Content Marketing Part 2: Goals

Before you Begin

One of the most important questions you have to ask yourself is what are your marketing goals? Is it increased site traffic, decreased shopping cart abandonment, higher conversion rates, or heightened brand awareness?

Data-backed Decisions

After deciding which areas, you want your marketing campaign to focus on, there must be metrics from which you can determine success. Number of clicks, sessions, and visits determine site traffic improvement. Session duration, bounce rate, and conversion determine conversion improvement. Number of social media followers, brand mentions, increase in search volume, and increase in google trends determines brand awareness improvement. Decisions without data are uninformed and unlikely to succeed. Most importantly, they are not replicable.

Target Customer

Buyer Persona Analysis.jpg

All content marketing should be laser focused on your target customer. How do you know who your target customer is? Buyer personas, fictional generalized representations of your ideal customers, make it easier for you to tailor content to the specific needs, behaviors, and concerns of different types of buyers. These are based on market research as well as insights you gather from your actual customer base in the form of surveys, interviews, and customer information that can be extracted from Google Analytics.

Buyer Persona

Elements of a buyer persona analysis include 6 main areas.

1)    Demographics, Psychographics, Firmographics

2)    Buying Characteristics

3)    Unmet Needs

4)    Job Responsibilities

5)    Thinking, Feeling, Doing

6)    Content & Channels

After you’ve developed 1-5 buyer personas, you are now able to tailor your content, such as blog posts, towards your target customer.

Check back next week for Content Marketing Part 3: Simple Strategy for Blog Posts