{"id":153994,"date":"2023-02-27T00:29:45","date_gmt":"2023-02-27T05:29:45","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=153994"},"modified":"2024-06-16T16:48:00","modified_gmt":"2024-06-16T21:48:00","slug":"content-marketing-goals","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/content-marketing-goals\/","title":{"rendered":"Content Marketing Goals: How Many &amp; Which&nbsp;Ones"},"content":{"rendered":"\n<div class=\"intro-txt\">Typical advice says that there are five to 10 content marketing goals and that you can hit them separately with different types of content. I think there are two mistakes in this approach.<\/div>\n\n\n\n<p>First, it mistakes goals for outcomes of content marketing.&nbsp;<\/p>\n\n\n\n<p>Second, you shouldn\u2019t design to hit only one of those \u201cgoals\u201d because it can hurt content quality.&nbsp;<\/p>\n\n\n\n<p>In this article, I\u2019ll share a perspective on what\u2019s wrong with the typical model and offer a solution \u2014a slightly more streamlined (and hopefully realistic) approach to content goals.<\/p>\n\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"The problem with traditional content marketing goals\" data-section=\"the-problem-with-traditional-content-marketing-goals\">\n\n\n\n<h2 class=\"wp-block-heading\">The problem with traditional content marketing goals<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>For years, we\u2019ve been getting used to the same set of content marketing goals. It goes something like&nbsp;this:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Brand awareness&nbsp;<\/li>\n\n\n\n<li>Lead generation<\/li>\n\n\n\n<li>Thought leadership&nbsp;<\/li>\n\n\n\n<li>Lead nurturing<\/li>\n\n\n\n<li>Creating interest in the product&nbsp;<\/li>\n\n\n\n<li>Conversion (sales\/sign-ups)<\/li>\n\n\n\n<li>Brand loyalty&nbsp;<\/li>\n\n\n\n<li>Customer retention&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Sounds familiar? These are the traditional marketing goals repeated by countless publications over the&nbsp;years.&nbsp;<\/p>\n\n\n\n<p>Surprisingly, these goals were built upon two simple fallacies.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Mistaking outcomes for&nbsp;goals&nbsp;<\/h3>\n\n\n\n<p>In reality, those are not marketing goals; those are outcomes of good content marketing. In other words, this is how businesses benefit from creating helpful and enjoyable content.&nbsp;<\/p>\n\n\n\n<p>If you\u2019re wondering what the difference is:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1268\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/content-marketing-goals_1.png\" alt=\"Goals vs. objectives\" class=\"wp-image-154005\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/content-marketing-goals_1.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/content-marketing-goals_1-536x425.png 536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/content-marketing-goals_1-768x609.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/content-marketing-goals_1-1536x1217.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<p>So the reason to do content marketing is to achieve the outcomes. But to achieve them, you need something else. You need goals that lead to those outcomes.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Implying that you can\/should focus on one&nbsp;goal&nbsp;<\/h3>\n\n\n\n<p>Imagine that your \u201cgoal\u201d is to make content that will generate more&nbsp;leads.&nbsp;<\/p>\n\n\n\n<p>Does that mean you can forget about building trust, creating brand awareness, and educating the audience on that same piece of content?&nbsp;<\/p>\n\n\n\n<p>And why would someone sign up for your product or newsletter if they thought the content was of poor quality?<\/p>\n\n\n\n<p>The point that I\u2019m trying to make is that you can\u2019t just pick one of those traditional goals and forget the&nbsp;rest.&nbsp;<\/p>\n\n\n\n<p>If you insist on keeping your content about only one of those traditional goals, you risk deteriorating its quality and, as a result, limiting the outcomes.&nbsp;<\/p>\n\n\n\n<p>Conversely, <a href=\"https:\/\/ahrefs.com\/blog\/how-to-write-great-content\/\">good content<\/a> brings multiple outcomes at the same time. It\u2019s just like working out\u2014it affects the whole body and your mind too. But only if you do it&nbsp;right.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The root of the problem<\/h3>\n\n\n\n<p>The above two fallacies have the same root: thinking about content in a business-centric way and not a user-centric one.&nbsp;<\/p>\n\n\n\n<p>Good content is user-centric.