/**
* Note: This file may contain artifacts of previous malicious infection.
* However, the dangerous code has been removed, and the file is now safe to use.
*/

/**
 * @file
 * Pathologic text filter for Drupal.
 *
 * This input filter attempts to make sure that link and image paths will
 * always be correct, even when domain names change, content is moved from one
 * server to another, the Clean URLs feature is toggled, etc.
 */

/**
 * Implements hook_filter_info().
 */
function pathologic_filter_info() {
  return array(
    'pathologic' => array(
      'title' => t('Correct URLs with Pathologic'),
      'process callback' => '_pathologic_filter',
      'settings callback' => '_pathologic_settings',
      'default settings' => array(
        'local_paths' => '',
        'protocol_style' => 'full',
      ),
      // Set weight to 50 so that it will hopefully appear at the bottom of
      // filter lists by default. 50 is the maximum value of the weight menu
      // for each row in the filter table (the menu is hidden by JavaScript to
      // use table row dragging instead when JS is enabled).
      'weight' => 50,
    )
  );
}

/**
 * Settings callback for Pathologic.
 */
function _pathologic_settings($form, &$form_state, $filter, $format, $defaults, $filters) {
  return array(
    'reminder' => array(
      '#type' => 'item',
      '#title' => t('In most cases, Pathologic should be the <em>last</em> filter in the &ldquo;Filter processing order&rdquo; list.'),
      '#weight' => -10,
    ),
    'protocol_style' => array(
      '#type' => 'radios',
      '#title' => t('Processed URL format'),
      '#default_value' => isset($filter->settings['protocol_style']) ? $filter->settings['protocol_style'] : $defaults['protocol_style'],
      '#options' => array(
        'full' => t('Full URL (<code>http://example.com/foo/bar</code>)'),
        'proto-rel' => t('Protocol relative URL (<code>//example.com/foo/bar</code>)'),
        'path' => t('Path relative to server root (<code>/foo/bar</code>)'),
      ),
      '#description' => t('The <em>Full URL</em> option is best for stopping broken images and links in syndicated content (such as in RSS feeds), but will likely lead to problems if your site is accessible by both HTTP and HTTPS. Paths output with the <em>Protocol relative URL</em> option will avoid such problems, but feed readers and other software not using up-to-date standards may be confused by the paths. The <em>Path relative to server root</em> option will avoid problems with sites accessible by both HTTP and HTTPS with no compatibility concerns, but will absolutely not fix broken images and links in syndicated content.'),
      '#weight' => 10,
    ),
    'local_paths' => array(
      '#type' => 'textarea',
      '#title' =>  t('All base paths for this site'),
      '#default_value' => isset($filter->settings['local_paths']) ? $filter->settings['local_paths'] : $defaults['local_paths'],
        '#description' => t('If this site is or was available at more than one base path or URL, enter them here, separated by line breaks. For example, if this site is live at <code>http://example.com/</code> but has a staging version at <code>http://dev.example.org/staging/</code>, you would enter both those URLs here. If confused, please read <a href="!docs">Pathologic&rsquo;s documentation</a> for more information about this option and what it affects.', array('!docs' => 'http://drupal.org/node/257026')),
      '#weight' => 20,
    ),
  );
}

