost sales. It generated a 60 percent customer return rate, which is quite impressive.
When you're trying to increase your sales, it makes sense to develop a plan to keep the customers you have. Not only is it cheaper to keep them, but 43 percent of consumers are known to spend more with brands to which they're loyal.
We also find that loyalty program members tend to spend 12 to 18 percent more annually. So it pays to develop your content strategy around customer retention, not just customer acquisition.
Yet, only 54 percent of content marketers are focused on turning existing clients into loyal customers.
To do this, you need a content plan that caters to customers after the purchase. For instance, you can develop training videos and guides, e-books filled with actionable tips for using your product or service, and so on. Onboarding your customers is critical today, especially if your product or service can be used in different ways and requires some form of instruction.
The better your content strategy for customers, the better the chance of them sticking with your brand.
6. Enhancing the Customer Experience
There's another good reason to create content for your customers: to give them an excellent experience with your brand.
Why's this important? Because happy customers spread the word about your business, and, unfortunately, so do unhappy customers.
Online reviews have a significant influence on consumer buying habits. This is true whether you're selling to people or businesses. With content marketing, you can help control what people are saying about your business.
If you're going out on a limb to deliver excellent content to help them post-purchase, then they'll be more inclined to leave positive reviews. Then when others see these reviews, they will be more willing to give your brand a try. By improving the customer experience, you're also helping the online reputation of your brand.
7. Up-Selling and Cross-Selling to Customers
Once a prospect converts into a customer, it doesn't end there. If you have other products or services they may want to upgrade or switch to, then it's your job to make their options known.
Let's say you have an email campaign that targets customers. Throughout the campaign, you can use data regarding their past purchases to upsell and cross-sell to them. This will make the content relevant and personalized, especially if you time it right. You shouldn't try to do this right after they purchase. It's ideal to wait several months, depending on the item they bought.
If the product only lasts several weeks, then target them then. You'll need to tweak your upselling and cross-selling initiatives based on your product and when customers will likely be ready to buy more or try something better (or similar).
You'll need to collect content marketing data to determine what upsells and cross-sells are working the best and why.
8. Marketing Your Channels
You never want to put all of your eggs in one basket as a marketer. It's good to have multiple channels you're using to communicate with your target customers. For instance, you may have a blog, email newsletter, YouTube, and several social media profiles. How will your audience know to connect with you on all of these mediums?
With content marketing, you can drive traffic to each of your channels. For instance, you can use social media posts to build an audience for your blog or YouTube channel and vice versa -- you can use your blog and YT channel to get more followers on your social media accounts. Just mention them in your content and include links.
Reaching Your Business Goals with Content Marketing
Everything you do in your content marketing should be done with clear intentions and strategy. This is easier to do when you have your goals laid out.
On that note, be sure to have S.M.A.R.T. goals -- specific, measurable, attainable, relevant, and timely. If your goals don't match this criterion, then it's not going to pan out. You need to know exactly what you're trying to do with your content marketing strategy and ensure it's feasible. Avoid over-the-top objectives that are bound to fail.
Keep it simple; treat your goals like milestones you use to step your way up to the top. While you're on your journey, don't forget to maintain your content marketing data.
Get a free demo today to see how you can use SmartSuite to keep your database in tip-top condition.