Create High-Impact Content Using Backward Design — Whiteboard Friday

Now what does it mean to purpose backwards? It intends to put measurement first earlier thing else. 

Now I'm the type of personification that enjoys a bully spoiler. I sometimes will want to publication the past page of the book earlier I publication the first one, and that's conscionable because I really want to cognize what happens astatine the end. So successful that aforesaid way, knowing what to measurement and knowing what outcomes I'm going to get from my campaigns helps maine make judge that I'm moving successful the right, highest-value direction. 

As marketers, we tin sometimes autumn into the trap, aliases really we tin usually autumn into the trap of starting pinch creating our contented first. Then we'll distribute it, and past we'll hold to spot what happens. What were the outcomes erstwhile we spell and measure? There's an constituent of leaving things to chance that we tin optimize if we usage backward design. 

So now you're like, "Okay, but Purna, really do I measurement it all?" It's not that hard. What I've really recovered is thing that I telephone the 4 R's of measurement, which is statement of show measurement into contented marketing.

It is truthful overmuch much effective because you measure effect astatine 4 different stages, which will let you to people correct moreover earlier you get each the measurement to the end, earlier you're like, "Oh, well, I spent six months connected this. It didn't make immoderate money." No, no, no, you want to people correct successful the beginning.

Step one, you want to look astatine reach. Who did I reach? How galore group did I reach? And not conscionable successful position of the existent numbers, but look astatine the types of group who thin to travel in. Who's filling retired the lead forms? Is it the correct type of audiences? Is the correct occupation titles? Are they group successful your targeted list? That's really you'll cognize whether you're reaching the correct people, aliases you mightiness want to accommodate your distribution strategy.

The adjacent 1 is really the reaction. What's the sentiment? Are they liking it? Are they engaging it? Are they sharing it pinch people? Are they commenting? What are they emotion astir your contented that you've put retired there? If you're reaching a batch of people, but it's crickets, past you'll cognize that possibly your contented is not really onto something, truthful you want to tweak it a small bit. So, again, you tin people correct quickly.

Then you want to look astatine the response. What is the behaviour alteration that you're trying to drive?  Are they booking much of the trial drives? Are they submitting inquiries connected the website? Are you seeing accrued footfall into your car showrooms?

And past finally, the results. Did we thrust the correct people? Did we spot the measurement of cars going up? So, successful that way, if you purpose backwards, if you put measurement first, you'll beryllium overmuch much apt to deed high-value targets pinch your contented marketing.

Thank you, and enactment tuned for the adjacent episode.