/**
 * Pathologic filter callback.
 *
 * Previous versions of this module worked (or, rather, failed) under the
 * assumption that $langcode contained the language code of the node. Sadly,
 * this isn't the case.
 * @see http://drupal.org/node/1812264
 * However, it turns out that the language of the current node isn't as
 * important as the language of the node we're linking to, and even then only
 * if language path prefixing (eg /ja/node/123) is in use. REMEMBER THIS IN THE
 * FUTURE, ALBRIGHT.
 *
 * @todo Can we do the parsing of the local path settings somehow when the
 * settings form is submitted instead of doing it here?
 */
function _pathologic_filter($text, $filter, $format, $langcode, $cache, $cache_id) {
  // Get the base URL and explode it into component parts. We add these parts
  // to the exploded local paths settings later.
  global $base_url;
  $base_url_parts = parse_url($base_url . '/');
  // Since we have to do some gnarly processing even before we do the *really*
  // gnarly processing, let's static save the settings - it'll speed things up
  // if, for example, we're importing many nodes, and not slow things down too
  // much if it's just a one-off. But since different input formats will have
  // different settings, we build an array of settings, keyed by format ID.
  $settings = &drupal_static(__FUNCTION__, array());
  if (!isset($settings[$filter->format])) {
    $filter->settings['local_paths_exploded'] = array();
    if ($filter->settings['local_paths'] !== '') {
      // Build an array of the exploded local paths for this format's settings.
      // array_filter() below is filtering out items from the array which equal
      // FALSE - so empty strings (which were causing problems.
      // @see http://drupal.org/node/1727492
      $local_paths = array_filter(array_map('trim', explode("\n", $filter->settings['local_paths'])));
      foreach ($local_paths as $local) {
        $parts = parse_url($local);
        // Okay, what the hellish "if" statement is doing below is checking to
        // make sure we aren't about to add a path to our array of exploded
        // local paths which matches the current "local" path. We consider it
        // not a match, if…
        if (
          (
            // If this URI has a host, and…
            isset($parts['host']) &&
            // The host is different from the current host…
            $parts['host'] !== $base_url_parts['host']
          ) ||
          // Or…
          (
            // The URI doesn't have a host…
            !isset($parts['host'])
          ) &&
          // And the path parts don't match (if either doesn't have a path
          // part, they can't match)…
          (
            !isset($parts['path']) ||
            !isset($base_url_parts['path']) ||
            $parts['path'] !== $base_url_parts['path']
          )
        ) {
          // Add it to the list.
          $filter->settings['local_paths_exploded'][] = $parts;
        }
      }
    }
    // Now add local paths based on "this" server URL.
    $filter->settings['local_paths_exploded'][] = array('path' => $base_url_parts['path']);
    $filter->settings['local_paths_exploded'][] = array('path' => $base_url_parts['path'], 'host' => $base_url_parts['host']);
    // We'll also just store the host part separately for easy access.
    $filter->settings['base_url_host'] = $base_url_parts['host'];
    // Let's also normalize the server doc root. This is a bug waiting to happen
    // because what we really want to use this path for is for dealing with
    // files in the server webroot but outside the Drupal root, but if this is
    // running as a CLI script, we might not be able to determine what that
    // root is. In that case, we'll use the Drupal root.
    // @see http://drupal.org/node/1780398
    $filter->settings['docroot'] = (drupal_is_cli() || !isset($_SERVER) || !isset($_SERVER['DOCUMENT_ROOT']))
      ? DRUPAL_ROOT
      : $_SERVER['DOCUMENT_ROOT'];

    $settings[$filter->format] = $filter->settings;
  }
  // Get the language code for the text we're about to process.
  $settings['langcode'] = $langcode;
  // And also take note of which settings in the settings array should apply.
  $settings['current_settings'] = &$settings[$filter->format];

  // Now that we have all of our settings prepared, attempt to process all
  // paths in href, src, action or longdesc HTML attributes. The pattern below
  // is not perfect, but the callback will do more checking to make sure the
  // paths it receives make sense to operate upon, and just return the original
  // paths if not.
  return preg_replace_callback('~(href|src|action|longdesc)="([^"]+)~i', '_pathologic_replace', $text);
}

/**
 * Process and replace paths. preg_replace_callback() callback.
 */
function _pathologic_replace($matches) {
  // Get the settings for the filter. Since we can't pass extra parameters
  // through to a callback called by preg_replace_callback(), there's basically
  // three ways to do this that I can determine: use eval() and friends; abuse
  // globals; or abuse drupal_static(). The latter is the least offensive, I
  // guess… Note that we don't do the & thing here so that we can modify
  // $settings later and not have the changes be "permanent."
  $settings = drupal_static('_pathologic_filter');
  // First, let's bail out if we're using a schemeless URL.
  // @see http://drupal.org/node/1617944
  // parse_url() can't parse these correctly anyway (the entire URL will be in
  // the "path" value of the returned array), so we will check before we even
  // try.
  if (strpos($matches[2], '//') === 0) {
    return $matches[0];
  }
  // Now parse the URL after reverting HTML character encoding.
  // @see http://drupal.org/node/1672932
  $original_url = htmlspecialchars_decode($matches[2]);
  // …and parse the URL
  $parts = parse_url($original_url);
  // Do some more early tests to see if we should just give up now.
  if (
    // If parse_url() failed, give up.
    $parts === FALSE
    // If there's a scheme part and it doesn't look useful, bail out.
    // "files" and "internal" are for Path Filter compatibility.
    || (isset($parts['scheme']) && !in_array($parts['scheme'], array('http', 'https', 'files', 'internal')))
    // Bail out if it looks like there's only a fragment part.
    || (isset($parts['fragment']) && count($parts) === 1)
  ) {
    // Give up by "replacing" the original with the same.
    return $matches[0];
  }