&nbsp;<\/p>\n\n\n\n<p>At the end of the day, all businesses expect marketing to increase sales. But consumers weigh in many aspects before making a choice. Not all of them can be influenced by marketing, especially content marketing.&nbsp;<\/p>\n\n\n\n<p>In reality, all content marketing can influence is more or less these three things:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Education<\/li>\n\n\n\n<li>Inspiration<\/li>\n\n\n\n<li>Entertainment<\/li>\n<\/ul>\n\n\n\n<p>I propose to use them as content marketing goals.&nbsp;<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What\u2019s the alternative\" data-section=\"whats-the-alternative\">\n\n\n\n<h2 class=\"wp-block-heading\">What\u2019s the alternative<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Think of the traditional marketing goals as outcomes of user-centric content and consider the following as your new&nbsp;goals.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Goal 1. Education&nbsp;<\/h3>\n\n\n\n<p>This is where you create helpful content about:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Problems your product or service can&nbsp;solve.<\/li>\n\n\n\n<li>Things that your product\/service can make better.&nbsp;<\/li>\n\n\n\n<li>Other challenges your audience experiences (relevant to your business).<\/li>\n<\/ul>\n\n\n\n<p>Educational content works out for businesses because people need information to thrive in this world. But what\u2019s even better than information is a tool that helps you use that information and solve your problems. With content marketing, companies can deliver those two things simultaneously: information and the means to use&nbsp;it.&nbsp;<\/p>\n\n\n\n<p>Let\u2019s look at three examples.&nbsp;<\/p>\n\n\n\n<p>Our article called \u201c<a href=\"https:\/\/ahrefs.com\/blog\/how-to-rank-higher-on-google\/\">How to Rank Higher on Google<\/a>\u201d is an example of the first category\u2014content about a challenge an SEO suite like ours can help to&nbsp;solve.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1336\" height=\"806\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image6-12.png\" alt=\"Article title\" class=\"wp-image-154008\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image6-12.png 1336w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image6-12-680x410.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image6-12-768x463.png 768w\" sizes=\"auto, (max-width: 1336px) 100vw, 1336px\"><\/figure>\n\n\n\n<p>It\u2019s also the kind of topic we\u2019ll prioritize because of the high Traffic Potential.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1972\" height=\"738\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image1-15.png\" alt=\"Keyword data via Ahrefs' Keywords Explorer\" class=\"wp-image-154009\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image1-15.png 1972w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image1-15-680x254.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image1-15-768x287.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image1-15-1536x575.png 1536w\" sizes=\"auto, (max-width: 1972px) 100vw, 1972px\"><figcaption class=\"wp-element-caption\">Data via Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a>.<\/figcaption><\/figure>\n\n\n\n<p>The next example is from Zapier. Although its app doesn\u2019t directly solve the problem of \u201cthe best to-do list app,\u201d it can make any app experience better via automated integrations.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1344\" height=\"1112\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image12-13.jpg\" alt=\"Calls to action in Zapier's article\" class=\"wp-image-154011\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image12-13.jpg 1344w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image12-13-514x425.jpg 514w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image12-13-768x635.jpg 768w\" sizes=\"auto, (max-width: 1344px) 100vw, 1344px\"><\/figure>\n\n\n\n<p>The third example shows that you can be helpful to your audience even if the solution doesn\u2019t lie within your product. The first page of Google for \u201chow to say no to customers\u201d is dominated by companies whose products can\u2019t solve the problem.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1554\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image15-5.png\" alt=\"SERP overview in Ahrefs\" class=\"wp-image-154013\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image15-5.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image15-5-547x425.png 547w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image15-5-768x597.