Content goal
Overview
The content goal defines what a page should accomplish for the user and the business. Clear goals prevent unfocused articles and make it easier to choose keywords, format, CTA, and metrics.
Common Content Goals
| Goal | Best Metric | Example CTA |
|---|---|---|
| Educate | Engagement, scroll depth, organic clicks | Read next guide |
| Generate leads | Form submissions, downloads | Download checklist |
| Convert | Trials, purchases, demo requests | Start free trial |
| Support | Support deflection, task completion | View troubleshooting steps |
| Build authority | Backlinks, mentions, branded searches | Cite or share resource |
Goal Selection Workflow
- Identify the search intent.
- Decide the business outcome the content should support.
- Choose one primary goal and one secondary goal.
- Match the CTA to the goal.
- Define measurement before publishing.
Common Mistakes
- Trying to make one page educate, sell, support, and rank for everything.
- Using a BOFU CTA on TOFU content without a bridge.
- Measuring educational content only by direct conversions.
- Publishing without defining success.