OKR Applied to Content Sophie has just joined a company that experimented with content marketing for a few years before deciding (given the promising results obtained) to create a dedicated internal position to professionalize and industrialize this lever.
Sophie has therefore taken her bearings, completed her audit of the existing situation and the competition, carefully considered the short-term and long-term priorities… in short: she has an initial strategic base on which to build.
Given the priorities and resources, she chose to go with this model for the next quarter.
O1 – Achieve record results on existing content
- KR 1 – 40k visitors attracted to the blog;
- KR 2 – 5500 emails collected;
- KR 3 – 700 paying customers converted.
O2 – Understanding our target audience and the best ways to reach them
- KR 1 – 60% of our VIP clients gave us their vision of their needs (and how they will look for information on this type of need).
- KR 2 – 100 newsletter subscribers industry email list participated in online surveys that allow us to better understand them.
- KR 3 – 6 of our historical clients recognize themselves in the typical profile that we have drawn up of them.
Sophie now plans to validate these OKRs with her manager (to ensure that both are aligned on the quarter’s priorities). Then, she’ll break down the various KRs into concrete actions that she’ll need to take to achieve these results.
The “rules” of OKRs
For the method to work, a few rules must be insights into community performance followed, as simple as they are important.
- Limit the number of objectives (1 to 3) and the number of KRs (1 to 5);
- Record OKRs over time (e.g., quarterly);
- Goals should be inspirational, understandable to all and high-level;
- KRs should be measurable, specific, high impact and ambitious.
Finally (although it’s not a rule), OKRs are not a substitute for monitoring or reporting. You’ll still need to continue measuring the performance (or changes in performance) of your content.
Here are some resources to help you!
- [Infographic] 23 metrics to analyze the performance of your content
- How to Use Google Analytics for Your Content Strategy?
- Practical guide to a successful content text services audit focused on content marketing
And if you’re interested in the OKR method, I recommend this free resource, written in English, but extremely well done: ” The Ultimate Guide to OKR ” by Perdoo.