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Different types of content marketing goals

Your content marketing strategy needs clear goals to give it focus. There are five main types of
content marketing goals:

Awareness

Consideration

Conversion

Affinity

Advocacy
dookie:
Awareness goals đánh mass
- how much food have been wasted in Dookki —> hại brand
For awareness goals, you’re likely to create content such as social media posts, banner ads, or
videos and images that let people know about your brand, sales or promotions, or your products or
services. All these types of content drive visibility with the target audience.

The effectiveness of awareness content is largely measured in impressions (the times an ad is

viewed by a user on a website, app, or social media platform), number of people reached, and uplift
in the number of people who search for your brand online.

Example

Increasingly, awareness goals extend to digital out-of-home campaigns too. Digital Out-of-Home
(DOOH) campaigns are a form of advertising that makes use of digital media in outdoor settings.
Unlike traditional outdoor advertising that uses static billboards and signs, DOOH campaigns use
digital platforms such as digital billboards, digital signage, or screens in public places like shopping
malls, airports, or bus stops, to display ads. These campaigns can feature dynamic content, including
video, interactive elements, or real-time data feeds.

The job search site Otta launched a range of humorous digital ads in strategic positions in London,
close to busy working areas. These ads then drive intrigued customers to search for the brand and
continue their journey on the website.

As noted on the JCDecaux website, the largest outdoor advertising corporation in the world:

With awareness rising from 2-9% and a 45% increase in site traffic when the campaign was run, these
strong results helped Otta get noticed and rise above its competitors.

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Consideration goals

Consideration goals drive content such as blogs, demonstration videos, or specs that outline product
benefits and features. This type of content helps the audience make up their mind and choose your
organization when they are looking to buy, engage in a sales conversation, or take some other
valuable action.

Consideration content can be measured by looking at the number and quality of comments, shares,
likes, and replies. It examines anything that elicits a response from the target audience.

Example

The software company Airtable creates informative videos for its YouTube channel.

The company explains the benefits of its services by showing how it works in detail. This helps to
nurture consideration from its audience, without pushing an aggressive sales message. This content
is a perfect fit for the customer’s needs at this stage of the journey, allowing them to explore the
software’s features before committing to a trial.

Conversion goals

Conversion goals can be achieved using content such as digital advertising, lead magnets, and
purchase landing pages. This is the sort of content that drives users towards ecommerce or lead
generation areas of your website or business.

The purpose of this content is to build on the effectiveness of your awareness and consideration
content, and then get the valuable action over the line. In many cases, it is the last point before a
person makes an ecommerce purchase or completes a lead generation form.

Conversion content can be measured by tracking the number of sales or leads that you receive via
this conversion content.

Note: A lead magnet is when a person enters their contact details into a web form on a website in
return for something from the company. Examples of lead magnets include ebooks, free trials of a
product, or access to a webinar, podcast or video content. When a company is giving away valuable
content for free, people will give their contact details in return for access to these pieces of content.
The details are passed on as a lead, so the company's sales team can then follow up with the person
and try to sell its products or services to them.

These lead magnets can be used for capturing more than just contact details. They can also be used
to capture preference data, for example, which can then be used to tailor marketing messages. This
is also sometimes referred to as ‘zero-party data’.

Example

Baby stroller brand Mockingbird knows collecting zero-party data sometimes means playing the long
game to avoid annoying consumers. After entering an email address for baby strollers, the customer
is asked for baby due dates. Mockingbird’s email frequency and content changes as the due date
approaches!

Later in the pregnancy, emails become more frequent, as the company knows customers need to
decide on a stroller soon. This is the time to highlight the strollers ’specific features and benefits. This

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method shows an understanding of customers individually, while the company gets relevant, timely
information to help personalize emails and offer product recommendations.

Affinity goals

Affinity goals affect all content types! They are usually associated with brand building and driving
positive affinity and connections to attract new or retain existing customers.

Affinity can be measured by ranking social media engagement via reactions, comments, and
feedback signals in terms of positive or negative sentiment towards your brand or organization.

