Great content marketing is key to your marketing efforts and can reap huge rewards for businesses, both large and small, but how do you ensure what you are creating is great content? It’s a question we all need to ask ourselves, whether setting out to create content for the first time or thinking of developing an existing approach.
I’m sure you will have heard the Benjamin Franklin quote, ‘By failing to prepare, you are preparing to fail’, well it’s something that we here at Carvill Creative certainly agree with. The starting point when it comes to content marketing is all about devising a smart and robust plan, so that you know what you want to achieve and can measure how effective you are. ‘But…’ you may be asking, ‘where do I start?’
Goals and Measurement
There are basically 5 goals, which effective content marketing can help you to achieve, and which you must always be mindful of when creating content:
- Raise brand awareness
- Drive traffic to your website
- Generate leads
- Convert leads into customers
- Encourage existing customers to repeat purchase
It’s wise to sense check that what you are creating content-wise is actually helping you to achieve these goals. Measuring the success of your content marketing isn’t always straightforward, but with a little effort you can pull together enough information to be able to make a reasonably informed decision. Take a look at Google Analytics, get a deep understanding on how your content is performing against driving traffic, converting leads and repeat purchases. Get clarity on reach and engagement using the analytics available via the social channels you are using, and where relevant, track how many leads are being generated and converted.
Know Your Audience
Whilst in an ideal world, you have one key persona that your create content for – it may well be that you have more than one, and therefore, there are a number of target audiences that you are creating your content for. But whatever the case, you need to understand what engages each audience. What are they sharing and liking content-wise? What topics are of interest to them? What needs / problems do they have, and how can you best present information to meet the audience’s needs and solve their problems so that they will want to read the content and ultimately feel compelled to share it?
And it’s not just about understanding what might engage your audience, you also need to understand where they are more likely to engage with this content, i.e. which channels that they use.
Create a Content Calendar
It’s a really good discipline to create a load of content ideas relevant to your target audiences that you can schedule into a content calendar, which can include topics and keywords, as well as the different formats required. This enables you to review opportunities to repurpose content too. Your Content Calendar might cover the upcoming quarter, or even the next six months and will allow you to remain focussed on creating timely and engaging content.
Your Plan is Good to Go!
This may initially feel like a lot of work, however once you have done the planning groundwork, you will reap the rewards of an efficient and effective way of creating engaging content, which will ultimately, transition your content creation from being a ‘churn out of publishing haphazardly’ – into a far more targeted and purposeful way to help you achieve your goals.
Be mindful of the quote we shared at the outset of this article…and be sure to plan for success.
Thanks for tuning in…
Team Carvill would love to hear your comments and ideas around content planning. Be sure to join the conversation over on our dedicated Social Souls Group.
Carvill Creative the digital marketing and social media agency, helping organisations to ‘Get Social’.