Do you have a clear objective when you create content for your business? Or is it just a vague idea?

A lot of companies are generating informative written content for themselves today in one way or another. It's a great strategy for making a positive impression on current and future customers. At my company we're helping more clients generate articles and other content on a consistent and professional basis every month. So I'm a big believer in the concept. But I see a lot of published content that seems to lack a clear objective.

An objective is crucial. You need to know what it is that you expect your content marketing efforts to do for you. If you can't immediately identify those goals, then it's likely that your efforts are somewhat scattered - and perhaps not real effective.

Naturally, everyone wants to increase sales. Publishing articles will help that happen over the long run. But there isn't likely to be a definitive correlation between specific informational content and sales. So what kinds of activities need to happen that will eventually lead to more sales? Is it more web site visitors? An increase in mailing list subscribers? More opportunities to do demos or make sales calls? We help our clients identify those interim steps that will lead to increased sales, and then formulate messages that will encourage prospects to take those steps more often.

Identify Your Niche - And Make Sure You Promote It

The other mistake that is often made is spreading the messages too thinly. This is really easy to do. Our companies have a lot to offer. It seems that we're somehow cheating our audience (or missing out on opportunities) if we don't publicize every facet of our products, every time. Unfortunately, this approach can work against you. Instead of associating your company with the solution to a certain problem, customers see you as a generalist and lump your products in with those of your competitors. When they are ready to buy, they may or may not call you first.

For example, Print/Mail Consultants is known as an expert in document operations. We actually help clients in all parts of the document workflow. But our messaging tries to reinforce our focus on the operations part of the process. We occasionally publish articles that touch on other aspects of the document industry. But we always return to that core message.

Many other companies have been successful with the same strategy. Volvo is associated with safety. Southwest Airlines is known for low fares, etc. Even though other companies may have similar offerings, they haven't got the kind of recognition gained by those that have continuously emphasized their niche.

Don't Ignore the Soft Benefits

Being concise and consistent in the messages you communicate will help to generate your desired outcome. Some of those results will be easily measurable, such as those mentioned above. But there are additional benefits that don't really have metrics.

We've enjoyed an advantage by simply by not having to explain what we do so often. We've published enough articles, newsletters, and videos that prospective clients now recognize our name and have a basic understanding of what we're all about. I've noticed that this pays off a lot at trade shows and events where we have opportunities to meet people for the first time. You only have a certain amount of time with a person at such gatherings. If you have to spend most of it explaining what your company does or what your product is, you're limited on how long you can probe for challenges the potential customer may be having, or securing commitments for follow-up conversations. I've had more productive conversations in these situations as a result of the content we've been publishing over the last few years.

Benefits like this may not be something you can record on a spreadsheet. But it is definitely part of the big picture. Awareness of this fact can help you decide what to publish and will justify your continued efforts. As you create content, keep referring to your defined purpose. The more focused and consistent, the better the results.