Your kids might be headed back to school soon—back to a world of tests, assessments and report cards—so, as a marketer, now is an ideal time to pause for a few minutes to assess how your marketing efforts are stacking up so far for 2013.
It’s time to ask the tough questions:
- Did that Twitter campaign you launched in quarter one result in a surge of followers?
- Is your blog getting more click through rates than ever before?
- Are you still hurting from the recent Penguin 2.0 algorithm change?
Worried you’re going to get an “F” when it comes to content marketing? Then here’s what you need to ask yourself:
Do the Other “Kids” Like You?
While there is no direct correlation between popularity and straight A’s in the educational realm, in the business world, being liked by your key stakeholders is intrinsically linked to repeat business. After all, 70 percent of buying experiences are based on how the customer feels they are being treated. Moreover, nine out of 10 U.S. consumers say they would pay more to ensure a superior customer experience. Therefore:
Treating your customers well + a killer product offering = your popularity à continued profitability
Don’t you miss simple math?
Take a moment to figure out how your customers feel about your brand. Maybe this means sending out an informal survey; perhaps it means combing through your social media monitoring tools to pick up on the chatter; or maybe it means analyzing your website traffic (a sharp decline in visitors can mean you are not as popular as you think). No matter your tactic, try to get a sense as to whether your customers want to spend their precious recess time with you.
Are you Spending Enough Time on your Homework?
There are always those few students who can pull an all-nighter and manage to get an A—while those who studied for weeks on end only come up with B’s—but in the business world, no content marketing effort will succeed unless you have properly completed your homework.
This means not diving into integrated marketing campaigns blindly. Do your prep work first; spearhead competitive analysis, determine a starting point for your campaign, figure out how you will measure success, and identify which content marketing platforms work best for your core audience. And, of course, keep in mind that your homework does not always come out right the first time. The most successful content marketers are those that recognize when one direction isn’t working and are determined to course correct immediately.
Is Your Course Selection Appropriate?
Just as your freshman daughter shouldn’t be loading up on 400-level physics classes when she is an English major, your content marketing strategy shouldn’t include Vine and video production when your target market scoffs at the notion of video marketing. Conversely, make sure your marketing platform—or course schedule—reflects the interests and needs of your target market.
This means knowing the basics, understanding what each platform is used for and, by all means, not attempting the “throw-everything-at-the-wall-to-see-what-sticks-approach.” There are specific use cases for each content marketing strategy—from blogging to infographics to podcasting—so make sure you understand the subtleties and advantages of each before loading up your schedule with the wrong classes.
Not sure if you are getting a passing grade when it comes to your content marketing plan? Then lean on us to give you the tutoring necessary to rack in those A’s.
Edited by
Allison Boccamazzo