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image15-5-1536x1194.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Goal 2. Inspiration&nbsp;<\/h3>\n\n\n\n<p>This is content that gives people \u201cthe spark\u201d to act and achieve their&nbsp;goals.&nbsp;<\/p>\n\n\n\n<p>Inspiration is different from education in a way that it doesn\u2019t serve complete solutions. It acts on imagination and emotion to show the possible or states an important question. Plus, it\u2019s typically more influential than educational content.&nbsp;<\/p>\n\n\n\n<p>Inspiration works for businesses because it:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Allows you to reach people before they experience a problem your product solves <em>and<\/em> when they\u2019re not looking to solve a problem. This allows you to beat the competition to the&nbsp;punch.<\/li>\n\n\n\n<li>Makes an emotional connection with your audience through excitement and enthusiasm. Emotions make brands unforgettable.&nbsp;<\/li>\n\n\n\n<li>Lets inspirational brands really stand&nbsp;out.&nbsp;<\/li>\n\n\n\n<li>Has the power to influence.&nbsp;<\/li>\n\n\n\n<li>May make people want to come back spontaneously. And that\u2019s important because then the content makes its way to the reader without any competition.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Here\u2019s an example from InVision. It has an entire podcast section where it interviews popular and influential people on topics that generate unforgettable inspiration.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"944\" height=\"1476\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image9-12.jpg\" alt=\"Podcast interview with John Cleese\" class=\"wp-image-154015\" style=\"width:566px;height:886px\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image9-12.jpg 944w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image9-12-272x425.jpg 272w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image9-12-768x1201.jpg 768w\" sizes=\"auto, (max-width: 944px) 100vw, 944px\"><\/figure>\n\n\n\n<p>InVision\u2019s podcasts don\u2019t talk about the product but:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The branding is&nbsp;there.<\/li>\n\n\n\n<li>Inspiration is the creative fuel for its target audience.&nbsp;<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Goal 3. Entertainment<\/h3>\n\n\n\n<p>Make \u201clighter\u201d content with the goal of entertaining your audience. But only if you see signals that your audience appreciates that.&nbsp;<\/p>\n\n\n\n<p>Entertaining content may work for your business in similar ways to inspirational content. It creates an emotional connection and gives the audience a compelling reason to come back. But while inspirational content needs something profound (food for thought), entertaining content will mainly aim to catch the attention and evoke an experience.<\/p>\n\n\n\n<p>On top of that, entertaining content has arguably the broadest reach potential from all three types because:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>People rarely miss an occasion to be entertained.&nbsp;<\/li>\n\n\n\n<li>In a market where everyone has already published \u201cThe Ultimate Guide to X,\u201d you get to jump over that with content no one else has seen before.&nbsp;<\/li>\n\n\n\n<li>It can reach people very early on in their customer journey. Possibly even earlier than inspirational content.&nbsp;<\/li>\n\n\n\n<li>It has high potential to go&nbsp;viral.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Again, this kind of content <em>may<\/em> work, but it\u2019s a bit tricky to handle. Businesses are not the usual entertainers (especially B2B ones). However, entertainment doesn\u2019t need to be about posting memes on social media; after all, there are many movie genres, and they are all entertaining.&nbsp;<\/p>\n\n\n\n<p>In the same sense, entertainment can come from serious topics too. Here\u2019s an example from Mailchimp. It\u2019s a <a href=\"https:\/\/mailchimp.com\/presents\/film\/crown-candy\/extra\/crown-candy-trailer\/\">documentary about the owner of a historical candy store<\/a>.&nbsp;&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"986\" height=\"496\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image8-10.png\" alt=\"Entertaining content example from Mailchimp\" class=\"wp-image-154017\" style=\"width:493px;height:248px\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image8-10.png 986w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image8-10-680x342.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image8-10-768x386.