There is a fuss about a goal-directed content marketing which is the core of Curata way of content marketing. All and everything change in time, including goals of people and or organizations. It is foremost about goals on where a powerful content marketing thrive and flourish. The Curata way of content marketing excels because it especially takes into consideration and connects with the buyers’ goals.
What is something special then when you do a content marketing for a firm, say a soap manufacturer, dovetails and connects with the product buyers’ goals? A goal is often the starting point in the decision-making of consumers. But it is the end point as well. In a goal-directed content marketing, the goals of the buyers are much valued simply because these direct their decision to buy products or services.
Why First the Goals
In goal-directed content marketing, the goals of the consumers are identified, clarified, pretested and tested in time and evaluated. This unique and dynamic strategy sees that there are shifts in buyer behaviors as influenced by digital technologies and sellers must have to identify and evaluate these goals. Creating content strategy framework for your business firm is such easy endeavor in Curata way of content marketing.
Marketers should connect their contents to the buyers’ goals, and this fact counts first in goal-directed content marketing. Consider a detergent soap company, where content marketers pound and hammer much about the fragrance and bubbles of the soap as the price setter rather than the cleaning effectiveness of the product. There is going to be an obvious miss here if the housewives in middle-income groups are the targeted audience. In Curata way, content marketing’s audience strategy is elaborated and also given emphasis.
Analyzing Buyers’ Goals
In our goal-directed content marketing, the marketers’ audience is analyzed, the buyers’ personas, demographics and targets in buying stages are dissected then we proceed with our 5 steps of connecting the marketing’s contents to buyers’ goals. First off, there is a need to establish who your audiences are. Are your marketing materials directed to wealth, middle or lower segments of the market connecting online? How to build your content marketing’s audience strategy is quite an easier task in Curata way of content marketing.
In our survey of 428 marketers, we found out that the top three drivers of blog content strategy are audience demographics, personas and buying stage. These elements as well are elaborated and given models and examples in goal-directed content marketing. Second, in here, goals and goal-directed behaviors are analyzed as to their relations to the organization, experience, career and personal life.
The Theory of the Long Tail in Content Marketing
What makes goal-directed content marketing in Curata’s way is that it takes the “long tail” in content marketing as an interesting factor to consider. In research, Curata found out that marketing contents are geared more to the niches of the products that are many than to the few hits in the market. There are more marketing materials on the huge number of niches in the tail than on the head of the high demand curve of the hit mainstream product and markets. This theory of the Long Tail in content marketing verified in Curata research in creating content strategy framework, as well as the content marketing’s audience strategy of online marketers and corporate executives.
The White Paper and Formats
In goal-directed content marketing, contents are meant to support and buttress the buyers’ needs for information and guides while they are entertaining or evaluating the products they want to buy. This Curata way of content marketing is a data-driven strategy. Consumers often ask for information to accomplish their goals of the moment, and content marketing has to deliver the information on a format that buyers like and believe on. From recent benchmark study of Curata, a high majority of marketers, about 71% used white papers as a reliable format.
This method also goes all-out for data-driven information in a format and platform that buyers can easily access and trust on. In creating content strategy framework, there is a discussion on what content format to use or whether to go for specific or combination of forms to reach the targeted audience.
Curata’s Content Marketing Pyramid
But let’s take a look at content marketing pyramid as found out in the research of Curata. The pyramid shows the hierarchy of formats that buyers’ goals can me substantially met. Otherwise, buyers have more confidence on these digital formats in deciding to buy products. Curata’s pyramid shows the ordering of forms: 1. Primary/secondary research and thought leadership: books, eBooks, white papers; 2. long-form blog posts and presentations; 3. infographics and slide shares; 4. short-form blog posts and contributed content; and 5. social media posts and curated contents. From 1 to middle of the formats are described as “high effort and rare” and from middle to lowest as “low effort and often”.
More Ways: Buyers Personas and Stages of Funnel
The content marketing’s audience strategy of Curata provides ways to set up workflows and processes so that the marketing contents have to be aligned with the buyers’ information needs. The connection of the itemized contents, its timing and delivery will be planned in the editorial calendar (and Curata offers free editorial templates). Each item of the marketing content will also be tagged in “buyers’ personas” and “stages of funnel” to ensure the connection of the substance to the buyers’ goals and needs. What a best Curata way to have goal-directed content marketing!
Curata offers an eBook, “How to Develop a Content Strategy,” which can be of help in creating a content strategy framework. Check this out.
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