What are the objectives of content marketing?

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Marketing is marketing. Be it on the internet or off it. When we talk about marketing objectives, many people are in doubt. And when we talk about content, how does it work? In this post we will talk about content marketing goals.

Starting… from the beginning

As I said above, content marketing is marketing anyway. What changes is the way of doing it. And any action that doesn't have a goal gets nowhere. Marketing in itself is not an objective. And the objective is not always to sell.

But are there specific objectives in content marketing? Is generating content already a goal? Don't crucify yourself if you are lost about this, as these doubts are much more common than we imagine.

Before you start doing the work, you define your objective and then we will help you by giving some examples of what the power of content marketing can do. But before getting to them, we have to think about your target audience.

Defining your persona

The objective has to be, in any case, aligned with your target audience or persona. If you don't have your persona designed, it's difficult to define an objective. Understand who your target audience is, what their needs are and once you have as much information as possible, move on to defining objectives.

Some content marketing objectives

Create authority

This is the most common goal. Content marketing or inbound marketing (when we use content on the web) may be aimed at creating authority. It’s a way for you to stand out from your competitors and gain the trust of your personas.

Working at purchasing journey, you will provide important information for your potential client to understand that you know what you are talking about. Generating Brand Awareness makes your prospect more likely, when ready to make a purchase, to choose your company or product.

Generate engagement

The focus of engagement is to create a closer and more constant relationship with your audience. It’s also a way for you to have more information about what your audience is looking for.

Creating a dialogue is one of the main objectives we use in content marketing and it also serves to transform people into advocates for your brand. Thus, engagement is a step further than brand awareness.

Educate the market

One of the content marketing goals Most important, especially in niche markets, is market education. It is common for some potential customers not to understand what you are offering, especially if your company is very innovative or is located in a very specific or new market.

Using content marketing to educate the market can be a way to increase your importance and stand out from your competitors.

Generate Leads

This is an essential objective, especially when we talk about inbound marketing. The generation of leads This is one of the differences that content generation has in relation to traditional advertising, as you will be able to obtain information from your potential customers.

Furthermore, lead qualification is a powerful way to turn your prospect into a customer. This objective is very common in B2B companies.

Generate Sales

A content marketing action, especially when your company already generates leads, can result in sales. An e-commerce, for example, can use inbound marketing to attract customers and sell its products.

This way, guiding leads through sales funnel can be a goal for your content marketing.

Reduce cost per sale

Customer Acquisition Cost (CAC) can be reduced through content marketing. Providing materials, such as FAQs, for example, or educational e-books, can be a good way to help reduce the sales process.

Furthermore, reducing the cost per sale can increase the ROI of your campaigns.

Increase Lifetime-Value

Lifetime-Value (LTV) is the total amount spent by the customer with your company. It is much cheaper to sell again to existing customers than to acquire a new customer. This can be done using content, such as after-sales, with exclusive offers.

The customer will then be able to hire your service for longer or consume more products, using content marketing.

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