marketing goals that really matter to the business
We are only a month away from 2020, and you probably know people who have given up on their personal goals or resolutions.
In our working life, giving up goals after a few weeks is not an option. How are you going to work on them all year long, check that you are working towards the correct goals, goals that are important to business leaders.
Here is the truth. Brand awareness, everyone's favorite, it won't be enough.
Have you ever heard a sales leader or business executive disparage content marketing as “Arts and crafts” or wondering about its commercial value? You wouldn't be the first.
Business purpose of content marketing
So, Why is there such a myth of immeasurable and nebulous content marketing benefits? U.S, happy sellers, we could be to blame. Look at this graphic from CMI's B2B research 2020 , showing the goals content marketers say they achieved in the last year.
Take a look at the goal that almost everyone claims to have reached. Yes, brand awareness (86%). (For B2C sellers , the response rate was similar
Brand awareness is an excellent and worthy endeavor. But if that's your only goal, You may be asked to explain how awareness links to an outcome that business leaders care.
How to link content to business goals and results
Instead of setting awareness as THE goal, think of awareness as a step on the road to a business goal. And what is the business objective of content marketing? To drive profitable action.
eye. Defined goal. My work here is done.
Except … you probably have questions. What counts as a profitable stock? We are going to explore.
To be useful (and measurable), content marketing goals need to be more specific and match a significant business goal your business is working towards.
Choose goals that support one of those three things, and you won't have a problem communicating how your content marketing team contributed to business goals.. Here are several to consider.
Building a subscribed audience is the foundation of content marketing. Subscribers give you permission to communicate with them regularly. And that gives you permission to subtly market them while giving them value outside of a product or service.. In fact, Joe and CMI's Senior Strategy Advisor, Robert Rose, argue that the asset created by content marketing is not content, it's the audience itself.
When it makes sense: set the goal of building a subscriber base when your business wants to penetrate a new market, compete with a high-profile market leader or start the content marketing journey .
Profitable stocks to track: Measure your progress based on the number of subscribers to your own channel (electronic newsletter, blog alerts, magazine, podcast, etc.) or the subscriber conversion rate compared to the general audience conversion rate.
Great content can encourage prospects to sign up for a demo, register for an event or request access to a resource center. (A potential customer could be defined as a contact in some organizations). Unlike subscribers, potential customers provide more than an email address. They exchange more information about themselves because they see value in the content offering .
Warning: Some clues are really not clues. These contacts may have wanted the particular content, but they may not want to hear from your brand again or are not interested in your product or service now. Consider getting these leads to sign up as subscribers because they may eventually become more valuable over time..
Supporting sales with content generally involves creating pieces that offer proof points to help customers decide (or justify the choice) of your product or service. Think of testimonials and case studies that show how similar companies have solved your problems.
When it makes sense: focus your content efforts here when your business needs to increase sales or open up new revenue streams .
Profitable stocks to track: Measure your sales support through lead conversion rates, effect in time to close new customers and generated revenue.
Don't hide your goals under a barrel
Most of us know the frame SMART (specific, measurable, feasible / reachable, realistic and time limited) to set goals. The authors of a Article from MIT Sloan argue that the SMART framework omits important elements that can help eliminate quarterly or year-end surprises: frequent discussions and transparency.
The article suggests FAST as a better acronym and framework:
- Is frequently discussed so the team can focus on the right things and can change / correct course as needed
- Ambitious to promote innovative ideas
- Specific by including milestones and metrics
- Transparent so that teams understand and coordinate each other's needs and goals
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