We could summarize them as the creation of relevant units of information with which we approach in a respectful and valuable way those who know us, but especially those who do not know us as a business.
To be more specific, we mean that your company produces content that helps potential or current clients in the areas in which your company has experience and knowledge to share. Offering a value proposition up front without asking for anything in return creates a positive first impression or ongoing feeling for the company, thereby gaining a predisposition that can be translated into a purchase at some point.
Objectives: what we want
Before we get into content marketing, we must be clear about what we want to achieve . These are some of the objectives that can be set, depending on the company's situation:
Presenting a brand and making it visible
Reinforce an already visible brand
Getting sales
Retain already converted customers
Creating content so that a project that has just been born begins to have some impact is not the same as creating content so that a project that is already known is repositioned or strengthened before a certain audience that is interesting. In each case we are talking about a different type of information, with a particular frequency, depth or distribution , in order to meet expectations.
Likewise, each of these objectives and others that may be proposed must be accompanied by specific metrics that serve to situate us . The goals must be quantifiable and the measurement must offer us, in a timely manner, a snapshot of what we have achieved or what remains to be achieved .
For example, we plan to achieve a 50% increase in visits to our website over the previous level before the start of the campaign within three months through content marketing. Our basic measurement will be the number of unique users who arrive through the content, for which we will also have the appropriate technical measures in place so that the metric is adjusted (content marking, specific campaign in Google Analytics, etc.).
Once we have clear objectives, it is time czech republic email address to define how we are going to achieve them . Here we must think about different factors, especially the resources we have or will have available . Their efficient allocation to the tasks of content creation and, where appropriate, distribution and/or promotion are key to making a realistic approach.
But before that, it is important to carry out a detailed analysis of the public we are targeting , which is distinguished between people who know us and people who do not, and to establish in each case a roadmap of intentions and desires to be fulfilled that we can satisfy. Among those who know us, we must distinguish between those who are clients and those who are not , which implies recreating what someone who has tried our product or service thinks, and someone who needs it or is looking for it but who has historically decided on other alternatives.
If we have in mind the different audiences we are targeting, each of which can be associated with a different objective, the question is what to offer them in each case to satisfy or create a demand . And it is also important to think about where that demand is being produced (is there a recurring search on Google, regular conversations on Twitter, need associated with certain times of the year, etc.) to influence those scenarios in an optimized way .
