How to Define Your Goals When Creating Content

This article comes from the blog archive – figures and examples reflect the year it was published.

Content marketing goals can be set differently depending on the type of target group. Whenever we set a goal, though, we must bear in mind that we need to be able to track how it’s being met – the goals have to be quantifiable and time-bound.

Setting a goal is not an end in itself. Goals need to be actively worked with and their fulfilment tracked as you go. Only then is it possible to make ongoing adjustments and changes and achieve better results.

Depending on the type of client, goals can be set like this, for example:

Potential Customers

Primary goal: to catch their interest

Potential customers simply haven’t yet understood why they should buy. But they do have some problem or desire. Quite simply, there’s something they’re dealing with. If your content helps them find inspiration or a solution, you’re halfway to success.

What goals can be defined in content marketing for the potential customer segment?

• number of new contacts from the form
• number of new newsletter subscribers
• number of new visitors to the website

Inactive Customers

Primary goal: to remind them we’re here

Inactive visitors have already bought in the past. So they know our products and services, but aren’t buying at the moment. They are, however, exceptionally valuable for their feedback and for the potential of an easier conversion in future.

What goals can be defined in content marketing for the inactive customer segment?

• number of reviews of our products and services
• number of fans and followers
• number of visits from the newsletter

Active Customers

Primary goal: to show gratitude

Customers who buy regularly and keep coming back to us. It might seem there’s nothing to sort out here. The opposite is true, though. They often feel they’re being forgotten. That’s why they need a little something extra that makes them feel appreciated.

What goals can be defined in content marketing for the active customer segment?

• number of registrations on the site
• number of returning visitors
• a drop in the time between purchases