The goal of every content marketing campaign is to create a win. Whether to boost revenue numbers, increase website traffic, or generate new leads.
Once you achieve those wins, it’s important that you share and celebrate them. This adds credibility to your brand, establishes your expertise, and helps you stand out above the crowd.
In this article, we’ll discuss what a content marketing win looks like, the different ways to communicate them, and the best practices to keep in mind.
What is a content marketing win?
How you define content marketing success will largely depend on the goals you set for each strategy you implement.
But generally, a content marketing win will take one of the following forms (plus examples):
Brand awareness
A restaurant wanting to attract new guests creates a food blog featuring recipes, interviews with chefs, and behind-the-scenes stories. This attracts foodies from all over and establishes a loyal following. The result is press coverage and thousands of social media shares.
Improved audience engagement
A fitness brand launches a weekly Instagram challenge. The challenge encourages followers to share photos of themselves using the brand’s products during their workout sessions. This creates a high level of engagement, with followers consistently sharing photos and tagging the brand.
Lead generation
A software company publishes blog posts discussing industry trends and best practices. Each post ends with a call-to-action (CTA) that invites readers to download an accompanying white paper gated behind a lead capture form. This results in high-quality leads for the company’s products and services, in turn resulting in increased sales.
Better search engine rankings
A clothing company produces a series of educational blog posts about sustainable fashion, making sure to use relevant keywords. Because the content is informative, it generates hundreds of backlinks from reputable domains. This leads to higher search engine rankings and increased organic traffic for the brand.
Increased website traffic
A travel company publishes visually captivating blog posts and social media content. Most feature some of the less well-known destinations around the world. These garner a lot of attention, with the number of people visiting their website tripling in just a few days.
Increased revenue
A home goods retailer publishes educational videos that feature their products and how to make the best use of them. This establishes their expertise in the field and increases their sales revenue. The retailer then decides to publish the videos on YouTube, generating an additional revenue source for the company.
How to share content marketing wins internally
Sharing your content marketing wins internally accomplishes three main things.
First, it lets stakeholders know that the company’s content marketing investments are paying off. Second, it establishes support for future content marketing efforts. Finally, it lets team members know that all of their hard work was worth it.
How to share content marketing wins internally:
- Create a report: Your report should focus on the campaign’s key metrics and achievements. Use visuals such as charts and graphs to make the report easier to understand and the data easier to visualize.
- Share the report: This can include senior management, the marketing team, and other interested departments. You can share the report via email, the company intranet, collaboration tools, and presentations.
- Celebrate the win: Take time to celebrate wins. This boosts morale, fosters teamwork, and promotes a positive culture. It also encourages team members to continue striving for excellence. Send out an email, organize a team meeting, or schedule a simple recognition ceremony.
- Analyze the results: Find areas for improvement to guide your future campaigns. By evaluating what worked and what didn’t, you can replicate your wins on a more consistent basis.
Sharing content marketing wins on social media
When you let your social media followers know about your wins, you’re reinforcing the message, “This is what we do, and we’re good at it.” This helps to further strengthen your brand.
How to share content marketing wins on social media:
- Focus on the most important metrics: The metrics you choose should strongly demonstrate your campaign’s success. That can include engagement, website traffic, the number of leads generated, or sales.
- Use engaging visuals: Include infographics, charts, images, and videos to make the content more interesting. This can encourage audience engagement.
- Be concise: Communicate your campaign’s success clearly and concisely. Use a tone that’s consistent with your overall branding strategy.
- Tag relevant stakeholders: Give credit where credit is due. Tag relevant stakeholders, such as the members of your content marketing team. This also amplifies your post’s reach.
- Include a CTA: Encourage your audience to engage with your content by adding a CTA. For example, ask them to share the post or visit your website for more information.
Broadcasting your marketing wins with case studies
Creating case studies out of your wins is one of the best ways to showcase the impact of your efforts to potential clients. A case study demonstrates expertise and provides tangible social proof. While also offering insights into your industry and the types of customers you serve.
How to broadcast your marketing wins:
- Choose a compelling story: There are several factors to consider when choosing which customer success story to share. This can include how significant the results or outcomes had been for the customer, the uniqueness of the content marketing approach you implemented, or the willingness of the client to share their experience. The customer story should be relevant to current industry developments and trends. Other industries and businesses should also be able to replicate the results.
- Gather data: Collect data that will showcase the campaign’s success. These can include metrics such as website traffic and email open rates, target audience, and the specific content strategy you implemented. Also, distribution channels, timeline, budget, challenges, and solutions.
- Develop a narrative: Craft a story that’s engaging and easy to follow — from the initial challenges faced, the tactics used, and the final results. Introduce the client, describe their challenges, present the solution, and highlight the results. Then, share feedback from the client regarding the success of the campaign. Conclude with a summary that emphasizes the results and potential for other businesses that work with you.
- Use visuals: Include relevant, high-quality visuals, such as graphs, images, screenshots, infographics, and videos. These provide additional context, enhance the narrative, and break up long blocks of text. But don’t clutter your case study with too many visual aids.
- Include testimonials: Use testimonials to add credibility to your case study. These can include client quotes, metrics, and data. Also, endorsements from third parties such as experts and influencers, and before-and-after comparisons.
- Share your case study: Share your case study via your website, social media accounts, industry publications, your email newsletter, or through paid advertising. You can also use the case study to highlight the value you provide in sales calls and presentations.
Communicate your marketing wins the right way
Whether it’s through social media, the company’s intranet, or paid advertising, communicating your marketing wins matters significantly. Not only does it solidify your company’s expertise in the industry, but it also brings happiness and cultivates a sense of pride among your employees.
Need help creating content that communicates your brand’s successes? Reach out to a ClearVoice expert today!
