What’s the Purpose of Your Marketing Content? It’s Not What You Think!

Why do you create marketing content?

Is it to support sales? To help increase the bottom line? To get more conversions? Nope! None of those answers is a very good reason for creating marketing content. But many small B2B companies are trapped in that kind of thinking. The problem with those reasons is that they’re vague standards that won’t direct your content in any strategic, meaningful way.

[bctt tweet=”What’s the purpose of your #marketing #content? It’s not what you think!” username=”billkerschbaum”]

Your marketing content just becomes a waste of time and effort.

So if you’re not creating marketing content to increase the bottom line, why the heck are you creating it? Good question.

Why the Heck You’re Creating Marketing Content

“Increase the bottom line” isn’t strategic. And content that isn’t strategic isn’t going to do much for you—including increasing your bottom line!

[bctt tweet=”‘Increase the bottom line’ isn’t strategic. Content that isn’t strategic won’t do much for you” username=”billkerschbaum”]

Instead, think about your company’s goals—your business goals and your sales goals—for the month or the quarter, or even for the year. Your marketing content exists to help you reach those goals. That’s what it’s for.

Once you start with your business goals in mind, you can create a strategic campaign for your content that’s specifically designed to help your company hit those goals. Now you’re cooking with gas! Suddenly, all of your content will be very focused, with a specific purpose. And it’ll lead your prospects in a specific direction that helps you reach your business goals.

And guess what: you’ll also end up with more conversions and a bigger bottom line. Companies that start with business goals get a ton more ROI out of their content. Because it’s focused on a single goal, instead of a vague and directionless idea like increasing conversions.

[bctt tweet=”Your #marketing #content exists to help you reach your business goals. That’s what it’s for.” username=”billkerschbaum”]

SMART Goals and Stupid Content

Now, if your business and sales goals aren’t SMART goals, you’re going to have stupid content. You’re probably familiar with SMART goals, but just in case, I’ll review them real quick for you. A SMART goal is:

• Specific
• Measurable
• Attainable
• Relevant
• Time-based

So if your sales goal for the quarter is to get more leads, you’re not giving your marketing content anything to point to. It’ll be stupid content that doesn’t do anything for you.

[bctt tweet=”If your business and sales goals aren’t SMART goals, you’re going to have stupid content” username=”billkerschbaum”]

But if your sales goal is to increase demo requests by 20% (from 20 per month to 24 per month) by the end of Q3 (September 30, 2017), now you’ve got something solid to guide your content and give it purpose.

Goal-driven marketing content is one of the three legs of the Content Strategy Stool. When used together with buyer personas and the buyer’s journey, goal-driven content will help you reach the right buyers at the right time with the right content—for better leads and increased sales.

A content strategy like this takes work. If you’re tight on time and resources, shoot me an email—I can help you find ways to get the most out of your marketing content.