How to set actionable marketing goals and objectives to improve your content strategy.
It’s the start of 2021 and it’s probably a good idea, if you haven’t already, to review your content marketing #strategy. 2020 was a hell of a year, and although this year, businesses can perhaps be a little more optimistic about the long-term future, there is still a great deal of uncertainty ahead.
While outbound marketing activities, such as OOH and trade shows are still off the agenda, digital marketing, social media, and #content marketing should be in every marketers’ toolbox as they are likely to be key activities to invest in, as customers spend an increasing amount of time online and out of the office or off the high street.
So, whether you’re a #Marketing #Manager blessed with a team of content marketers, a sole marketer or novice, this nibble-sized article may help you work towards taking your first steps to your 2021 strategy.
My recent blog An Introduction to Content Marketing looks at some of the reasons why content marketing is important, and briefly introduced a framework for creating a content marketing plan/strategy. For this article, I’d like to take a closer look at the first of the 5 pillars:
Pillar 1 - Content Marketing Goals and Objectives.
What in god’s name is the purpose of your content marketing?
It seems an obvious question, but it’s key to get to grips with the fundamentals of why you are creating content in the first place. As it takes a considerable amount of time and resources, especially if you are a small, under-resourced marketing department, or even a one-man band, to consistently publish relevant and good quality content.
So, what #value do you expect your content marketing to provide to your business? Are you looking to reduce costs?
And what do you want your audience to do once it has consumed your content? For example, this may be to visit your website and register interest, or subscribe to a #newsletter, in which case this will be related to your business growth goals.
Content marketing goals & objectives to set you straight
Here are a few examples of some common marketing #objectives related to these 3 key goals:
Cost Saving Goals.
1. To bring design & #copywriting in-house, thus reducing agency (or outsourced) spend.
2. To reduce the average cost per lead from paid content (PPC/ social media advertising).
3. To repurpose existing content into multiple formats, such as articles, short-form social media posts, video, podcasts etc.
1. To educate the market about the features and benefits of new products or services, which can be useful for #differentiating your business from your competitors.
2. To increase brand awareness by consistently putting #branded content in front of your audience.
3. *To increase sales of x. product by x% by October 2021.
Business Growth Goals.
1. Google Rankings & SEO: To improve #organic search results through relevant keyword optimised content. This can help establish your business as an authority in the field, as well as increase targeted traffic to your website.
2. New Customer Acquisition - To attract new customers & convert them over time.
3. To increase Customer Lifetime Value (CLV) – through loyalty content marketing activities, such as (email, newsletters).
Of course, when setting content marketing objectives, it’s a good idea to make them #SMART, that is Specific, Measurable, Achievable, Relevant and Timely, by including figures and time specific deadlines. See objective no.3 *. This way you are setting objectives that you can meet, so you not wasting time and you are holding yourself accountable. Your objectives will also help you define your #metrics further down the line, so you can evaluate the success of your content marketing activities.
My next article will focus on the 2nd pillar of creating your content marketing strategy:
Pillar 2 - Target Audience.
I will be looking briefly at customer profiling to create relevant and useful content for your key customers and some ways to help identify their needs through free keyword research tools, #analytics, and sources of public information.