by Sarah & Kevin Arrow

The Ultimate Guide to Content Marketing: Setting Goals for Each Content Piece

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Setting Goals for Each Content Piece: Your Roadmap to Success

Hello again, content marketing explorers! We're steaming ahead with our journey, and today we're setting our compass towards the importance of Setting Goals for Each Content Piece. Having specific goals and calls-to-action for every piece of content is akin to charting a course – it guides your content ship to its desired destination. Let's unravel how aligning content with objectives adds the wind to your marketing sails.

Define Your Metrics for Success: Find Your North Star

Start by pinpointing the metrics that illuminate success for each goal. Whether it's the number of email signups for a newsletter, the time visitors spend on your website, or the number of social shares a blog post receives, knowing what success looks like is paramount.

Match Content to Funnel Stage: A Guided Journey

Navigating the content creation process? Let's embark on a guided journey through the marketing funnel and explore how to match content to each stage. It's like planning a trip, and each stage is a different destination that requires specific gear and activities. Are you ready? Let's dive in!

Awareness Stage: Like a Warm Welcome

Engaging Blogs

The awareness stage is all about attracting new visitors to your brand, just as you'd welcome guests to a party.

  • Example: A travel company might write blogs about “Top 10 Holiday Destinations for 2023.” These blogs, rich with beautiful images and engaging stories, would lure travel enthusiasts to explore more.
  • How to Do It: Identify the interests and pain points of your target audience. Create blog content that's informative, entertaining, and visually appealing. Don't push your products here; just offer value and create interest.


Infographics are like visual appetizers, offering bite-sized information that's easy to digest.

  • Example: A health and fitness brand might create infographics about “5-Minute Morning Workouts.”
  • How to Do It: Pick a simple topic that resonates with your audience. Design it with attractive visuals and minimal text. Share on social media platforms like Pinterest and Instagram to increase visibility.

Consideration Stage: Building a Connection

Detailed Guides

Now that you've welcomed your guests, it's time to show them around.

  • Example: A software company might offer a comprehensive guide on “Choosing the Right Project Management Tool.”
  • How to Do It: Identify the common questions and concerns of your prospects. Create a guide that addresses these points in detail, offering expert insights and comparisons.


Webinars allow for real-time interaction, deepening the connection.

  • Example: A financial consultancy might host webinars on “Investment Strategies for Beginners.”
  • How to Do It: Choose topics that require a more in-depth explanation. Promote your webinars in advance and provide valuable insights during the session. Engage with the audience through Q&A.

Decision Stage: Sealing the Deal

Customer Testimonials

Nothing reassures prospects like hearing from satisfied customers.

  • Example: An e-commerce site selling organic skincare might showcase video testimonials from happy clients talking about their experiences.
  • How to Do It: Encourage satisfied customers to share their positive experiences. Feature these testimonials prominently on your product pages.

Product Demos

Show, don't just tell, how your product works.

  • Example: A tech company might create a video demonstrating how their new smartwatch functions.
  • How to Do It: Highlight the key features of your product through a well-scripted video. Make sure it's clear, concise, and addresses the typical concerns a buyer might have.

Matching Content to the Customer Journey

Matching content to each stage of the funnel isn't just about understanding where your customers are on their journey; it's about walking that path with them. It's a guided tour where you're the friendly host, showing them around, answering their questions, and making sure they have a fantastic time.

Set Benchmarks for Goals: Set the Course

Imagine you're the captain of a ship, setting sail on the vast ocean of content marketing. Your mission is to reach the elusive island of Success. But how do you navigate the waters without getting lost? Setting benchmarks for your goals is like having a compass, map, and a seasoned crew to guide you. Ready to embark on this adventure? Here's how to chart your course:

Understand the Lay of the Land

Before you set sail, understand the terrain you're navigating.

  • Example: A retail business wants to increase online sales by 15%.
  • How to Do It: Analyse past sales trends, seasonal fluctuations, and the competitive landscape. This historical data will guide you in setting a realistic benchmark.

Awareness: Raising the Flag

Social Media Engagement

This is about making waves and getting noticed.

  • Example: Increase Twitter engagement by 20% over the next quarter.
  • How to Do It: Assess past Twitter engagement levels, industry norms, and your content strategy. Consider your current following, post frequency, and content quality. Set a numeric target based on these insights.

Website Traffic

Attracting visitors to your digital shores is crucial.

