How to Set your Client’s Content marketing Expectations in 2020?

How to Set your Client’s Content marketing Expectations in 2020?

Content marketers understand the way the process works. But to a client who treats content marketing as any other content writing, how do you make him understand and invest in something he has no idea about

We have tried to help our readers with content marketing tips and strategies. But yet when the time comes to explain to your clients on the benefits of content marketing we falter in it. Add to the mix the concepts of branded content and native advertising , the clients only gets more confused

It is also necessary to know the correct terminologies to be used to come across as an industry expert.

Whether you’re managing your own content marketing campaign or you have an agency managing it for you, it is recommended you have a clear picture of what results to expect. The truth is to find a balance that is just right with content marketing expectations for the brand; setting too high expectations can lead to disappointment and frustration while setting the bar too low can be equally discouraging

If you’re also in the same boat ,wondering if your content marketing expectations are in line , we @digitalscool have compiled a few strategies that work

A lot of people over the past few days have asked us to share a few tips in content marketing expectations . They also mentioned to us that very often their clients lack a clear understanding of what content marketing is all about and what role it should play in their marketing plan

We have hence put together some best-practice tips and examples to help guide your content marketing.

What are the different content strategies?

Content marketing, branded content, and native advertising are all based on the same principle – that creating relevant, informative content and making it available to an audience who would love to receive accurate and valuable information will help brands attract consumer attention, earn trust, and, ultimately, make consumers more likely to convert into loyal, satisfied customers.

So why should we take the pain of going to all these different terminologies

While the lines between each approach can blur, a compelling case can be made for understanding the distinctions. Understanding the brand’s goals and working towards it is highly important .It helps you make a strong approach  for experimenting with a technique your client may not be considering. For example, if a client is convinced that content such as blogs and articles should be driving more traffic, explaining how native advertising can help put that content in front of more consumers might help

It helps to raise the chances of achieving success. For instance, a branded content campaign that features the brand may better support a short-term lift in brand awareness while a content marketing initiative may be more effective at driving awareness for a traditional brand looking to expand into a new market or launch a new product line.

Knowing the differences can help you be more successful at content marketing. Not to mention that continuously sharing the campaign monitoring details with the clients time and again .Also taking feedback from clients time and again can minimize the frustrations, delays, and extra work that can result from misaligned expectations down the line.

Content marketing

Content marketing is a method of marketing that is focused on creating and distributing relevant, and consistent content to attract and retain a defined audience , the objective is to drive conversions and required customer action.

What makes a strategic approach : Content marketing is a strategic marketing plan that can take many forms, including newsletters, blog posts, e-books, videos, webinars, podcasts, white papers and social media updates. It can be said that in a way, it can be similar to the approach your brand might be using in any other type of marketing campaign – including native advertising and branded content initiatives.

But there are certain characteristics of content marketing separate it from other techniques

It prioritizes providing information to the audience as the major focus and not the brand’s promotion. Instead of directly discussing or overtly promoting the brand’s products or service offerings, content marketing should provide a unique benefit to those who engage with it, something of significant value they are unlikely to find elsewhere

By becoming the most authoritative, reliable ,trustworthy source for insights, and information in the relevant industry, the business is more likely to earn the audience’s trust. That, in turn, can exponentially increase the returns from the marketing efforts – including stronger, more enduring, and more profitable customer relationships.

  • It is essential that the same content is produced consistently and published on all channels the brand owns and engages with. Completely unlike native advertising and branded content, which tend to be used for short-term campaigns, content marketing creates opportunities for the audience to engage with a brand on an ongoing basis.

Content marketing involves creating a community around the brand .

CAN We Measure the Results of Content marketing

Is it fine to expect that you would write and publish and instantly new leads starting pouring in?

While discussing the proposal with the clients it is recommended that the agency set the expectations accordingly. It is only natural for clients to expect instant results for his investment. But it is very critical to let them know otherwise

Content marketing involves trial and error, experimentation to find the right tone of content of what resonates with your audience.

And once you think you found that zone, it is necessary to monitor the same over time along with your customers’ needs. The plain truth is that with all forms of content marketing, it is exceptionally rare to see instant results viral marketing takes years to find results

So How Long Does It Take for Content Marketing to yield results

Every client is bound to ask this question sometime , “How long does it actually take to see results from content marketing?” Never set the bar extraordinarily high.

