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Before you think about creating a piece of content, it’s important to start by defining your goals. What do you want to achieve with your social media content?
Consider the following objectives:
Your goals might be all of the above or some of the above. Whatever goals you choose, always make sure that they are SMART: specific, measurable, actionable, relevant, and time-bound.
Establishing key performance indicators, or KPIs, that are aligned to your business objectives will keep your content marketing strategy on track. Monitoring your KPIs allows you to adapt and optimize your campaigns going forward. Benchmarking your results against industry competitors allows you make comparisons, and helps you mature your campaigns. It’s important to always be very realistic when establishing KPIs and not set your sights too high.
The overall business objective of an organization should always be its overarching goal, with the individual campaign, platform, demographic, content, and channel goals feeding into this overall goal.
Example: Coca-Cola’s Diet Coke campaignrsquo;s Diet Coke campaign
Here are some examples of goals within specific areas.
Here you can see one overarching campaign KPI, with individual moments or smaller KPIs underneath this overarching campaign proposition.Back to Top
Creative Director at Teneo PSG Digital
Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:
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You can find more information and content like this on the Digital Marketing Institute's Membership Library
You will not be assessed on this content in your final exam.
ABOUT THIS DIGITAL MARKETING MODULE
This module begins by introducing the concept of content seeding and provides insight into how to use content effectively over multiple social platforms. It then looks at the different ways you can promote your content on social media, covering audience profiling, blogging, influencer, and word-of-mouth marketing. It equips you with the tools and techniques needed to analyze the effectiveness of your content, and helps you form a solid content outreach strategy.