11 Content Marketing Goals to Set in 2024

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By Tomislav

Key Takeaways

Emphasize Value and Trust: Centralize your content marketing around providing unconditional value and building trust, which in turn cultivates loyal customer relationships and enhances brand loyalty.
Authority and Sales Focus: Aim to establish industry authority and authenticity through engaging content, leading to increased sales, leads, and improved conversion rates.
Cost-Effective Strategies and ROI Measurement: Adopt content marketing for its cost-effectiveness and implement tracking mechanisms to accurately measure ROI, ensuring a strategic approach to budgeting.
Networking and Talent Attraction: Utilize content to network with industry peers and attract top talent, showcasing your company’s culture and values.
Humanize Your Brand and Boost Domain Authority: Humanize your company through relatable content and focus on improving domain authority, which is key for better SERP rankings and online visibility.

1. Providing Value

People are bombarded with over 5,000 ads daily.

Unlike ads that focus on ‘taking,’ content marketing shifts the focus to ‘giving.’

Providing value is central to your content marketing efforts.

It’s crucial that value provision is a key goal in your content marketing strategy.

Value-driven content is foundational in content marketing.

Solving people’s problems is what sets the content marketing wheel in motion.

For maximum impact, offer value unconditionally.

Allow potential customers to discover your offerings naturally and without coercion.

2. Building Trust and Relationships with Consumers

The adage “customer comes first” is well-known, but often not practiced.

However, in content marketing, building trust and relationships with consumers is essential.

People buy from brands they trust.

Gaining trust is challenging if your only goal is profit with minimal effort.

Content marketing is the complete opposite, focusing on earning trust over time.

It involves repeatedly engaging with your audience positively until they decide to purchase.

Recognizing this, it’s imperative to prioritize trust and relationship building in your strategy.

3. Improving Branding and Inspiring Loyalty

Content marketing transforms businesses into recognizable brands.

Your business doesn’t need to be as large as Amazon to benefit from strong branding in your community or niche.

The aim is to create loyal customers who keep returning.

Content marketing is unmatched in achieving this.

It’s crucial, especially as we enter the voice-only era with AI assistants like Amazon Alexa.

For instance, when Megan orders a pizza through her Echo, she might just ask for “a pepperoni pizza.”

If she doesn’t specify, Amazon chooses the supplier.

But if there’s a well-branded “Joe’s Pizzeria” in her area, she might say, “Alexa, order a pepperoni pizza from Joe’s Pizzeria.”

Without strong branding, businesses like Joe’s are at risk.

Hence, focus on building your brand and fostering customer loyalty in your content marketing strategy.

4. Establishing Authority and Building Authenticity

Incorporating the goal of establishing authority and building authenticity is crucial in your content marketing strategy.

Becoming an industry thought leader is a highly advantageous position.

Content marketing is the key tool to achieve this status.

Continuously publish value-driven, consumer-focused informational content to demonstrate your expertise and establish authority.

Authenticity is equally important.

People are drawn to authenticity.

Showcase your authenticity by sharing both your successes and mistakes in your content.

Engage actively with customers on social media and respond to reviews.

Remember, 91% of consumers reward brands for authenticity.

5. Increased Sales, Lead Generation, and Conversion Rates

To sustain your business, generating revenue is essential.

Content marketing is an invaluable asset for boosting sales and leads.

Content that is useful, valuable, and relevant tends to perform exceptionally well.

For instance, the average conversion rate from traffic to leads in content marketing is around 16%.

By tailoring content to specific search intents, you enhance the likelihood of achieving your business goals.

For increasing email sign-ups, optimize for informational search intent with compelling content.

To boost sales, target transactional search intent with niche-specific content that caters to ready-to-buy customers.

Strategic content creation, tailored to the audience and their buyer’s journey, maximizes positive business outcomes.

6. Cut Marketing Costs

Content marketing is cost-effective, being 62% less expensive than traditional marketing.

Though not guaranteed, it often outperforms traditional marketing methods like paid ads when executed well.

