I propose to use them as content marketing goals. In reality, all content marketing can influence is more or less these three things: Not all of them can be influenced by marketing, especially content marketing.
But consumers weigh in many aspects before making a choice. The above two fallacies have the same root: thinking about content in a business-centric way and not a user-centric one.Īt the end of the day, all businesses expect marketing to increase sales. It’s just like working out-it affects the whole body and your mind too. 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.Ĭonversely, good content brings multiple outcomes at the same time. The point that I’m trying to make is that you can’t just pick one of those traditional goals and forget the rest. Imagine that your “goal” is to make content that will generate more leads.ĭoes that mean you can forget about building trust, creating brand awareness, and educating the audience on that same piece of content?Īnd why would someone sign up for your product or newsletter if they thought the content was of poor quality? Implying that you can/should focus on one goal You need goals that lead to those outcomes. But to achieve them, you need something else. So the reason to do content marketing is to achieve the outcomes.
If you’re wondering what the difference is: In other words, this is how businesses benefit from creating helpful and enjoyable content.
In reality, those are not marketing goals those are outcomes of good content marketing. Surprisingly, these goals were built upon two simple fallacies. Sounds familiar? These are the traditional marketing goals repeated by countless publications over the years. The problem with traditional content marketing goalsįor years, we’ve been getting used to the same set of content marketing goals.
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