Content marketing can seem like an ocean with so many different directions you can take your content strategy in – there are videos, blogs, social media, and newsletters, to name just a few. How do you decide where to focus your time and resources? While there's no right answer to this question, it's important to figure out what you want the end result of your content marketing efforts to be – that's your content marketing goals.
Once you have these goals figured out, building your content strategy becomes much easier.
The key is figuring out what type of content will work best for your business and how you can create it in the most efficient way possible.
Many business owners use revenue as a conversion metric to show the return on investment.
Whether you want an increase in your conversion rates or a boost in your customer base, revenue is a great start.
Also, traffic and leads are important, but you could be generating the wrong ones if you don't tie them to revenue.
Content marketing goals and KPIs should be an important part of any content marketing strategy.
Identifying the right metrics for your business will help you measure success and identify what is working so that you can iterate and improve.
You may find that some KPIs work better than others depending on what your product or service is, but there are many general content marketing goals and objectives that can apply to any company.
Lead generation should be every content marketing team's goal.
You don't just want to create more content; you want to generate more qualified and targeted leads thanks to your content.
If you manage to get more quality leads for a cheaper content cost, your company wins.
Write long-form content with keywords related to what users are searching for.
Be sure to update your ranking SEO blogs every 6 months.
The best way to make sure your content marketing team is on track?
Set KPIs and objectives.
You can also use examples of companies that have been successful with the goal in mind.
It's important to keep in mind that many companies have a mix of goals and objectives, and they might not be exclusive of each other.
Increasing brand awareness is a famous goal for content marketing.
Potential benefits of increased awareness include more product or service sales, increased customer loyalty, and greater brand recognition.
It's an objective that can be achieved in many ways.
There are many different categories of content, each with its own specific benefits.
For example, if you're trying to increase brand awareness, you might want to focus on creating blog posts or white papers that provide useful information to your target audience.
Or maybe you want to create videos that highlight your products and services.
Improving customer retention is another important content marketing goal.
It is one of those goals that usually gets overlooked.
If you're able to help customers find the solutions they need for their problems, you'll be able to develop more customer loyalty.
Your customer retention goals should align with your overall business goals and objectives for content marketing.
For example, if you want to increase customer conversion rates, content such as how-to guides or tips can help by providing valuable information that is relevant to your target audience.
Don't forget about your current customer base by only prioritizing content for new customers.
Another one of your content marketing goals example is increasing the brand authority.
You can do this by ensuring your content is high quality and matches your target audience's values.
One way to do that is to write about topics that are important to them and that they want to learn more about.
You can also increase brand authority by being transparent, honest, and authentic in all aspects of your business.
When you use content to increase your brand authority, you also improve the success of all of your marketing and sales channels.
While brand authority is tough to measure, the effect is undeniable.
You can use your marketing channels to celebrate your positive press coverage in major outlets.
In conclusion, content marketing goals are essential to the overall marketing strategy.
They help you know what you're working towards and clearly understand the desired outcome.
These goals must be aligned with your overall company objectives, KPIs, and objectives.
Concrete goals will also help establish content marketing strategies because they will provide a clear direction for the type of content that needs to be created.
Content marketing goals examples include revenue, customer retention, lead generation, and brand awareness, among other things.