A substantial number of marketing professionals and small businesses make some incredible content; it's visually appealing, engaging to read and overall hits the mark. The common problem is that quite a few people are pushing out this content without much rhyme or reason. The content can be great, but if you don’t have a strategy in place, not only will it not help you reach your goals as a business, but it is unlikely to be reaching the right audience.
A widespread misconception about content marketing is that it can be impossible to track ROI. Yes, it can sometimes be difficult to measure and some businesses don’t measure it at all, however by aligning your content to your strategy and putting appropriate KPIs in place, it becomes significantly easier to see that return on your investment.
We have therefore compiled a five-step process for you to follow in order to ensure that you are pushing out content that is relevant to your audience and allowing you to reach your objectives.
STEP 1: IDENTIFY YOUR OVERALL KPIs
Your KPIs are your Key Performance Indicators, which measure the successes of your content in accordance with your annual goals. Before you create any content, you should be identifying what your overall KPIs are for the year. By doing this, you will begin to understand what messages you should be pushing out to your audience that will help you achieve your main objectives.
STEP 2: ESTABLISH YOUR MONTHLY GOALS
Once you know what your overall goals are for the year, figuring out what content to post on a daily basis can be quite daunting. It's much more helpful to establish your monthly goals, breaking down what you need to achieve for the year into smaller, more achievable targets that you can build your content strategy around. 12 hills are easier to climb than one mountain.
STEP 3: SET YOUR METHODS
Now that you know what you need to achieve, the next step is to establish what methods you will use in order to reach your goals. What type of content should you be pushing out across your platforms that will take you closer to where you need to be by the end of the month? Are you going to focus more on website content, social media, paid advertising, video, all of the above?
STEP 4: PLAN PLAN PLAN
This part seems self-explanatory, but a very surprising number of businesses and marketing professionals do not plan their marketing strategy - particularly content marketing. By creating a content calendar and aligning it with your goals every month, you are creating your own road map to reaching your targets, ensuring that you are covering every basis.
STEP 5: GO FORTH AND CREATE
Now that you have your road-map, you are free to forth and create your content. Take original photographs, use design platforms like Adobe Suite, write blogs and create videos. If you stick by your strategy, use your content calendar and stay in line with your KPIs, you will be on your way to success.
For any further advice, why not ask over a cup of coffee? Give us a ring.