  • Example: Boost website traffic by 30% in six months.
  • How to Do It: Look at your current website traffic statistics, the effectiveness of your SEO strategies, and the industry benchmarks. Identify the room for growth and set a tangible goal.

Consideration: Building Trust with Navigators

Email Signups

Growing your crew (email list) is essential for a fruitful voyage.

  • Example: Increase email signups by 25% over the next three months.
  • How to Do It: Review your current signup rates and the effectiveness of your lead magnets. Compare with industry averages and pinpoint a realistic growth percentage.

Content Engagement

Keep your crew (audience) engaged and motivated.

  • Example: Enhance blog engagement by 15% in the next quarter.
  • How to Do It: Analyse the engagement metrics of previous blogs, such as comments, shares, and time spent. Set a clear benchmark that aligns with your content strategy.

Decision: Reaching the Destination

Sales Conversion Rates

Arriving at the island of Success means converting prospects into customers.

  • Example: Improve the sales conversion rate by 10% by year-end.
  • How to Do It: Assess your current conversion rates, the effectiveness of your sales funnel, and industry standards. Set a goal that pushes growth but remains achievable.

Monitor the Winds: Regular Check-ins

It's essential to keep an eye on the weather and the wind direction, adapting your course as needed.

  • How to Do It: Regularly review your analytics and compare them to your benchmarks. Adjust your strategies if you find you're veering off course.

Set the Course, Sail with Confidence

Setting benchmarks is like having a trusty compass guiding you through the unpredictable seas of content marketing. By defining tangible goals and tailoring your strategies, you can navigate with confidence, knowing your destination is within reach.

Optimise Content for The Goal: Shape Your Vessel

It's now time to take a close look at our vessel – the content we're crafting. Just as a ship is built to withstand the oceans, our content must be shaped and optimised to reach its specific goal. Think of it as your vessel to carry your message to the waiting world. Ready to shape your content ship? Let's set sail!

1. List Building: Crafting the Crow's Nest

Embedding Sign-Up Forms

  • Example: You've got a fantastic eBook that's free for anyone who joins your mailing list.
  • How to Do It: Embed a simple, attractive signup form at the end of blog posts or in a sidebar. Make the path to the free eBook clear and enticing with concise copy like “Join us and grab your free eBook now!”
  • Tools to Use: ConvertBox can be used on 99% of websites out there. From HTML to WordPress and everything in between!

Creating Lead Magnets

  • Example: A downloadable cheat sheet that complements a blog post.
  • How to Do It: Create a visually appealing call-to-action (CTA) within the blog post. Use phrases like “Want the key takeaways in a handy cheat sheet? Click here!” This will lead the reader directly to the signup form.
  • Tools to Use: is great for designing your LeadMagnets and all you have to do is use a template, customise and bran, then download as a PDF.

2. Sales Conversion: Navigating the Treasure Map

Including Buying Links

  • Example: A product review blog post aiming to convert readers into customers.
  • How to Do It: Include clear, strategically placed buying links throughout the content. Use persuasive language like “Ready to experience it for yourself? Buy now and feel the difference!”

Crafting Product Landing Pages

  • Example: A dedicated landing page for a new product launch.
  • How to Do It: Make the page visually appealing, with a clear value proposition, engaging visuals, testimonials, and an unmissable “Add to Cart” button. Every element should guide the visitor to make a purchase.
  • Tools to Use: Using WordPress? We love and recommend Thrive Architect. Using another platform but want gorgeous landing pages? Check out what we offer over on Arrow Marketing Lab.

3. Social Engagement: Gathering the Crew

Adding Share Buttons

  • Example: A thought-provoking article that you want readers to share on social media.
  • How to Do It: Include social share buttons at key points in the article, such as the top, bottom, or side. Pair it with a friendly nudge like “Enjoyed this read? Share it with your friends!”
  • Tools to Use: Elfsight. With costs starting at £0 per month what do you have to lose?

Encouraging Comments and Discussions

  • Example: A controversial or discussion-worthy topic.
  • How to Do It: End the post with open-ended questions that invite readers to comment. Engage with the comments to keep the conversation flowing.
  • Tools to Use: Thrive Comments (part of the Thrive Suite). This robust commenting WordPress Plugin even allows you to vote on comments!

4. Information Sharing: Charting the Course

Creating Downloadable Resources

  • Example: A detailed guide that readers might want to refer to later.
  • How to Do It: Offer a downloadable PDF version with a simple CTA like “Want to keep this guide handy? Download the PDF here!”

