Content marketing is a central facet of a well-planned inbound marketing strategy. Quality content, consistently fresh content, is absolutely critical to making that strategy work.
But what, really, are you hoping to achieve by using written content in your marketing efforts?
Well, here are the top five objectives that every good marketing plan should strive for, including yours!
Five Content Marketing Strategy Objectives
1. Search Engine Optimization (SEO)
It may seem obvious in this Internet age, but it is worth reminding ourselves that Google and other search engines love fresh content that is keyword rich. Organic search is one of the main channels prospective customers use to find answers, services, and products they want.
According to Google, they now process "over 40,000 search queries every second on average, which translates to over 3.5 billion searches per day and 1.2 trillion searches per year worldwide." Some of those three and half billion people are looking for your company!
2. Drive Traffic
Because good content that successfully utilizes SEO makes it easier for people to find you, it helps drive web traffic to your site. In addition to search engines, pushing your content through other channels such as email, social media, and other websites can help bring visitors to your web site.
3. Generate Leads and Increase Conversion
You want people to come to your website. And a good content marketing strategy will make that happen. But what do you want them to do once they show up? At the very least, you probably want them to stay and read what you have to say, or learn what it is you do.
But more likely, you are looking to acquire these visitors as leads and bring them into your conversion process. Great content can make that happen, as well. Valuable resources and compelling calls-to-action (CTAs) can be used to sign up subscribers, generate sales leads, and even create customers.
4. Inform and Educate
Effective content can inform and educate your audience before, during, and after the buying process. Providing them with quality, actionable content ensures that they have the best information at each stage of the buyer decision process.
It has been shown time and again that today's consumer is an information-driven buyer. The more and better information you provide through your content marketing, the more likely you will be to acquire and retain great customers.
5. Thought Leadership
Every business claims to be the best. And every company wants to be seen as a leader in their industry. But real authority is earned; saying it's so doesn't make it so. One of the most valuable assets derived from an effective content marketing strategy is the building of authority in the minds of your audience.
How do you accomplish this? It happens through thought leadership communicated with your content. This does not happen with one blog post or a single great guidebook. It is the cumulative impact of insightful, valuable, and often contrarian thinking being published by your business. It is the perception gained by your audience over time that places your company top-of-mind when they need your product or service.
Plan for the Long Term
Achieving these objectives with your content marketing strategy takes time. It won't happen with a few blog posts or great ebook. People will need to consume your content for a while before they contact you. But without your content compelling them to contact you, your goals may never be met.
Content and inbound marketing work day in and day out. Once you post a blog article or upload a Slideshare piece, it is always there, working to educate and compel people to become leads. And when they do come to you, they are educated, informed, and much more likely to make the decision to buy.
Get your Free Complimentary Inbound Marketing Session to help you make an informed decision or call BroadVision Marketing at 707-799-1238.
Jaco Grobbelaar is the owner and CMO of BroadVision Marketing. BroadVision Marketing works with business owners to put in place inbound and outbound marketing strategies that consistently secure new clients. The BroadVision Marketing Training Center is located in Petaluma, CA and primarily serves companies in the San Francisco Bay area.