Most people wouldn’t attempt to design their own logo, or code their own website. However, many business owners believe that they can handle their own marketing content. We get it – everyone can write, and many of us are pretty good at it. However, creating marketing content is a skill all on its own, involving many moving parts that might surprise you.
Here are some things a content marketing agency can help with:
A content marketing mission statement
This doesn’t need to be super detailed, but a content marketing mission statement outlines three very important things: your target audience, how you’ll communicate with them, and how you’ll measure your success. Understand these things before you do anything else, and you’ll have a roadmap to give you a clear direction for your content.
Clear KPIs
KPIs, or key performance indicators, are clear ways you can measure the success of your content. Too often, brands publish a blog or social media post and expect their audience to flock to it. However, it’s important to actually track how well your content is doing, or how it can be improved. Here are some examples of content marketing KPIs:
- Engagement – Comments, likes, and shares are some key ways that your audience can engage with your content. Tracking engagement is a great way to gauge whether or not your audience is interested in what you have to say.
- Downloads or form completions – If you’ve set up a landing page for prospective clients to download a file or fill out a contact form, it’s important to see if these actions are actually being taken, so you can tweak the content if needed.
- Unique pageviews – Unique pageviews track the number of times one person visits one page in one session. This is a great way to see how many different people are visiting a page based on your content.
An understanding of your audience
If you know who your target audience is, and what they want and need, your content should practically write itself. A marketing agency can help with thorough research on your target market, including things like demographics, buying habits, interests, and where they hang out online. They’ll help you visualize exactly who your target audience is, so your content will be perfectly tailored to engage with them effectively.
Original and high-quality content
Even if you can write well, a marketing agency is well-versed in the best practices on writing content for each marketing channels. What works well in a blog post won’t work as well in an Instagram post, or in an infographic. A good marketing agency knows exactly what will resonate with your audience, and will create original and high-quality content tailored for each channel.