Example

Diet Coke launched its ‘love what you love ’campaign in 2022 to engage current customers and
increase brand affinity. The campaign included out-of-home activations, a partnership with London
Fashion Week, and a variety of new social media creative assets.

Advocacy goals

Advocacy goals are a continuation of affinity goals. They affect all content types associated with
retaining existing customers. When people have a positive affinity towards your brand or company,
not only can you retain them as customers, but you can also encourage them to go on to be your
brand champions or advocates, and have them recommend you to their contacts.

Advocacy is determined by ongoing positive engagement, user generated content (or UGC), reviews,
ratings, and recommendations. In many cases, customers and people will create content on your
behalf – such as an unboxing video, a testimonial, as well as social media shares and comments that
include their own personal recommendation.

Example

Unboxing videos are hugely popular on YouTube, but they are typically found in the electronics and
clothing categories. An unboxing video shows a user taking a new product out of its box, usually with
commentary on the user’s initial impressions of the product and packages. Unboxing videos often
capture the user’s excitement as they hold their new product for the first time, and have become a
popular source of authentic reviews about brands.

Mattress company Casper was a surprise success in this area. The design of its packaging lends
itself to a spectacular ‘unboxing moment ’and its customers have seen an opportunity.

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There are thousands of videos of Casper unboxing moments, and many of them have over 100,000
views! This is a clever way to turn customers into immediate ambassadors for the brand, especially in
an area where the brand rarely interacts with the customer post-purchase.

Aligning marketing and business goals

There are some key factors to bear in mind when aligning your content marketing goals to your
overall business goals:

Consistency: Ensure that there is a high level of consistency in language, appearance, and
messaging across all your content, in line with other marketing materials.

Timing: Consider how your content marketing activities can help support other campaigns
that the business is running.

Input: Get buy-in and encourage input and ideas from the wider business – including PR,
Communications, HR, Legal, Product, and Finance.

Website: Assess how content marketing impacts your website content, structure, SEO goals,
and ecommerce conversions and whether there are any improvements to be made.

Factors to consider

How does starting with your customer and working backwards towards your goals help shape a
content strategy?

Once you have decided on your content marketing goals, you need to consider who the people who
typically buy from you are. After all, these are the people who you want to market to!

For this, you can create a buyer persona. This is an imaginary character based on research and data
that represents your ideal buyer or target audience. Buyer personas help you understand your
customers and prospective customers better.

Audience insights

So, how can you develop these buyer personas? You can use audience insights to help develop
them.

This involves uncovering learnings from your audience that help you to visualize who they are and
how you can effectively communicate with them. This will help shape your strategy, because you can
then make decisions based on, for example, the audience’s social media platform usage, device
usage, time of day that best suits them for consuming content, content needs, and access to high
speed internet.

Example

The healthcare company Kaiser Permanente sought to promote its telehealth capabilities (Care On
Demand) using psychographic segmentation. This means it broke the audience down into groups

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that shared characteristics, attitudes, interests, and lifestyles, and it then created a user journey for
each of the groups.

Kaiser Permanente developed four ‘archetypes ’that represented different groups in its audience. For
instance, the ‘data-driven ’persona wants information on demand, whereas the ‘caregiver ’wants to
save time but without sacrificing quality.

These personas were then used to shape creative assets for targeting each segment in online ads.

Purpose of buyer personas

Buyer personas can help you develop your content marketing strategy because they prompt you to
try to expand your knowledge about your customers. By better understanding your customers, you
can then effectively target them, using the formats and channels that they prefer:

Targeting: Targeting helps to position your products as relevant and worthy of consideration.
It provides you with valuable insights for conveying your message, performing market
research, targeting advertising, website design, usability testing, and keywords for SEO.

Format: Looking at the individual creative and digital formats that your target audience
consumes gives you the information and perspective you need to make objective decisions
about how to craft your brand messages through the most consumed and widely accepted
formats. This allows you to create compelling content. Personas also help determine the
platforms and media you use. You can create content to meet the targeted needs of each
buyer persona profile and address the needs of each persona.

Channels: Discovering the channels your audiences are inhabiting allows you to get a grasp
of your audience’s channel behavior. Where are they having conversations? This allows you
to truly tailor your brand messages so you can get the best possible response by positioning
content at the most relevant touchpoints for your audience.

