How do you know if your content strategy is working? There are myriad resources on the best measurements for answering that question—page views, clickthrough rates, sales, customer retention, etc. As a former member of a marketing department, I acknowledge that measurement and return on investment matter tremendously (though which measurement method is best is beyond my expertise). As an experienced writer, however, I do know that if you’re not producing quality content, measurement will be the least of your challenges. Yes, you need to start with the end in mind—i.e., your content strategy should be aimed at specific goals, whether increasing leads or sales or customer retention, etc.— but if the content you create isn’t top-notch, measurement won’t matter because your readers won’t stick with you. So stop worrying about measurement—at least for now—and start worrying about quality.
The goal of marketing, broadly speaking, is making your target audience aware you exist—your business, services, reputation, prowess, competitive advantages—which can be accomplished via traditional advertising, social media campaigns, and everything in between.
In contrast, content marketing’s goal is narrower and so, therefore, is its scope. Content marketing is not marketing as traditionally understood—it's brand building. Which means it rarely includes a call to action—a request that your reader take some specific action, like come into your store or visit your website or subscribe to your newsletter. Instead, content marketing is primarily a medium for showcasing your business's expertise.
Then, too, because content marketing is narrowly aimed at establishing your brand, it’s not trying to accomplish everything at once—build awareness, establish your expertise, share your pricing, and close deals. Done well, it simply makes your audience sit up and say, “Wow, these folks are really smart. Wonder what they think about {some adjacent topic}.” Inspire enough such reactions, and you won’t need a call to action—your audience will come find you. Ideally, they’ll keep reading and, eventually, become clients.
Key to inspiring the initial “wow!” response, though, is the content, which should be sharp, concise, useful, and, critically, well-written. What should you write about? A good place to start is with questions you commonly get from existing clients or customers. Maybe an equally important source of topics is the questions you don’t get but probably should. What differentiates you from your competitors? What are you passionate about when it comes to your business? In short, write what you know. The reason you’ve been as successful as you have is you know your stuff. Share all that knowledge in whatever format makes the most sense for you—a blog, a podcast, a magazine, social media posts, etc.
Importantly, give it away for free. Don’t put it behind a paywall. Ideally, don’t even put it behind a log-in requirement. Remember, this isn’t about a call to action or getting your audience to take any particular action—not at this stage—but about establishing your credibility. Like the scene in Miracle on 34th Street where Kris Kringle sends shoppers to competitors if Macy's doesn’t have what they’re looking for. You don't need to go that far—but you should strive to make yourself the primary, trusted source within your area of expertise by freely sharing your insights.
Another key is telling your story well. If you’re not expressing yourself clearly, your reader will give up on you quickly, so ensure your grammar is sound, your sentences are clear, and your prose is readable and interesting. Have someone else—a friend, colleague, family member—give your writing a read to make sure they get what you’re saying. If they don’t, don’t blame them. If your reader says you’re not clear, you’re not clear. End of story. (Nor am I the only one who believes this—see my favorite quote from Deirdre McCloskey on my home page for proof.)
If you start writing clear content, sharing your passion, and helping your audience solve problems to which you hold a key, you should soon have plenty to measure.
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