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image8-10-400x200.png 400w\" sizes=\"auto, (max-width: 986px) 100vw, 986px\"><\/figure>\n\n\n\n<p>This is not an obvious way to do marketing, I get it. But pair that image with a quote (provided to <a href=\"https:\/\/variety.com\/2019\/digital\/news\/mailchimp-presents-entertainment-studio-1203235773\/\">Variety<\/a>) from Mailchimp VP Mark DiCristina, and you\u2019ll get the&nbsp;idea:&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>We see this content being a great vehicle for attracting people to Mailchimp who have never heard of us and maybe don\u2019t need us&nbsp;yet.<\/p>\n<\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\">The three goals and their outcomes&nbsp;<\/h3>\n\n\n\n<p>As already mentioned, achieving multiple outcomes is a general characteristic of good content marketing. However, with these three goals, you are able to direct your focus on a particular outcome. It\u2019s analogical to training muscle parts\u2014every training will help you burn energy, but you can focus on some parts more than others.&nbsp;<\/p>\n\n\n\n<p>Here\u2019s a rough breakdown.&nbsp;<\/p>\n\n\n\n\n<table id=\"tablepress-176\" class=\"tablepress tablepress-id-176 tablepress-responsive tablepress-ahrefs-width-720px\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\"><\/th><th class=\"column-2\">Education<\/th><th class=\"column-3\">Inspiration<\/th><th class=\"column-4\">Entertainment<\/th>\n<\/tr>\n<\/thead>\n<tbody class=\"row-hover\">\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\">Primary outcome<\/td><td class=\"column-2\">Interest in the product<\/td><td class=\"column-3\">Interest in the&nbsp;brand<\/td><td class=\"column-4\">Attention and awareness<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-176 from cache -->\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to achieve your new content goals\" data-section=\"how-to-achieve-your-new-content-goals\">\n\n\n\n<h2 class=\"wp-block-heading\">How to achieve your new content goals<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Here are a few tips that will help you work with setting and achieving content marketing goals.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Express your&nbsp;goals&nbsp;<\/h3>\n\n\n\n<p>So we\u2019ve got three general content marketing goals so far. The problem is they\u2019re too general. We need to make them practical using a goal-setting method.&nbsp;<\/p>\n\n\n\n<p>One method you have probably heard of is the SMART method. But since not everyone agrees with it, here are some others: CLEAR, PACT,&nbsp;etc.<\/p>\n\n\n\n<p>I think they all have something to offer and are a matter of personal preference because all are open to interpretation. So use whatever goal-setting method that suits you best to educate, inspire, or entertain your audience. Just consider this:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Focus on the outputs you <\/strong><strong><em>can<\/em><\/strong><strong> control<\/strong> \u2013 What you can\u2019t control, you can\u2019t control.&nbsp;<\/li>\n\n\n\n<li><strong>Don\u2019t use time frames that are too strict<\/strong> \u2013 Good content takes time to produce, and it takes time to show effects too.&nbsp;<\/li>\n\n\n\n<li><strong>Use simple, practical KPIs<\/strong> \u2013 This will help you stay on track (more on this in a&nbsp;bit).<\/li>\n\n\n\n<li><strong>Don\u2019t be afraid to experiment<\/strong> \u2013 If you\u2019re not sure what will happen, make it your goal to find&nbsp;out.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>So here are a few examples:<\/p>\n\n\n\n\n<table id=\"tablepress-177\" class=\"tablepress tablepress-id-177 tablepress-responsive tablepress-ahrefs-width-full\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\">Good<\/th><th class=\"column-2\">Bad<\/th>\n<\/tr>\n<\/thead>\n<tbody class=\"row-hover\">\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\">Publish nine educational articles and two inspirational in&nbsp;Q3<\/td><td class=\"column-2\">Generate 400 leads with the new&nbsp;ebook<\/td>\n<\/tr>\n<tr class=\"row-3 odd\">\n\t<td class=\"column-1\">Test the impact on engagement by publishing 20% more entertaining content pieces in the next six&nbsp;weeks<\/td><td class=\"column-2\">Become a thought leader in our industry by the end of this&nbsp;year<\/td>\n<\/tr>\n<tr class=\"row-4 even\">\n\t<td class=\"column-1\">See if focusing the content on features X, Y, Z will increase their usage this quarter<\/td><td class=\"column-2\">Decrease churn rate by&nbsp;2%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-177 from cache -->\n\n\n\n<h3 class=\"wp-block-heading\">Use simple, practical KPIs<\/h3>\n\n\n\n<p>Content marketing is a long-term game. It\u2019s important to make sure you\u2019re going in the right direction right off the gate and stay on track. This is where KPIs come into&nbsp;play.