How to Create a Content Strategy that
Supports Real Business Goals ⚡

Katie Wight | August 29, 2023

It’s August 29th. Unpopular opinion, but I’ve never been so excited for the end of summer. I’ve loved every second of catching up and catching sunsets with my people, kissing and squeezing my nieces and nephews, eating perfectly tender summer veggies, hiking with my dad, swimming with my dog – all of it. And I’m also more excited than I’ve ever been to get back to work.

I’ve built a business that feels like home with a team that feels like friends who have your back and clients that deeply inspire me to do better work. I’m here to support your success by simplifying the most chaotic space of everyone’s brand house – the marketing room – and I’m deeply honored to be here for you. So let's talk.

What does it mean to have a content strategy that supports real business goals?

Imagine that, before spending any more time or money on social media, you're certain of how every single activity directly supports your specific business goals, down to the dollar. Reviewing a week of content, a single post, choosing a hashtag, working with an influencer, deciding who to hire – you understand the intention and how to measure success on all of it, so you’re empowered to decide to continue or cancel any activity with confidence.

Y'all, if you've been told “you can’t measure ROI on social media" you've been working with the wrong people! Marketers love to refer to “awareness, consideration, conversion, and loyalty (or retention)” and then act like if you don’t have a million-dollar attribution tool, you’ll never really know what’s working. 🙄

For brands that need to make the most of their budget, don’t appreciate fluff, and need to hold a marketer accountable for performance, I like to revise this model to have only three, more deliberate and powerful goals:

→ Demand Generation: Growing audience and total customers per year. Social KPIs for this goal include reach, shares and follows so that we produce shareable content designed to achieve reach.

→ Demand Conversion: Increasing orders and new customers per year. Social KPIs for this goal include click/website traffic and conversions so that we produce shareable content designed to achieve reach.

→  Demand Retention: Maximizing customer lifetime value and repeat business. Social KPIs for this goal include shares and comments so that we produce shareable content designed to achieve reach.

Every dollar and minute you invest should contribute to these objectives, and you can measure those social KPIs monthly to make sure you're charting in the right direction!

ROI, in this case.