As per research,72% of marketers have a content strategy in place. However, 42% of them have a non-documented strategy. Hence, they fail to assess their shortcomings and capitalize on further opportunities. This blog will offer you a clear insight into the content marketing tactics for picking topics and setting goals.
If you are currently pursuing a digital or social marketing course, the points shared here will come in handy. If you write a paper on it, do keep a tab on the word count using word counter tools. And do not forget to cite sources in the paper. For this, you can rely on a referencing generator.
As far as the tactics are concerned, you should:
1.Clearly Define the Type of Goals
For your content, there are various objective categories that can be achieved. To begin with, it’s a good idea to identify the sort of objectives that matter the most. You should assign a target/goal with each content. These goals may be small and can grow as your content marketing efforts start to build up. There is nothing wrong with small goals, but they should be specific.
So, what should be your objective?
Brand awareness: You can evaluate this in many ways, such as social media analytics, or Google analytics.
Engagement: There are various kinds of engagement, such as social media visits, website visits or views and shares of blog posts.
Lead generation: You should be able to tie content marketing to the actual conversion for this objective.
Thought management: It can be as valuable to use content to build trust and to highlight the subject matter experts of your brand as to generate leads.
Tie all your targets back to your plan so that you can assess how effective they have been. You will also be able to change objectives as needed with continuous input from a dedicated content analytics platform. These include Bitly, Piwik, etc. You can also focus on metrics like page views, time spent on a page, etc. You must effectively choose your KPIs.
2.Ensure Right Content for Each Buying Cycle Stage
Making sure you have the right content for every purchase stage is also a big challenge for content marketers. To build this alignment, you’ll need to develop your content marketing strategy. For this, three phases exist:
Awareness: the purchaser detects the issue
Consideration: Purchaser compares options
Decision: Purchaser is ready to buy
And it can be effectively analyzed using marketing funnel, which consists of three stages for the above mentioned three phases. These are attracting strangers, engaging prospects and delighting customers. The ideal channels for your attract stage are Blog Marketing, Search Engine Marketing and Social Media Marketing.
For the engage stage you may resort to Email Marketing, Retargeting/Remarketing or Social Media. This is because 66% of people find a new business on Twitter and other social media platforms. Finally, for the delight stage, you can use loyalty programs, live chat, retargeting, remarketing, etc.
3.Consider Audience’s Preferences for Topic Selection
Your plan for content marketing should meet the desires, expectations, and challenges of your audience. In addition, this approach is in perfect sync with your buyer’s cycle stages. Your objective would be to unearth what subjects act as hot buttons for them, once you get to understand the kind of content and platforms they prefer.
In order to understand the market scenario and the current trends, you have to take a look at:
Social media sites
Your competitors and what they are pitching/advertising
And you have to rely on Predictive and Sentiment analysis and Big Data to come up with the right content to target the consumers. These programs follow user’s activities on online shopping platforms. Based on their research, the algorithms predict and recommends smart and desired choices.
Through these analytics programs, you get to know the bigger picture and you implement it in your content marketing. If you are writing a paper on content marketing. Make sure you insert this point. And conduct thorough research on the programs and algorithm mentioned here.
4.Use Your Business Goals
Your business model should be part of your content strategy. This determines the role that your content plays in your business. It’s how your team is coordinated and your content workflows are also structured. When the entire process is seamless, you get to see every aspect clearly which helps you figure out what should be your content topic and goals.
This strategy is a way of proving content marketing’s return on investment (ROI) as a profit generator. Unfortunately, only 21% of B2B marketers document their ROI. You cannot be casual in your approach. If you wish to achieve a higher NPS (net promoter score), then you will need content to back up the initiative. This will include various aspects, including engagements.
An NPS is derived based on the probability of a client recommending your brand. A Passive 7-8 or Promoter 9-10 is considered a good and excellent score respectively. So, in order to engage clients to take a survey, you need a campaign. This might include a targeted video, posts on social media or an email campaign.
5. Audit Content for Better Topic Selection and Goals
To perform a better content audit, you need to set up some metrics or key indicators. Furthermore, you should have a well-defined goal. You can look for SEO results, audience engagement, conversion rates, behavior metrics, etc.
Next, you collect the URLs and catalog your content. Following this, you analyze the data, using tools like DYNO Mapper, Screaming Frog, SEO Site Checkup, etc. Based on the results, you take the decision whether the content marketing tactics are working well or not. You can check out the number of visits to the blog posts or people viewing your website, etc.
Needless to say, it will help you decide whether you need to change the typic or come up with other strategies and objectives. If you are just starting out, you should ask your team to come up with interesting content topic ideas before you start the audit. Most importantly, you should understand your niche and collect information from legitimate sources.
If you apply the tactics, you might find gaps in the topics, or content presentation. You can also remove or refresh the outdated content, create action items, change meta title and description, tags, etc.
These are some of the tactics that you can apply as far as content marketing is concerned. However, the trends keep on changing from time to time. Thus, you have to keep exploring ways to draw the attention of the customers. The tactics also help you secure more leads by beating the algorithm.
Henry Howkins is a content marketing expert and he has been part of several projects over the years. He has assisted many businesses achieve their target as well. At present, he is associated with MyAssignmenthelp.com, where he supervises the essay editing service offered by the experts.
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