In a previous piece on content marketing goals, we talked about how content can increase traffic, build trust, and raise awareness for your business. But here are four more content marketing goals to consider as you build your content marketing strategy.
Content Marketing Goals: Build Loyalty
How is loyalty different than trust? A person who trusts you will listen to what you have to say with an open mind because they think that you’re reliable. A person who is loyal to you will support you now because they’ve supported you in the past and their for you support paid off for them. You can think of it as the next step after trust, but the reality is it’s many steps that the loyal parties walk together.
So how can content build loyalty? One major way is for companies to write content aimed at people who’ve already bought their product. After all, a loyal customer is likely to be both a repeat customer and someone to spreads good word of mouth.
Content that builds brand loyalty is content that backs up previous promises a brand has made.
Content Marketing Goals: Address Objections
Your product is too expensive. It’s too complicated. I don’t see why I’d need it. And so on.
You’re likely aware of plenty of barriers potential customers have to your product. In fact, you’ve likely devoted serious money to studying what those objections are and brainstorming ways to overcome these objections.
Well, we have good news: addressing common customer objections is something content marketing can do—even if you have to be subtle about it.
Content Marketing Goals: Attract Employees & Partners
Who says you’re only trying to appeal to customers and their money? A major focus of B2B content marketing has to do with attracting new employees and partners.
Companies spend a lot of money seeking out the best employees and going through a hiring process to see if said employees will be a good fit in terms of culture—but why shouldn’t they inspire people who already share their culture to seek them out? Content marketing offers something different than the regular methods of gaining the attention of potential new hires. Instead of going over job titles, benefits packages, employment perks, and all that fun stuff, content marketing with the goal of winning new employees usually shares a company’s vision with their audience in the hopes that someone in said audience shares their vision. That’s right, vision—that kind of amorphous, wish-washy thing TED talks love. Companies with a point of view about the world can use content marketing to share that point of view. That way, a potential employee isn’t saying “I’m a widget maker, I guess I’m qualified to work at companies X,Y, and Z”, they’re saying “I’m a widget maker and I could work at companies X, Y, and Z, but I should work at company X because they feel the same way about widgets as I do.”
Content Marketing Goals: Improve Your Search Engine Profile
Why didn’t we bring this up sooner? A basic and obvious but nevertheless terribly useful goal content marketing can help achieve is improving your results in search engines.
When a company doesn’t have any content marketing to their name, a search of their name on Google will turn up their homepage, Facebook page, Wikipedia page, customer reviews, online stores, location on Google maps, and any press they’ve earned. And that’s only if they have a unique name. Which, in internet terms, not many businesses have. Do you have any idea how many businesses out there are called Quality Carpets or some variation thereof? Google doesn’t even know, and it’s their job to keep track of that kind of thing.
Enter content marketing. When a company pays for content marketing, their name gets attached to whatever content they paid to create. Suddenly, there are more potential search results that can turn up. If all the pages on the internet with a company’s name affixed to them are breadcrumbs that lead back to said company, then putting content marketing out there is like spreading handfuls of breadcrumbs.
More importantly, the content produced will have its own keywords associated with it. You pay for an article about Colorado breweries and keywords will include the names of all those breweries, their beer styles, places those breweries are located, and any other proper noun involved. Then, someone Googling any combination of those keywords (from “does revolution brewing make a stout?” to “Boulder breweries”) will come across your article and by extension, your company.