Chapter 4
In It to Win It: Setting Objectives
It’s pretty difficult to score if you don’t have goals, yet many companies approach content and social media marketing without clear business outcomes defined. Whether it’s to acquire new customers and grow business revenue to facilitating online PR, recruiting and customer service effectiveness, identifying objectives and the steps to reach them are essential. This chapter will cover setting business goals to be achieved through a content marketing strategy with a particular emphasis on the amplifying effect of search and social media.