Developing a buyer persona

You can develop a buyer persona using the following key considerations:

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 Objectives: What are they looking to achieve by interacting with your business? How many
competitors will they consider? What information is pertinent to their decision?

Location: Where are they from? Where are they based? This will include cultural
considerations.

Demographic: How old are they? What is their gender?

Job details: What is their economic position or job role?

Platforms: What are their main sources of information? Which online platforms do they
inhabit? Which resources do they consult when making decisions? How influential are each
of these?

Devices: What are they using to access the internet? What is their browser speed and are
there any connectivity considerations to consider?

Purchase behaviors: What is their path to purchase? What steps do they take when
considering a purchase?

Interests: What issues are they trying to solve? How do these issues impact on their lives?
What are the benefits of solving these challenges?

Note: You can get most of this information from social, search, and site analytics. However, some of
those specific questions may require you to conduct some primary research such as interviews,
focus groups, or surveys.

Best practices

The following steps are best practices for using buyer personas in your content strategy:

1. Prioritize your personas in terms of:

How easy it is to reach them online

Their value to your business or objective

2. Use your reach or value prioritization to help set budgets for production and allocate
resources.

3. Develop creative messaging and creative assets that align to buyer needs, solve their
problems, and showcase your business in a useful, authentic way.

4. Choose to distribute the content on the channels and devices that buyers use, and then
align your content production outputs to the requirement of these channels.

5. Create the types of content they need at key stages of their purchase journey.
6. Manage internal expectations and set KPIs and timelines for engagement or conversion
outcomes by understanding the typical purchase or conversion journey and frequency as
detailed in your persona research.

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Creating a content campaign

Once you’ve decided on your content marketing goals and established your audience personas, you
can execute your content marketing plan and launch a campaign!

There are six key steps for creating a content campaign:

1. Use social listening and competitor research to unearth popular content topics.

2. Do keyword research to discover what people are searching for online.

3. Write a creative brief to help guide and brainstorm ideas.

4. Review and agree on content themes and topics for production.

5. Share on your website, social media, and email.

6. Review engagement metrics and try to improve performance.

Understanding your personas allows you to get a more complete knowledge of not only their job title
but their background. Their needs and interest sets offer up important information on how to access
them emotionally, but also illustrate what motivates and frustrates them. This can help you paint a
picture of your ideal customer. It’s vital to flesh out these personas based on their content and
information needs to position your brand or business as the solution to their requirements.

The hardest working customer personas are developed with field research, focus group research,
surveys, and interviews with your target audience.

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What is social listening?

To learn more about what types of content your potential customers are likely to want, you can
conduct content research. You can use several strategies to do this.

Social listening is the method of tracking online conversation in relation to keywords, topics, or
phrases to derive key insights about your personas and target audience, competitors, and industry.

Benefits

Let’s now look at the benefits of social listening for your content strategy:

Identify talking points: It enables you to identify what people are talking about in relation to
your organization or brand.

Spot potential risks: It helps you to spot potential risks in relation to emerging competitors,
threats, and negative customer feedback before they become a serious issue.

Understand brand sentiment: It helps you to understand your brand sentiment, business
position in the market, and how your brand is perceived. Brand sentiment refers to the
perception and feelings that consumers hold towards a specific brand, which can be
positive, negative, or neutral. This is typically assessed through the analysis of consumer
comments, reviews, and discussions across various channels like social media, review sites,
and other public forums.

Competitor monitoring

Whether you're a business-to-consumer (or B2C) brand or a business-to-business (or B2B)

organization, looking at what your competitors are doing is a hugely beneficial way for you to
understand what kind of content audiences are interacting with out on the web. Get into the habit of
regularly checking out your competitor's social media, website, and email activities to see how
they're using content in their channels.

In fact, competitor monitoring is often just as valuable as social listening for your own brand.
Competitor monitoring refers to the process of tracking and analyzing the online strategies and
tactics of industry rivals.

Here are some of the benefits you can take advantage of:

Define the content that works well for your competitors’ audience and see how it compares to
your own content. Can you see what’s working for them and can you do it better?

