Have you ever wondered what sets a successful content marketer apart from the rest? Odds are, they’re doing four vital things — and you should, too. Marketing efforts should always be aimed at a specific target audience; however, it’s not uncommon for a business to create content without understanding who they’re trying to engage or clearly defining why.
It’s important to have a well-defined marketing strategy for engaging your target audience. According to TopRank, successful B2B content marketers have these four things in place as part of their content marketing strategies:
- A well-documented content marketing strategy — Having a deliberate and intentional content marketing strategy will provide you with a reference point for explaining your organization’s value proposition in the right context. Without a clear-cut strategy, many businesses would be lost when it comes to communicating with their target audience. Documenting your strategy assures that sales and marketing teams are on the same page when it comes to the purpose of your content.
- A documented editorial mission statement — A mission statement will help define your tasks and overall purpose behind your organizations content strategy and communication efforts. This mission statement will also help your audience identify the promise you’re making to them.
- Frequent meetings with content teams — According to TopRank, 41% of B2B marketers who meet with their content teams daily or weekly are most effective in their content marketing efforts. Having frequent meetings ensures that your content strategy and mission statement are aligned and to clear to each team member.
- Organizational clarity on what content marketing success actually looks like — Success looks different based on the maturity of a campaign so it’s important to be clear with everyone on what will determine a success (or failure). Effective marketers are definitive about their success and track specific elements of a communications campaign like overall engagement, website visits, form submissions, and eventually conversions. For example, if your campaign is brand-new, you might track client engagement metrics such as page visits, views, or clicks while a quarterly benchmark might encourage you to track sales funnel conversions.
These four simple benchmarks have proven to be effective measures of marketing campaign success in the past and could help your content marketing efforts grow and improve over time. Here’s an easy formula that can be used to establish key performance indicators for your campaigns:
- Determine your current close ratio on sales ready leads from website form submissions.
- Identify how many sales ready contacts are currently submitted monthly to sales via your website.
- Cut your current close ratio on sales ready leads from website form submissions (above) in half – to be conservative.
- Calculate your desired increase in the number of sales ready leads that you would like to generate.
Consider the following example:
- Current Scenario – Current Close Ratio=20% (x) Current Monthly Submissions=50
- Future Target – Conservative Close Ratio=10% (x) Desired Submission Increase=50
In the example above, this business is currently closing 10 new deals from it’s website form submissions. The goal is to increase monthly form submissions by 50 and close 5 additional new clients as a result. This creates the following questions:
- What is the predicted lifetime value of each new client?
- How much of a marketing investment is required to reach the goal above?
- Are you confident the marketing investment will produce a return? Or, are there other investments that might produce higher returns and net larger returns?
This formula won’t allow you to predict the future success of a marketing campaign; however, it will help determine whether or not you think a marketing activity makes sense to pursue – or continue pursuing. It will also help you establish a clear performance metric and goal for the marketing campaign.
By employing simple strategies like the ones in this example, you can bring important messages to your specific audience. Contact us if you have any questions or would like to determine the effectiveness of your existing content marketing efforts. We’re here to help!