5 Content Marketing Lessons from Top Digital Marketing Blogs
In the world of content marketing, it’s inescapable: Success comes down to engagement.
You can have thoughtful branding, great products, and a hard-working team, but if you’re not engaging your buyers through each step of the customer lifecycle, you’ll never reach your full potential. Simply put, without engagement, a key component of your marketing strategy will be missing: your audience.
How do successful content marketers engage in today’s information age? They never lose sight of the fact that their prospects and customers are their biggest assets. For more specific answers, let’s take a look at some of the top digital marketing blogs and highlight five lessons that will make your content more engaging:
1. Set Engagement Objectives
First, as in most marketing tasks, you need to define success. You’ll never really know (or will be able to prove to management) that you’ve created “engaging” content unless you define what “engaging” looks like. The Content Strategist suggests an inverted approach to identifying engagement objectives:
Ultimately, it helps to work backwards from business goals to determine content objectives, before listing KPIs [Key Performance Indicators], to measure whether those objectives are being met.
So, for example, if you have a business goal of improving the customer experience, a key KPI might be the rate of customer service issues that are handled—via different channels like social media, email, and your website. Once you have outlined your engagement goals and objectives, as well as the metrics to monitor them, you can map those goals with your content marketing strategy.
Aligning content topics and general content goals with your engagement objectives will help keep your content focused and reveal any gaps where there is no content to support an objective.
2. Target Personas, Not Demographics
Where a lot of digital marketing blogs focus on a specific niche, MarketingLand covers the gamut without sacrificing its position on most “Best Digital Marketing Blogs” lists.
Read the full article here: http://blog.marketo.com/2017/01/5-content-marketing-lessons-from-top-digital-marketing-blogs.html