Your products and services can exist without the “experience” your company provides. But should they? A study from the State of the Connected Consumer states “80% of customers say the experience a company provides is as important as its products and services”. To provide for a better online experience and engagement, marketers need to fine-tune their content marketing strategies. After all, as engagement between brands and consumers continues to shift from in-store to online, consumers are wanting and expecting better experiences.
A strong content marketing strategy must always focus on the target audience,
the REAL goal of the content, brand alignment, and how to optimize new
learnings. Here we discuss how marketers can use content marketing strategies to
meet the expectations of today’s customer.
The Right Strategy
Defining your target market
It is important for marketers to define their content marketing strategies and
objectives. However, take a step back and look at things from a bigger
perspective. The first thing you need to consider is your company’s target
marketing alignment. Things have changed because of COVID-19. If you haven’t
already, you need to revisit your target marketing alignment and ask yourself if
it is fully aligned with the leadership team. Your leadership team should be
able to easily communicate your defined target market.
Consider the following example of target market
“Brand Managers and CMOs at forward thinking B2C companies in the west coast of
the U.S that have a hunger for growth. They generate $100m+ in revenue per year
and are in the following verticals; consumer packaged goods (CPG), health and
It is important to note that geography areas can be focused as wide as entire
state such as California or Washington state. Although marketers would like to
target every location, it will be difficult to do so unless you have an infinite
Target market research
You can define your target market without committing a lot of resources or time.
A simple way of being able to do so is internally with your team. You can
conduct interviews with the stakeholders and senior executives, but also through
peers and subject matters experts in the field.
The users and consumers are also an important group to ask. Besides asking how
they feel about the brand, it is key to have an honest conversation. By having
that conversation, you are performing an audience analysis. You are
understanding the consumers challenges, problems, likes and dislikes, and how
the they are engaging with your brand. In addition, a discussion about
motivations, brand values and how to create an easier user process should be
done. These conversations can be executed through one-on-one conversations or
Content success measurements
To have successful content marketing strategies, here is a list of tools to aid
your content planning when creating a campaign:
• A content calendar
• Posting frequency plan
• Key content categories or topics
• Brand guidelines including tone of voice
• The rules for content (do’s and don’ts)
• SEO considerations and strategy guide for the writer(s)
Having a checklist is important, but at the end of the day we want to see if the
campaign was actually effective. Success can be presented in many different
forms. A company or brand can use scorecards and dashboards to measure KPIs.
This is a useful trick as data can be given in large quantities.
Separating it to figure out the 10-12 key performance indicators and then place
them into a scorecard. This way you can clearly see what you want to measure and
what will lead to success down the road. Other ways of success may be to
understand what a healthy engagement looks like. Understanding engagement can
indicate a need to adjust the content amplification (boosting) plan and budget.
Producing content such as photoshoots and video shoots can be challenging as we
are in a time of uncertainty. Despite this, brands need to recognize that a
fully baked out evergreen journey, or an always-on journey, might have 156
pieces of content from start to finish. These can include micro-content like a
thank you page/email and small calls-to-action. With that amount of content,
brands can recycle and repurpose existing content in a number of ways.
Understanding content marketing strategies and the user ecosystem will help lead
you by having the right content and strategy that will create a successful and