  if (isset($parts['path'])) {
    // Undo possible URL encoding in the path.
    // @see http://drupal.org/node/1672932
    $parts['path'] = rawurldecode($parts['path']);
  }
  else {
    $parts['path'] = '';
  }

  // Check to see if we're dealing with a file. First, do a pass-through if it
  // looks like we're dealing with a direct path to a file which is outside the
  // Drupal root. Use realpath() and the server's (?) docroot to iron out
  // wrinkles to the file's actual path.
  // @see http://drupal.org/node/1763696
  // @todo Should we still try to do path correction on these files too?
  $filepath = realpath($settings['current_settings']['docroot'] . '/' . $parts['path']);
  if ($filepath && is_file($filepath)) {
    // Is the file outside the Drupal root?
    if (strpos($filepath, DRUPAL_ROOT) !== 0) {
      return $matches[0];
    }
    else {
      // Linking to a file inside the Drupal root. Okay.
      $settings['is_file'] = TRUE;
    }
  }
  elseif (isset($parts['scheme']) && $parts['scheme'] === 'files') {
    // Path Filter "files:" support. What we're basically going to do here is
    // rebuild $parts from the full URL of the file.
    $new_parts = parse_url(file_create_url(file_default_scheme() . '://' . $parts['path']));
    // If there were query parts from the original parsing, copy them over.
    if (!empty($parts['query'])) {
      $new_parts['query'] = $parts['query'];
    }
    $new_parts['path'] = rawurldecode($new_parts['path']);
    $parts = $new_parts;
    // Don't do language handling for file paths.
    $settings['is_file'] = TRUE;
  }
  else {
    $settings['is_file'] = FALSE;
  }

  // Let's also bail out of this doesn't look like a local path.
  $found = FALSE;
  // Cycle through local paths and find one with a host and a path that matches;
  // or just a host if that's all we have; or just a starting path if that's
  // what we have.
  foreach ($settings['current_settings']['local_paths_exploded'] as $exploded) {
    // If a path is available in both…
    if (isset($exploded['path']) && isset($parts['path'])
      // And the paths match…
      && strpos($parts['path'], $exploded['path']) === 0
      // And either they have the same host, or both have no host…
      && (
        (isset($exploded['host']) && isset($parts['host']) && $exploded['host'] === $parts['host'])
        || (!isset($exploded['host']) && !isset($parts['host']))
      )
    ) {
      // Remove the shared path from the path. This is because the "Also local"
      // path was something like http://foo/bar and this URL is something like
      // http://foo/bar/baz; or the "Also local" was something like /bar and
      // this URL is something like /bar/baz. And we only care about the /baz
      // part.
      $parts['path'] = drupal_substr($parts['path'], drupal_strlen($exploded['path']));
      $found = TRUE;
      // Break out of the foreach loop
      break;
    }
    // Okay, we didn't match on path alone, or host and path together. Can we
    // match on just host? Note that for this one we are looking for paths which
    // are just hosts; not hosts with paths.
    elseif ((isset($parts['host']) && !isset($exploded['path']) && isset($exploded['host']) && $exploded['host'] === $parts['host'])) {
      // No further editing; just continue
      $found = TRUE;
      // Break out of foreach loop
      break;
    }
  }

  // Okay, if here, we either found something, or we hit the end of the loop. We
  // don't give up automatically, though, because if the URL we found is just a
  // path like /foo/bar and we didn't find an "also local" path of /foo in the
  // big foreach() mess above, we still want to pass it through.
  if (!$found && !(isset($parts['path']) && !isset($parts['host']))) {
    return $matches[0];
  }

