Determining your content marketing goals and objectives is a key component of any content marketing
strategy. Sometimes, this can be a large step in determining that strategy, and one that is often
overlooked by business owners who get in a rush to just get their business out there on the web.
However, it’s something that shouldn’t be overlooked.
A big road block to setting content marketing goals and objectives is knowing how. A goal like
“increase Twitter followers from X to Y” is easy to measure, and easy to implement. A goal like
“increase click through rate on Twitter links from X% to Y%” is harder to measure, and much harder to
implement. Meeting the first goal is a matter of work-to build Twitter followers, you must follow
people on Twitter. To increase click through rate, you must test variations on phrasing, find relevant
hashtags, and conduct A/B testing. Not an easy process-or a cheap one.
However, there are easier ways to go about this. Ultimately, you have one large goal. Generally, that
goal is going to be along the lines of “Increase sales by X% over the same time last year.” That’s a great
goal. It’s measureable, and you can look at what you did last year to drive sales, keep doing what
worked, discard what didn’t and make additions to drive that increase. And, truthfully, as a small
business owner, making goals like this are much more attainable, and are going to cost you less, than
determining increases in click through rates. You should focus on broader goals rather than smaller.
When you’re setting your content marketing goals and objectives, you want to make sure to use all of
the tools that are available to you. Hopefully, you have Google analytics installed on your site. This is
going to give you a very thorough picture of where your clicks are coming from. Hootsuite can tell you
what links are getting the juice, and which ones aren’t going anywhere. Content marketing software
helps you create fresh, relevant blog posts. There are independent companies that will take a tour of
your website and grade it on useability and ease of navigation. If your readers can’t get from your blog
post to your newsletter sign up page, you may have lost the chance to convert them to a paying
customer. If they don’t follow you on Twitter or Facebook, you may never connect with them again.
All in all, when you’re setting your content marketing goals and objectives, stick to the basics. Set large
goals, and then smaller ones that lead you to the larger one. But don’t get so stuck on the tiny goals like
click through rate that you spend more time and money measuring than you do on creating meaningful,
relevant content. There’s only so many hours in the day, and as a business owner, you must spend them