2. Set goals for your digital marketing.
When creating content, you need to be able to measure and track its success with KPIs, or key performance indicators. Decide what goals you want to pursue and what metrics will best represent those goals. If you’re looking to create an infographic that connects with customers, focus on metrics like reach and engagement. If you’re crafting a case study that could result in an online sale, focus on conversion rate.
Take industry trends, your business objectives, and your buyer’s journey into account when crafting your goals. These goals will help inform how you decide what types of content to make and what kind of analysis tools to use. Make sure to regularly reevaluate your goals as your business grows and your resources change.
When setting a goal, a helpful acronym to remember is SMART. These goals are:
- Specific to a target or area for improvement
- Measurable by your team
- Assignable to a team member who can be held accountable
- Realistic when it comes to resources and time frame
- Time-related with a specific end date
By creating SMART goals, you’re set up for success with your content marketing.
3. Brainstorm content themes.
Define your subject matter and brainstorm topics that you want to explore in your new content. These topics should be broad enough that you won’t run out of content, insights, or interested readers. But they should be specific enough that they resonate with your target audience and relate to your brand. This is where understanding your brand’s mission and visual aesthetic is essential.
With your subject matter in mind, decide on the tone or point of view you’ll take. Will your content be educational, persuasive, or inspirational?
- Educational content focuses on informing your audience about the nuts and bolts of your brand and products. It can be an excellent way to demonstrate expertise in your field.
- Persuasive content often works to differentiate a brand and its products. This type of content is especially useful in a competitive environment to show the advantage your product delivers.
- Inspirational content sets out to inspire and empower your audience, and has the least amount of sales focus. This style of content is often focused on real people doing real things with your product or service.
Think about your customer’s pain points and consider content that could improve their experience. Understanding your mission, goals, and brand identity will help you find a compelling brand voice for your content.