We've got you covered

Let us develop, create, and execute marketing campaigns to help you achieve your business goals.
    Stay Connected!

    Subscribe to our learning center today.



      Providing solutions to help you level up your business

      everything and the kitchen sink.
        Stay Connected!

        Subscribe to our learning center today.



          Check out the latest news

          Vested Marketinghot topics of the inbound marketing industry, case studies, monthly educational content, and more!
            Stay Connected!

            Subscribe to our learning center today.



              We partner with the best

              Taking our performance to new heights by teaming up with outstanding companies.
                Stay Connected!

                Subscribe to our learning center today.



                  7 min read

                  Want To Improve Your Content Engagement? Focus On Your Intention

                  Featured Image

                  We have had clients reach out to us, concerned about how a specific piece of content is performing based on some across-the-board metrics that they review. Because they were struggling with it, we thought that maybe you might be too. So, we wanted to share with you what we know about this particular subject.

                  ENTER YOUR INTENT

                  For anyone who has been tasked with measuring the performance metrics of their content, it can be a doozy to determine exactly what "good content" looks like.

                  What we know is that you simply can't look at the same metrics for everything across the board, because not everything can or should be measured the same. 

                  This is why, when you are laying the groundwork for your digital marketing strategy, that  you first determine the intent of your content.

                  In other words, what is the goal/aim that you are trying to achieve with your efforts.


                  Without knowing what your aim/goal is for each piece of content, it will be very difficult, not only to target the correct audience (which massively contributes to increased engagement with your content and thus content success), but also to determine what KPI’s to measure to determine success. 

                  Related: How Can SWOT Analysis Give Your Company a Competitive Edge

                  New call-to-action

                  TYPES OF CONTENT

                  In order to assist you in maximizing your efforts, we wanted to share with you four types of common content pieces for your inbound/digital marketing arsenal along with some details about them:

                  1. INTENT: Brand/Company Awareness 

                  What it is:  Content pieces that give insight into who you are as a brand
                  • Something that you feel passionately about (charities that you support, events that you attend, etc.)
                    • Gives insight to the consumer about who they are working with
                  • Management Style 
                  • How To's 
                    • Gives insight to the consumer about your processes
                  Purpose: You are trying to get your name out there by writing and sharing content that is engaging to your business audience in hopes that they might consume it and possibly share it with other people who might become advocates/clients of yours

                  2. INTENT: Build Credibility 

                  What is it:  Testimonials/Case Studies/ Business Reviews/Company Reviews

                  Helps to build trust about you and what you do for potential clients 

                  Measuring its effectiveness:
                  Again, it is really hard to determine a metric for seeing if these are effective, but they are a must for inbound/digital marketing.  

                  New call-to-action3. INTENT: Lead Generation

                  What is it:  Industry knowledge based pieces/product pieces/services pieces

                  Lead someone to contact you with interest in or purchase your products/service

                  You should first determine what part of the funnel that your targeted audience is in to make sure that your Call to Action(CTA) is relevant to them. 

                  Measuring its effectiveness: A good Metric, here, would be leads. (online conversions/phone calls/emails, etc.)

                  4. INTENT: Engagement

                  What is it: Can be in the forms of questions, polls, surveys, etc. 

                  Purpose: Garnering engagement from your clients/potential clients/audience
                  Sometimes relevant to business improvements/customer satisfaction
                  Sometimes just for relationship building purposes  

                  Measuring its effectiveness: 
                  You should really just consider the feedback that you are getting and focus on responding to those individuals who are taking their time to engage with you. This can help to build customer/business loyalty

                  If it is just a relationship building item like a social engagement item, and it gets very low engagement, perhaps it is not something that is relevant to your audience.  You can try something new the next time.  

                  New call-to-action

                  PARTING ADVICE 

                  One last piece of parting advice that we would like to strongly communicate to you is that; you should always look at your performance metrics in context.

                  For example: A piece of Hurricane prep material shown in the dead of winter, will more than likely have much less clicks than one shown at the start of tropical storm and Hurricane season.  And, for many social sites, posting something when your audience is most active will increase your chances of higher engagement.  

                  We truly do hope that this information has been helpful to you, if you have any Marketing questions; please do not hesitate to reach out to us! We are ready to help you unlock your success!

                  New call-to-action

                  About Vested Marketing

                  Vested Marketing | Lafayette LAAs a certified HubSpot Partner Agency, we not only understand the benefits of using the inbound marketing platform to increase traffic and engagement, improve SEO, generate leads, design effective websites and boost sales, we know how to make it happen.

                  We are inbound marketing experts, SEO gurus and top-notch website developers.

                  Our team of Engineers Turned Marketers can help get you noticed - for a more innovative and effective way to reach customers, or provide a more seamless way for companies to find your services. Inbound Marketing has no limit to industry, serving from Crypto & NFT, mining, oil and gas, technology & automation, engineering, technology, construction, healthcare, to industrial & manufacturing.

                  Transform Your Website: Unveiling the Benefits of Growth-Driven Design

                  In today's dynamic digital age, a static website is, akin to a stagnant business. Conventional website development...

                  Will AI Replace SEO? Navigating the Future of Digital Marketing

                  In the rapidly evolving digital landscape, the interplay between Artificial Intelligence (AI) and Search Engine...

                  4 Tips on How to Use ClickUp for Project Management

                  In the fast-paced world of project management, having a robust tool at your disposal can make all the difference. Enter...