Encore360’s Post

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328 followers

5mo

Your content marketing goals should lead you to build greater trust with your audience. That trust leads to revenue. Here's another clip from our recent interview with Joe Pulizzi. You can watch the full interview right here: https://lnkd.in/ewCYXSSE What's an example of a content marketing goal your team has accomplished this year? #marketing #contentmarketing

Transcript

How do you recommend businesses think about goal setting? Well, back to your point about we're running a business here, so what's the business problem? Are we losing customers? Do we need to focus on loyalty? Maybe the problem is that our customers aren't spending enough, so we need to create better customers that spend more with us. Those are where I would like to start. I think most of us need to start because the hardest thing to do is to get a customer. If you already have customers, let's focus on how to keep them. So if you're going to do this, just focus on one goal if it's lead generation. Which is fine, but again, not that I'm gonna correct you, but I correct you a little bit. I never say content marketing campaign because the reason why I don't wanna say campaign is a campaign always stops. If we think about a political campaign, thankfully a political campaign stops, right? We're all happy that a political campaign stops. And that's where a lot of businesses get it wrong. Because if we're starting a content marketing initiative, a newsletter, a YouTube series, a podcast, you don't stop. This is not something where you get to episode 10. It's like, I'm done, let's go do something else. But that's what a lot of companies do. So you do not want to stop it. We'll change it, we'll iterate. It might change the schedule a little bit, but we never want to stop. Like this whole marketing podcast, we're in episode 421 or something. We've been doing this since 2013. And every week we've done that, we've showed up or whatever. And that's what we have to do as well. And you don't want to stop because once you stop, you lose that trust. Whatever you built, it's gone. They're going to go somewhere else to get it.

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Encore360

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