Content Goals
The specific, measurable business outcome a piece of content exists to produce.
Analogy Mental model
A fitness goal. Fat loss, muscle gain or general conditioning. The training for each is completely different, and someone chasing all three gets none.
In practice What you actually do
Four goals cover most cases: awareness, measured in reach and branded search; lead generation, measured in form fills; sales, measured in attributed revenue; retention, measured in repeat use. Name one per piece.
Where people get burned Pitfalls
Contradictory goals produce content that does neither job. An entertaining piece built for reach will not also produce qualified demos, and pretending otherwise is how a programme ends up unable to prove anything.
This entry was written in English from the Chinese original, not machine-translated. Read the Chinese version →