<\/p>\n\n\n\n<p>The problem is content analytics can become complicated really fast, and there are only imperfect solutions in this area. My advice is to start with simple, actionable KPIs. Once you get more confident, see if adding more metrics helps you create better content.&nbsp;<\/p>\n\n\n\n<p>Here are some ideas for practical content marketing KPIs:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Publication rate<\/li>\n\n\n\n<li>Social media engagement&nbsp;<\/li>\n\n\n\n<li>Share of&nbsp;voice&nbsp;<\/li>\n\n\n\n<li>NPS<\/li>\n\n\n\n<li>Impact on product usage&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Let\u2019s take a quick look at each of&nbsp;those.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Publication rate&nbsp;<\/h4>\n\n\n\n<p>Publication rate is about taking chances. Think of your content topics as chances you need to take to hit your outcomes. The more good chances you take (i.e., topics), the more probable the outcome. New content will help you get more traffic which, in turn, can attract new customers and keep your audience in touch with your&nbsp;brand.&nbsp;<\/p>\n\n\n\n<p>To illustrate, the more <a href=\"https:\/\/ahrefs.com\/seo\/seo-content\" data-ahr=\"https:\/\/ahrefs.com\/blog\/seo-content\/\">SEO content<\/a> you create, the more organic traffic you can generate.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1612\" height=\"750\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image13-8.png\" alt=\"Organic traffic linear relationship with organic pages\" class=\"wp-image-154019\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image13-8.png 1612w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image13-8-680x316.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image13-8-768x357.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image13-8-1536x715.png 1536w\" sizes=\"auto, (max-width: 1612px) 100vw, 1612px\"><figcaption class=\"wp-element-caption\">Organic traffic to our blog (orange line) increases&nbsp;as we create more content about topics people search for (yellow line).<\/figcaption><\/figure>\n\n\n\n<p>Keep in mind to put quality over quantity. It sounds cliche, but it\u2019s going to be important for your brand\u2019s reputation.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Social media engagement&nbsp;<\/h4>\n\n\n\n<p>If you use social media for publishing content (and you probably will), then you can use social media metrics to see what resonates with your audience.&nbsp;<\/p>\n\n\n\n<p>Social media metrics are often regarded as vanity metrics. But it all depends on how you use&nbsp;them.<\/p>\n\n\n\n<p>Something worth considering is using social media metrics only relative to your social media profile. If you see some content getting more likes, shares, and comments, that\u2019s a sign you should probably do more of that type of content.&nbsp;<\/p>\n\n\n\n<p>Keep in mind these two specific things about social media:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>There are multiple possible reasons why any social media post could be performing well or badly, e.g., time of day, more shares, content more suitable for the platform, etc.&nbsp;<\/li>\n\n\n\n<li>Sometimes content is engaging because of the messenger and not the message. That\u2019s how Elon Musk gets viral-like numbers by tweeting three digits.&nbsp;<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"920\" height=\"194\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image11-8.png\" alt=\"Elon Musk's tweet\" class=\"wp-image-154022\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image11-8.png 920w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image11-8-680x143.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image11-8-768x162.png 768w\" sizes=\"auto, (max-width: 920px) 100vw, 920px\"><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Share of voice in organic search<\/h4>\n\n\n\n<p>Share of voice (SOV) in organic search is an SEO metric used to show how visible your brand is compared to competitors for the keywords you target.&nbsp;<\/p>\n\n\n\n<p>It\u2019s expressed by the percentage of all possible organic clicks (from SERPs) for the tracked keywords landing on your website.&nbsp;<\/p>\n\n\n\n<p>To track it, you need a tool like Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/rank-tracker\">Rank Tracker<\/a>. All you need to do is enter your target keywords, and the tool will automatically calculate and keep track of your SOV (among other things).