Content Marketing Goals

Now that you’ve got the hub and spoke model in mind, you need to consider what your content marketing goals are.

Normally, this is a subset of your overall business and marketing goals.

Often, content marketing may be part of your broader integrated marketing or communications plan which may include non-digital marketing and PR activities (like media relations, billboard advertisements, front-line customer service and so on).

There are usually four main goals in any content marketing strategy:

Awareness: Increase brand awareness; improve brand recall; build positive brand associations; trigger brand interest

Consideration: Increase trust and likability; improve clicks, likes, comments and shares; strengthen fan growth

Conversion: Generate more leads; Increase sign-ups; Grow sales volume; Improve sales value;

Loyalty: Growth in number of followers, increase in number of social shares/retweets; increase in hashtags; improve repeat purchase quantity/value

Goal 1: Brand Awareness

Typically, these are concerned with the overall reach of your content marketing campaign, as well as its brand awareness, recognition and public perception.

Your key role here usually lies in entertaining or “edutaining” your audiences so that they start to pay more attention to your brand. Most of the content work here occur at channels that are public such as social media networks or search engines.

The types of content which work well here include stories, contests, or ads. Or they could be SEO-keyword articles that are ranked. They could also be videos.