Don’t forget to think about their pain points. One of our favorite questions is: What keeps person X up at night? If you can answer that, and align your brand with the solution, you can begin moving them through the journey toward your brand.
3. Align your goals with your metrics
There are a zillion different metrics out there to pay attention to. But they don’t all matter all the time. So the question is, which metrics will give you the information you need to make sure your campaign is on track? The answer is, choose the metrics that speak to your goals. Tracking revenue? Then sales, leads, and upsales will tell you want you want to know. Tracking customer experience? Consider sentiment and influencer engagement. And establish a cadence for reviewing metrics – cadence will, in part, be driven by campaign length (longer campaigns check in on metrics less often than quicky campaigns). But don’t wait until the end when it's too late to adjust—the real value of metrics is the ability to adjust as you go.
4. Zoom in on topics
We love a good brainstorming session. This is a great way to align topics with your audience pain points and narrow down ideas your team can coalesce around. If you have access to content intelligence to add data to your decision making process, that’s even better.
Align your topics with the needs of your audience and consider emotions and take-aways as you narrow down topics. Choose topics you’re confident about, things you know your brand can speak to with genuine authority. And think of how you want prospects to feel when they encounter your content: scared, empowered, hopeful? Focusing on emotions can help craft take-aways that align with goals. So, for example, if you’re goal is to drive sales leads, you might want to craft content around fear of being left behind, or urgency to move forward sooner. Your take-aways should promote the emotion and prod the audience to take a concrete action.
5. Create your fab content
A great way to start a campaign is with one large piece of content: a whitepaper, an ebook, an app. The goal of the main content piece is to give your audience something of real value that addresses their pain points in a substantive, informative way. For most brands and goals, tying content to keywords helps flesh this large piece out and drive it toward success. This has been coined 10x content – content that is ten times better than anything else found on search.