Table of contents Introduction What is inbound marketing? Why do you need a content marketing mindset to attain your goals? Inbound marketing goals: why is inbound marketing not enough? Smart goals for content marketing What do you want to accomplish with content marketing? Key takeaways Conclusion FAQs Content has always been an essential part of… Continue reading 7 Content Marketing Goals That Go Beyond Inbound Marketing
Table of contents
- What is inbound marketing?
- Why do you need a content marketing mindset to attain your goals?
- Inbound marketing goals: why is inbound marketing not enough?
- Smart goals for content marketing
- What do you want to accomplish with content marketing?
- Key takeaways
Content has always been an essential part of any business. And, in the present-day scenario, you simply can’t afford to have well-defined content marketing goals. Content creators and marketers must use content in a systematic and consistent manner for both informational and promotional purposes.
The nature of content has, however, changed over time, and so have content marketing strategies. Content marketing is now more of a customer-centric, holistic, and pragmatic approach. All marketing tactics, from emails and inbound marketing to social media marketing, must make use of relevant and optimized content for marketing success.
Talking about inbound marketing in particular, why do you think content marketing is so important for its success? Because today’s conscious customers want to learn about brands and products before making any purchasing decision. Inbound marketing and its many components will fall flat without the substance and value that content can bring to them.
What is inbound marketing?
Inbound marketing is a marketing strategy that aims to attract potential customers,
rather than pushing a brand, product, or service onto prospects with the hopes of generating leads.
From a digital marketing standpoint, inbound marketing may be defined as a marketing technique that involves a mix of marketing channels such as SEO, social media, and content marketing.
In simple words, inbound marketing is about getting found online via search engines. Apart from a well-thought-out work plan to attain your content marketing goals, you need a solid roadmap to create an impactful social media presence. It’s only then that you can expect your inbound marketing efforts to be successful. A successful inbound marketing strategy will not just increase your brand’s reach and drive quality traffic to your site, but will also efficiently engage and convert customers.
Why do you need a content marketing mindset to attain your goals?
Content marketing involves more psychology than you might imagine. It’s only with proper research and an understanding of consumer psychology that you can hope to attain your content marketing goals. And to be able to understand something as intricate as customer behavior, you require the right mindset. And this mindset gets developed with hours of research on blogs and social media and trying to understand social psychology.
Whether you are a brand, a content creator, or someone in charge of marketing content, you can make mistakes. The result? You might put the wrong content in front of people. While the right content can attract an audience and hook their interest, the wrong content can drag a brand through the mud. And that is why it’s important that you think like three distinct people while creating content:
- A content creator, who creates the content.
- A content marketing professional, who distributes the content to viewers.
- A viewer for whom the content is created.
Remember, content marketing is not just a marketing tool. It’s not just the content creator, but every party associated with getting content ready, that should change how they view their content marketing strategy goals, and how they plan to achieve them. This mindset must transcend departmental boundaries so that everyone feels accountable for the overall content marketing process.
Inbound marketing goals: why is inbound marketing not enough?
Inbound marketing has become a common practice in today’s digital environment. After all, people no longer want to simply be sold to. Instead, they want to make informed buying decisions and develop meaningful relationships with brands before making a purchase. This shift in people’s attitudes and behavior is the reason why inbound marketing was born.
Inbound marketing offers three key benefits:
- Increased brand awareness
- A boost in thought leadership positioning
- Increased lead and opportunity generation
While inbound marketing is highly effective in enticing customers and generating leads, it is limited in its ability to deliver results that count. That means inbound marketing by itself is not sufficient, considering how crowded the online environment has become. All channels starting from search engines to social media are becoming noisy. Even with a strong SEO and social media marketing strategy, it is becoming increasingly difficult for businesses to stand out from the crowd. In today’s time, inbound marketing proves effective only when it’s combined with outbound marketing strategies.
A strong inbound program can, no doubt, help you win half the battle. But with the right outbound marketing strategies in the mix, you can win the world. Now, the question is: how do you know when your inbound marketing efforts are not sufficient? These are the signs you need to look for:
- There is fierce competition for the top keywords in your industry.
- After some time of steady growth, your social media engagement has hit a plateau.
While there are many factors that can influence the points above, an increase in your competitors’ inbound marketing efforts is the biggest contributor. It’s then that you should give customers a nudge to get back on track with some good outbound marketing tactics.
But remember, no marketing effort can be successful without a solid strategy. This is especially true if you are trying to combine inbound and outbound marketing seamlessly. Your strategy must focus on the goal you are trying to achieve and the steps you plan to take to get there.
Smart goals for content marketing
Here are a few goals that you can achieve through content marketing.
