Setting goals for video marketing is straightforward in theory and surprisingly easy to get wrong in practice. The goal is not to produce video. The goal is to produce a business outcome, and video is one of the tools you use to get there. Every metric you track, every format you choose, and every platform…
Google Analytics Goals, and their GA4 equivalent conversion events, cannot track offline conversions, cross-device user journeys, phone call outcomes, in-store behaviour, or any interaction that happens outside the browser session. They also cannot attribute revenue to the full sequence of touchpoints that led to a conversion, capture what users intended but did not do, or…
Balancing multiple content distribution goals means making deliberate trade-offs about where your content goes, who it reaches, and what it’s supposed to do commercially. Most teams don’t fail because they lack content. They fail because they try to serve too many goals at once without a clear hierarchy, and the result is activity that looks…
Goal setting is important to inbound marketing because without it, you are producing content and campaigns with no commercial anchor. Inbound works by attracting, engaging, and converting audiences over time, but that process only generates business value when it is tied to specific, measurable outcomes from the start. Goals are not an admin exercise. They…
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