“There is no content strategy without measurement strategy. Before embarking on a content initiative, irrespective of medium or platform, it’s important to know what you want to achieve.”
– Rebecca Lieb, Chief Marketing Officer @ Coney Island USA
The next of our effective content marketing tips focuses on what you're creating output for, and it's something that any CMO should consider when creating their marketing strategy.
It’s not just about covering interesting topics; every piece you publish should align with specific, measurable business goals.
Simply aiming for page views isn’t enough if it doesn’t serve a larger purpose.
Instead, think of each new page as a building block in your overall marketing strategy.
Imagine a scenario where your team is focused on producing blogs to boost organic traffic. For this effort to be effective, you’ll need to:
→ Know the audience you’re writing for
→ Understand what type of content genuinely serves their needs
→ Connect each topic back to your business goals.
And above all, make sure these goals are realistic:
How many people are in your content team?
Creating quality content requires the time and focus of skilled writers, but it’s also a team effort. A talented SEO specialist needs to ensure visibility, a designer must make the content visually engaging, and a marketing manager provides the oversight to catch potential issues others might overlook. For international audiences, translation may also be necessary - especially as Google values consistency in translation across your site.
It’s a collective effort that goes beyond writing alone.
What budget and resources does your team have?
Content creation is often a balancing act with limited resources. Designers are frequently stretched thin with competing priorities, from social media graphics to product visuals. Meanwhile, SEO specialists juggle ongoing optimizations, and marketing managers oversee multiple campaigns at once.
All this can make it tough to give each piece of content the attention it deserves, especially when budgets don’t match the ambition.
What volume of quality output can your team reliably produce?
Consistency is crucial.
Google values regular webpage updates, and at TWIPLA, we publish a new blog every Tuesday without fail.
A sporadic posting schedule - like publishing three times in one week and then going silent for a month - can disrupt engagement and weaken your efforts.
Instead, set a manageable pace that you can sustain. Whether that means one piece a week or two a month, maintaining a steady flow keeps your audience engaged and signals reliability, ultimately strengthening your content’s impact.
86% of marketers fail to align their output with business goals - Digital Resource