Prioritizing your content marketing goals is an important first step in creating your marketing strategy plan. Discover how to maximize your efforts!
An effective digital content marketing strategy will have multiple content marketing goals.
For instance, your marketing team might focus on increasing organic website traffic by consistently producing and publishing blog content. Then you might also develop content that drives revenue by comparing your service offerings to competitors in an us-versus-them blog article.
Other content marketing goals to consider might include:
- Boosting customer engagement with a social media community
- Nurturing your leads with email marketing
- Strengthening your industry authority with a youtube channel
Prioritizing your content marketing goals is critical for your team to be aligned on the overarching business strategy.
In this article, we help you assess and prioritize your content marketing goals to make the most out of your content production efforts to achieve your desired results.
Common Content Marketing Goals
The first step at the beginning of any marketing campaign is to determine your primary content marketing goals and ask yourself what you hope to accomplish with a specific type of content.
Consider these most common content marketing goals when determining the type of blog content to produce:
Build Brand Awareness
Make your company more visible and establish yourself as an industry authority with educational, informative, and well-researched quality content.
It’s important to publish content that provides valuable information to your target audience.
Prospective customers will be more likely to do business with your company if you provide them with resources and the support they need.
Rank in the Search Engines
The goal of search engine optimization is to drive more traffic to your website and reach a larger audience. Your goal here is to get on the first page of Google search results—cracking the top three is even better. Create content your audience wants to read and incorporate relevant keywords to make it more searchable. As your search engine ranking goes up, expect an increase in web traffic and, ultimately, brand visibility.
Every business owner wants to boost their profit margins with increased conversions and sales.
However, this doesn't happen overnight. Your goal is to get ahead of the industry competition by educating your target market to understand what differentiates you from your competitors by offering valuable content.
Lead generation involves pre-qualifying your prospects to boost your chances of converting them into actual sales figures. This can be achieved with blog content by incorporating a specific call-to-action (CTA) at the end of your article. A well-thought-out CTA that funnels your leads into a sales funnel with a pre-determined lead magnet, such as an opt-in pop-up box or landing page is ideal.
Prioritizing Your Content Marketing Goals
Prioritizing your content marketing goals is among the most challenging parts of developing a content marketing strategy.
Generating revenue is always a goal for any type of business. So you might think prioritizing conversions should be the top priority. However, your target audience is likely to reject direct selling efforts upon first learning about your company without proper brand awareness or trust building first.
Your content marketing goals are unique to your company. But building brand awareness with a consistent publishing cadence is typically the first goal most companies will want to focus on.
Focus on developing high-quality reader-friendly content for your target audience.
Look at each content idea from different angles. Evaluate whether a piece of content will communicate your expertise in a unique way by offering a new perspective. Look for ideas that add a new dimension or insight to a topic.
Similarly, consider whether your competitor has already covered the topic extensively. If they have, you’re unlikely to break through with an article on a similar topic. Look for content gaps on your topic too. There may be an opportunity for you to stand out if there isn’t much content available about a specific topic you want to write about, but it may also mean the topic has low to no demand or is only for a small subset of your audience.
And finally, eliminate content ideas that won't have a high impact on your goals. Ideas with no potential to get you where you want to be will only waste your time and resources.
Map Out a Strategic Content Plan
With your goals and priorities in mind, start the content planning process.
Most content marketing strategies fail because people skip this step—an actionable content plan is how you implement your strategy. A content plan outlines what you’ll create, due dates, where you’ll publish it, and how you will promote it.
Your content plan specifies the details of the themes, ideas, and topics you’ll use to achieve your marketing objectives. And it outlines a publishing schedule to maintain consistency and streamline your strategy.
Ensure your content plan is anchored to the essential content marketing goals you've identified above.
Creating engaging quality content that resonates with your audience requires advanced planning.
When creating content, your team will need enough time to brainstorm and research topics, filter them by priority, and then write the most important ones first before finally publishing them online.
Metrics of Success
Determine how you will measure the success of your content marketing efforts.
Each piece of content you plan to produce should have specific metric goals attached to it. Determine the overall impact the content will have on your content marketing goals, and where the content fits into the buyer journey or your sales funnel. Key performance indicators (KPIs) may include web traffic, lead volume, and engagement metrics.
Once you’ve identified your high-level objectives and KPIs, consider the types of content (based on your content marketing priorities) that will help your business reach these goals.
Partner With WriteForMe to Achieve Your Content Marketing Goals
Content marketing requires many facets to be successful, such as the resources needed for a high-functioning in-house content production team. And consistency is often the most overlooked tactic to achieving success with your content marketing efforts.
WriteForMe can be a valuable partner in this production process. We produce quality content tailored to your specific content marketing goals.
Contact the content marketing experts at WriteForMe today and receive a FREE playbook to get you started!