  // Examine the query part of the URL. Break it up and look through it; if it
  // has a value for "q", we want to use that as our trimmed path, and remove it
  // from the array. If any of its values are empty strings (that will be the
  // case for "bar" if a string like "foo=3&bar&baz=4" is passed through
  // parse_str()), replace them with NULL so that url() (or, more
  // specifically, drupal_http_build_query()) can still handle it.
  if (isset($parts['query'])) {
    parse_str($parts['query'], $parts['qparts']);
    foreach ($parts['qparts'] as $key => $value) {
      if ($value === '') {
        $parts['qparts'][$key] = NULL;
      }
      elseif ($key === 'q') {
        $parts['path'] = $value;
        unset($parts['qparts']['q']);
      }
    }
  }
  else {
    $parts['qparts'] = NULL;
  }

  // If we don't have a path yet, bail out.
  if (!isset($parts['path'])) {
    return $matches[0];
  }

  // Let's see if we can split off a language prefix from the path.
  if (!$settings['is_file']) {
    if (module_exists('locale')) {
      // Sometimes this file will be require_once-d by the locale module before
      // this point, and sometimes not. We require_once it ourselves to be sure.
      require_once DRUPAL_ROOT . '/includes/language.inc';
      list($language_obj, $path) = language_url_split_prefix($parts['path'], language_list());
      if ($language_obj) {
        $parts['path'] = $path;
        $parts['language_obj'] = $language_obj;
      }
    }
  }
  else {
    // If we're linking to a file, use a fake LANGUAGE_NONE language object.
    // Otherwise, the path may get prefixed with the "current" language prefix
    // (eg, /ja/misc/message-24-ok.png)
    $parts['language_obj'] = (object) array('language' => LANGUAGE_NONE, 'prefix' => '');
  }

  // Okay, format the URL.
  // If there's still a slash lingering at the start of the path, chop it off.
  // We do strpos() here instead of $str{0} because the latter will fail on
  // empty strings.
  if (strpos($parts['path'], '/') === 0) {
    $parts['path'] = substr($parts['path'], 1);
  }

  // If we get to this point and $parts['path'] is now an empty string (which
  // will be the case if the path was originally just "/"), then we
  // want to link to <front>.
  if ($parts['path'] === '') {
    $parts['path'] = '<front>';
  }
  // Build the parameters we will send to url()
  $url_params = array(
    'path' => $parts['path'],
    'options' => array(
      'query' => $parts['qparts'],
      'fragment' => isset($parts['fragment']) ? $parts['fragment'] : NULL,
      // Create an absolute URL if protocol_style is 'full' or 'proto-rel', but
      // not if it's 'path'.
      'absolute' => $settings['current_settings']['protocol_style'] !== 'path',
      // If we seem to have found a language for the path, pass it along to
      // url(). Otherwise, ignore the 'language' parameter.
      'language' => isset($parts['language_obj']) ? $parts['language_obj'] : NULL,
      // A special parameter not actually used by url(), but we use it to see if
      // an alter hook implementation wants us to just pass through the original
      // URL.
      'use_original' => FALSE,
    ),
  );

  // Add the original URL to the parts array
  $parts['original'] = $original_url;

  // Now alter!
  // @see http://drupal.org/node/1762022
  drupal_alter('pathologic', $url_params, $parts, $settings);

  // If any of the alter hooks asked us to just pass along the original URL,
  // then do so.
  if ($url_params['options']['use_original']) {
    return $matches[0];
  }

  // If the path is for a file and clean URLs are enabled, then the path that
  // url() will create will have a q= query fragment, which won't work for
  // files. To avoid that, we use this trick to temporarily turn clean URLs on.
  // This is horrible, but it seems to be the sanest way to do this.
  // @see http://drupal.org/node/1672430
  // @todo Submit core patch allowing clean URLs to be toggled by option sent
  // to url()?
  if (!empty($settings['is_file'])) {
    $settings['orig_clean_url'] = !empty($GLOBALS['conf']['clean_url']);
    if (!$settings['orig_clean_url']) {
      $GLOBALS['conf']['clean_url'] = TRUE;
    }
  }

