Tracking objectives and goals of your content marketing effort

So you have decided to embark upon content marketing. Great, however have you decided yet on the objectives and goals of your content marketing effort?

Content marketing effort to increase brand awareness

It is easy to get taken up in the whirlwind of content marketing. It’s not a case of lets get something out there for our users and potential clients to read. It is important to have a clear strategy in place. For the purpose of this article we are going to assume your content marketing effort is to increase your brand awareness.

What is content marketing?

To recap content marketing can be seen as a step up from advertising. It is more specific as you are creating articles which are meant to be useful to read. So if you are a housing association looking to increase your brand awareness you need to have a strategy that allows you to monitor your content marketing effort.

The objectives and goals of your content marketing effort

Some of your posts may be around customer education. For example, if you are trying to build up your waiting lists for available homes in certain locations. It may be that you are looking to increase the number of employed people on this list, key workers or people of a particular demographic. So articles or posts highlighting the fact your homes are available to those in employment as well as those not in work can help in this regard.

So you now have an idea as to the type of topics you will need to write about to increase your brand awareness to a particular group of people. The success of this will be dependent on customer engagement. So you want people to read your articles and act. For the purpose of our goal, you want them to request to be added to a waiting list. Your articles need to be interested and engaging to encourage them to act.

What can happen after this? Potentially, they may be able to provide you with other new customers through word of mouth. So how does this happen? Well, if your article(s) encouraged them to act, the likelihood is they will tell their family and friends about your service is they got a positive experience from it. Therefore, they are doing a lot of your marketing for you! They are your new ambassadors.

A steady stream of content marketing effort

You cannot expect to write one article and believe that will be enough. When it comes to brand awareness, as it says, it’s all about creating ‘awareness’. So a steady stream of content marketing effort will go a long way to helping raise your profile and meet your goals.

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