Marketing is a never ending entity that will never cease to exist especially now in a world where business is growing and technology is developing. At the same time, the number of businesses keeps increasing and the competition between business owners is getting tougher than ever. It’s true that in the constantly changing world, business owners are expected to provide better services and build great content marketing strategies to keep up with the future trends. Are you also a business owner? Are you a marketing manager? Or are you someone who works in the marketing fields? Whoever you are, if you are looking for content marketing strategies and tips to help you with your company, this article is perfect for you!

Content marketing is not just about researching, writing, publishing, and repeating the process. It is also about how it impacts your business and what you will achieve from that. Therefore, it is important to determine your marketing goals through identifying Key Performance Indicator (KPI). KPI is one of the components in measuring and evaluating the effectiveness of a company in achieving their business’ goals. If you want to create stability and consistency in your content marketing strategies, you need KPI to measure your achievements. However, you need to be very sure about your marketing goals, or if you haven’t made the goals yet, make it before identifying your KPI.

Now to make it easier for you to understand, we are going to simplify it this way:

You have a business selling various kinds of cosmetics and you have its website. The problem is, there are also many companies offering the same products. Therefore, you are now focused on creating some arranged goals:

• Increase your brand awareness
• Get more traffic to your website
• Get more sales leads turned into potential customers
• Turn the potential customers into real paying customers

Now that the goals have been written, you can identity your KPIs through your goals, like this:

Increase your brand awareness

In order to accomplish this goal, first, you need to focus on content that can catch a lot of people’s attention but still relevant to your business. Since you are a cosmetics brand, here’s what you are going to do:

• Content marketing strategy:

1. Create social media account for your business
2. Create promotional videos
3. Use relevant hashtags

• Content types:

1. Promotional videos
2. Description of your products

• KPIs for this goal:

1. Social media shares and views
2. Inquiries from those who are curious about your brand

Before setting up another goal, ask yourself if you are doing okay with the content and if the content is relevant and in accordance with your company’s vision, mission, and values.

Get more traffic to your website

Driving more traffic to your website is also another way to increase your brand awareness and improve your brand’s credibility. For that reason, you should create content that attracts readers to your website. This will also boost your chance to get ranked high on search engines.

• Content marketing strategy:

1. Write content that attracts readers to your website
2. Create blog on your website

• Content types:

1. Since you are a cosmetics company, you can write content that can help people with their skin problems
2. Pick products for recommendations
3. Use call to action for encouraging them to buy your products

• KPIs for this goal:

1. The number of website monthly visits
2. The percentage of recurring readers
3. The number of blog monthly visits
4. Conversion rates for call-to-action content

Don’t forget to support this goal by creating predictions and preparations as to how you are going to optimise your content to drive people to your site and how you give impacts to them by providing your content.

Get more sales leads turned into potential customers

From the call-to-action method mentioned above, you can get more sales leads turned into potential customers. From the data you have gathered, you can understand what they need and what they want. However, if you haven’t got their leads yet, you can start by creating valuable content with offers.

• Content marketing strategy:

Create valuable content offers that can make them unable to resist a lead generation form.

• Content types:

1. Discounts
2. Promo
3. New products

• KPIs for this goal:

1. The number of leads gathered from the content
2. The increase in conversion rates

Before doing this, however, you need to calculate whether the results worth the offers you have to give to them, and if the offers are valuable for them.

Turn the potential customers into real paying customers

When you’ve got your leads covered, now it’s time to turn them into real paying customers.

• Content marketing strategy:

1. Create content that can educate your potential customers about your company and the products or services you offer, as well as your company’s values while entertaining them at the same time
2. Generate their interest in your products through providing your previous or returning customers’ testimony

• Content types:

1. Case studies
2. Videos of your product demonstration
3. Testimonies from your previous or returning customers
4. Attention-grabbing pictures that represent your success
5. Introduction of your brand identity

• KPIs for this goal:

1. Conversion rates for each content
2. The number of leads turned into real paying customers

There you have it; the example of applying KPIs on your business goals. By using KPIs to measure your company’s achievements, you can focus on the bigger picture while constantly improving your content marketing strategies. Why? That’s because using KPIs for your goals can make your goals be more directed and well-arranged so that you know exactly what you need to do without creating messy and unruly strategies. If you need help in creating your content marketing strategy for your business, don’t hesitate to contact us and our team will always be ready to help you.