Content goals are the objectives a business sets for a piece of marketing content, which can include sales, customer engagement, or search engine optimization (SEO) goals.
Ecommerce brands produce marketing content — such as articles, blog posts, videos, infographics, and more — to engage and educate customers.
As they ideate for such content, brand teams typically outline strategic content goals they want to achieve. These goals can include driving brand awareness, educating consumers on product details, moving customers through the sales funnel, or converting customers.
Brands may develop more specific goals, or key performance indicators (KPIs) for their content, as well. These include increasing the number of newsletter subscribers, improving search engine optimization (SEO) ranking, driving more consumers into loyalty programs, or increasing revenue by a certain percentage.
To achieve these goals and KPIs, brands typically outline clear guidelines and requirements for the content, enabling content creators to produce pieces that align with set goals. This process ensures that all content production adheres to and advances the overarching brand strategy.