And otherwise, when working on content with few resources, less is more. For example, it can quickly happen that you want to be present on all the major social networks. It is better to understand your target group precisely and know exactly where and how to best reach them. And then concentrate on that.
JT: First of all, the goals that I mentioned in connection with the content strategy have to be set. Because if I don't know my goals, I can't check how close I am to achieving them.
In the next step, it is important to understand the customer journey with its intermediate steps (touchpoints). How does a previously unknown person become a new customer or even a fan? How do existing customers become returning customers?
As far as possible, what happens at these touchpoints should be measured. turkey telegram data Unfortunately, there are limits to what can be measured here. Firstly, for technical reasons, because not every important interaction can be measured - think of the famous conversation in the break room where a colleague might recommend something to another colleague. Secondly, for legal reasons, because data protection must of course be guaranteed.
With all of this, the team should be clear about what the specific purpose of content marketing is. What is the "return" in the "return on investment" in this case? Content marketing is mainly about attracting the attention of the right target group and winning them over over time. In other words: you build up an interested audience.
Measuring this effect is not impossible. But you have to know exactly what you are looking for. This is where micro-conversions come into play: what intermediate goal are you pursuing with a piece of content on the way to the big, overarching goal? Examples are: attracting new readers to the newsletter, increasing downloads of a white paper or encouraging participation in a webinar.