The key to any good content strategy is close alignment with the company’s business objectives or KPIs (Key Performance Indicators). The job of content strategists is to uncover the metrics that will move the business.
Simply asking “What does the business want to accomplish with a content strategy?” will lead to a beneficial discussion. Often these discussions occur through stakeholder interviews, which should be conducted with various members of the client team. The goal is to gain a thorough understanding of the company’s current and future strategic direction, as well as identifying subject matter expertise and adding insights that will inform the content strategy. Conducting interviews through a content-marketing lens will help to focus on the specifics an enterprise content strategy should deliver. Doing so will allow you to get beneath the surface of business drivers and understand the high-value tasks that are expected from marketing communications.
Business KPIs Usually Fall Within 1 of 8 Categories
- Hand-raisers: Driving acquisition of customers who have yet to become customers of a brand.
- Awareness: Increasing the awareness of a new product, brand, or services.
- Advocacy: Driving peer-to-peer recommendations.
- Consideration: Leveraging high awareness of a product or service to get consumers to put the brand on a “shortlist”.
- Insights: Improving a company’s understanding of a target audience.
- Loyalty: Delivering greater retention and cross-sell.
- Customer service: Improving customer-service metrics.
- Sales/Growth: Increasing consumer transactions, or the profitability of those transactions.
Understanding business KPIs and balancing them with customer needs to drive content-strategy development. Once a brand understands the metrics that drive the business and the needs of the content strategy, it is possible to begin codifying the brand goals and character.