“We’re trying to increase awareness of our company.”
These are the signs of a clueless marketer.
Why? The problem isn't the topics themselves -- social media is a great thing, so is awareness, so is traffic.
The problem with these answers is that they're not specific measures -- and they’re certainly not specific measures of success. How do you measure "creating a lot of content"? If content volume is really what your business wants to optimize for, pick a specific metric -- maybe number of blog posts or number of ebooks. Just make sure you have a clear quantitative definition of success.
"We’re really focused on building our reach -- which we define as …”
At HubSpot, some marketers focus on leads, some marketers focus on traffic, some focus on lead-to-customer conversion, and some focus on other metrics. Your business may have other goals, and that's great. Just make sure they're clear and measurable.
Originally published Oct 26, 2011 1:00:00 PM, updated March 21 2013