Spot content gaps by looking at successful competitor content that you don't currently have.

Identify innovation in platform usage by looking at new channels and content types they are
using.

Avoid clash of content or ideas by keeping your content unique to your brand or organization.

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 Track competitors' online reputation: Monitoring your competitors' reputation can give you a
better understanding of their standing in the market and how consumers perceive them. This
can help you position your brand more effectively in the market.

There are numerous scenarios in which competitor monitoring can be useful in digital marketing.

For example:

Keeping an eye on competitors' search engine rankings can provide insight into their SEO
strategies. If a competitor consistently ranks high for specific keywords, you might consider
optimizing your content around similar terms or seeking new, less competitive keywords.

Signing up for competitors' newsletters or email promotions can give you a sense of their
email marketing strategy, including the frequency of their communications, the types of
offers they promote, and the kind of language they use to engage their audience.

Monitoring competitors' social media accounts can help you gauge their engagement
strategies and how well they're received by their audience. Noticing a competitor's
successful campaign could inspire similar efforts on your part, while observing their mistakes
could help you avoid similar pitfalls.

Conducting a competitor content audit

There are some key things to look out for when you do a competitor content audit.
BEAMIN: what are the reasons why
Ask questions like:
BEAMIN failed in the vietnam market in
terms of content mkt?
What is their content development schedule?
—> answer based on content mkt goals:
How is their customer feedback to and from customers? awareness —> consideration —>
conversion —> affinity —> advocacy
How do their search engine rankings look? => BEAMIN does well in all this aspect

Are they making use of back links? BUT

Is their website optimized? failed to align with content mkt goals with
business objectives
How is their social following?
other apps: Grab, Shoppe
price down
Are they connecting with influencers or ambassadors? price up
—> use platform
What's their tone of voice and does it work well? And… —> recognize vietnamese pp’s
—> customer perceived value
What new formats and channels are they using?
BEAMIN tried to make pp feel familiar but
Content analysis tools lacks in terms of educating customers —>
which is the thing Shoppe or Grab do best!
You can choose from several tools when conducting social listening and competitor content
analysis:

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 TweetDeck

BuzzSumo

Google Alerts

Fanpage Karma

Sprout Social

Example

The Atlanta Hawks NBA team uses Sprout Social to integrate social listening into its marketing
strategy and reporting.

It uses Sprout Social’s tagging feature to pinpoint what audiences will want next, by analyzing their
conversations in real time. This sophisticated tagging structure allows for more granular reporting on
content performance by type, theme, and campaign. The marketing team can also report on its
social media performance by tracking how reputable news outlets and local influencers talk about
the fan experience.

As noted on the Sprout Social site:

A lot of internal stakeholders love seeing the Topic Insights Word Cloud and Sentiment Summary.
When we launched the Martin Luther King Jr. Nike City Edition jersey earlier last season, it was met with
99% positive sentiment.

Using keyword research

To create effective marketing content, you’re going to need some inspiration! So where can you find
these great ideas?

Keyword research is an effective strategy to spark your content creativity. It helps to guide your
content development. As content marketers, we can look at the things people are searching for and
the questions they ask Google. What are they looking for?

We can then create the content for our website that people are actively looking for. As a result,
when they search, our website shows up!

Using keyword research, you can:

Get inspiration for the type of content topics your audience actually wants. If they are
searching for certain subjects, you can create content based on what they are asking the
search engine. Your content becomes the answer to their question!

Get your target audience to visit your site by creating the content that they are searching for
– rather than guessing what they might like.

Identify keywords and topics with high search volume. You can then create content based on
these themes to increase visitors to your website.

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 Identify content gaps on your website by comparing new keyword trends and topics to your
existing content topics. What questions are you not answering yet?

Provide unbiased statistical rationale for choosing which content themes you want to create.
As already mentioned, this takes the guesswork out of content creation!

Identify new opportunities and stay fresh with emerging themes and trends based on what
people are searching for.

Conducting keyword research

So how can you carry out keyword research? Here are some key steps:

1. Pick a topic based on your understanding of your audience. You can use social media
comments, email feedback, and suggested search in search engines for inspiration on a topic
to begin with.