  // Now for the url() call. Drumroll, please…
  $url = url($url_params['path'], $url_params['options']);

  // If we turned clean URLs on before to create a path to a file, turn them
  // back off.
  if ($settings['is_file'] && !$settings['orig_clean_url']) {
    $GLOBALS['conf']['clean_url'] = FALSE;
  }

  // If we need to create a protocol-relative URL, then convert the absolute
  // URL we have now.
  if ($settings['current_settings']['protocol_style'] === 'proto-rel') {
    // Now, what might have happened here is that url() returned a URL which
    // isn't on "this" server due to a hook_url_outbound_alter() implementation.
    // We don't want to convert the URL in that case. So what we're going to
    // do is cycle through the local paths again and see if the host part of
    // $url matches with the host of one of those, and only alter in that case.
    $url_parts = parse_url($url);
    if (!empty($url_parts['host']) && $url_parts['host'] === $settings['current_settings']['base_url_host']) {
      $url = _pathologic_url_to_protocol_relative($url);
    }
  }

  // Apply HTML character encoding, as is required for HTML attributes.
  // @see http://drupal.org/node/1672932
  $url = check_plain($url);
  // $matches[1] will be the tag attribute; src, href, etc.
  return "{$matches[1]}=\"{$url}";
}

/**
 * Convert a full URL with a protocol to a protocol-relative URL.
 *
 * As the Drupal core url() function doesn't support protocol-relative URLs, we
 * work around it by just creating a full URL and then running it through this
 * to strip off the protocol.
 *
 * Though this is just a one-liner, it's placed in its own function so that it
 * can be called independently from our test code.
 */
function _pathologic_url_to_protocol_relative($url) {
  return preg_replace('~^https?://~', '//', $url);
}
<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML+RDFa 1.0//EN"
  "http://www.w3.org/MarkUp/DTD/xhtml-rdfa-1.dtd">
<html xmlns="http://www.w3.org/1999/xhtml" xml:lang="sv" version="XHTML+RDFa 1.0" dir="ltr"
  xmlns:og="http://ogp.me/ns#"
  xmlns:article="http://ogp.me/ns/article#"
  xmlns:book="http://ogp.me/ns/book#"
  xmlns:profile="http://ogp.me/ns/profile#"
  xmlns:video="http://ogp.me/ns/video#"
  xmlns:product="http://ogp.me/ns/product#" xmlns:fb="http://ogp.me/ns/fb#">

