This document discusses setting goals and metrics for content marketing. It covers defining the role of content in the buying cycle, benefits of setting clear content goals, techniques for goal setting including using a vision-based framework and SMART goals. It also discusses establishing metrics in categories like awareness, engagement, leads and sales. Tracking the right metrics with tools and reporting performance to stakeholders in a way they understand is also covered.

1. Content Marketing Essentials: Part II
Content Marketing Goals:
A framework for setting goals and
identifying metrics

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Agenda
1. The role of content marketing in the buying cycle
2. Benefit of content marketing goals
3. Four habits of successful marketers
4. Inverted vision-based goal setting approach
5. Anatomy of a content mission statement
6. How to set SMART goals
7. Content marketing metrics & how to establish the
business case

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The Role Of Content In Marketing
Source: Newscred

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The Benefits Of Clear Content Marketing Goals

6. Techniques For Setting
Content Marketing goals

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4 Habits Of Successful Content Marketers
1.
2.
3.
4.
Understand your position
Get your people onboard
Support long term goals with short term
Use all data available

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Credit: Smart Insights

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Marketers Choose Content Marketing For:

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The Savvy Approach To Content Marketing

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How A Vision-Based Framework Works

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17. Content Marketing Goals – A framework for setting goals & identifying metrics Join the conversation – Tweet your comments to #contentgoals @idioplatform @concentricdots

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20. Metrics:
Tools & Techniques For
Tracking Performance

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Most Marketers Use Metrics To Assess

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Content Marketing Performance Metrics Categories
Jay Baer’s 4 Metrics Buckets @convince & convert

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29. Techniques For Establishing The
Business Case

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Recap Metrics
1.
2.
3.
Categorize metrics into one of four performance buckets
Track the right metrics with tools on the metrical
framework
Report content marketing performance using language your
superiors understand

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Credit: Forrester Research

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COMING SOON!...(19th February, 4pm GMT)
How To Measure & Evaluate Content
Marketing ROI: And prove it to your boss!
1. Calculating investment in content creation and distribution
channels
2. Translating time invested into money
3. Attributing metrics and calculating the return on content
marketing investment
4. Reporting content marketing performance to stakeholders
and hierarchy

34. Thank you for your
time. Questions?
Stephen Bateman
Concentric Dots
stephen@concentricdots.co.uk
@concentricdots
Andrew Davies
idioplatform.com
andrew.davies@idioplatform.com
@idioplatfrom

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