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What role do content goals play in a successful content calendar?

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If you want to create engaging and effective content for your audience, you need to have a clear plan and strategy. A content calendar is a tool that helps you organize, schedule, and manage your content production and distribution. But how do you decide what content to create and when to publish it? That's where content goals come in. Content goals are the specific and measurable outcomes you want to achieve with your content. They guide your content creation process and help you evaluate your performance. In this article, we'll explain what role content goals play in a successful content calendar and how to set and track them.

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Tamilore O.

content writer @ buffer | linkedinfluencer? | creator economy + productivity + remote work
Michael Kalu

Top-Rated Freelance Writer. Blockchain and Web3 Content Writer. Crypto Journalist. NFT, DeFi, Metaverse, GameFi, P2E…
Maya Middlemiss

Speaker | Consultant | Journalist | Author | Remote work strategist, ?? Remote Work Europe; Future-of-work, WFH, WFA…

1 Define your content goals

Before you start creating your content calendar, you need to define your content goals. These are the objectives that align with your overall business goals and your audience's needs and interests. For example, your content goals could be to increase brand awareness, generate leads, educate prospects, nurture relationships, or drive conversions. To make your content goals SMART (Specific, Measurable, Achievable, Relevant, and Time-bound), you need to identify the key performance indicators (KPIs) that will help you measure your progress. For example, if your content goal is to increase brand awareness, your KPIs could be website traffic, social media followers, or mentions.

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Tamilore O.

content writer @ buffer | linkedinfluencer? | creator economy + productivity + remote work
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One way to define your content goals is to figure out your audience's main JTBD or jobs-to-be-done. On the Buffer Content team, we've identified that we want our content to "help content creators and small business owners grow an engaged audience online." Your audience is the best place to discover this main mission statement. We discovered ours by asking them what they're usually trying to achieve by visiting our blog and reading our content. It's the ultimate JTBD (job to be done) that drives our content efforts and it gives us a solid foundation for contributing ideas and defining how we approach our content strategy.

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Hamna Zulfiqar

Transform your business with Precision Pen Agency. With 12+ years of expertise, we craft compelling, SEO-optimized copy tailored to your needs. Elevate your brand—contact us today!
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Content goals provide direction, purpose, and focus to a content calendar, ensuring alignment with business objectives, audience relevance, consistency, and the ability to measure success.

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2 Align your content goals with your content types

Once you have your content goals and KPIs, you need to align them with the types of content that will help you achieve them. Different types of content serve different purposes and appeal to different stages of the buyer's journey. For example, blog posts, infographics, and podcasts are great for attracting and educating your audience, while ebooks, webinars, and case studies are effective for generating and qualifying leads. You also need to consider the format, tone, and style of your content and how they match your brand voice and personality.

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Michael Kalu

Top-Rated Freelance Writer. Blockchain and Web3 Content Writer. Crypto Journalist. NFT, DeFi, Metaverse, GameFi, P2E Expert Copywriter.
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I strongly believe variety is the spice of life. This applies to content creation, especially when you really want to get the best results. Understand your content goals and identity the best ways to convey your messages. In the end, make sure every content creates value for your audience.

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3 Map your content goals to your content calendar

After you have decided on your content types, you need to map them to your content calendar. This means planning when and where you will create and publish your content, as well as how you will distribute and promote it. Your content calendar should reflect your content goals and KPIs, as well as your audience's preferences and behavior. For example, if your content goal is to drive conversions, you might want to publish more sales-oriented content at the end of the month, when your audience is more likely to make a purchase decision. You also need to balance your content mix and frequency, so that you don't overwhelm or bore your audience.

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Maya Middlemiss

Speaker | Consultant | Journalist | Author | Remote work strategist, ?? Remote Work Europe; Future-of-work, WFH, WFA, AI, XR, tech impact + borderless business. ???? e-Residency Envoy, storyteller, and futurist
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Plotting out your content calendar in this way can also help you to quickly identify any gaps in plan: Is there one persona or use case being underserved here, some area where the creator is perhaps lacking input or data? Do you need to generate fresh case studies, or more UGC, to fill gaps that are evident? Are your priorities aligned with the actual content production schedule?

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Tamilore O.

content writer @ buffer | linkedinfluencer? | creator economy + productivity + remote work
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One of our internal goals is to drive pageviews and another is to drive product signups. So, we like to keep a balance of content that serves both goals on the content calendar. By pre-defining these two goals, we've been able to set ourselves up for success, with a mix of timely and evergreen content to achieve both goals.

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4 Track and optimize your content goals

The final step in using content goals for a successful content calendar is to track and optimize them. This means monitoring and analyzing your content performance and results, as well as your audience's feedback and engagement. You can use various tools and platforms, such as Google Analytics, social media analytics, or email marketing software, to measure your content KPIs and compare them with your content goals. You can also use surveys, polls, or comments to get direct input from your audience. Based on your findings, you can adjust and improve your content strategy and calendar, as well as celebrate your achievements and learn from your mistakes.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Michael Larocca

Technical Writer | Front-End Web Developer | React | JavaScript | CSS | HTML | Public Speaker
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Coverage articles on special events are a great way to decide what content to create and when to publish it. Hacktoberfest and JavaScriptmas are annual tech events that span one month, making article release dates flexible. I've covered both of these events, successfully creating scheduled engaging content, and I'm sure you'll achieve similar success by also covering special events.

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What role do content goals play in a successful content calendar?

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1 Define your content goals

2 Align your content goals with your content types

3 Map your content goals to your content calendar

4 Track and optimize your content goals

5 Here’s what else to consider

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