2. Brainstorm ideas about this topic. Then use your understanding of your audience, market,
industry, and business to develop these ideas further.

3. Enter your keyword ideas into an SEO keyword tool such as Moz or Ahrefs to find related
keywords which people are searching for.

4. Download your results and review their relevance to your business.

5. Prioritize keywords in the list in terms of relevance to your original keywords and the number of
people who search for these topics each month. This is known as the search volume.

6. From your priority list, group the related keywords together, as if they were content sections.
These groupings are almost like paragraphs for text content or descriptions for image or visual
content.

The importance of the creative brief

A creative brief is an important aid to getting your content marketing right from the beginning. It gives
your content creation a focus and destination.

The brief helps you to identify the most important insights and understandings that will inform your
creative outputs, be they blog posts, ebooks, or Instagram stories. You can get insights for your
content from the different types of research that you've been doing for your strategy on personas,
competitors, and the general industry landscape and keywords.

Writing a creative brief will challenge you to distill your insights into a document of usable actions that
your creative and content teams can follow. It will act as a set of clear instructions for content
development to work towards your objectives.

Benefits

You'll see some real benefits from taking the time to write a brief. These include:

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 Developing a better understanding of your audience, goals, and campaign idea

Teasing out the nuances of the campaign

Developing consistent engaging messaging across all channels and formats

Using time with writers and designers more efficiently, and…

Using your budget more efficiently by minimizing the number of amendments and ‘rebriefs’,
and reducing the risk of creating content that your audience doesn’t actually need.

Writing a creative brief

When you're writing a creative brief, always keep in mind your overall content strategy, considering
the following questions:

What is the campaign idea, and what are you hoping to achieve with your campaign?

What do you want the audience to do or feel when they see the campaign?

Who is your audience? What are your buyer personas?

What's your brand personality and story?

What channels will be used in the campaign?

What are the formats and sizes required?

What's the budget?

What's the deadline?

Are there any other mandatory elements to be included like logo or legal disclaimer, and so
on?

Let’s suppose Coca-Cola wants to launch a summer-themed campaign. The creative brief would
include the following:

The idea is to promote their beverage as the go-to refreshment for hot summer days ("Share
the Summer with Coca-Cola").

They're hoping to increase brand engagement and sales during the summer season.

They want the audience to associate Coca-Cola with joy, refreshment, and summer fun,
inspiring them to share a Coke at their summer activities.

Their primary audience would be young adults, aged 18-35, who enjoy social activities and
outdoor events.

Coca-Cola's brand personality is joyful, social, and refreshing, with a story centered around
sharing special moments with loved ones.

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 The campaign would utilize channels like Instagram, YouTube, TV commercials, and outdoor
digital billboards.

Formats could include social media posts, short videos, and digital billboard ads.

The campaign budget and deadline would be set based on the company's marketing plan
and strategy.

All campaign materials must prominently feature the Coca-Cola logo and maintain
adherence to the established brand guidelines.

Elements of the creative brief

The brief you write will be the final output before you produce any content, and it will help you deliver
on your objectives in line with your brand and company identity.

You'll need to include a number of research elements to complete a well-developed brief. Some
research elements and insights contained in a creative brief include:

Personas and customer insights

Social listening

Competitor analysis

Keyword research

An audit of your current content library

What is brand?

What exactly is a brand? This is an important question, because it applies to both B2C consumer
brands, and how companies view services and products in the B2B world.

For companies and organizations, your brand is many things. It can be:

The commercial and the non-commercial actions you do as a company

The stories your customers and communities create around your mission

Your customer service and how you relate to your customers

The experiences every single person has with your company, in every channel

The image and style associated with your company

Having a strong brand purpose means that you stand out in the market with content that's unique and
recognizable, content that connects with your audience in a meaningful way. And ideally, helps form
a relationship with them.

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Key messaging is a fundamental aspect of brand storytelling. It refers to the core value propositions
and communication points that a brand uses to express its purpose, differentiate itself in the market,
and consistently engage its target audience in a manner that builds trust and fosters an enduring
relationship. This messaging should be clear, compelling, and consistently incorporated across all
marketing channels and touchpoints, forming the backbone of the brand's communication strategy.

