Chapter Three
Planting Your Flag at the Destination
Setting Content Marketing Goals and Measuring Progress
This chapter is about…
- Deciding on goals for your content marketing strategy
- Understanding the tension between fundraising and community- or brand-building goals
- Figuring out how you'll measure your progress along the way
We all know that life is about the journey and not the destination. The moments I remember most from my various backpacking and hiking trips are the events and conversations that happened on the trail or at campsites along the way—not reaching the destination itself.
But that doesn't mean that we shouldn't set goals. The excitement of reaching the mountain's summit or finding the perfect swimming hole under a majestic ...
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