I recently received this question from a content manager that wants to be more hands-on in delivering bottom of the line results to the business — which is always a smart choice if you ask me! What I shared with her can be useful to other content managers out there, so here we go.
As a content producer, your individual objective key-result (OKR) should be directly connected to the company’s main goals. For example, if the business must achieve 100 new customers to grow every month and your conversion rate from marketing qualified leads to customers is 10%, you know you need at least 1,000 MQLs to get to that point.
For a content producer, the more realistic KPI to track is organic traffic. Back to our example, considering that from every 10 readers one leaves their email to subscribe or download an ebook, you know that you’d need at least 10,000 unique views per month to get those 100 customers. Disclaimer: this is a zero-gravity example and you’ll notice not every lead is a MQL. You’ll soon need to add more layers to the process, including steps on your content journey to cross content interest and lead maturity (willingness to purchase), as well as additional questions on landing pages.
Having stated that, if you’re part of a marketing team, I believe the crew has to share the final goal and help each other to achieve every metric, but you can divide and conquer the funnel, setting a team member as the owner of each step:
- Top of the funnel (traffic and channels) — content related to the needs of your target audience
- Middle (leads and MQLs) — info about your solution and expertise
- Bottom (SQLs and opportunities) — case studies, competition comparatives
The main questions to set this number are:
- What is the company’s forecast for the next month/quarter/year?
- What are our conversion rates for every step of the funnel?
- Is the final number realistic or are you at the beginning of your strategy? In that case, it’d be best to grow to that unique viewers goal-number month by month.
With the team aligned on these questions, it’s time to define the proper content strategy, which involves technical resources, budget, and time allocation. It also requires knowledge about your customers, ongoing A/B tests, and analytical research.
Of course, the person responsible for the top of the funnel results impacts the middle (she/he will create materials for all stages) and of course someone who creates strategies to bring more mid-funnel leads will impact top-funnel as well — it’s a teamwork. But having these “owners” will help you to motivate each one towards the final goal.
Track your content performance, campaign results, and conversion rates. Then you can repurpose and relaunch the most successful ones, replicate the best models and increase your numbers making use of the content you already have, wisely. More than that, you can gather your team again, discuss what went wrong and what worked well, adjust needs and expectations, and set up the stacks for the next cycle.
Content is essential to this movement, but content alone won’t bring all the traffic on day one — you’ll need it to be distributed in the right channels — blog, social media, email, and so on. Content distribution has its own tricks, shortcuts, and tools.
Besides that, there is a range of content types a content manager can rely on, according to the preferences of your audience, the objectives of each piece of content, and the resources available in-house. Here at GrowthHackers, we use a framework called Content Marketing Matrix to define the content types we invest in for each campaign.
Also, whenever possible, your content should be complementary, referring to the others and adding more value to your visitor. That’s why it’s important to have professionals on top of the company’s content weaponry and strategy. Analytical capacity, strategic thinking, and operational resilience are some of the requirements for up-to-date Content Managers.
Workflow counts with three features that help you to control the performance of your content after it goes online: Library, Analytics, and Report.
Let me know if that was helpful. I’m more than willing to discuss this further in the comments!