Topic-5 Content Marketing Goals

TOPIC-5

content marketing goals

Developing Brand Awareness

Brand awareness is one of the most common goals for content marketing – businesses want their audience to see the valuable content and follow it back to them.

And it plays a major role in building revenue: a report from Oracle and Aberdeen Group showed that 74% of CMOs list increasing brand awareness as a top priority.

That’s because quality, authoritative content showcases the expertise of your company, and leaves the audience asking, “Who made this?”

Measure Growth Through Surveys

Surveys can be conducted in a number of ways: ask customers how they heard about you, or select a group of people familiar with your brand and ask a similar question. You can also select a random group and ask if they’re familiar with your brand.

Use Website Traffic

Analytics can provide insight into brand awareness, alongside specific content campaigns you’re running.

The “Direct” channel in Google Analytics will show you the number of people who arrived at your site by entering your URL directly into the address bar, used a bookmark, or used an email link that wasn’t tracked.

Search Volume Data

Reviewing the volume of branded searches for your company name using a tool like the Adwords Keyword Planner or running Google Trends against your name can help you see if search volume is increasing over time.

Be mindful that if you have a generic brand name, the data is going to be fairly skewed with irrelevant searches.

Set Up Listening Posts

Look into brand mentions across social channels, especially where you target the promotion of your content. It’s an opportunity to listen to unsolicited opinions, as opposed to dealing with response bias that can occur with surveys.