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How Can I Define My Content Marketing Goals?

Plan, achieve, succeed.

To make your content successful, you need to develop strategic content marketing goals. What those goals are and what success looks like will be completely unique to your business and its circumstances, but breaking tasks down into achievable chunks is the first step to making your dreams a reality. In this feature, we’re going to talk about laying the groundwork for success, the definition of your goals, and how you can measure your marketing..

How can I lay the groundwork for my content marketing goals?

Content comes in many forms, but the one thing all good content has in common is a solid foundation. Success takes time, thought, and understanding. Before you even think about setting a goal, it’s important to know your audience, products, and industry to make sure your content is the very best that it can be.

Step One:

Your goals need to align with your business objectives (more on this later). The key to this step is understanding what your customers are looking for. Whether through surveys, buyer personas, or online habits, building up an image of what your ideal customer is looking for is a great way to start setting up your content marketing goals. Simply put, start by understanding your audience and back it up with quantifiable metrics. 

Step Two:

Having done the hard work to pull all that data together, you can now put it to good use. An effective content strategy makes it simple to monitor progress and evaluate results, helping you meet your goals more easily. It’s a great method for planning ahead and building well-considered campaigns. Tools like Google Analytics can help analyse how well your content performs while highlighting areas in which it could be improved upon. But what does a strategy look like? Well, it’ll likely include what kind of content you’re posting, when, and where. 

Step Three:

A posting schedule keeps you honest. By planning ahead, setting delivery dates, and creating in-depth campaigns that are customer relevant, you can start to think about how to achieve your content marketing goals. As part of your calendar, everything you post should serve some form of purpose. Are you going to publish infographics on Instagram, thought-leadership reflections on LinkedIn, or go all out on your blog to increase web traffic? The best thing about content is that it can be broken up and recycled into many parts across different mediums to meet different audience expectations. With that in mind, it’s time to get creative.

Step Four:

Last, and by no means least, is the fun part. Be it wordy blog posts or articles, graphic designs or videos, the actual process of content creation is the most important. After all, even the most ambitious content plans fail if they aren’t being acted on. You need to post and publish to build your brand, engage your ideal buyers, and encourage them to act through trust—which brings us nicely to your content’s goals.

What should my content marketing goals look like?

Okay, you’ve laid the platform for your goals through your strategy, but what do realistic objectives actually look like? Content marketing is an extremely effective business tool, but to make it work you need to know exactly what it is you’re trying to achieve. Here’s some examples to help get you started.

Example One:

Promoting your products or services is a common goal, and can help attract new customers while reminding existing ones about you and building engagement between business and its patrons. We’ll label this one as ‘raising awareness’, and it’s achieved through both the quality and quantity of your posts.

Example Two:

Your content should provide solutions to aid potential buyers when it comes to solving industry problems, which in turn ‘builds trust’. More than simply promoting your services, this content marketing goal is all about nurturing client and partner relationships. Over time, this will bear fruit and lead to increased sales. 

Example Three:

Every business wants more sales. Fundamentally speaking, that’s exactly what your content marketing strategy is geared up towards—the nuance is in how. So, how? Increased visibility and posting across various channels will drive web traffic to your website, which means customers landing on your site need to find what they need and quickly. A key aspect of the buyer’s opinion will be based on the user experience and the feel of your domain. 

Here’s a simple equation to help you achieve your goals: Understanding + plan + post = content = customers. See how everything fits together?

Increased sales will naturally come from users who spend more time on your site and interact with your content. Longer browsing times will suggest increased levels of engagement, with ‘bounce rates’ also giving a good idea of what’s turning users off. Don’t forget though, this is a long game and your content marketing goals should be measured . over time. It’s a marathon, not a sprint.

How can I measure the results of my content marketing goals?

Reviewing the performance of your content marketing goals should be a central part of your strategy. Without it, you run the risk of missing potential opportunities for growth and failing to connect with audiences, and maybe even publishing the wrong content.

Thankfully, metrics are a great way to keep an eye on progress and adjust accordingly. More appropriate content, means more engaged customers, means more sales.

There are various metrics you can think about tracking, but the two most frequently observed are ‘reach’ and ‘conversion’. These indicators reveal how effective your content is when it comes to drawing visitors to your website and turning readers into customers. Pretty simple, right?

These metrics allow you to gauge where your content is performing well and where improvements should be made. From there, you can begin determining what types of posts attract more readers and which don’t and make changes accordingly.

Also, your content marketing goals don’t have to be set in stone. Just like your content, you can pivot if and when the need arises to switch objectives—which comes back to aligning with business needs. You can actually get a good idea on whether or not you’re focused on the right thing by speaking to customers about their expectations.. If they’re not receiving what they need, perhaps your messaging, design, or delivery needs improving? If it’s fresh and effective content you need though, there’s only place to go.

We’ll do the hard work, you reap the rewards

Here at Linguakey, we’re content specialists. From inception to delivery, we understand brands and work in partnership to achieve your content marketing goals. Our method is simple: attract, engage, convert, so you can challenge, innovate, and disrupt. Speak to us today and unlock your content.

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