marketing goals that really matter to the business
We are only a month away from 2020, and you probably know people who have given up on their personal goals or resolutions.
In our working life, giving up goals after a few weeks is not an option. How are you going to work on them all year long, check that you are working towards the correct goals, goals that are important to business leaders.
Here is the truth. Brand awareness, everyone's favorite, it won't be enough.
Have you ever heard a sales leader or business executive disparage content marketing as “Arts and crafts” or wondering about its commercial value? You wouldn't be the first.
Business purpose of content marketing
So, Why is there such a myth of immeasurable and nebulous content marketing benefits? U.S, happy sellers, we could be to blame. Look at this graphic from CMI's B2B research 2020 , showing the goals content marketers say they achieved in the last year.
Take a look at the goal that almost everyone claims to have reached. Yes, brand awareness (86%). (For B2C sellers , the response rate was similar
Brand awareness is an excellent and worthy endeavor. But if that's your only goal, You may be asked to explain how awareness links to an outcome that business leaders care.
How to link content to business goals and results
Instead of setting awareness as THE goal, think of awareness as a step on the road to a business goal. And what is the business objective of content marketing? To drive profitable action.
eye. Defined goal. My work here is done.
Except … you probably have questions. What counts as a profitable stock? We are going to explore.
To be useful (and measurable), content marketing goals need to be more specific and match a significant business goal your business is working towards.
Choose goals that support one of those three things, and you won't have a problem communicating how your content marketing team contributed to business goals.. Here are several to consider.
Building a subscribed audience is the foundation of content marketing. Subscribers give you permission to communicate with them regularly. And that gives you permission to subtly market them while giving them value outside of a product or service.. In fact, Joe and CMI's Senior Strategy Advisor, Robert Rose, argue that the asset created by content marketing is not content, it's the audience itself.
When it makes sense: set the goal of building a subscriber base when your business wants to penetrate a new market, compete with a high-profile market leader or start the content marketing journey .
Profitable stocks to track: Measure your progress based on the number of subscribers to your own channel (electronic newsletter, blog alerts, magazine, podcast, etc.) or the subscriber conversion rate compared to the general audience conversion rate.