What is brand storytelling?

Brand storytelling is a marketing competency that drives engagement at an emotional level.

This results in improved business performance through communicating engaging and memorable
stories about your business with your target audience. It's a way of connecting with people who
share your values and your beliefs and builds a personality for your company. It invites others into
your community and embraces them in an authentic way. In other words, don’t just tell people about
your brand or try to sell them your products or services. Tell them a story!

Why are brand stories valuable? Stories are up to 22 times more memorable than facts and figures.
And brain activity increases to five times higher when a person is consuming information through a
story. Storytelling is a very powerful tool for creating meaningful, relatable engagement with your
audience.

Developing a compelling brand story can enhance you brand in several ways:

It helps your credibility.

It highlights your authenticity.

It will support you in any times of crisis.

Creating content with brand storytelling

Brands develop their stories in different ways. However, there are some key steps you follow when
incorporating a brand story into your content:

Know who you are: What does your brand stand for? What values does it wish to exemplify?

Understand your goals: All content should be driven by business objectives. This gives your
content focus and purpose, and enables you to evaluate its effectiveness.

Find your story: Uncover what makes your brand unique.

Identify your audience's knowledge level: Decide whether you wish to educate, inform, or
entertain your audience, or spur them to action. What do they already know about you?

Map story elements to personas: Every story needs a cast of characters. And your customers
and potential customers are the most important characters in your story. Your buyer
personas will prove invaluable here.

Craft your story: Engage your audience with a carefully structured story, one that has a
beginning, middle, and end, progressing, for example, from problem to resolution.

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 Share your story: Know which platforms your audience is active on, and share your story
there.

Engage with your communities: Don’t just tell a story. Start a conversation!

Example

Lexus Australia used interactive storytelling for its ‘Uncompromised Elegance ’campaign, created in
partnership with BBC StoryWorks.

Global marketing publisher, the Drum website, noted that:

Lexus Australia sought to raise awareness about its new UX 300e, the first all-electric Lexus model to
enter the Australian market. In particular, the luxury automaker hoped to find a powerful way to connect
with its target audience of affluent car enthusiasts in a way that communicated that style, performance
and quality need not be sacrificed for sustainability.

At the same time, the brand needed to address low awareness about Australia’s electric vehicle (EV)
infrastructure and educate potential buyers about how electric vehicle charging works.

All of these objectives had to be met while connecting audiences to Lexus ’luxury brand image.

Here's a handy checklist for identifying your brand's story:

Focus on the audience and their needs.

Stick to a single message in the narrative.

Use facts appropriately.

Create characters in the story who reflect your audience.

Develop dramatic tension in your ‘plot’ where possible, like: what's next, and how will it end?

Structure your story, so that it's easier to understand. In other words, introduce the problem,
show or describe how your characters deal with the problem, and showcase the resolution.

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 Defining your personality

Every company or business has a brand personality. People don't like thinking of brands as cold,
unfriendly businesses. They like to see brands as people with a story to tell. So having the why
behind what you're selling and being able to act with authenticity and a personality will help you
resonate with consumers.

Categories

There are three categories of content that will enhance or fill out your particular brand personality.

Functional: This is purely fact-based content that's not very emotive. This is a strong driver of
action-based content and is directly related to the business or brand. It's the hard sell. This
includes announcements or news items.

Emotional: This is the realm where you tap into the human experience and show a personality
that allows consumers to relate to your business. This includes user testimonials, videos, and
information about how your brand or product benefits and impacts the lives of your
customers.

Essential: This is the absolute bare minimum amount of information that a consumer needs to
know about what you're selling to interact with your business. This includes things like prices
or contact information, which people will need to help them make a decision to buy or
engage with your business.

present tips:
- làm sao để giữ nhịp như ban đầu
+ tạo hiệu ứng, ánh sáng, âm nhạc,…
+ làm nhân vật trong câu chuyện đó lun —> r mới back lại lý thuyết
+ content mkt

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