A Ship Ready to Sail

Optimising content for its goal is akin to shaping a vessel fit for a specific journey. Whether you're gathering a crew through list building, seeking treasure through sales conversion, or charting unknown waters with information sharing, the way you shape your content matters.

So, dear explorer, how will you shape your vessel?

Use Clear Calls-to-Action: Your Captain’s Command

Ready to take command of your ship? In the vast ocean of content marketing, the call-to-action (CTA) is your captain's command, guiding your audience to the next port of call. But how can you make your directives as compelling and clear as a captain's order on the high seas? Let's unfurl the sails and explore the world of CTAs together.

1. Charting the Course: Understanding Your Destination

Before you can issue a command, you must know where you're headed.

  • Example: Are you leading readers to sign up for a newsletter, share your post, or make a purchase?
  • How to Do It: Clearly define your goal. Everything about the CTA, from the language to the design, should align with this specific destination.

2. Building the Bridge: Crafting Your CTA

The Download Command: “Grab Your Guide”

  • Example: Offering a free downloadable guide.
  • How to Do It: Use action-packed language like “Download your free guide to becoming a content captain now!” Include an eye-catching button or link for an easy download.

The Purchase Order: “Buy Now and Save”

  • Example: A limited-time offer on a product.
  • How to Do It: Combine urgency with a clear benefit. A button that says “Buy Now and Save 20%!” makes the offer tangible and immediate.

The Subscription Call: “Join the Crew”

  • Example: Inviting readers to subscribe to your newsletter.
  • How to Do It: Personalize the CTA. Instead of a plain “Subscribe,” use language that resonates with your brand's voice, like “Join the crew for exclusive content and offers!”

The Sharing Shout: “Spread the Word”

  • Example: Encourage readers to share your content on social media.
  • How to Do It: Incorporate sharing buttons and a friendly command, such as “Love this post? Spread the word and share with your mates!”

3. Navigating the Waters: Placement and Design

  • Example: A CTA at the end of a blog post.
  • How to Do It: The placement should be logical and intuitive. If it's a blog post encouraging a download, place the CTA at the end where it naturally fits. The design, including colours and fonts, should make the CTA stand out but still fit within your branding.

Captain's Log

Your call-to-action is the Captain's command of your content, steering your readers towards the desired destination. It needs to be clear, compelling, and aligned with the goal you have in mind. By mastering the art of the CTA, you're not just issuing orders; you're inviting your audience on an exciting journey.

Analyse Performance Relative to Goals: Navigate Your Progress

Navigating the progress of your content marketing campaign can feel like steering a ship through uncharted waters. It requires continuous monitoring and adjustment, just like a sailor must read the stars and adjust the course as needed. Let's embark on this voyage and learn how to analyse performance relative to your goals. Grab your spyglass, and let's set sail!

1. Understanding Your Compass: Setting Clear Goals

Example: Increase email signups by 20% in three months.

How to Do It:

  • Identify the key metrics related to your goal, such as the number of new email signups.
  • Set a clear and realistic target, aligned with your past performance or industry standards.
  • Determine the time frame for achieving this goal.

2. Reading the Stars: Choosing the Right Analytics Tools

Example: Google Analytics for website tracking, Mailchimp for email campaign insights.

How to Do It:

  • Choose tools that provide insights specifically related to your goals.
  • Ensure proper setup and integration with your website or other platforms to capture accurate data.

3. Charting the Course: Regular Monitoring

Example: Weekly tracking of email signups.

How to Do It:

  • Schedule regular check-ins with your analytics tools.
  • Create custom dashboards or reports that focus on your specific goals.

4. Spotting Icebergs: Identifying Issues and Opportunities

Example: A sudden drop in email signups after changing a call-to-action.

How to Do It:

  • Watch for sudden changes or trends in your data that could signal a problem or opportunity.
  • Investigate underlying causes by looking at related metrics or conducting user testing.

5. Adjusting the Sails: Iterating and Optimising

Example: Tweaking email signup forms to increase conversions.

How to Do It:

  • Based on your analysis, identify specific areas for improvement or optimisation.
  • Test different variations to see what resonates best with your audience.

6. Docking at Port: Review and Reflect

Example: End-of-quarter review of performance against goals.

How to Do It:

  • Compare your actual performance to your goals, noting successes and areas for improvement.
  • Reflect on what worked, what didn't, and what you might do differently next time.

