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Even great content cannot guarantee good ROI; without goals, your content is meaningless.
This is the underlying problem with content marketing as a whole — the goals become hidden between the well-written copy and beautifully designed graphics. What’s often forgotten is that content suffers from the ability to be “optimized” if we don’t set goals. If you determine your content marketing goals, it’s likely you’ll get to a positive ROI faster while also solving your content problems. Goals can illustrate how you turn content into conversions.
Let’s dig into different goals for different types of content marketing.
1. Brand Awareness
Brand awareness is the fun part of content marketing. From social media to videos, your goal is to get your potential customer base familiarized with your brand.
Quick note: UTM codes are text you can add a link to that communicate to Google Analytics. Once you add a UTM code to Google Analytics, you will be able to track the performance of your links so you can identify where traffic is coming from.
Generating new sales leads is something every content marketer aims to master. By measuring the total number of leads generated from gated content like an ebook or webinar, you can calculate the potential of each lead.
Examples of content to boost sales leads:
Ebooks or case studies
Blog post series
KPIs to track:
Event tracking in Google Analytics
Lead forms, sign-ups & downloads
Quick note: Using content marketing to guide potential consumers down the sales funnel helps reduce sales time to close the deal. Marcus Sheridan, The Sales Lion, shared in Jay Baer’s Youtility, if a buyer read 30 pages on his blog before a salesperson visits, his firm will close the deal 80% of the time.
Using the goal to upsell current customers that have purchased a lower cost product or service allows you to calculate the ROI directly from the upsell.
Examples of content to upsell your products or services:
Outlining your goals allows you to increase customer loyalty, retain customers, and ultimately, understand if your content marketing is a good investment. Commit yourself to gathering, analyzing, and learning from goals to help push your product and business forward.
What are your content marketing goals? Join in the conversation below!