Content Goal Chatter: Awareness, Affinity, And ROI
How do you know where to start, how to set goals, and if what you’re doing is even worth it?
The following is a contextualized roundup of recent advice from content marketers worth paying attention to (sorted by topic):
Awareness/Affinity
ROI
Why Marketers Should Drive Business Strategy
Who are the best people to help businesses make decisions at a pace that keeps up with digital progress?
Kirsten Allegri Williams says it’s definitely marketers.
She explains why they are uniquely equipped here.
Discovered via UpContent.
In this refreshingly creative article, Joshua Nite lists five lessons marketers can learn from pirate movies (the gifs are spot-on, too).
He includes:
In short: if your brand isn’t creative and compelling, it may be time to make some changes.
Discovered via theCLIKK.
Helping Execs Understand How Long Marketing Takes
Sam Kuehnle breaks down how to communicate why your new strategy will take time and which early indicators to report on here.
Create A Conversion-Based Content Strategy
Want to create a conversion-based content strategy but not sure where to start? Here are some helpful tips from Jacalyn Beales:
A recent study by Stackla revealed 13% of consumers preferred brand content compared to 70% who preferred authentic user-generated content. As a result, Arik Hanson is offering tips to help brands make the change. In this article, he includes:
What are you doing to give your audience what they’re asking for?
Discovered via Smart Brief on Social Business.
Can You Skimp On Your Content Marketing Budget?
Tijana Radivojevic asks: “Does cheap content impact bottom-line?” Her answer:
“Content done for the sake of content has a negative ROI in a long run and can set you back for hundreds of thousands of dollars, and result in stagnant, inconsistent, negative growth.”
Check out this article for her breakdown of cost discrepancies, in-house vs. freelancers, market shares, and more.
Content decay is a term that describes an ongoing decline in organic traffic and rankings for one or more blog posts.
Nate Turner unpacks what you need to know about content decay here.
Publishing X Times A Month Isn’t A Marketing Goal
Are you doing busy work, or are you creating content that could lead to tangible growth? In this TikTok, Emily Kramer shares why simply “creating content” should not be your marketing goal and offers examples of what your goals should be instead.
Perform A Keyword Gap Analysis
Do you know what your keyword gaps are? Robbie Richards identifies 5 advanced tactics to help you uncover them that take under 10 minutes (I found the screenshots to be particularly helpful).
Discovered via Growth Marketer Weekly.
