Defining your content marketing strategy goals are critical to ensure you are reaching audiences with stories that break through all the clutter and drive impact. In the below video, I highlight several data points from the 2021 State of Digital Content report. For more videos about content marketing, audience intelligence or influencer marketing, please consider subscribing to my Youtube channel.
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The Altimeter study asked the question, “what is the primary goal of your content marketing strategy?” and I was somewhat surprised at the percent distribution of the answers:
- 7% Support sales
- 15% Generate leads
- 16% Provide customers with helpful information
- 28% To position the brand as thought leaders
- 35% Create brand awareness
I have to admit that I was somewhat surprised by these answers. I would have thought that the content marketing strategy goals would have been more focused on sales enablement and lead generation. Part of me suspects that the respondents worked in diverse job functions, ranging from public relations to marketing.
It would makes sense that PR teams would focus more on brand awareness goals more so than leads or sales.
What’s important is that most content marketing strategy goals should be integrated, whereby content should purposefully drive users through the buyer’s journey and not only align to brand awareness and thought leadership but also leads and sales.
One thing that stood out to me was the content marketing strategy goal of providing customers with helpful information. And if you think about it closely, it makes perfect sense.
Documenting all the reasons why your customers are calling into the call center and then creating content that matches those inquiries is genius. Not only are you providing your customers with helpful information, but you will also own the search results for those search queries as well, giving you the opportunity of converting those users into customers.
I am also surprised that supporting sales was so low. I have worked with several sales teams over the years and one thing is consistent. They are starving for more thought leadership content that they can use to share on their social media channels and for other social selling initiatives.
This should be a priority for content marketing teams as it aligns directly to substantiating an ROI metric.
The good news with all this data and the Altimeter report in general is that marketers and business leaders are at least documenting their content marketing strategy goals and aligning them to both financial and non-financial metrics. This is a start.
You can download the full Altimeter report here.