To succeed with content marketing, you must tie your content to your business goals. It’s not about producing more content, it’s about creating better, more purpose-driven content. How does the content you create today serve your business goals?
Every piece of content you create must serve your business: whether it’s about building trust, attracting new clients or employees, raising awareness or collecting feedback from your audience.
Much like a jigsaw puzzle, every piece of content has to contribute to your business in a meaningful way. For starters, you need a clear strategy with well-defined goals. Once you have a strategy in place, it’s time to craft compelling content that moves the needle in the right direction.
In this article, we share a few examples of how you could use content to support your business.
Goal #1: Build trust and strengthen credibility to your brand
One of the most important objectives of your communication is to establish trust with your stakeholders. Without trust, running any business becomes impossible over the long haul.
Public confidence in PostNord was at an all-time low during the autumn of 2017. Mass media coverage had been critical of the logistics company for quite some time. Yet instead of avoiding the ‘PostNord crisis’, the company took advantage of the fact that PostNord was on everybody’s lips.
Sponsored content on Expressen and Dagens Nyheter explained the background to the problems. The content spoke to the public’s frustrations; as a result, the public confidence increased with 15% after they had read at least one of the sponsored articles.
Read more about the PostNord case here, or watch the case video below:
Goal #2: Attract new business
People and companies are more informed and empowered than ever, which is why your content has to show up at the right time and in the right context. Content that educates, inspires and helps them take care of their problems. Make sure you create content for the whole buyer’s journey, not just the early phases.
Is it possible to attract institutional investors in social media? The answer is yes, if you have relevant content and you combine it with a smart strategy. Evli Funds Hub is an effective content engine that generates new business. The content has so far generated more than 200 high quality leads.
Goal #3: Recruiting top talent
To recruit, keep and engage your employees is a must for every business and organisation. The competition for the top talent is tough, however, especially within the IT sector.
The Norwegian software company Kantega saw a big need to hire more developers. But how could such a small company compete against tech giants like Google and Facebook?
Part of the solution became The Mysterious Life of Developers – a video concept that proved to be a success. Kantega managed to reach their recruitment goals, in large part due to the video and the content that followed. As an added bonus, the video built up internal pride among existing employees.
Read more about the Kantega case here, or watch the award-winning video below:
Goal #4: Increasing awareness
Raising awareness of a product, service or cause is an important part of any communication challenge. You must reach the right people and craft sticky stories. It’s much better to be the content rather than interrupting it.
The Swedish emergency operator SOS Alarm accepts more than 10,000 phone calls every year. Unfortunately, 30 percent of those phone calls are non-emergency related. How could SOS Alarm raise awareness of the other social numbers?
With the help of an entertaining YouTube series, SOS Alarm managed to raise awareness of different social numbers as well as reducing the number of incorrect phone calls.
Find out more about the series here, or watch the full case video below:
Goal #5: Develop new business ideas
Content is a cheap and effective way to test your ideas. What gets the most response from your audience and how could you use those insights to develop new products and services?
More companies are using this simple method to build their business: listen to your audience and find out their frustrations, pain points and problems.
When you’re publishing content on a regular basis, you’re also building a feedback loop – a loop that delivers crucial insights, if you only take the time to listen and analyse the responses.
It’s one of the smartest marketing research methods around. Are you taking advantage of it?
Create content that supports your business goals
In this article, we’ve shared five examples of how great content could serve your business. Now it’s your turn. If you’ve read so far, you’ll want to take stock:
- Review your existing content. How does it support your business goals? Do you need to make any tweaks to it? How could you re-purpose the content in a smart way across the business?
- Find out what content you need to create. It could be educational and trust-building content, perhaps it’s inspirational content that overcomes objections. Or simply an effective video series that helps your recruitment. (If you need help with any of this, just get in touch.)
Photo credit: Carla Lomakka.