Content goals are one aspect of content creation that a lot of people don’t think about. One of the first things I learned way back in the dark ages of content marketing was that every piece of content you create should have a defined goal. Content for the sake of just throwing something up on your blog or into your newsletter is not the way to win subscribers and customers. So I thought that for today’s read I would share some ideas for content goals with you.
Here are eight possible content goals that you can set for anything you create.
And keep in mind the second thing I learned – each piece of content should have ONE goal. Don’t try to stuff all your goals into everything you do, or you’ll just end up confusing your customers and subscribers.
Goal #1: To create brand awareness.
Some content that you publish needs to be designed to get more people aware of your brand. The types of content that can do this range from publishing books, webinars, and even blog posts. If this type of content goes viral then that’s even better. It’s not created to necessarily make sales, but it probably will. At the end of this type of content, you’ll ask your audience to like, comment, and share.
Goal #2: To build your list
List building is the one way you have online to create an asset for yourself that can go with you no matter what happens to the technology you currently use. This type of content may consist of a freebie (lead magnet) of some kind plus a landing page and sign-up form.
Goal #3: To create community engagement
Most of the content you put on social media will be to increase engagement between you and your audience but also your audience with themselves. You might use surveys, questionnaires, and discussion starters for this type of content.
Goal #4: To drive traffic to your site
Content that drives traffic will consist of both on and off-site content. You may guest blog for someone who serves your audience, or you might pay an influencer to mention your site and drive traffic to it with a gift for their readers. A great way to drive traffic is to host an affiliate contest too. Providing content for them is also part of your content creation needs.
Goal #5: To generate leads
Use list building strategies such as giving away a freebie or hosting a webinar. The key is to ensure that the freebie is really something only your audience will want, and that the webinar is on a topic only your niche audience needs to know about.
Goal #6: To make sales
If your goal is to make sales, ask for the sale. This may be done with a blog post, an article, or a sales page. Either way, the content should focus on benefits over features and then ask for the sale. Ask them to buy right now by providing an easy way to do it.
Goal #7: To retain customers
If you want people to stick around once they buy from you, it’s imperative that your follow-up series via your autoresponder is well thought out. This is where segmentation can help tremendously.
Goal #8: To make repeat sales
Depending on what type of things you sell, you may want them to buy more of it, or you may want them to buy something else. The content you send via email will help guide them toward that end.
I hope that gives you some ideas on how to set content goals, so that what you create brings you the results and success you intend for your business.
*Note: This post includes affiliate links, for which I will receive a small commission should you make a purchase.