How to set actionable marketing goals and objectives to improve your content strategy.
Updated: Apr 8
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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 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 and should be invested in.
So, whether you’re a marketing manager blessed with a team of content marketers, a sole marketer or novice, this nibble-sized article is designed to help you work towards taking your first steps to creating your content market strategy.
My recent blog An Introduction to Content Marketing looks at some of the reasons why content marketing is important, and briefly introduces a framework for creating a content marketing strategy. In 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 is key to get to grips with the fundamentals of why you are creating content in the first place. It takes a considerable amount of time and resources, especially if you are a small, under-resourced marketing department 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, do you want them to visit your website, make an enquiry, or subscribe to a #newsletter? In which case your objectives will be related to your business growth goals.
Content marketing objectives to set you straight
Here are a few examples of some common marketing #objectives related to these key goals:
Cost saving objectives:
1. To bring design and #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.
1. To educate the market about the features and benefits of new products or services.
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 objectives:
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 and convert them over time.
3. To increase Customer Lifetime Value (CLV) through loyalty content marketing activities (eg., 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, and you are holding yourself accountable. Your objectives will also help you define your #metrics 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 ways to help identify their needs through free keyword research tools, #analytics, and sources of public information.