&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"754\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image14-9.png\" alt=\"SOV metric in Ahrefs' Rank Tracker\" class=\"wp-image-154024\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image14-9.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image14-9-680x256.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image14-9-768x290.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image14-9-1536x579.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">Recommendation<\/div><div class=\"recommendation-content\">Organic search is an effective channel for content marketing. Optimizing your content for SEO allows you to get free, passive traffic. If you\u2019re new to SEO, make sure to <a href=\"https:\/\/ahrefs.com\/seo\">check out our guide<\/a>.<\/div><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">NPS<\/h4>\n\n\n\n<p>NPS stands for Net Promoter Score. It\u2019s a measure of how likely your audience is to recommend your brand, product, or even content to others.&nbsp;<\/p>\n\n\n\n<p>NPS is one of the most useful metrics in marketing and can be used for many aspects of the business, including content. The reason it\u2019s so effective is that people won\u2019t recommend things that make them look bad. It\u2019s a matter of social image and responsibility.&nbsp;<\/p>\n\n\n\n<p>Here\u2019s how it works: Ask your audience (through email or on-site) this question, \u201cHow likely are you to recommend  to a friend or colleague?\u201d<\/p>\n\n\n\n<p>The answer is given on a 10-point scale. Generally, an NPS score of 30 to 70 is considered great and a score above 70 is excellent.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1008\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/content-marketing-goals_2.png\" alt=\"How to calculate NPS\" class=\"wp-image-154025\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/content-marketing-goals_2.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/content-marketing-goals_2-675x425.png 675w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/content-marketing-goals_2-768x484.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/content-marketing-goals_2-1536x968.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> There are free NPS tools such as <a href=\"https:\/\/survicate.com\/lp\/nps-surveys\/\">Survicate<\/a>, <a href=\"https:\/\/get.totango.com\/nps\">Totango<\/a>, or <a href=\"https:\/\/delighted.com\/nps\">Delighted<\/a>.<\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Impact on product usage&nbsp;<\/h4>\n\n\n\n<p>Impact on product usage can help you measure your educational goals.&nbsp;<\/p>\n\n\n\n<p>The idea is simple: promoting product features through content should increase the usage of those features.&nbsp;<\/p>\n\n\n\n<p>To track feature usage, you will need product analytics tools such as <a href=\"https:\/\/www.heap.io\/\">Heap<\/a>, <a href=\"https:\/\/mixpanel.com\/\">Mixpanel<\/a>, or <a href=\"https:\/\/posthog.com\/\">PostHog<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Find good topics&nbsp;<\/h3>\n\n\n\n<p>One of the best ways to find topics for content is to discover what people look for in Google\u2014this is called keyword research.&nbsp;<\/p>\n\n\n\n<p>Here\u2019s how you\u2019ll do it in Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a>:&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Type in some things that your audience may be interested in, for instance, \u201ccar&nbsp;seat\u201d<\/li>\n\n\n\n<li>Go to the <strong>Matching terms<\/strong> report&nbsp;<\/li>\n\n\n\n<li>See keyword ideas&nbsp;<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1279\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image7-14.jpg\" alt=\"How to look for topics with search potential\" class=\"wp-image-154027\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image7-14.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image7-14-664x425.jpg 664w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image7-14-260x166.jpg 260w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image7-14-768x491.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image7-14-1536x983.