The basics: Developing a Content Marketing Strategy. Content marketing provides valuable information and/or targeted entertainment that fits your brand’s personality. For business owners, this fosters customer engagement and retention and draws new people to your brand. 1. Develop trackable goals - objectives Your goals must be SMART. Decide what you’re trying to accomplish and set quantifiable goals you’ll be able to analyze later. How many new Facebook followers are you trying to acquire over a set time? Pageviews? Likes? Email subscribers? Choose 3 to 5 realistic metrics to track so you can alter and update your strategy later. Keep in mind that content marketing won’t necessarily bring in a mass flux of new customers automatically. While customer acquisition should be tracked as you develop and share your content, the primary goal is to engage current customers and increase brand awareness. Someone who starts following your blog or social media may not need your product or ser