By Becky Holton
A recent HubSpot survey concluded that 53% of all marketers deem content marketing to be their most reliable inbound strategy. The main reason for such a hierarchy of priorities is due to the unique nature of content marketing.
More than anything, it’s both free and sustainable, making it the favorite method of brand promotion for both bigger and smaller brands. However, for business owners and marketers, it’s important to base any content marketing strategy on research based-actions.
Why? Small businesses can grow due to calculated and well-planned moves, while known brand can become even bigger by incorporating research into their strategies. These actions present the crux of this approach.
Setting clearly-defined goals
Did you know that many businesses, both big and small, don’t have a clearly defined set of goals within their marketing strategy?
It’s important to “do your best” and ensure success by being both consistent and persistent, but being goalless isn’t enough. To know in which direction you’re heading, you need reference points in the form of goals. Why are they so useful?
- If your business is going through a rough patch, you can compare your performance to specific goals. Knowing what to focus on saves you a lot of time and effort.
- Goals measure your improvement over time. If you’ve constantly been achieving all the goals on your list, your business is performing excellently. To know if you’re successful or not, you need benchmarks.
- Setting goals defines roles. Knowing the goals makes it easy to delegate different tasks to your team. A well-organized joint effort is the key to success.
Analytics have always had their place in content marketing. However, not many business owners know that analytics are also one of the most important pillars of any research-driven action. By gathering data about the performance of your products and campaigns, you gain insurance against future mistakes.
Going by the analytics, you can see if a series of blog posts is underperforming. Documenting all that data gives you an ever-increasing collection of pointers for future endeavors. A business owner who documents the analytical data is more likely to find success in the realm of content marketing.
Have frequent meetings
Flexible work arrangements are one of the most popular trends in business right now. 73% of all employees said that flexible work hours made them happier with their job, according to Zenefits.
No matter how much people appreciate not being burdened with fixed hours, there are many benefits to the classic format. However, the best solution lies in taking the middle path. You can offer flexible work options to your team, but you can also have a fixed meeting schedule.
The benefits of this flexible approach to your content marketing are:
- Building trust. Seeing someone more often and talking face to face creates trust between you and them. Your team will perform more efficiently if they have chemistry and communication habits.
- Faster assessment of problems. There is no better and more efficient form of correspondence than speech. Team meetings are important because they urge everyone to report any problems. Afterward, everyone together can solve them.
Attach a goal to every piece of content
Being consistent in releasing content is a point that many businesses are never able to reach. According to the Content Marketing Institute, just 37% of all organizations have documented their marketing strategy. Why does having a goal mean much to every content marketing campaign?
- Posting with a goal is much more efficient than releasing content just to meet a quota. Once you know your goals, you can easily mold existing content ideas into prospective marketing tools.
- It gives your brand synchronicity, allowing you to reach a new level consistency. Having themed posts is something people love, as it allows them to know what to expect.
Think about outsourcing
In the content marketing industry, it’s not enough just to research your competition. Sometimes, you have to observe how well your team handles tasks.
As your brand grows, it might be hard to meet the demands of a consistent content development strategy and planning the content marketing. For examples, you can use online writing services for your content requirement.
Some of the best services that are great for meeting tight deadlines and reviewing your business profile on LinkedIn or sending in your team’s personas with the detailed project report (DPR), thank you letters and follow-up letters:
Following the right metrics
It’s not enough to gather analytics – you need to know which metrics will work best to track the strategy. Using analytics to study the metrics is an efficient way to know if you’re meeting your business goals or not. For content marketers, these metrics provide the best overview of their strategies:
- Metrics related to consumption: Downloads, visits, and page views
- How much and how frequently do people share your content?
- How often do site visitors sign up for mailing lists or submit forms?
Targeting the right customer
Audience segmentation is another very important research-based action that benefits your content marketing strategy. It’s crucial that you know how to separate the people who are really interested in your brand from those who are not.
Search thoroughly for information like how much time has a visitor spent on the page. Did they buy something recently? Did they use a friend-give discount code?
All this information is to be considered, if you want to improve the chance of your customers buying again, in addition to new visitors coming in. This approach also helps you map out buyer personas and effectively create even better content in the future. Sounds logical, doesn’t it?
You face many challenges when you start building a content marketing strategy. To ensure success, you have to conduct extensive research before making any decisive moves. After all, being quick in making decisions is meaningless unless your brands benefit from those decisions.
About the Author
Becky Holton is a journalist and a blogger. She is interested in educational technologies and is always ready to support informative speaking. Follow her on Twitter.