A successful campaign begins with a great strategy, and these tools and tips are must-haves for your toolbox.
Content marketing is an essential element in virtually every form of electronic marketing. You need articles to engage your viewers on social media. You require content to promote your products or services through paid ads. However, the challenge is developing a content marketing effort that produces the sort of results you expect.
When implemented correctly, your content marketing campaign could yield three times as many leads as traditional marketing methods while costing 62% less. So if you want to create a successful content marketing campaign, you need to get a few elements right.
Here are 6 of the most essential elements of a successful content marketing campaign:
A Defined Target Audience:
Successful content marketing is all about producing content that is beneficial to your audience as opposed to highly promotional sales messages. In reality, the Content Marketing Institute discovered that 90% of the best performing B2B marketers plan to produce content that meets their viewer’s informational requirements.
But to make content that’s helpful to your viewers, you first want to know that the audience is. Unless you’ve got a clear idea of who you’re creating content for, then you will have no idea what is helpful for them. This makes it vital that you clearly define your target market when developing a content marketing effort.
You could start by taking a closer look at your existing customer base. Who are they and why do they buy from you? Just take a closer look at their demographics like age group, place, job, etc.. This will give you a much better sense of what type of audience is interested in your brand and your products.
Next, have a look at who your competitors are targeting. Are there some audience groups that you missed targeting? Are you currently overlooking any prospective clients? Utilize these collective insights to construct a stronger definition of what your target market appears like and what their worth and pain points are.
Clear and Measurable Goals:
If you wish to establish a successful content advertising campaign, you need to get a clear idea of what success looks like to you. That’s why it’s imperative to set a clear and measurable goal for your campaign so that you know what to measure your performance from.
Your goal may be to raise brand awareness, build brand credibility, generate leads, or something else. When you understand the most common content marketing goals, it can give you a better idea of what you can achieve. According to the CMI study cited earlier, 81% of B2B marketers have used content marketing to create brand awareness, for example.
But make sure whatever purpose you define is highly unique with a clear timeline. As an example, you can not only vaguely aim to create more prospects because there’s no way to really understand the effect of your effort.
Instead, you should aim for a specific number of leads within a specific time period. So in this case, maybe your goal is to generate 2X more leads within the next three months.
However, ensure that your objective is realistic as well. You could decide on a specific and measurable goal, but if it’s not possible to attain, it may demotivate your team. You may not have enough writers or resources to keep producing the quantity of content required to attain the purpose, for example.
This makes it critical to take your current resources and circumstances into consideration when creating a goal for your campaign.
Relevant Buyer Personas:
Much like you need buyer personas for additional advertising and marketing attempts, the successful content promotion also needs applicable buyer personas. In fact, the previously-cited CMI research also found that 77% of the very prosperous B2B marketers utilize personas in articles marketing.
There is no way you’ll be able to cater to the needs of your whole audience through one piece of content. Your audience may be comprised of individuals with different values and job functions. So you need to create content that will deal with each of their specific needs if you would like to be successful.
One customer’s priorities when selecting a service or product might be entirely different than those of another client. For example, an agency with your social media management and reporting tool can prioritize white labeling characteristics and the ability to change between multiple accounts.
But for a small startup, the cost may be the biggest concern. They might be on the lookout for something that fulfills the goal without spending too much.
You need to make content that effectively addresses these unique concerns. This makes it crucial to define the exceptional buyer personas your effort will target. You may utilize Socialbakers’ AI Persona Mapping instrument to make an extensive visual representation of each persona.
This tool allows you to really get down to the particulars of each purchaser character. So everyone on your group can consult with it and use it if creating, publishing, or marketing articles on your campaign.
The Perfect Content Marketing Platform:
You might have the perfect plan for your content advertising campaign, but there’s just so much that individuals can do in order to do it. Without the appropriate tools set up, your team could lose productivity, efficiency, and organization. And some aspects of your campaign, like performance measurement, are impossible to perform with no engineering.
The CMI research also found that the most prosperous B2B businesses take advantage of technology in their content advertising efforts.
67% of the most prosperous marketers are innovative in their content marketing technology proficiency. 86% say that they use technology to comprehend content performance. 73% also say that technology helps them know their own audience behavior and tastes.
So a prosperous content promoting campaign also requires the right content marketing platform. Invest in the right platforms for each and every component of your effort — by planning and development to publishing and dimension. For example, Socialbakers may be used for your own research and preparation phase of your effort, and it’s also ideal for publishing, project management, and social websites direction.