Content marketing can transform a brand’s ability to connect and engage with audiences and stimulate interest in products and services, but getting campaigns right is an ongoing challenge. At times, you may have considered hitting the reset button to overhaul strategies, but even if you started again, would you know what to focus on?
Here are a few questions that will help you to determine whether your current content marketing programme is geared for success.
Do you even know what success is?
There are a number of factors that contribute to successful content campaigns, with execution, strategy, timing and everything in between having some sort of impact on the end result. To achieve a goal, you first need to know what that goal is and come up with a clear definition for it.
There are a myriad of metrics that marketers track to measure the success of campaigns. Metrics are important, but you should not chase too many at the same time. Try to focus on one or two metrics and steer clear of engagement for now. While it is a good indicator, it is unlikely to be the most beneficial for your business.
Do you have the right team?
Assembling a team that will support successful campaigns can be difficult. You should always have a content strategist, writer, designer and analyst on board. Remember, third-party agencies can support your efforts to build a team capable of producing high-quality, engaging articles, blogs and videos on a regular basis. Make sure that each member of the team can not only excel in their particular role but can also support wider goals.
Is there a clearly defined challenge or problem to solve?
Content marketing programmes work best when they can rally towards solving a clear business problem. For example, data may show that your sales cycle is lasting up to 12 months. Using content to increase mindshare among target audiences and push them along the cycle more effectively will focus content on a well-defined purpose. Your team will be able to channel new ideas into achieving this aim rather than filling in the gaps with agendas that do not align with the business.
