Understanding How Content Intention Works

Understanding How Content Intention Works

Understanding How Content Intention Works

 

 

In my previous article, I have talked about some of the facts that you need to know about the content marketing strategy for projects. In this article, I want to talk about all that you need to know about content intention for projects. Always make sure your content has a clear intention on what you are aiming for it to achieve. Intention-less content will easily be spotted by customers as lazy, irrelevant and not adding to your pitch.

 

  • Awareness: to let potential customers know you exist, what you stand for and your USPs versus competitors. What you do, how you do it and how you can solve a problem for your customers?
  • Interest: to capture the audience’s attention beyond awareness and convince them of your proposition.
  • Consideration: further detail on what you do to inform customers on experience, price and happy customers. Why you versus competitors – experience, testimonials, expert knowledge.
  • Conversion: to foster a warm and personalized experience between customers and your business. This includes lead nurturing, added value, return purchase incentivizing, requesting feedback, community management.
  • Retention: to encourage repeat business but also to shine a light on positive customer experiences for new potential customers. This involves heroing champion customers and amplifying of user-generated content through your content marketing channels.

 

As you can see, there’s no one size fits all and it’s important to consider the agenda with your content strategy to make sure it’s serving the right objectives but also speaking in a relatable way to your intended recipient.

Understanding How Content Intention Works

Overlaying the audience journey with the content that best serves these need states helps establish a great mix of content to help you achieve the most conversions. At each stage of the journey, the type of content you disseminate helps you build added trust, and as you progress, the commitment from the user increases until eventual conversion.

 

Now community management …

Community management is often the stage after content has been published, however, it’s an important consideration in resourcing in your overall content marketing plan.

It’s essentially the customer service aspect that can arise from the content you seed.

Why is it important?

  • Manage negative experiences with your business into positive solutions
  • Respond to business queries and help drive conversions
  • Gain insights about your business from real people in real-time to make adjustments if needed
  • Network with like-minded businesses or influencers
  • Ultimately drive new sales and repeat business

When community management works in tandem with your content, it will be much easier to move customers through the purchase journey.

 

A content marketing strategy is an ever-evolving plan that determines your content marketing goals, target audience and their content needs, defines their user journey, content formats, content styling, and is aligned to business objectives fully integrated with the wider business.

It’s important for content marketers to be working to a strategy to define what content is created, what purpose it’s serving to your wider business goals and how effective it is in helping achieve those.

 

Moving through a complete content strategy process will help you create meaningful content, seeded to the right audience that is measured and optimized to inform future content campaigns. Each of the main steps includes a number of activities. These must be carried out sequentially to make logical sense and not invest time ahead of schedule in an area that is undermined by later learnings.

For example, one must set objectives before choosing platforms, as some platforms are more adept at serving certain objectives than others.

We will be covering each of these stages in more depth throughout the module but the activities involved in each stage include:

  • Research: social listening, competitor audits, audience segmentation, platform research
  • Plan: objectives, wider business targets, KPI setting, persona creation
  • Create & Curate: content types, formats, resources
  • Publish: platform selection, content promotion and outreach
  • Measure: social listening, monthly content reports, content audits
  • Strategize: learnings, revisions, resourcing and scheduling

Developing a content marketing strategy is a cyclical process. Your learnings from the measurement phase should always be fed back into the research and planning phase of each campaign and help evolve the strategy.

 

Moving through a complete content strategy process will help you create meaningful content, seeded to the right audience that is measured and optimized to inform future content campaigns. Each of the main steps includes a number of activities. These must be carried out sequentially to make logical sense and not invest time ahead of schedule in an area that is undermined by later learnings.

For example, one must set objectives before choosing platforms, as some platforms are more adept at serving certain objectives than others.

We will be covering each of these stages in more depth throughout the module but the activities involved in each stage include:

  • Research: social listening, competitor audits, audience segmentation, platform research
  • Plan: objectives, wider business targets, KPI setting, persona creation
  • Create & Curate: content types, formats, resources
  • Publish: platform selection, content promotion and outreach
  • Measure: social listening, monthly content reports, content audits
  • Strategize: learnings, revisions, resourcing and scheduling

Developing a content marketing strategy is a cyclical process. Your learnings from the measurement phase should always be fed back into the research and planning phase of each campaign and help evolve the strategy.

Action Point

I know you might agree with some of the points that I have raised in this article. You might not agree with some of the issues raised. Let me know your views about the topic discussed. We will appreciate it if you can drop your comment. Thanks in anticipation.

 

 

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About Adeniyi Salau 791 Articles
I am an IT enthusiast and a man of many parts. I am a Certified Digital Marketer, Project Manager and a Real Estate Consultant. I love writing because that's what keeps me going. I am running this blog to share what I know with others. I am also a Superlife Stem Cell Distributor. Our Stem Cell Products can cure many ailments.

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