You need to select a goal for each initiative with content to direct what action you will take. Learn why choosing goals that are purpose-driven is important to the success of your content campaigns.
- A French aristocrat and poet once said,…a goal without a plan is just a wish.…You've got to select purpose-driven goals…for a content campaign to give it a direction…and vice versa.…You need a campaign…to execute against the goal you're after.…Start by setting a goal.…It should define the reason…why your company is taking a particular action with content.…There are so many routes you can take with content marketing…and a goal helps clarify why you've committed…to one direction versus another.…
A goal keeps your team organized and focused…on the desired result of a campaign…and every content marketing goal chosen by your team…should be purpose driven.…This means that every action you're taking with content…should tie back to the values of your organization…and the reasons why it exists in the first place.…With a purpose-driven goal in mind,…create a campaign to act as the overall plan…and action steps you'll take with content…to reach a particular milestone.…Let's say you're a makeup brand…that's eco-friendly and cruelty-free.…
- Determine the benefits of content measurement.
- Define benchmarking.
- Identify the stages of the buying process.
- Compare vanity and actionable metrics.
- Identify an attribution framework.
- Explore how to automate reporting by a stakeholder.
Skill Level Intermediate
1. Why Measure
Challenges to address3m 24s
2. Create a Campaign
3. Choose Content Format and Channel
4. Pair Metrics
5. Set Up a Reporting System
- Mark as unwatched
- Mark all as unwatched
Are you sure you want to mark all the videos in this course as unwatched?
This will not affect your course history, your reports, or your certificates of completion for this course.Cancel
Take notes with your new membership!
Type in the entry box, then click Enter to save your note.
1:30Press on any video thumbnail to jump immediately to the timecode shown.
Notes are saved with you account but can also be exported as plain text, MS Word, PDF, Google Doc, or Evernote.