Setting Goals for Content Strategy

     

Published: April 24, 2017

In our last post, we laid out a roadmap for you to use as you create your content marketing strategy. The first step in creating that strategy was defining your goals. This post will guide you through the process of good goal-setting so you can set achievable objectives that make sense for you and your company.

The Goals of Content Marketing
Before we jump into setting goals for your content marketing strategy, let’s take a minute to see what kind of accomplishments you can achieve with content:
  • Education. Content is the perfect way to deliver essential information to customers, leads, investors, and employees.
  • SEO and Lead Building. Optimizing your website for search engines includes loading it up with useful, exceptional content on a regular basis. Your website visitors will arrive either via search or by referral from another page, and your content can direct them right into your sales funnel.
  • Thought Leadership. This bit of marketing lingo refers to using content to establish yourself as a leader in your industry. By showcasing your expertise in a particular niche, you can become a trusted source of useful and helpful information.
  • Entertainment. Let’s not forget that people love to have a good time. You don’t have to start writing your own cartoons or making funny videos (although you can!); entertaining your audience can be as simple as delivering information in a format that is enjoyable.
  • Removing Roadblocks. No matter what stage of the buying process your readers are in, there will always be a few roadblocks in the way of completing a sale. Use content to address these pain points and help nudge the buyer along.
Setting Goals for Your Content?
Now that you know what content can do, it’s time to determine how you will make content work for your business. Ideally, your content goals should be aligned with your sales and marketing goals, and they must be clear, specific, and measurable so you know whether you’ve hit your target. Lastly, you want your goals to have a deadline.

For example, if one of your marketing goals is to generate more leads from your website, a specific content marketing goal might be to drive 25 percent more traffic to one particular landing page by writing a series of blog posts on that topic over the next six weeks. If you are trying to boost brand awareness, your content goal can be to increase social media shares over the next 60 days by 25 percent using original and curated content.

If you are unsure what you want your content to do, pick a marketing or sales target like “boosting engagement” and look through the list of things that content can do that would contribute to that. In this case, education and entertainment are great ways to keep people engaged with your website. You might set a goal to increase the amount of time people are spending on your web pages by 20 percent over the next six months by incorporating videos and images that are helpful and relatable.

As you’re thinking about goals, one thing to keep in mind about content is that it takes time to work. Make sure your deadlines are long enough--several weeks or months--to have an impact. You can speed up the process a bit using pay-per-click ads and paid social media promotion, but even in those cases, you’ll need to allow enough time for the right people to find your content.

Know Who You’re Talking To
Once you know exactly what you want your content to do, the next step is to consider which segment of your audience is most likely to help you meet that goal. In our next post, we’ll dig into defining your best audience using buyer personas and include tips for getting yours just right.

Categories: Content Marketing
Tags: Content Marketing
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