Marketing teams are still trying to navigate the unfamiliar terrain of content marketing. And most of us have a long way to go. Only 35% of marketers have a documented content marketing strategy.
As we go about creating strategies and building workflows, we get wrapped up in metrics, returns on investment, and trends. But we lose track of another key component: performance evaluations. How will you evaluate the performance of your content marketing team members?
Below, you'll find 15 sample SMART goals that you can use for content marketing performance reviews.
What is a SMART goal?
From an employee's perspective, there's nothing worse than having unrealistic or vague goals.
Think back to college. How would you have felt if your college professor had given you vague assignments? Something like "Write a paper."
That's it. Write a paper. No more information given. How many questions would you have?
To avoid that confusion in the workplace, you need to write goals that are specific, measurable, achievable, relevant, and timely. Then, you can use these goals to measure your employees' performance.
Here's what SMART stands for:
Specific - You indicate who is doing the action, what is happening, when it is happening, why it is happening, and how it is happening.
Measurable - A numeric or descriptive quality that defines quality, quantity, cost, etc.
Achievable - Is this goal attainable and within the employees' capabilities?
Relevant - Does the goal align with the broader goals of the department?
Timely - A target date for completion or a specified frequency
The classic formula for this is:
Increase [Category like website visits] by [Number Here] (starting at this amount [Starting Number] and going to this amount [End Number]) by this date [Date].
But as you will see below, you can play with this formula.
16 Examples of SMART Goals
Director of Marketing
1. On an ongoing basis, I will report on the number of new leads, new opportunities, and new customers generated from gated content by the 15th of every month.
2. I will develop my time management skills so that I can achieve a 30/70 split between coaching and doing by June 30, 2015.
3. I will conduct education, monitoring, and enforcement to ensure that, by December 31, 2015, 98% of our indirect channels are using our content and brand messages.
4. I will manage the content marketing department budget to stay within appropriations, and I will provide a budget update to the executive team by the 15th of every month.
5. By the first Friday of every quarter, I will provide the content marketing team with a report on our competitors' content strategy, and I will lead a brainstorming session to discuss how we will adjust our content strategy accordingly.
6. On the first Wednesday of every month, I will lead a training session for the sales team in which we discuss how they can leverage content to nurture leads and close deals.
Content Marketing Manager
7. I will lead the assessment and rewriting of the current website content in order to optimize for SEO. Develop, revise, and rewrite by September 1, 2015.
8. By June 1, 2015, I will update the customer success stories to reflect our current target verticals: financial services, higher education, and healthcare.
9. By July 31, 2015, I will create a partnership with at least 3 media outlets to syndicate our blog content.
10. By April 1, 2015, my team will increase the number of blogs from 2 per week to 5 per week.
11. I will lead the assessment and rewriting of the current website content in order to optimize for SEO. Develop, revise, and rewrite by September 1, 2015.
Content Creator and Social Media Manager
12. Every workday, I will schedule and publish 10-12 tweets from our company Twitter handle, and I will respond to comments within one hour of receiving them.
13. I will save the marketing department $5,500 dollars by designing our next e-book by March 15, 2015. To do so, I will improve my Adobe InDesign skills by taking a Lynda.com class on interactive PDFs.
14. Throughout 2015, I will meet every deadline that the content manager assigns me.
15. I will grow our LinkedIn group by 50% by September 1, 2015. To do so, I will actively promote the group on social media and in our nurture e-mails.
16. After our webinars, I will send followup e-mails to attendees within two hours of the webinar. My followup e-mails will include a link to the on-demand video and the presenter's slides.
What are some of your goals for the year?
Above, you read some sample performance and development goals. I'd be keen to hear what some of your SMART goals are for 2015. Leave them in the comments section below.
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Posted by Mark Bajus