Like everything else, your content marketing objectives are probably changing. Pretty much no company on the planet is in the exact same place that they were two months ago. Whether your company’s revenue is growing or slowing, how you approach content needs to shift.
And no, we’re talking about emails that include the phrase “uncertain times.”
What we’re talking about is focusing on customer retention instead of new customer leads. Or standing out from competitors if your category is booming.
There are so many different content marketing objectives. Explore them all and consider which ones fit your company’s strategy and direction right now.
Table of contents:
- Why there are more content marketing objectives than you think
- Directly impact revenue
- Gain and nurture email subscribers
- Improve customer retention
- Foster customer loyalty
- Build interest groups for retargeting
- Share customer results
- Increase brand authority
- Guarantee long term lead generation
Why there are more content marketing objectives than you think
It’s easy to assume that (because content marketing is a form of marketing) that the objectives are all about getting new customers. But that’s not the case.
Content is content. It’s stories. It’s moments. It’s memories. It’s meaning. It’s the short term. It’s a long term.
Because there are so many things you need to communicate with your audience, there is more than one content marketing objective.
1. Directly impact new customer revenue
If your company is in a space that is doing well right now (remote work technology for example), then this is one of the content marketing objectives you should keep in mind.
You probably want to capitalize on any extra attention you’re getting. Now is not the time for long-ranging SEO plans for very long-tail key phrases that bring in people who are not aware of your solution or the problem it solves.
Now is the time to get the word out about what you do and how it differs from other companies that are booming right now too.
Check out the above example from Loom. They went for the keyphrase “Loom vs Zoom” probably in direct response to the increased search volume for this keyphrase and because of the questions their sales teams and customer services teams are fielding.
What content can you create that will directly impact company revenue? Content marketers often shy away from being salesy, but oftentimes there are content topics that are informative to your audience and help you gain sales all in one.
2. Gain and nurture email subscribers
Alright, so maybe your company is not crushing it right now like Zoom or Loom. Maybe your revenue is struggling, or you’re somewhere in the middle. By gaining more email subscribers and continuing to nurture them, you can keep up a connection with leads for when they are ready to buy from you.
In this email example from Pingboard, we learn about a timely feature to make large remote meetings more personable.
Collecting and nurturing leads is one of the top content marketing objectives. Here are some ways to collect leads:
- Mini video courses
- Email courses
- Freemium plans
To keep nurturing these leads, make sure that you’re delivering value your audience needs, such as real world advice from people in the same job role or business as them in addition to product updates.
3. Improve customer retention
Retaining customers is one of the content marketing objectives that often goes overlooked in the search for all things new.
Don’t leave your current customer base in the dust by only prioritizing content for new customers. Your current customers need you.
The QuickBooks blog is doing an incredibly good job of being a resource for their current customers. They’ve got content which will help their customers stay in business, which of course in turn means that these customers can keep their paid subscriptions active.
This is some of the content they’ve covered recently:
- Business resources during COVID-19 outbreak
- Navigating food delivery for the first time as a local restaurant
- Helpful resources on the US’s Payroll Protection Program
- QuickBooks’ own Small Business Relief Initiative
Even if your company isn’t a place to create an initiative to help your target audience, you can still create resources to make it easy for them to find the help that’s available to them. Even if that help is something simple, like comedic relief.
4. Foster customer loyalty
People love to do business with businesses that make them feel good. Can your company give back right now? How you can align senior leadership and content together to create a campaign that is inspiring and benefits everyone involved?
Edgar is donating 100% of their new sales from April 20 - 24 to the Freelancer Relief Fund, which was started by the Freelancer’s Union to procure funding from government sources and distribute it to freelancers who need it.
There are other ways to foster customer loyalty through content as well:
- Showcase simple ways your company is helping people in your target audience
- Humanize your brand with fun content that’s full of personality and puts your real-life team front and center (like our article on remote team building)
- Give away special extras such as temporary free or reduced-price access to premium features and services that will help your customers
- Offer a random drawing gift card or credit for your product or service
Find ways that you can show customers that you’re in this relationship for the long haul and that you care.
5. Build interest groups for retargeting
Not everyone will be able to buy your product or service right when they learn about it. They may not have the funds. It may not be the best time.
One of the best content marketing objectives is to use content to build up an audience interest list and then to remarket to this list over time.
Using Facebook and or Google ads, you can remarket to people who have shown some interest in your content, people who have:
- Read your blog content
- Viewed your webinar registration page
- Watched a certain percentage of your Facebook video ad
Content doesn’t always produce immediate sales. You need to be planning ahead and figuring out ways to grow your audience of interested buyers. Then you can have more people in your retargeting campaigns, which tend to convert at much higher levels than other campaigns because it’s not just cold traffic.
To make sure that you’re creating content to save an audience that’s truly interested in your product or service, you need to be very strategic about what you create.
For example, if you work at an email marketing software company, then you don’t want to create an interesting campaign about social media. Your freebie download or webinar should be as closely related to the value and result of your product as possible. That way, the interest you capture is most likely to convert at some point in the future.
6. Share customer results
In this post from quiz marketing software Interact, we see an awesome result from a power user who was able to generate $100k in revenue from her quiz.
Share customer results through your content, not in a classic case study but more of a “how to repeat this success” style blog post. When you do this, you actually crossover into a whole lot of other content marketing objectives. You can directly gain new subscribers, leads, and customers. You can increase your brand authority as a company that gets results. And you can inspire brand loyalty and increase customer retention because customers who are not yet at that level of success will be excited to double down on your product and use it even more.
However, sharing customer results is an objective that stands all on its own too. You must be communicating the value your customers get from your product, not with your words, but with their own. Do this well and your company will beat the competition’s content out of the water.
7. Increase brand authority
With your content, you can also increase your brand authority. Showcase your brand as the authority in your niche or industry. There are a lot of different ways that you can pull this off:
- Use your marketing channels (such as email, social, and blog) to celebrate your positive press coverage in major outlets
- Co-market with respected influencers and non-competitors in your space to showcase your company as one that has “ins” with the most desirable brands
- Interview well known thought leaders in your space and/or invite them as guest collaborators
When you use content to increase your brand authority, you improve the success of all of your other marketing and sales channels. This is something that’s very hard to measure, but the effect is undeniable.
8. Guarantee long term lead generation
Sometimes, search volume changes drastically. The keyphrases that used to get a ton of volume suddenly drop off. New keyphrases start getting masses amount of search volume seemingly over night.
It may or may not make sense for you to chase those ups and downs.
However, there are certain keyphrases that will always be a fit for your business. They may or may not have tons of search volume now, but at some point in the future, they will recover.
Make sure that you’re doing what you need to update your most important SEO blog posts. Also, if you don’t already rank for some of the highest value keyphrases in your industry, then start making those long term efforts. Write long form content and continue to update it. Make your posts more multimedia with images, videos, and quotes.
Content marketing is definitely a long term game, so even as things are changing day to day, don’t forget to prioritize the goals that will hold steady years in the future.