GOAL! The First Step in a Content Marketing Strategy
By Lacy Boggs
Content marketing strategy really comes down to asking yourself one question:
“Does this move me closer to my goal?”
Chasing tactics is all about the next shiny object. If you’re a Harry Potter fan or saw the new “Fantastic Beasts” movie, think of tactics like a Niffler; it’s obsessed with seeking out all the shiny objects it can find and collecting them — to the point where its little pouch is overflowing with treasures. But it doesn’t do anything with any of those shiny objects. They just weigh it down.
Strategy, on the other hand, is when we look at each shiny object we come across and ask, “Does this move me closer to my goal?” If the answer is yes, we collect it and put it to use. If not, we leave it and move on.
Easier said than done, sometimes! We all have a bit of Niffler in us — myself definitely included. I love any new tech toy, new app, new plugin, new technique. I want to try them all. And while it’s OK for me to look, to check them out, maybe even to save them for later, it’s NOT OK for me to get distracted by them or let them divert me from my goal.
Right after I decided to focus on selling Strategy Sessions for this year, I had an idea for a new Kindle book. I was so excited about it! I wanted to start doing the research for it right away.
But then I had to slow my roll and ask myself, “Does this move me closer to my goal?”
The answer was no.
I haven’t totally shelved the new book idea, but it fell waaaaaay down my priority list. Because I know that right now I need to focus on other things.
What is your goal?
Of course, in order to make this work, you have to have goal; and sometimes, that can be the most challenging part of putting together a business strategy. In fact, women in particular are less likely to set results-oriented business goals.
I’ve often seen this with my own clients. I ask their business goals and they give me something nebulous like, “I want to create a community,” or “I want to become a thought leader.” These are both admirable goals, but they need more specificity to become helpful business goals.
You’ve probably heard the term SMART goals. It’s a mnemonic for remembering that goals should be Specific, Measurable, Actionable, Relevant, and Timely.
So let’s take a very simple goal and make it a SMART goal as an example.
Let’s say that your goal is to make more sales. (Whose isn’t?!?)
First, we have to get specific. “More” in this case, isn’t nearly specific enough. Instead, let’s say you want to sell 50 products. (Just to keep the numbers small and easy for my brain to manage.)
OK, that’s now both specific and measurable. Is it actionable? Yes — and this is actually where the strategy comes in. If you can formulate a plan, step by step, for selling 50 products, then Go to the full article.