Content Strategy: Clear Goals & Objectives

Once you have a good feeling about your audiences, it’s time to do some planning. By now, I hope you’ve heard the term ‘SMART goals’. If not, don’t worry, I’ve got your back, jack. SMART stands for Specific, Measurable, Achievable, Relevant, and Time-bound. It’s a tried-and-true framework that ensures your goals are clear and actionable. If you’re just setting up your goals, or looking to refresh, it’s a good place to start.

When it comes to digital content strategy in higher education, aligning your goals with both university-wide priorities and specific departmental objectives is crucial. This might feel overwhelming, but zooming out to see the bigger picture can help you create goals that truly make an impact

Strategy in action

At my university, maintaining our Carnegie R1 classification has been a significant priority since we achieved it in 2021. As part of this classification, we are required to maintain rigorous standards including a certain amount of Ph.D. programs and students through our graduate school. Naturally, this influences our digital content strategy for both the university and the graduate school.

For example, earlier this year, we migrated the graduate school’s website to our new platform. Our typical goals—improving user experience and streamlining calls to action (CTAs)—had to be paired with positioning the graduate school in a way that reinforced its role in supporting the R1 classification.

While these goals didn’t strictly follow the SMART framework—they weren’t time-bound or particularly specific—they were aligned with larger institutional priorities. And they worked. According to a recent internal report, our efforts have been highly successful within less than a year.

Takeaways

Not every goal needs to fit neatly into the SMART framework, but every goal should align with your institution’s broader objectives. Whether you’re improving user experience, engaging specific audiences, or enhancing your institution’s reputation, thoughtful planning and alignment are key to driving results.

Start by setting one clear, actionable goal that addresses both audience needs and institutional priorities. Then build from there.

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Digital Content Strategy in Higher Ed: Engaging Diverse Audiences