Why your company goals and content goals should be aligned

Your company is going to set their goals probably every year. They're going to say, we want to accomplish X, Y, and Z. Most likely it's going to be related to revenue, cash flow, all of those types of things. And those are things that marketers will often say that they can't influence, they can't impact. Wrong. We can take ownership of the fact that marketing should have a direct relationship with accomplishing those goals. How do you associate your content goals with those? You do it by reverse engineering, the traction and the results that lead to that revenue result. If your business is going to generate revenue on the back of leads, you have to think about how you can play a role in generating leads. You have to think about how you can play a role in nurturing those leads. Is there whitepapers? Is there case studies that you can create? Are there testimonials that you can create? Is there an event that you can create that's actually going to be held through a virtual experience where all of your existing customers can attend and ultimately consume content, and your goal is to use that as a way to expand and extend relationships with your existing users. There are so many things that content marketers can do to impact the bottom line for a business, but we as marketers need to be okay with recognizing that. We have to be okay with recognizing that we have a seat at the table in these discussions, and we have to lean into the idea of connecting content and marketing results directly to business results.