Marketing without goals is not marketing at all.
Even your content marketing goals have to be clear enough.
It’s been noted that content marketing with specified content goals succeeds more than one’s producing for just SEO advantages.
We all know that Google prefers fresh content, But only creating content with no purpose will lead to nothing. If your content is new and has no relevance, then it will fail.
So why we need to have defined the content goals. Because it makes easy to analyze that your content efforts are in the right direction. The goal set the standards, an area to attain.
You have to be clear about what content marketing goal you want to achieve, at the time preparing the content strategies.
What can be your content marketing goals?
Like you have targeted keyword lists to rank your particular webpage, you must have a defined content goal for every campaign you about to run.
Content with a specific purpose, defines its need. At least, you should know WHY of your content writing and content marketing efforts.
Of course, your content marketing strategy is the base of your campaign, But be clear about why your business needs specific content forms.
Setting content marketing goals, means you define what you want to achieve from the contents. Along with, that supporting other operational decisions related to marketing and sales strategies.
Once you have a defined content marketing purpose, that will answer the questions like…
- Which type of content to produce?
- Who will be your target audience?
- What should be the budget to spend on content?
- Who will create the contents?
- What media to opt for promoting the content?
- What resources and tools you may need?
- How to define the content KPIs and reporting system?
- When to optimize and analyze the content campaigns?
Content marketing goals that most businesses with online presence aim at…
Goal 1: Relevant traffic
Every website with an active online presence has the ultimate purpose of creating content, to get more traffic on site. And why not, after all, created contents across the online media are a way for getting more site traffic.
Not only from a sales perspective, But having more traffic on site helps businesses to find the market needs and get an insight into the audience’s needs.
You can find your audience insight data from google analytics reports and also find what key phrase they are using to find with the webmaster tool. The key phrase usage leads to look into their intent, supports sales funnel creation.
Traffic driven content can be from any online media. If your goal is towards getting more traffic, you can try and test with multiple sources, to figure out which gets you more relevant traffic? And which one can be your relevant traffic source?
Contents that helps you get more traffic goal:
- Website Blogs
- List Post, Long-form articles
- Round-up posts
- Guest post on authority sites
- Industry research and case studies
- Social media postings
Goal 2: A Higher rank on search engine
According to SEO reports (Impactband) found that the top 5 results get around 70 percent of the total clicks on the first page. To get more traffic to your website, you need to optimize your content, to rank high.
With this content purpose, you need to create content that is highly informative and thorough in its own subject. Just relying on the links, from any resources, does not always mean you get a higher ranking.
Your content has to be relevant and have the points to hold readers’ attention.
Keyword stuffing and irrelevant links can perhaps rank your content high instantly, but provide a bad user experience. This results in an increased bounce rate and proves that your content is not quality.
So if your content goal is to hold your top ranking for long, you need to prove via quality content.
Contents that help you get higher ranking goal:
- Optimized content
- Website Blogs and service pages
- High-quality Articles and Blogs
- Videos and Infographics like media contents
Goa 3: Marketing objectives
Content is powerful marketing material.
When you create content with marketing purposes, your content aims at educating your audience first, informing them about the solution you have for them.
Considering the sales funnel, the need for content creation also changes.
Informative blog posts, infographics, ebooks, case studies and all target the specific content marketing goal and you have to clarify which one to produce when.
Keyword research helps you with a lot to define the intent of the search queries. You can create content that hits the audience’s informational and transactional needs. And for that you better to understand the concept of copywriting vs content writing.
Blog post, informative articles are best at educating your audience, whereas case studies and ebooks impact their purchase on the internet and prove why to opt for your services.
You can have content for the sake of ranking only, but the defined goal of information has to be decided in the first phase.
Contents that help you serve the marketing goal:
- In-depth blog posts
- Webinars and online meet-ups
- Research and whitepapers
- Newsletters and PRs
Goal 4: Link Earnings
Content that aims to generate links from an authoritative site, requires high-quality content.
Resourceful content gets more links from other related blogs.
Each here given content has its own content form and does not have to be a single standard content structure. Agree that links are important, but content quality also does matter when your content conveys some fresh and updated information.
Contents that earn more links:
- Case Studies
- Survey and analysis re
- Roundups posts
- Hub Posts
- Market research and Data stats
Goal 5: Social engagements
Social media are also a great marketing tool to improve brand awareness and audience retention.
