1. A defined target audience
Effective content marketing focuses on providing information your audience will find useful; it aims to avoid overt promotional sales messages. However, in order to create content that is beneficial to your engineering audience, you must understand who they are. The first critical step is to define your target audience.
To begin with, take a deeper look at your present customer base. Who are your current customers and why do they engage with your firm? Examine their demographics (age bracket, location, profession, and so on) to learn who already gets attracted to your brand or your products. Then, look into who your competitors are targeting. Which target groups have you ignored? Which have your competitors ignored? Are there ways you might tap into those unfilled niches? You don’t want to drop your existing audience by the wayside, but the insights you get from this analysis can help you paint a clearer picture of your additional opportunities. Identify the values and pain points of all these potential audiences and evaluate how you might be of help to them.
2. Clear and measurable goals
Before you can develop an effective content strategy, you must first have a clear picture of what success would look like. This is why it’s essential to come up with clear and measurable goals for your content strategy – they let you track your progress. Your broad goal may be to increase brand awareness, establish a brand reputation, generate leads, or something entirely different, but those ideas by themselves are not measurable. Focus on more concrete goals; try to create 20% more leads than the previous year or receive 30% more positive brand impressions among polled engineers this year than last. Each goal must be precise, achievable, and have a definite deadline. Clear and measurable goals are fundamental to modern marketing.