Video: https://www.youtube.com/watch?v=R1FmKj8EJVI Visit http://TheCMU.com for the complete Content Marketing 050 course. Defining your business goals is one of the first steps to content marketing success. This crucial foundation will help you make decisions about your entire content marketing program and identify key performance indicators to measure success. In this webinar, you'll learn about common business goals related to content marketing. All this will lay the foundation for developing your content strategy. Referenced in these slides: Seven Steps to Content Marketing Success - http://thecmu.com/seven-steps-to-content-marketing-success/

1. Defining
Business Goals
to Measure ROI
Content Marketing University - TheCMU.com

2. 7 Steps to Content Marketing
Success
1. Business Goals
2. Content Strategy
3. Keyword Identification
4. Keyword List Generation
5. Content Ideation
6. Content Creation
7. Project Evaluation
More: 7 Steps to Content Marketing Success

3. Business Goals
● first step to content marketing success
● crucial foundation
● make decisions about content marketing
program
● identify key performance indicators to
measure success

4. Common Business Goals
● growing your email list
● getting more followers on social media
● improving sales of a specific product or
service
● increasing press coverage
● measuring interest in potential product or
service offerings

5. Growing Your Email List
● “If you’re not building an email list, you’re an
idiot.” – Derek Halpern
● We all get a lot of email, but we get many
more updates on Facebook, Twitter, …
● More traffic from email updates than social
media updates
● Easier to get email addresses than social
media followers
● Simply add opt-in forms to the right pages on
your site

6. Email Opt-In Placement
● Top of sidebar
● Top of pages
● About page
● Maybe, a popup (if done right)

7. More Followers on Social Media
● More followers = access to more followers'
followers
● Connection to influencers
● Referrals
● SEO impact from social media
● They may buy from you

8. Improving Sales
● Bottom line for all business activities
● Content doesn’t typically lead directly to
sales
● Content fosters a relationship with future
customers

9. Increasing Press Coverage
● Forget press releases, just post to your blog
● Reporters and bloggers commonly follow
brands on Twitter, LinkedIn, and Google+

10. Measuring Customer Interest
● Color and design preferences
● Provide a free sample while collecting
contact info
● Announce new product ideas and measure
page traffic or wait list signups
● Accept pre-orders
● Read comments, posts, emails, and other
replies

11. Foundation for Content Strategy
● Your business goals are the foundation for
developing your content strategy.
● Your content strategy must align with your
business goals in order to deliver a strong
return on your investment.

12. Questions
Visit TheCMU.com to find answers to your
content marketing questions.
While you’re there, sign up for
Content Marketing 050:
Introduction to Content Marketing
to learn more.