Captain's Wisdom

Much like navigating a ship, analysing the performance of your content requires constant attention, agility, and a willingness to adjust course as needed. By setting clear goals, choosing the right tools, and being diligent in your analysis, you'll not only reach your destination but become a more seasoned sailor in the content marketing seas.

Industry Examples of Setting Goals for Each Content Piece

Ahoy, fellow content marketers! Setting goals for your content is like charting your course in unexplored waters. Each industry has its unique compass, stars, and landmarks. Let's set sail together and discover how various industries tailor content to meet different goals. Shall we weigh anchor?

Goal: Email Signups

1. Business Coaches: Lead Magnets

  • Example: A free e-book on “5 Steps to Transform Your Leadership Skills.”
  • How to Do It: Create valuable and targeted resources that resonate with aspiring leaders. Promote them through social media, and provide an easy signup form on your website.

2. Beauty Bloggers: Content Upgrades

  • Example: An exclusive video tutorial on “Achieving the Perfect Smokey Eye.”
  • How to Do It: Offer content that builds on your existing blog posts, making it attractive for readers to leave their email for more insights.

3. E-learning Platforms: Interactive Quizzes

  • Example: A quiz titled “Which Programming Language Should You Learn Next?”
  • How to Do It: Design interactive and engaging quizzes related to your courses. Prompt users to sign up to see the results and receive personalised recommendations.

Goal: Social Engagement

1. Sports Journalism: Hot Takes

  • Example: “The Top 5 Most Overrated Football Players of the Decade.”
  • How to Do It: Encourage debate and conversation by publishing provocative opinions about popular sports topics.

2. Political Commentary: Controversial Opinions

  • Example: “Why This New Policy Will Fail: An In-Depth Analysis.”
  • How to Do It: Write thought-provoking pieces that challenge conventional wisdom. Encourage readers to share and comment.

3. Entertainment Media: Social Polls

  • Example: “Who Wore It Best at the Oscars? Vote Now!”
  • How to Do It: Create engaging and shareable polls related to popular culture events. Encourage participation and sharing.

Goal: Sales

1. Software Industry: ROI Studies

  • Example: “How Our CRM Boosted Sales by 30%: A Case Study.”
  • How to Do It: Highlight the tangible benefits of your product through well-documented case studies.

2. E-commerce: Product Features

  • Example: “Why Our Eco-Friendly Backpack Is a Must-Have.”
  • How to Do It: Showcase unique selling points through engaging content like videos, infographics, or detailed descriptions.

3. Automotive Dealerships: Competitive Comparisons

  • Example: “How Our Latest SUV Model Stacks Up Against the Competition.”
  • How to Do It: Provide clear and concise comparisons, focusing on the advantages of your product.

Goal: Traffic Growth

1. News Sites: Link-Worthy Newsjacking

  • Example: Timely coverage of a significant event like the Royal Wedding.
  • How to Do It: Publish timely and relevant content that other media will want to link to.

2. Fashion Magazines: Guest Posts

  • Example: A celebrity stylist sharing “Top Summer Fashion Trends.”
  • How to Do It: Collaborate with well-known personalities who resonate with your readers, providing fresh and engaging content.

3. Food Industry: Influencer Collaborations

  • Example: A YouTube series with famous chefs cooking with your products.
  • How to Do It: Partner with influencers who align with your brand, creating content that both entertains and informs.

Charting Your Course

No matter the industry, setting clear and tailored goals for each content piece is vital for a successful journey. As we've seen, each goal requires a different approach, creativity, and sometimes even a bit of courage to take uncharted paths.

So, fellow adventurers, what are your stories from these content-filled seas? Do share your navigational wisdom and tales below. Safe travels!

A Closing Thought on Setting Goals for Each Content Piece

By focusing on setting goals for each content piece, you're equipping your content marketing vessel with the right navigation tools. It's the difference between sailing with purpose and drifting aimlessly in a vast sea.

Have you already embarked on this exciting voyage of content goal-setting? Your experiences, tips, and questions will light the way for others! Until Day 15, happy goal setting, and may your content ship sail smoothly to success!

About the author, Sarah & Kevin Arrow


Sarah and Kevin Arrow have been in the thick of the online marketing world since 2006, and they're buzzing to share their know-how right here with you! If you're keen to get noticed, they're the experts you'll want to talk to. Why not schedule a call or send them a quick message? They're all ears and can't wait to hear from you!

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