A successful content strategy begins with the definition of marketing goals. The objectives must always meet the S.M.A.R.T. requirements – that is, they must be specific, measurable, attainable, relevant and time-bound. Only then can target groups and corresponding measures be defined. In the following article I would like to give concrete examples for the definition of objectives in content marketing.
In content marketing, content offers the consumer a direct benefit. Contents inform, entertain or educate. But they always fulfil a commercial purpose. Roughly 6 goals can be defined:
- brand awareness
- traffic increase
- lead generation
- customer conversion
- customer loyalty
Here are some best practice examples that illustrate how companies have achieved these goals:
adidas demonstrated how brand awareness can be achieved through content marketing with the video series “The Return of D. Rose”. After NBA star Derrick Rose tore his anterior cruciate ligament during a Chicago Bulls basketball match against the Philadelphia 76ers in April 2012, adidas as a sponsor relied on the power of storytelling in the face of looming losses of millions of dollars and accompanied the athlete on his way to a comeback. The videos produced, along with the hashtag #thereturn, went viral within a very short time – and adidas as a brand profited in terms of brand awareness without even mentioning the brand or the basketball shoe being advertised.
In order to increase the traffic on a website, good content is always necessary. Schwarzkopf has also recognized this and has given its website a facelift in terms of both design and content in 2011. Product descriptions and pack shots have given way to glossy lifestyle articles. In addition, lots of tips and tricks for hair care invite visitors to stay on the site and visit it regularly.
If you want to do lead management well, you should take an example from the Schwenninger health insurance company. The Babyharmonie.de platform was set up to reduce the premature birth rate during pregnancy and thus reduce the company’s expenses.
On the site, expectant mothers can find information on the topics of the desire for a baby, pregnancy and birth. Of course, further information material can also be requested. All you have to do is fill out and send off a registration form. Here too, the company is very reticent about advertising and prefers to let the content speak for itself. Schwenninger health insurance – two thumbs up!
The German company Globetrotter provides an outstanding example of customer conversion. The retailer is one of the largest outdoor retailers in Europe and operates both the print magazine 4 seasons and the website 4-seasons.de. Both media offer extensively researched travel reports and many tips on the topic of outdoor. In addition, the website discreetly displays the matching Globetrotter products for each article, which can then be purchased in the company’s own online shop.
In 2011 Coca Cola announced a new content strategy, one year later words were followed by deeds – the Coca Cola Company website. What immediately stood out was that the focus was less on products and more on interesting and exciting stories.
The soft drinks manufacturer realized that the goal of emotionally binding people to its brand can be better achieved if the company stops putting itself and its products at the center of communication. Customer loyalty made by Coca Cola! Well done.
Upselling is probably the biggest challenge in content marketing. But Harley-Davidson shows how to do it right. The cult brand presents a successful blend of product page and lifestyle magazine on its official website. Besides information about the latest models, Mr. and Mrs. Easy Rider are offered a lot of emotional content – such as videos or reports from fans about their personal Harley-Davidson experience. And to make sure nothing happens to the Harley, the website also offers the opportunity to take out a company insurance policy or book a riding course.
The definition of the goals defines the content
The examples illustrated how content marketing can be used to achieve goals such as brand awareness, traffic increase, lead generation, customer conversion, customer loyalty or upselling. The type and orientation of the content always depends on the definition of the goals. It’s just like your own outfit: depending on the occasion, you need the appropriate top, shoes and accessories.
Always start your content strategy by defining the goals first. And remember: be S.M.A.R.T.