When it comes to creating an effective content marketing strategy, there’s one key piece of advice you’ll often hear – the secret to success lies in getting your content marketing goals aligned with your business goals.
But why is it so important? And what can you do to make it happen?
Content marketing is about playing the long-game. It’s not designed for quick hits and immediate results, although in some cases results may materialise fairly quickly. What this means is that you need to present the strongest argument you can for why investing in this type of strategy, and committing to it fully over a period of time, is going to be a great idea. The more clearly you can show how it relates to the wider business goals, the stronger your argument will be. This is especially true when it comes to demonstrating how a return on investment will be generated through your content marketing strategy.
Another issue to consider is that ‘content marketing’ as a term can mean different things to different people and could include a vast array of tactics. When you start out, remember it’s not going to be possible for you to do everything! You need to make a decision over which tactics to use. Aligning your content marketing and business goals will also help you in figuring out what you should and shouldn’t do.
Or you could try it another way…
An alternative way to kick off your content marketing would be to start running it as a side project for the next 12 months. Use this time to test it out and see if it could work for you and your business needs. It’s not important to set your full focus on driving towards a specific goal when you do it this way. What’s more important is that you test the waters in several different ways, to discover what will work best for your organization, which is an equally deserving goal.
Achieving your goals
So how do you go about aligning your goals? Here are some of the most common business goals and examples of how a content marketing approach could help you achieve them. For more ideas and inspiration, we’ve also put together a handy infographic which breaks the process down even further for you:
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