Hey everyone,
This week we learned about the marketing funnel and KPIs and how they are concepts you need to know for effective content strategy. Ron Abraham highlights how everything you do in terms of content strategy and digital marketing should be centralized around a specific goal and that data is really important for this. I like and agree with what Ron said because he highlights how you should really think about your content before you release it and what you are trying to achieve from it so that you can cater the content effectively to that goal. Collecting data on your audience (like their interests, wants/needs, demographics, how they interact with your media, etc.) is helpful in creating content that they will feel interested in as you are taking these kinds of factors into consideration.
To expand more on this concept, in the reading by Ricqcolia Phillip, she mentions several KPIs that you should analyze if you are looking to raise brand awareness through your content (2022). The KPIs she mentions for this goal are page views, social shares, engagement, and subscriber growth (2022). Using KPIs to collect data is useful as you can analyze if your brand is doing an effective job at releasing content, in this case, to bring awareness. This is useful for me because I can use these KPIs to help build brand awareness (top of the funnel) for my sister’s small business. This can be done through insights (analytics) on Instagram and looking to see if more people are commenting and interacting with the posts. Therefore, based on the data collected, I can use it to improve my content and see if the goal of brand awareness is being met, which could help my sister’s small business grow.
Philip also mentions how a goal for content marketing is increasing conversions (middle of the funnel). And that the KPIs to measure this would be a conversion rate, which can include follower growth over time and revenue made (2022). This is useful to know for my sister’s small business on Instagram, as we can analyze if the follower count is increasing over time with the content being put out and if the sales and revenue are increasing over time. This information is important because it would help indicate if more people are “converting” to our brand and are interested in our content/products, which essentially impacts the business’ growth.
Another thing I wanted to mention was how Abraham said that it’s okay to repurpose content, and that you would want to repurpose content based on how you already know how people will react or resonate with it based on past interactions with it. This is useful to me as I can help be a better content strategist for my sister’s small business by repurposing the content that I’ve already created that resonated well with the audience. I can measure this by the insights/analytics like commenting, sharing, likes, etc. on my posts. As well as just how the product itself did in the past and the demand for it. For example, a lot of the holiday treat box posts did well. As well as the product itself, so that is content that I would repurpose around the holiday season.
Reference
Phillip, R. (2022). Important content marketing KPIs you should know. LinkedIn. https://www.linkedin.com/pulse/important-content-marketing-kpis-you-should-know-ricqcolia-phillip/