Page 23 - The Ultimate Guide to Content Marketing

Priorities

In order to reach the right target at the right So, what should you focus on?
time with the right content, you need to

identify what’s driving your content market- Don’t look for the priorities that will yield
ing strategy by identifying the why behind the most impressive content marketing

your strategy. ROI numbers, but rather the ones that are
aligned with business goals. Of course, all

Define your strategy’s driving force, focusing points along the buyer’s journey matter all
on one or two priorities. Sure, every business the time, but you need to hone in on which

wants their content marketing to increase one is the most critical right now based on
website traffic, generate quality leads, business needs. Where is your organization

boost brand awareness, improve customer struggling? For example:
loyalty, and every other marketing goal in

the book. The inevitable mindset with this ‘all • New service or other change you want
of the above’ approach is to create great customers to know about? Generate

content and then achieve a little bit of ev- web traffic and fire up your social
erything as a result. You may get some of media platforms.

your KPI’s to hit their targets, but the real and • A growth plateau? Then focus on
sustainable impact isn’t there. getting better quality leads.

• Limited market reach? Then look to
With effective content marketing, it’s the pri- brand awareness and thought

ority goals that drive the strategy. The “plan leadership.
first, results later” approach gets turned in- • Plagued by low engagement numbers?

side out. You need the desired results – the How is your content working to improve
most important why or why’s of your content the customer experience?

marketing strategy – for fuel, inspiration, and • Not getting repeat business or is your
direction. They drive the strategy. brand advocacy limited to an army of

one? Your strategy should focus on
This is how you get that magnificent self-per- customer loyalty and retention.

petuating achievement you see with brands
like Dropbox, Blue Apron, and Zendesk.

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