A good rule of thumb is to give your content marketing strategy a minimum of 12-18 months to see results before you decide to drop or continue with the technique.

Digitalscool clients have found that consistent and strategic content marketing have yielded results after two years or more but the benefits have always been worthwhile

But it is essential to monitor and evaluate the strategy during this time. It is found to be beneficial to monitor each form of content to discover what your customers are engaging with and then tweak your plan to include more of what they want and less of what they don’t.

How to Set Realistic and Practical Content Marketing Expectations

Now we know content marketing takes time, how do you set expectations and goals? We use the SMART approach

  • Specific
  • Measurable
  • Achievable
  • Relevant
  • Timely

Let’s take a look at each step individually to see how you can use it for your content marketing campaign.

Specific. Ask yourself what exactly you hope to get out of your content marketing technique. Do you want more website traffic? Increase brand awareness? Higher conversions? Be specific.

Measurable. In order for your goals to be successful, you need to be able to measure them against some benchmark. Trying to increase web traffic? Use google analytics to determine how many visitors you have before starting your campaign . Use google analytics to track and monitor your campaign

Achievable. It is necessary to set your goal and don’t set the bar too high. To expect an immediate return on investment immediately is not an attainable goal. Consider the industry you are working for. For example, an eco friendly company has the specific goal of doubling their social media following organically in the next few months , the goal is specific and measurable. But due to lack of resources they can only give the time and resources to post once every couple days. With less time to put into their social media, it is not realistic to expect this happening as they will not be able to double their following organically with the current resources

Relevant. How will the content marketing technique help your customers and your company? Having a social media account, blog or newsletter without a goal is not going to do favours for your brand. Also it is necessary to find which platform works for your audience segment

Timely.  To see an accurate representation of your progress it will take a minimum of 12-18 months. Discarding your content marketing strategy after six months because you have not reached your goal of increasing followers count is a huge blunder. Six months is a great time to evaluate the progress you have made and make necessary strategy changes, but your time limit should be set for significantly further in the future. But make sure to set a deadline for it

Mistakes that Can Slow your Content Marketing Success

Now that you know what to expect and how to set content marketing goals in the zone, let us see which mistakes that commonly are commonly committed by content marketers

Focusing on Quantity of Content Over Quality. As you develop your content, don’t focus on the number of pieces or words you are turning out over the quality of each piece. It is always better to have less content that your audience responds to and engages with than spamming them with information they may not care about.

Not Communicating SMART Goals with Your Team. Once you develop your SMART goals, don’t forget to share them with your team to make sure everyone is on the same page. In order for real progress to be made on your campaign, all members need to work together toward the same objectives.

Not Considering the Platform and Specific Audience. It is essential to know and study what content suits which platform before creating content. For example, the information you post on Twitter should be very short , while users on LinkedIn are looking for more professional, in-depth information. You can share the same piece of content on each account, but in different ways suitable for that platform

Inconsistent Brand Identity. Whether you plan to handle your content marketing from beginning to end or want to enlist the help of others, it is important that everyone is aware of your brand identity. This includes style, tone and voice, as well as visual elements. Every content you produce and distribute must be in line to your brand identity

Hence it is necessary to explain to the client about content marketing strategies and not set instant expectations. Content marketing offers the versatility to apply to a brand’s highest priority business goals and has the capacity to convert casual readers to loyal customers

Snippet:

Content marketers understand the way the process works. But to a client who treats content marketing as any other content writing, how do you make him understand and invest in something he has no idea about

We have tried to help our readers with content marketing tips and strategies. But yet when the time comes to explain to your clients on the benefits of content marketing we falter in it. Add to the mix the concepts of branded content and native advertising , the clients only gets more confused

Gist

Content marketing prioritizes providing information to the audience as the major focus and not the brand’s promotion. Instead of directly discussing or overtly promoting the brand’s products or service offerings, content marketing should provide a unique benefit to those who engage with it , something of significant value they are unlikely to find elsewhere

By becoming the most authoritative, reliable ,trustworthy source for insights, and information in the relevant industry, the business is more likely to earn the audience’s trust. That, in turn, can exponentially increase the returns from the marketing efforts – including stronger, more enduring, and more profitable customer relationships. Content marketing involves trial and error, experimentation to find the right tone of content of what resonates with your audience.

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