How to Set & Achieve Marketing Objectives in 2019

By cchi@hubspot.com (Clifford Chi)

In the content marketing industry, setting objectives can be a double-edged sword. On the one hand, constantly raising the bar can incentivize your team to sustain your growth rate over long periods of time. But on the other hand, it can also incentivize your team to prioritize your company’s needs over your customers’ needs.

You might be thinking that this is the nature of content marketing today — in order to grow, you need to stay laser-focused on hitting your numbers. And, sometimes, to hit your numbers, you need to do what’s best for the business, even if it’s not the best move for your customers.

But contrary to popular belief, solely focusing on the results doesn’t actually produce results. Focusing on serving your customers is what produces results. Tim Cook, Apple’s CEO, is famous for sparking this customer-centric movement. In 2015, he spoke at Goldman Sach’s Technology and Internet Conference in San Francisco, and a reporter asked him what were some of Apple’s biggest accomplishments from the past year. He responded, “We’re not focused on the numbers. We’re focused on the things that produce the numbers.”

In content marketing, one of the most influential things that produce the numbers is a passion for your craft. But, sometimes, we can get so obsessed with optimizing for results that we forget what actually generates the views and leads we desperately desire — compelling content.

In this blog post, we’ll show you how to set realistic marketing objectives that will help you craft audience-centric content, prioritize your customers’ needs, and hit your numbers, all at the same time. Read on to learn how to identify your marketing objectives’ purpose and process and why it’s just as important as the numbers you aim to hit.

What are marketing objectives?

Marketing objectives are the goals your team wants to achieve during a certain period of time. They’re usually a hard number or metric that serve as metaphorical finish line for your team to sprint towards. However, setting marketing objectives isn’t just limited to determining what you want to achieve. You also need to specify how you’re going to reach your goals and why you want to reach them.

In his insightful blog post about setting goals, Jay Acunzo, the founder of Unthinkable Media, reveals a subtle yet potent problem that has pervaded the content marketing industry over the years — traditional goal setting lets you measure what you do, but it doesn’t lend itself to gauging how you do it or why, which is what ultimately gives your work meaning and pushes you to hone your craft.

In marketing, you obviously need to aim for concrete targets. But, like we said earlier, only focusing on the results can sometimes incentivize you to take a course of action that prioritizes your organization’s needs over your customers’ needs.

To help you focus more on your purpose and process instead of just your results, Jay recommends considering …read more

Read more here:: hubspot

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