It’s unrealistic to shift all marketing funds to content marketing instantly.

Start with a budget you’re willing to experiment with, gradually transitioning towards more content marketing without risking your business.

Content marketing is a long-term commitment, requiring time and effort for a positive ROI.

Initially, it may seem challenging, like “pushing a boulder uphill.”

However, reaching a certain threshold can trigger a compound effect, significantly boosting ROI.

This process can take months or years, necessitating a strategic approach.

There’s no universal rule for how much to invest in content marketing.

Start conservatively, then gradually increase the budget and scale based on observed results and informed decisions.

7. Learning How to Calculate ROI of Your Content Marketing Efforts

47% of B2B marketers don’t track ROI from their content marketing efforts.

Similarly, 46% of B2C marketers find measuring ROI a significant challenge.

Yet, inbound marketers who do measure ROI are 12 times more likely to see increased returns year-over-year.

Understanding what is effective is crucial.

The difficulty in calculating content marketing ROI lies in the complexity of tracking and collecting data, unlike in traditional ad campaigns.

Content’s impact can take months to manifest in SERPs, making it hard to link page views directly to sales or leads.

To improve ROI calculation, implement tracking mechanisms at the start of the content creation process.

Tactics like unique sign-up forms, specific links, or distinct phone numbers for different content pieces can track conversions and outcomes more accurately.

This requires effort but eliminates guesswork by providing concrete data.

8. Connecting with Industry Peers

Creating value-driven content naturally leads to connections with industry peers.

Informational content is more likely to be shared on social media or referenced by others in your field.

Establishing online groups on platforms like Facebook or LinkedIn can foster engaging discussions.

Podcasts are a powerful tool for networking with industry figures.

Reaching out for podcast participation is more effective than cold emails or calls. It shifts the leverage to you, offering a platform for their story.

This approach provides immediate value, aligning with the essence of content marketing.

In these interactions, they will likely inquire about your work, achieving your initial networking goal.

A connection formed over an hour-long interview is far stronger than one via a cold email.

This showcases the strategic potential of your content marketing efforts.

9. Talent Recruitment

High-quality content can connect your business with top talent.

Proactive individuals actively seek the best positions to apply for.

They might explore your website or discover your content on social media while researching your company.

In these scenarios, your content effectively represents your business.

If it’s overly self-promotional and sales-driven, it reflects on your company’s image.

Such content might deter potential recruits or even attract the wrong candidates.

Thus, crafting quality content is crucial for drawing in the talent you desire in your organization.

Developing a comprehensive content marketing strategy is key to achieving this.

Remember, you only get one chance to make a lasting first impression.

Create high-quality content to make your company appealing to those who value it.

10. Humanizing Your Company

Valuable content that offers solutions without monetary expectations humanizes your company.

Consistent content publishing allows you to showcase the people behind your work.

Demonstrate that dedicated individuals are behind each content piece.

Adopting a conversational tone in your content, where appropriate, can make it more relatable.

Focus on creating content that features your staff, workspace, projects, or ideas.

“Behind the scenes” content often performs well, making companies feel more approachable.

Embrace the concept of “documenting” over “creating.”

Let your audience witness the entire process, including challenges and solutions.

Understanding why something fails and how to resolve it can be incredibly insightful.

Aim to humanize your company through content marketing as one of your strategic goals.

11. Building Up Your Domain Authority

Domain authority score, developed by Moz, predicts how well a website ranks in SERPs.

Though not an official Google ranking factor, it’s a widely recognized and relevant metric in SEO.

A higher score indicates greater trust from Google.

To improve your domain authority, you need content that resonates and is shared by your audience and industry peers.

Without ample content, Google has little reason to direct traffic to your site, barring navigational queries.

Content marketing can change this dynamic.

Publishing quality content allows Google to crawl and index more pages, ranking them for various keywords.

This process, though potentially lengthy, can transform your business.

Focus on increasing your domain authority as a key objective in your content marketing strategy, producing content that encourages sharing and linking.