You must have heard a dozen times how important creating content is for your business. But do you know that a content piece without a purpose, preparation, and distribution strategy might not work?
Content marketing is creating content that aligns with your marketing goals, buyer personas, and overall brand image. To create content that appeals to your target audience, you must determine your content marketing goals beforehand.
What are Content Marketing Goals?
What comes to your mind when you think of your business?
I am sure you think of ways through which you can take your business to another level. For your business to grow, you set targets and goals. To achieve those goals, you plan out a strategy.
So, when it comes to content marketing, your focus needs to be on setting goals. Content marketing goals include a purpose or an objective you want to fulfill through your content marketing efforts.
Content marketing goals could be creating brand awareness, customer education, customer loyalty, creating leads, or generating revenue.
Setting up content marketing goals is like creating a well-defined path for your sales and marketing teams. Your teams can use this path to move in the required direction and achieve the desired results.
Why Setting Up Content Marketing Goals is Important?
Once you have decided that you want to start content marketing for your industrial company, the next step is to create a Content Marketing strategy and set up content marketing goals.
When it comes to creating a piece of content, you have so many options like a blog post, case study, video, podcast, eBook, newsletters, testimonials, social media posts, success stories, and what not! But how will you decide what type of content you need to create?
The type of content you want to create depends on the goals you want to achieve. Setting content marketing goals is a necessary process that will contribute to the success or failure of your content marketing activities.
Here are some reasons why setting goals for content marketing is essential:
- Setting content goals will create a well-defined path for you and your team to move forward.
- It will help you decide what kind of content you need to create, whether it is a blog, a case study, a video, or an elaborative eBook.
- It will help you clearly define the priorities and milestones to achieve to have a fair idea of where to start.
- It helps in measuring the success of content marketing efforts. Without defining the goals, you can’t measure whether your content marketing efforts have succeeded or not.
- Defining goals helps you to draw a clear picture of what you want to achieve. This clarity is crucial for you and the sales and marketing teams to hit the right target.
How to Set Content Marketing Goals?
Now that we have understood what content marketing goals are and why they are essential, it’s time to set them up. But before that, let’s know the types of content marketing goals and their characteristics.
Types of content marketing goals:
There are several kinds of goals that you can set for your content marketing campaign. Here are some most recommended goals by Industrial Content Writing services providers:
- Lead Generation
- Lead Conversion
- Brand Awareness
- Building Engagement
- Building Trust
- Brand Loyalty
- Brand Positioning
- Increase website traffic
- Increasing sales
- Generating revenue
These are the example of some significant content marketing goals. Remember that your content marketing goals must focus on the problems you solve so that you can solve your customers’ pain points.
Characteristics of Goals:
According to management science, the goals should be SMART. SMART is an abbreviation for Specific, Measurable, Aspirational, Realistic, and Time-bound.
Specific: Being specific means that your goals shouldn’t be vague. Goals should be based on specific metrics that you can attain and measure.
Measurable: Set goals that you can measure. Always try to quantify your goals. For example, if you want to generate leads, state the current leads you generate and the percentage of increase in leads you want to achieve.
Aspirational: Set aspirational goals that would motivate you to push yourself to work harder. Your goals should be able to achieve better outputs than what you are currently performing.
Realistic: Do not set unrealistic goals. Goals should be realistic and attainable. Instead of taking long and unattainable leaps, you should focus on the baby steps by dividing your goals further into micro-goals.
Time-bound: Always tie your goals to a deadline. That way, you will keep track of your success and take corrective actions if you fail to meet the timeline. The timeline could be anything from 3 months to 1 year, depending on your goals.
To set the content marketing goals, you need to follow a few simple steps given below:
Step 1: Identify the Problem
To set content marketing goals, you first need to think about the current marketing challenges you’re dealing with. Your problem could be:
- Less website traffic
- Unable to generate leads
- Unable to convert leads
- Failing to build the trust of your target audience
- Not generating desired revenue
- Fierce competition
Your problem is the base of your content marketing activities. Even your target customers have pain points, and that’s why they will look for you. So your content should be able to solve their pain points.
Step 2: Shortlist the problem you want to rectify first
Industrial B2B companies can face more than one problem at a time. In such a scenario, you need to pick a problem that needs your immediate attention. Another factor while shortlisting a problem is your resources. Pick a problem that you can solve with the resources you have at your disposal.
Step 3: Set the Major Goal
Let’s say you have chosen the problem “Unable to Generate Leads.” Your goal will become Lead Generation. It is your primary goal, and you can achieve it by breaking it down into micro-goals.
Step 4: Set the Micro Goals
To achieve the primary goal you have set, you will need to create smaller goals or micro-goals. Some of the examples of micro-goals are:
- Creating four blog posts every month for the next three months
- Creating a monthly newsletter and distributing it on the first Sunday of every month
- Contacting existing clients and writing at least three case studies
- Creating one downloadable eBook with the help of subject matter experts in your company.
Step 5: Set KPIs (Key Performance Indicators)
How to know if your content marketing efforts are working?
By setting KPIs to measure the success of your content marketing campaign. The KPIs could be:
- Percentage increase in Unique Pageviews
- Percentage increase in social media shares/comments
- Percentage increase in the average time spent on a page
- Percentage increase in the number of page shares
- New v/s returning website visitors, etc.
Step 6: Measure the success
Once you have started a content marketing campaign and spent some time and resources on it, it’s time to measure the success! Based on the KPIs you have set, you can measure the success of your content marketing activities and whether you have succeeded in reaching your goal.
You must remember that content marketing doesn’t bring overnight results. You need to consistently create and distribute content for at least six months or more before you start seeing the results.
Following these steps will help you to set clear and precise content marketing goals for your business.
At Dijitale, we provide Industrial Content Writing Services to Industrial B2B companies and resolve their marketing pain points.
If you are struggling with content marketing, you can contact us and talk about your problems, and we will make sure to guide you in the right direction.