Content Marketing "Goals"

This image sums what plagues so many marketing teams.

Goal: Lead Gen
How we'll measure results: Traffic
What we show in reporting: Audience Engagement

Every week I talk to companies with a lot of organic traffic that does nothing for their goals.

Virtually no leads or assisted conversions, no newsletter signups, no deep engagement with the site, nothing.

In a lot of cases, it isn't even building good brand or product awareness because the topics aren't relevant to what they do.

If your goal is lead gen, then your team or agency shouldn't be pumping out content on topics that will bring in a lot of traffic but not the right prospects.

Content designed to generate leads needs to address the questions prospects have during the consideration phase, have strong product tie-ins, and have clear CTAs for the right type of conversion.