In order for your marketing strategy guiding digital content to be successful, you need to set goals that matter for your business and its leaders. This is often quite a challenge, which is surprising given the fact that the purpose of this segment of marketing is clearly given by the definition of it. Some of the common goals like increase in brand recognition and awareness fail to instigate excitement by business leaders, so the funding for such a goal is often inadequate as a result of this failure.
- Increasing the number of subscribers is an appropriate goal when entering a new market.
- Lead-related goals are important if your content marketing is used to support the sales team.
- Content marketing isn’t always a top-of-the-funnel play; customer support and loyalty can be part of your goal.
“Instead of setting something like brand awareness as THE goal, think of it as one step toward a business goal.”