Content. Is. King. This little phrase is the anthem of content marketing, and for good reason, because it’s absolutely true! However, for your content to rule the marketing land, you must focus on your content marketing goals. Content marketing goals help you create meaningful content and also measure the success of your content marketing strategy. Whether you are new to content marketing or a seasoned expert looking to refine your strategy, here are some of the most helpful content marketing goals to focus on.
Increase Brand Awareness
Brand awareness is one of the most common content marketing goals for companies of all sizes. Informative, high-quality content helps grab the attention of your target audience. By offering your audience valuable content, you establish a brand identity and industry authority that can generate buzz about your business.
How to measure it: Brand awareness is an excellent goal to have for content marketing, but you still need to have a way of measuring it in order for it to mean anything. When focuses on brand awareness, set a goal that is reasonable for your company. Some ways to measure brand awareness include:
- Website traffic, especially the direct channel.
- The volume of searches for your brand name.
- Social listening.
Customer Engagement and Loyalty
Strengthening existing customer relationships is paramount for building a loyal customer base. Consistently offering interesting, useful content to your customers helps to build trust with them while also attracting new customers. Content is a great way to generate conversation with both current and potential customers. Responding to comments or questions about your content is a great way to connect with customers, and will help them feel more connected to your brand.
How to measure it:
- Social media engagement scores.
- Website analytics like time on site and customer paths.
- Open and click-through rate of emails.
SEO should undoubtedly be one of your top content marketing goals. Google is responsible for 94% of total organic web traffic, and climbing higher in the search results helps earn more clicks, leads, and sales. To effectively increase SEO through content marketing, you need content that:
- Is strategically planned into a content calendar.
- Is unique and original.
- Contains relevant internal links.
- Is written with high ranking keywords.
How to measure it:
- Total organic clicks.
- Search traffic.
- Time on page.
- Bounce rate.
SMART Content Marketing Goals
Remember, your content marketing goals must be SMART in order to assess your progress toward them, and to determine any areas that need adjustment. SMART goals are:
By following the SMART method, companies of any size in any industry can set realistic content marketing goals and watch their content marketing strategy thrive.
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