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>For example, here are some keywords that will probably make good topics for educational content:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"872\" height=\"696\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image2-8.png\" alt=\"Example keywords related to &quot;car seats&quot;\" class=\"wp-image-154029\" style=\"width:523px;height:418px\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image2-8.png 872w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image2-8-532x425.png 532w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image2-8-768x613.png 768w\" sizes=\"auto, (max-width: 872px) 100vw, 872px\"><\/figure>\n\n\n\n<p>Other topic generation ideas:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Analyze competitors<\/strong> \u2013 These can help: Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>, Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/content-explorer\">Content Explorer<\/a>, and <a href=\"https:\/\/www.social-searcher.com\/\">Social Searcher<\/a>.<\/li>\n\n\n\n<li><strong>Study your niche<\/strong> \u2013 Try <a href=\"https:\/\/sparktoro.com\/\">SparkToro<\/a>, industry magazines, and communities.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Find the right proportions<\/h3>\n\n\n\n<p>Focusing on only one goal can minimize the outcomes.&nbsp;<\/p>\n\n\n\n<p>But doing everything in equal proportion may not be optimal for your business.&nbsp;<\/p>\n\n\n\n<p>So what you need is to find the right proportions that will help you prioritize your&nbsp;goals.&nbsp;<\/p>\n\n\n\n<p>Unfortunately, there is no silver bullet. You\u2019ll need to experiment and find out what works in your niche with your&nbsp;brand.&nbsp;<\/p>\n\n\n\n<p>Two quick tips to get you started:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>You can \u201cguesstimate\u201d a reasonable number and see what happens<\/strong> \u2013 For example, 70% education, 20% inspiration, 10% entertainment.&nbsp;<\/li>\n\n\n\n<li><strong>You can use our prioritization matrix<\/strong> \u2013 At Ahrefs, we practice <a href=\"https:\/\/ahrefs.com\/blog\/product-led-content\/\">product-led content<\/a>, which means we prioritize articles that allow us to feature the product naturally. As a result, usually, our goal is to educate.&nbsp;<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1422\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image4-15.png\" alt=\"Table showing how business potential scores are determined\" class=\"wp-image-154031\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image4-15.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image4-15-478x425.png 478w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image4-15-768x683.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image4-15-1536x1365.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Think like a farmer, be resourceful<\/h3>\n\n\n\n<p>A resourceful farmer doesn\u2019t let things go to waste. They will fix what\u2019s broken and find ways to get the most out of the fruits of their&nbsp;farm.<\/p>\n\n\n\n<p>A resourceful content marketing team will use a similar strategy. Its members won\u2019t just publish something and forget. There are a few options to \u201csqueeze\u201d the most out of content:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/repurposing-content\/\">Repurpose content<\/a> into other formats and platforms<\/li>\n\n\n\n<li>Build an audience to distribute content directly (for example, <a href=\"https:\/\/ahrefs.com\/blog\/grow-email-list\/\">grow your email list<\/a>)<\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/content-promotion\/\">Promote the content<\/a> via ads, sponsored newsletters<\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/content-syndication\/\">Syndicate<\/a>&nbsp;&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/seo\/link-building\" data-ahr=\"https:\/\/ahrefs.com\/blog\/link-building-guide\/\">Build links<\/a> to boost&nbsp;SEO<\/li>\n\n\n\n<li><a href=\"\/blog\/republishing-content\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/content-refresh\/\">Update underperforming content<\/a> to get more organic traffic<\/li>\n<\/ul>\n\n\n\n<p>If you\u2019re worried that you\u2019ll be repeating the same message or focusing too much on existing content instead of going full forward, consider this:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Each of your content produces bits of information.<\/li>\n\n\n\n<li>That information can be packed and repacked multiple times.&nbsp;<\/li>\n\n\n\n<li>Your audience is fragmented among different channels with different reach capabilities.&nbsp;<\/li>\n\n\n\n<li>Messages are more effective when repeated (of course, there\u2019s a limit to this&nbsp;too).<\/li>\n<\/ul>\n\n\n\n<p>This idea is nothing new. Walt Disney\u2019s success is built upon the idea of diversification and recycling. It\u2019s all laid out in this amazingly complex drawing from&nbsp;1957.