Content marketing is the marketing industry’s latest go-to strategy. Never before have we had such an opportunity to target our audiences so directly or create such a personalized experience for them. Therefore, a lot of marketers have jumped right in and are furiously creating content—videos, graphics, case studies—and launching accounts on social media networks.

But what is really the point of content marketing? What should a content marketing strategy seek to accomplish?

These are important questions to answer so that all stakeholders are on the same page, the strategy can utilize the appropriate tactics for the goals, and the content marketing tactics can be measured and effectively evaluated.

Here are several business goals I think content marketing strategies readily support:

  • Raising brand awareness among new prospects.
  • Driving traffic and leads into the sales funnel.
  • Educating the market on a particular product or service.
  • Engaging audiences in the early stages of the buying process.
  • Building community around a particular topic or product.
  • Establishing thought leadership in a particular field.
  • Adding value to a customer relationship in an effort to retain the customer.
  • Creating a differentiator in customers’ minds between an organization and its competitors.

What other business goals have you used content marketing strategies to achieve?

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