Customer Communications Group: Reach Business Goals with Smart Content Marketing

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Customer Communications Group explains three important steps to achieve business goals with a smart content marketing plan.

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It’s a mistake to create and publish a frenzy of content to see how the business will benefit. Instead, identify specific objectives that can be achieved through custom content.

Customer Communications Group, (CCG) the full-service loyalty and marketing agency, explains three important steps to achieve business goals with a smart content marketing plan.

“There may be many way that an organization could benefit from a comprehensive content strategy -- but that can also make the first step the most difficult,” said Sandra Gudat, president & CEO of Customer Communications Group. “It’s a mistake to create and publish a frenzy of content to see how the business will benefit. Instead, identify specific objectives that can be achieved through custom content; that’s how success will be measured.”

Step #1: Content goals must be measurable.
Is the goal to increase product/brand awareness? Generate more sales or conversions? Increase customer retention? Promote key services? Identify the primary objective, and take it from there.

If the basic objective is to increase brand awareness through social media content distribution, there must be a quantifiable goal, whether it’s a percentage, dollar amount, ratio or another metric.

So the goal may become increasing brand awareness through social media content distribution by a) increasing number of followers to 10,000 and b) increasing the number of content referrals (i.e., the number of people who share articles with a friend) by 70 percent.

Step #2: Make content goals real
Goals should be attainable. Analyzing competitors, audience, past company trends and industry statistics can provide benchmarks. The goal may then change to increasing brand awareness through social media content distribution by a) increasing the number of followers to 4,000 and b) increasing the number of content referrals by 20 percent.

Step #3: Content goals must have a timeline.
Apply Step #2 when setting the timeline: The date must be attainable and take into account industry trends as well as internal challenges. Then pick a year, a quarter, a week — or a calendar date that marks a significant event. For example, within six months of a new website launch, increase brand awareness through social media content distribution by 1) increasing followers to 4,000 and 2) increasing the number of content referrals by 20 percent.

Find out many other content marketing tips and strategies that build loyalty and boost the bottom line, read CCG’s Guide to Content Marketing. And keep the lessons coming, sign up here to receive CCG’s newsletter for customer loyalty.

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Jim McNulty
StandPoint Public Relations
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