Whether to get your brand name out there or to promote your startup the right way, social media are at best.
To attain your content marketing goals from the social media content, it needs to be consistent. Indeed, social media prefers consistency.
A regular content brings your message in front of the target audience way better than posting the content occasionally.
Either way, you also can run social media ads, and showcase your marketing offer right to your target audience. Just like social organic reach, you need to create a separate creative content for your paid social media campaigns.
Short videos, images, GIFs and quizzes create interactive content forms that audiences like to engage more. Because the audience at social media has different content needs, the audience searches on google.
Contents that serves your social media goals:
- Interactive social media posts
- Short videos and GIFs
- Quizzes, Memes
- Visual contents
- Stories and Live videos
- Quotes & positive posts
Goal 6: Brand awareness
Most content marketers and companies prefer to produce content to get more exposure to their brand.
Content informs the audience about your brand and the services you offer. You may have the best product in the market and services better than your competitors, but what if your audience doesn’t know about it.
Your contents are the medium that lets you connect with them.
Unlikely well-known brand, the brand awareness is much more important for startups. If you are a startup company and have a creative solution for the market, you better plan content that places your message the right way.
Content marketing strategy for a startup, ensure that your target audience and every aspect of the required content is included in your process.
Creating content aimed at Brand awareness, have to perform a market analysis first. Audience targeting and media selection ensures that your message delivers the optimum results.
Contents that serves your Brand awareness goals
- Regular Blog posts
- Social media contents
- eBooks and whitepapers
- Guest posts
- Visual contents
Goal 7: Industry Leader
Being a leader in your own industry domain is the same as receiving the trust of the mass audience.
If you aim to create your brand as an industry leader, you have to produce the content that delivers the trust.
Brand doesn’t build overnight, it creates due to combined efforts done persistently.
When it comes to making a solid brand, that audience likes to engage with long term, your content has to be in-depth with required proofs and case studies.
A researched case study, market analysis reports or even long-form blog posts covering every essential market information place your brand as an industry leader.
Long-form content tends to get more attention from search engines and like to be named as trustworthy resources. Which ultimately gets the most shares, engagements, and attention.
Contents that serves your industry experts’ goals
- Longform contents
- Case studies, Data Stats
- Market analysis reports
- Online courses and webinars
Goal 8: Lead Generations
Lead means potential customers, who have a direct interest in your services.
Websites, landing pages, paid ads all are aiming to get the qualified lead for your business.
When your content marketing aims to get more quality leads, your content has to be persuasive enough to make them place an inquiry.
Agree, that lead generation is the prior stage than a sale, but to reach this point you better have sequential content ready to guide them in the process.
Lead generation campaigns, focusing on providing guidance and that hook to submit their contact info to discuss more.
Content marketing and copywriting work together at lead generations, if you want more website conversion. Whereas, your content marketing and SEO works best at getting more out of your organic visits.
Contents that serves your industry experts’ goals
- Landing pages
- eBooks, newsletters
- Free seminars and courses
- Email marketing
- Social media and Paid Ads
- Gated contents
As every content type serving specific marketing goals, you have to create the content considering its platform.
You can’t expect the great results from one content piece posted in every media online. Every content media has its own content purpose, audience, and algorithm to follow.
Long-form posts perform better at the search engines, while images and short videos are better at social media. Like you need to have defined the content goals, it has to consider the platform first.
Also, you need to find which platform to target, that fits your industry needs. Have a content marketing plan ready that presents you with the optimum results. It can be Organic results, SEM, social media and paid promotion, but clearly defined from the beginning.
And the best approach is to stay focus on the single marketing media, instead of juggling one to another, if you lack the content budget & efforts. Find which platform fits your content marketing goal and be consistent with it.
If you have a broad content marketing team, you can certainly allocate the platform-specific task and attain the end marketing means.
But if you are a small business and startup with no specialized team on the back, you can consult with the content marketing expert to find the best marketing platform for you.
Ketan Parmar, a content strategist and founder of Wordzyx, a content strategy agency from Ahmedabad. Currently working with small businesses and startups, Ketan contributing their Business growth via content strategies plus website optimization, through own proven marketing experiences. He’s on a mission to promote content marketing as an Investment for a business, rather just advertising costs.
Read something more about, Ketan parmar.