Defining Business Goals to Measure ROIContent Marketing University - TheCMU.com

7 Steps to Content Marketing Success

1. Business Goals2. Content Strategy3. Keyword Identification4. Keyword List Generation5. Content Ideation6. Content Creation7. Project Evaluation

More: 7 Steps to Content Marketing Success

Business Goals

● first step to content marketing success● crucial foundation● make decisions about content marketing

program● identify key performance indicators to

measure success

Common Business Goals

● growing your email list● getting more followers on social media● improving sales of a specific product or

service● increasing press coverage● measuring interest in potential product or

service offerings

Growing Your Email List

● “If you’re not building an email list, you’re an idiot.” – Derek Halpern

● We all get a lot of email, but we get many more updates on Facebook, Twitter, …

● More traffic from email updates than social media updates

● Easier to get email addresses than social media followers

● Simply add opt-in forms to the right pages on your site

Email Opt-In Placement

● Top of sidebar● Top of pages● About page● Maybe, a popup (if done right)

More Followers on Social Media

● More followers = access to more followers' followers

● Connection to influencers● Referrals● SEO impact from social media● They may buy from you

Improving Sales

● Bottom line for all business activities● Content doesn’t typically lead directly to

sales● Content fosters a relationship with future

customers

Increasing Press Coverage

● Forget press releases, just post to your blog● Reporters and bloggers commonly follow

brands on Twitter, LinkedIn, and Google+

Measuring Customer Interest

● Color and design preferences● Provide a free sample while collecting

contact info● Announce new product ideas and measure

page traffic or wait list signups● Accept pre-orders● Read comments, posts, emails, and other

replies

Foundation for Content Strategy

● Your business goals are the foundation for developing your content strategy.

● Your content strategy must align with your business goals in order to deliver a strong return on your investment.

Questions

Visit TheCMU.com to find answers to your content marketing questions.

While you’re there, sign up forContent Marketing 050:

Introduction to Content Marketingto learn more.