CAC, Customer Acquisition Cost, is a metric that indicates the amount you invest in Marketing and
Sales to acquire a new customer.
If acquiring a new customer is cheap, the revenue generated by that customer covers the costs
incurred up to that point and generates profits. That is why the goal of any company is to keep its CAC
as low as possible.
But why am I telling you this? Because most companies still maintain a large sales team focused on
prospecting and inject money into paid media to get new customers.
These actions are successful in many instances, but they also result in a fairly high CAC. Also because
staff and advertising are not cheap at all, right?
With a Content Marketing strategy, you reduce CAC by providing materials that address
customer concerns at the time of purchase , while at the same time providing your sales team
with e-books, webinars, and other content that can facilitate the sales process.
And you can also use Content Marketing to train your sales team, improve your lead conversion, build
authority in the market, etc., just to name a few of the benefits.
But it is clear that before you reap the rewards, you will need a well-defined strategy.
Putting a corporate blog up in the air and writing a post every now and then is not Content
Marketing!
Content Marketing, in general, is a three-stage process: planning, execution, and measurement. And
that’s what I’m going to teach you now.
How to start a content marketing strategy
Content Marketing is much more than turkey telegram data just writing. Actually, that is the smallest part. First, you need to define objectives, strategies and which metrics to evaluate.
Planning is everything that comes before actually starting to create content: choosing topics, language, keywords, etc.
This is the moment when you clarify the results you want to obtain with your strategy, the path you are going to trace to achieve your objectives and how you are going to measure your progress.
Producing content without planning is like taking a road trip without a GPS — you might have fun along the way, but you’ll probably end up stranded in the middle of nowhere with a flat tire.
That is why, when developing a content plan , we define all the steps of the company’s Content Marketing strategy, starting with the person.
Definition of objectives and KPIs
A clear objective helps your team understand how to increase your chances of getting the whatsapp green tick which metrics need to be monitored and what actions they need to take to improve results. Every strategy should pursue a goal that brings real benefits to the business!
I have listed some of the benefits of Content Marketing for your company that can be used as objectives:
- generate brand awareness;
- increase brand engagement;
- educate the market;
- generate sales;
- reduce the cost per sale;
- increase lifetime-value.
These examples cover a lot of the cases we see on a daily basis. So evaluate what results you need to achieve at the current point in your business and what goals will help you get there faster.
Once you have defined your objective, the next step in planning your content marketing strategy is to define your KPIs, the key performance indicators.
It is essential that this definition is done well because there are two types of people who do not know if their campaigns are performing well: those who do not monitor metrics enough and those who look at metrics too much. And both generate the same type of problem!
In the first case, if you are not measuring any results, you are walking blindly, not knowing if the path you are following is the right one. In the second case, accompanying any available metric means having a huge amount of data, but no relevant information.
Inevitably a good KPI must be:
- important for the strategy ;
- easy to understand ;
- easily measurable ;
- capable of leading to positive action;
Defining KPIs is the next step after choosing objectives, as they are directly related. Below, we will show an objective and which KPIs can be observed to monitor success:
- Brand awareness: number of reactions on Facebook, followers on Twitter, video views on YouTube, visits to your site;
- Brand engagement: social media shares, number of pages visited on the site, low bounce rate, comments on posts;
- Market education: number of pages visited on the site, subscribers to your newsletter and subscribers to the RSS feed;
- Lead generation: conversions on landing pages , growth of the contact base;
- Sales generation: number of sales, sales/leads;
- Cost per sale: time spent to make a sale, number of sales, CAC (customer acquisition cost);
- Lifetime-value: contract time of each client.
So, look at your goal and think: what metrics are going to show me that I’m on the right track to meet my goal, and these are the only metrics that I can’t stop monitoring?
Definition of the Buyer Persona
One of the pillars of Content Marketing text services is that you don’t want to attract just anyone to your site. You want the right person, the one who actually has the profile to become a customer.
Therefore, all planning must be based on knowledge of your persona , seeking to help them with all their pains and guide them through the sales funnel.
The concept of a persona is different from a target audience. While a target audience is based on a description of a demographic group you are looking to reach, a persona is a semi-fictional description of your ideal customer.
Semi-fictional because the process of creating personas involves in-depth interviews with your best clients, in an attempt to identify common traits among them that should be repeated in future clients.
I’ll give you an example to be clearer.
Let’s assume that the target audience of a certain shampoo brand can be described as women between 20 and 30 years old, who work, study and do not have time to go to the beauty salon.
This information doesn’t tell us much about customers’ preferences, how they think or act.
So that brand interviewed some of its most loyal customers and created a profile consisting of the characteristics that best describe its ideal customer.
The result of this is the person Joana, a 25-year-old university student who works part-time as a private tutor, likes to go out dancing on the weekends, tries to save money and, to do so, reads beauty blogs in search of practical advice that she can do on her own.
Because the persona is more detailed, it allows you to take more accurate actions, such as producing perfect content to help women like Joana.
In addition, knowing your persona is essential to map the purchasing journey of your ideal customer, the step-by-step process they follow from the moment they find you until the moment they make the decision to buy.
If you still don’t have your identity documented, I recommend downloading this ebook and starting right now.
And of course, you can produce content that will help your persona move from one step to the next more quickly. I’ll talk about that now.