The content is the king, and the content marketers are facing pressure to create more content than before. According to Ahrefs, 82% of marketers are currently investing in content marketing.
But the content needs to be driven by mature strategic to promote growth and results. This means that it needs to be based on a clear -defined goal and key performance indicators (KPI). In order to achieve this goal, content marketers need data -driven insights to understand how their content shows and resonates with the target audience.
This is a roadmap.
Set OKR to optimize content marketing
Do not create content in order to generate more content. To make the content of the result, you need to understand the purpose of the content and have an in -depth understanding of your marketing and business goals. You also need to know what you want the audience to get from your content and what problems they eventually solve them for them. Your content marketing goal should also help you achieve a wider marketing goal.
Setting OKR is a way to display content marketing value, because they reflect what you want to reach Objectives and milestones to be measured. But to track these benchmarks, you must choose the correct performance indicators to monitor from the beginning. Examples include on -site participation, SEO keyword ranking, network traffic, natural traffic and potential customers.
Let the stakeholders participate in content marketing goals setting
In order to achieve your content marketing goals, no matter what your company’s scale or industry, you must get the support of the company’s interests.
For example, who needs to approve content strategies, resources and budgets? Do you need to regularly hire the theme expert (SME) to provide content fragments? What is the degree of participation of C-Suite to ensure that content marketing is consistent with the company’s plan? What about sales? They rely on marketing content to attract potential customers and transform them into customers.
In short, all the stakeholders may have the right to speak to your content and methods, so please make sure that they can participate from the beginning; otherwise, you may deviate from track and waste your content. effort.
Select the content marketing goal consistent with the company’s goals Once those who have obtained the stakeholders are obtained With support, you can choose correctlyContent marketing goals to help achieve the company’s key goals.
The following is an example of content marketing goals:
The leading generation
Content marketing can become a useful tool, which can produce potential customers who promote the sales and growth of the organization. According to Demand Metric, the number of potential customers generated by content marketing is three times that of other traditional marketing forms.
To measure the effectiveness of potential customers and understand whether your content affects the bottom line, please check the key indicators, such as the landing page conversion rate, income and investment return. For example, how many people are registering the network seminar or ing new marketing assets? Do you see the natural search traffic of the landing page increased? This may be an obvious sign, and your content is clicking the right button with your audience.
Brand awareness
Use content marketing to expand your community, online image, and audience’s familiarity with your company and products. Establishing a higher brand awareness can cultivate trust in your brand and increase the possibility of people buying. In fact, more than 70% of the brand managers believe that training higher brand awareness is more important than generating transformation, because stronger brand awareness will bring a higher conversion rate.
Measure the progress of realizing the brand awareness KPI, for example, check whether your company’s brand impression Guide traffic to your website and how users navigate more information about your services. Evaluate your voice share (SOV) to understand how your market share is compared with competitors. SEO traffic generation
After appropriate optimization with related keywords, the content can bring traffic to your website by improving your ranking in the search engine results page (SERP). It is not surprising that according to the data of the content marketing research institute, more than 60% of B2B marketers regard SEO as an important factor in content marketing.
Measurement of natural traffic, direct traffic and paid traffic is the key to the success of SEO, allowing you to understand the impact of your measures on attracting visitors. Monitor the keyword ranking to evaluate the performance of your target keywords, check the advertising click -through rate, and follow the indicators such as active/participating time length, page views, and website jump rates to understand whether your content and website are with your audience. resonance.
Brand loyalty increased About 65% of a company’s income comes from existing existing existing existing client. Therefore, use content to cultivateRaise stronger customer relationships and increase brand loyalty. To track your brand loyalty, please check the customer satisfaction index to understand the degree of your expectations and the degree of value you find in your products.
Measurement and report success
After determining the content marketing goals and OKR, use data -driven insight and analysis to understand whether you have achieved the content goals. View indicators such as traffic, conversion, participation time, keyword ranking, and reverse links to understand how your audience interacts with your content and contributes your content to profits. With the correct content -centric analysis platform, you will be able to report the results that can be measured to the management and promote the wise content strategy.
Invest more time and resources into effective work, and then adjust when necessary. Communicate the result to your content team, the entire marketing team, and the company’s leadership to prove the value of your content and its contribution to the company.
The last sentence of the content marketer You will pass the content marketing method in content marketing methods It becomes a data driver to prove the value of your organization. As a supplement to our above recommendations, a useful resource is our content marketer salary increase guide , which shows you how to ensure that your content marketing is synchronized with the company’s KPI. This is a successful method that can not only prove the value of the content, but also prove your value.