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"896\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image3-10.jpg\" alt=\"Walt Disney's strategy\" class=\"wp-image-154033\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image3-10.jpg 1024w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image3-10-486x425.jpg 486w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image3-10-768x672.jpg 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\"><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts&nbsp;<\/h2>\n\n\n\n<p>OK, so is it that simple to stop worrying about business outcomes and just focus on one of these three goals? Not necessarily:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Success rarely comes overnight. You will still need to try different things to find what resonates with your audience.<\/li>\n\n\n\n<li>While you\u2019re out there on a mission to create epic content, your boss could expect that every piece of content brings in customers.&nbsp;<\/li>\n\n\n\n<li>This approach to content marketing goals is a generalization. And just like any generalization, it simplifies things and makes compromises. Treat it rather like a compass than a&nbsp;map.<\/li>\n<\/ul>\n\n\n\n<p>Got questions or comments? Let me know <a href=\"https:\/\/twitter.com\/m_makosiewicz\">on Twitter<\/a> or <a href=\"https:\/\/seocommunity.social\/@mako\">Mastodon<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; First, it mistakes goals for outcomes of content marketing.&nbsp; Second, you shouldn\u2019t design to hit only one of those \u201cgoals\u201d because it can hurt content quality.&nbsp; In this article, I\u2019ll share a perspective on what\u2019s wrong with the typical<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":159,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[73],"tags":[],"coauthors":[412],"class_list":["post-153994","post","type-post","status-publish","format-standard","hentry","category-content-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Content Marketing Goals: How Many &amp; Which Ones<\/title>\n<meta name=\"description\" content=\"The typical advice on content marketing goals has two mistakes. Find out what they are and how to realize your goals the better way.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/content-marketing-goals\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Content Marketing Goals: How Many &amp; Which Ones\" \/>\n<meta property=\"og:description\" content=\"Learn our more streamlined and realistic approach.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/content-marketing-goals\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2023-02-27T05:29:45+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-06-16T21:48:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/content-marketing-goals_1.png\" \/>\n<meta name=\"author\" content=\"Mateusz Makosiewicz\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"Learn our more streamlined and realistic approach.\" \/>\n<meta name=\"twitter:creator\" content=\"@m_makosiewicz\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/content-marketing-goals\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/content-marketing-goals\\\/\"},\"author\":{\"name\":\"Mateusz Makosiewicz\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/person\\\/c7e64c851ecc4eabb77eaefae90a440c\"},\"headline\":\"Content Marketing Goals: How Many &amp; Which&nbsp;Ones\",\"datePublished\":\"2023-02-27T05:29:45+00:00\",\"dateModified\":\"2024-06-16T21:48:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/content-marketing-goals\\\/\"},\"wordCount\":2873,\"publisher\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/content-marketing-goals\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/02\\\/content-marketing-goals-how-many-amp-by-mateusz-makosiewicz-content-marketing-1.jpg\",\"articleSection\":[\"Content Marketing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/content-marketing-goals\\\/\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/content-marketing-goals\\\/\",\"name\":\"Content Marketing Goals: How Many &amp; Which Ones\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/content-marketing-goals\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/content-marketing-goals\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/02\\\/content-marketing-goals_1.png\",\"datePublished\":\"2023-02-27T05:29:45+00:00\",\"dateModified\":\"2024-06-16T21:48:00+00:00\",\"description\":\"The typical advice on content marketing goals has two mistakes. 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