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Your Guide to Aligning Your Content With Your Business Goals

Let’s talk about something that’s going to revolutionize the way you approach your content strategy. We're talking about aligning every piece of content with your business goals. If you’re tired of throwing spaghetti at the wall and want a strategy that actually works, keep reading.

Understanding the Buyer Journey

First things first, you need to get cozy with the buyer journey. Every piece of content should cater to where your audience is in this journey:

  1. Awareness: They need to know who you are. Simple.

  2. Consideration: They start to like you. We all know this stage; it’s like the beginning of a beautiful friendship.

  3. Conversion: Trust is built. They’re ready to take action.

  4. Loyalty: They love you and your product or service, and will recommend you to others.

Identifying Your Business Era

Next up, figure out what era your business is currently in:

  1. Attraction: Growing your community, increasing reach, and getting eyes on your business.

  2. Nurture: Sharing value and education, generating interest. This is where you build that connection.

  3. Launch: Promoting your offer and generating action. It’s showtime!

  4. Retain: Delivering excellent service and gaining feedback. Keep them coming back for more.

Infusing Purpose and Goals into Your Strategy

Let’s get down to the nitty-gritty. Your content strategy needs to reflect your current business goals and purpose. For example, if you’re in the Nurturing Era, your content should focus on sharing value and generating interest. It’s all about building those relationships.

Prioritizing Your Content Strategy

Now, it’s time to assign priority levels to your content. Here’s a breakdown of what that could look like for a business in its Nurturing Era:

  • Awareness: 20%

  • Consideration: 50%

  • Conversion: 20%

  • Loyalty: 10%

This means most of your content should focus on getting your audience to like you while making sure you’re also covering the stages before and after. This is important because your audience is spread across different stages of the buyer’s journey. You need to serve each stage while still prioritizing your current business era.

Let's try another example with a business in its Attraction Era. What does that content breakdown look like?

  • Awareness: 50%

  • Consideration: 25%

  • Conversion: 20%

  • Loyalty: 5%

The bulk of the content has shifted to getting eyes on the brand, while the remainder is spread out over the other stages of the buyer's journey. There is little focus on loyalty because you're just starting out, and you don't have a ton of brand authority in your niche yet. That balance will shift as your business grows.

Evaluating Performance with KPIs

Last but definitely not least, keep an eye on those KPIs. Here’s what to look for:

  • Awareness: Reach and followers. Are people discovering you?

  • Consideration: Comments, shares, saves. Are they engaging with you?

  • Conversion: DMs, web traffic, form submissions, booked calls, sales. Are they taking action?

  • Loyalty: Client renewals, product repurchases, feedback, and testimonials. Are they coming back for more?

Wrapping It Up

Aligning your content with your business goals isn’t just a smart move—it’s essential. By understanding the buyer journey, knowing your business era, infusing purpose and goals into your strategy, prioritizing your content, and evaluating your KPIs, you’ll not only streamline your efforts but also see real, tangible results. Strategy is everything when it comes to driving your business forward.

Looking for a social media marketer to take your socials to the next level? Let's have a conversation about how we can take social strategy off your hands so you have more time to focus on other key aspects of your business.


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