Setting & Tracking Content Goals

Setting & Tracking Content Goals

Without goals, and plans to reach them, you are like a ship that has set sail with no destination.” — Fitzhugh Dodson.

So, In other for any business content marketing to be a success , you must have a set of goals.

This is one of the most important thing to determine from the start with the stakeholders and clients.

This will help you define a set of success criteria and choose the appropriate assets and channels.

As previously explained in my post  some contents don’t fit certain channels.

Hence why its important you define your goals from the get go to enable you determine the best contents for each channels.

Once you have determined this with your short term and long term goals in mind. You can now go ahead and define your goals specifically .

There are two types of goals in content marketing ; Qualitative goals and quantitative goals.

What makes up qualitative goals ?
  • Brand recognition
  • Thought leadership
  • Social engagement
  • Relationship building
  • Trust
What makes up quantitative goals ?
  • Leads
  • Download or streams
  • Social shares
  • Leads that leads opportunities and deals
  • Conversion rate
  • Revenues
  • Traffic

Your goals may be qualitative or qualitative. These things vary depending on stakeholders definition of business needs. but most times, it is a mix of both qualitative and quantitive goals.

However,  there is no need setting content goals you cant measure and evaluate . You must be always able to track your goals.

So how do you track you goals ?

  • Your marketing automation platforms – (Leads, revenue )
  • Google analytics – (Traffic , conversion )
  • Your social channels – (social shares & reach )
  • CRM – (customers engagement & relationship)
  • Content management tools – (downloads & streams)

In summary , no matter the size of your content project, It is essential to set and understand the goals of the project and have the necessary tool to track your goals.

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