1. Brand awareness
Brand awareness is the first stage of the marketing funnel and is crucial for acquiring customers. It is one of those content marketing goals you shouldn’t ignore. People’s awareness of your company and their ability to recognize it is called brand awareness. It’s a great way to keep your brand registered in the minds of your target audience. When faced with the decision of whether to buy from your company or a competitor, they will be more inclined to choose you.
2. Nurturing and converting leads
Talking about content strategy goals’ examples leads clearly deserve a mention. The entire world of inbound marketing depends on the conversion metric. But how do you convert your viewers into leads? By putting well-planned, informational, and sales-oriented content in front of your audience. After a point, they divulge so much about themselves that you are all set to “market” to them. Their actions could include signing up for a demo, registering for an event, subscribing to your e-newsletter, or inquiring about your advertised product. If they seem truly interested, you can provide them with content that will assist them in the buying process.
3. Customer conversion
The next on the list is customer conversion. You most likely have plenty of content already to fulfill this goal. After all, conversion is where all marketers focus much of their efforts. Content that converts includes case studies you send to prospects that demonstrate how you solved a problem and the testimonial section on your clients’ sites. This is the kind of content marketing you use to demonstrate to your prospects why your solution is the best. Content marketing goals such as conversions can help you make focused marketing decisions.
Many people within the “websphere” believe that customer service is all about human-to-human interactions. But this is far from true. Regardless of whether your website allows for direct customer interaction, you should focus on offering quality customer support. Since the web doesn’t allow for one-on-one interactions, you will have to brainstorm and come up with innovative ways to deliver customer service. And hence, the sooner you include customer service in your list of smart goals for content marketing, the sooner you will taste success.
Retaining loyal customers<h3>
A planned customer retention strategy is as important as a lead nurturing plan. This is one of the most important content marketing strategy goals to focus on if you want customers to become passionate subscribers who share and like your stories. The content options that help you attain this goal include customer newsletters, print magazines, user events, and webinars, among others.
Marketing doesn’t end with your customers clicking the “checkout” button. If you are a good content creator or marketer and can use content to engage customers, then you might also be able to create ongoing engagement for the products and services your customers haven’t bought before. Why stop communicating when your prospects become your customers? Instead, engage with them more frequently to earn their loyalty. This is one of those goals content markets from across the globe vouch for.
Expand your customer base
If you have been able to move your prospects to this level, then it is a great achievement. Your passionate customers can help you reach any business goal. Content, especially that generated by customers, is powerful and can help you drive sales. So, your ultimate goal should be to create a community that would be ready to stick to your brand. However, this is among those goals that should be on your list only if you believe in the quality of your products.
What do you want to accomplish with content marketing?
With the above-mentioned content marketing goals in mind and some smart work, you can expect to achieve the following:
- Win a loyal customer base.
- Have improved traction across social networks.
- Win the trust of your audience.
- Generate a high volume of quality leads.
- Improve chances of conversions.
- Gain better visibility across search engines.
- Build brand awareness.
- Cut down marketing expenses with zero ROI.
- Today’s consumers are conscious, and they want to learn about brands, products, and services before making any buying decision.
- Inbound marketing is all about being discovered online via search engines and social media channels.
- To understand the psychology behind customer behavior, you need a content marketing mindset.
- Some of the best goals for content marketing include brand awareness, conversion, customer service, upselling, and the like.
- With proper content marketing, you can gain a loyal customer base, improved traction across social networks, improved chances of conversion, better visibility across search engines, a high volume of quality leads, and so on.
Which of the above-mentioned content marketing goals will work best for your business?
Maybe you are focusing on inbound marketing and only trying to drive more leads. Perhaps your goal is to create a program that would raise awareness, earn you a steady stream of organic search traffic, and improve your position across search engines. Maybe your goal is to increase customer retention. Whatever it is, make sure you figure your goal out and plan your marketing activities accordingly.
Although there are many, some of the most significant examples include increasing brand engagement, revenue generation with marketing activities, establishing thought leadership, generating a high volume of quality leads, and building brand awareness.
Begin with a broad idea of what you want to achieve, then narrow down the scope of your goal by being specific. Make sure your goal is attainable, measurable, relevant, and time-based.
A content marketing strategy is a marketing plan that outlines how to engage and retain a target audience through the creation and sharing of relevant content such as blogs, videos, and podcasts.
You can improve your content marketing efforts by having a solid content plan, delivering the right content at the right time, answering the right questions, figuring out your content’s purpose, and having a diverse pool of content.
Content marketing is crucial for your business because it answers your audience’s questions and helps build trust and relationships with them. It also increases conversions and generates leads. Also, note that customers only expect consistent, high-quality content from their favorite brands.
Some of the most common content marketing metrics to measure success include content shares and backlinks, impressions, and clickthrough rate (CTR), user behavior, user traffic, lead generation, SERP ranking, and the like.