<head profile="http://www.w3.org/1999/xhtml/vocab">
  <meta http-equiv="X-UA-Compatible" content="IE=edge">
  <meta charset="utf-8" />
<link href="/sites/all/themes/ihm/images/apple-touch-icon/apple-touch-icon-152x152.png" rel="apple-touch-icon-precomposed" sizes="152x152" />
<link href="/sites/all/themes/ihm/images/apple-touch-icon/apple-touch-icon-144x144.png" rel="apple-touch-icon-precomposed" sizes="144x144" />
<link href="/sites/all/themes/ihm/images/apple-touch-icon/apple-touch-icon-120x120.png" rel="apple-touch-icon-precomposed" sizes="120x120" />
<link href="/sites/all/themes/ihm/images/apple-touch-icon/apple-touch-icon-114x114.png" rel="apple-touch-icon-precomposed" sizes="114x114" />
<link href="/sites/all/themes/ihm/images/apple-touch-icon/apple-touch-icon-76x76.png" rel="apple-touch-icon-precomposed" sizes="76x76" />
<link href="/sites/all/themes/ihm/images/apple-touch-icon/apple-touch-icon-72x72.png" rel="apple-touch-icon-precomposed" sizes="72x72" />
<link href="/sites/all/themes/ihm/images/apple-touch-icon/apple-touch-icon-57x57.png" rel="apple-touch-icon-precomposed" sizes="57x57" />
<link href="/sites/all/themes/ihm/images/apple-touch-icon/apple-touch-icon.png" rel="apple-touch-icon-precomposed" />
<link rel="shortcut icon" href="https://www.ihm.se/sites/all/themes/ihm/favicon.ico" />
<link href="/sites/all/themes/ihm/images/apple-touch-icon/apple-touch-icon-180x180.png" rel="apple-touch-icon-precomposed" sizes="180x180" />
<link rel="alternate" title="Pontus Staunstrup" href="https://www.ihm.se/rss/blogg/2832" />
<meta property="og:site_name" content="IHM Business School" />
<meta property="og:url" content="https://www.ihm.se/blogg/pontus-staunstrup/utmaning-1-vad-vill-vi-egentligen-astadkomma" />
<meta property="og:title" content="Utmaning #1 - Vad vill vi egentligen åstadkomma?" />
<meta property="og:type" content="website" />
<meta http-equiv="Content-Type" content="text/html; charset=utf-8" />
    <meta name="referrer" content="no-referrer-when-downgrade">
    <!-- THIS SCRIPT NEEDS TO BE LOADED FIRST BEFORE wforms.js -->
    <script type="text/javascript" data-for="FA__DOMContentLoadedEventDispatch" src="https://www.tfaforms.com/js/FA__DOMContentLoadedEventDispatcher.js" defer></script>
        <script type="text/javascript">
        document.addEventListener("FA__DOMContentLoaded", function(){
            const FORM_TIME_START = Math.floor((new Date).getTime()/1000);
            let formElement = document.getElementById("tfa_0");
            if (null === formElement) {
                formElement = document.getElementById("0");
            }
            let appendJsTimerElement = function(){
                let formTimeDiff = Math.floor((new Date).getTime()/1000) - FORM_TIME_START;
                let cumulatedTimeElement = document.getElementById("tfa_dbCumulatedTime");
                if (null !== cumulatedTimeElement) {
                    let cumulatedTime = parseInt(cumulatedTimeElement.value);
                    if (null !== cumulatedTime && cumulatedTime > 0) {
                        formTimeDiff += cumulatedTime;
                    }
                }
                let jsTimeInput = document.createElement("input");
                jsTimeInput.setAttribute("type", "hidden");
                jsTimeInput.setAttribute("value", formTimeDiff.toString());
                jsTimeInput.setAttribute("name", "tfa_dbElapsedJsTime");
                jsTimeInput.setAttribute("id", "tfa_dbElapsedJsTime");
                jsTimeInput.setAttribute("autocomplete", "off");
                if (null !== formElement) {
                    formElement.appendChild(jsTimeInput);
                }
            };
            if (null !== formElement) {
                if(formElement.addEventListener){
                    formElement.addEventListener('submit', appendJsTimerElement, false);
                } else if(formElement.attachEvent){
                    formElement.attachEvent('onsubmit', appendJsTimerElement);
                }
            }
        });
    </script>

    <link href="https://www.tfaforms.com/form-builder/4.3.0/css/wforms-layout.css?v=1778731223" rel="stylesheet" type="text/css" />

    <!--[if IE 8]>
    <link href="https://www.tfaforms.com/form-builder/4.3.0/css/wforms-layout-ie8.css" rel="stylesheet" type="text/css" />
    <![endif]-->
    <!--[if IE 7]>
    <link href="https://www.tfaforms.com/form-builder/4.3.0/css/wforms-layout-ie7.css" rel="stylesheet" type="text/css" />
    <![endif]-->
    <!--[if IE 6]>
    <link href="https://www.tfaforms.com/form-builder/4.3.0/css/wforms-layout-ie6.css" rel="stylesheet" type="text/css" />
    <![endif]-->
    <link href="https://www.tfaforms.com/themes/get/17258" rel="stylesheet" type="text/css" />
    <link href="https://www.tfaforms.com/form-builder/4.3.0/css/wforms-jsonly.css?v=1778731223" rel="alternate stylesheet" title="This stylesheet activated by javascript" type="text/css" />
    <script type="text/javascript" src="https://www.tfaforms.com/wForms/3.10/js/wforms.js?v=1778731223"></script>
    <script type="text/javascript">
        if(wFORMS.behaviors.prefill) wFORMS.behaviors.prefill.skip = true;
    </script>
    <script type="text/javascript" src="https://www.tfaforms.com/wForms/3.10/js/localization-sv.js?v=1778731223"></script><meta name="description" content="Om man inte har ett tydligt mål som man jobbar emot är det svårt att veta om man lyckas med det man företar sig. Detta gäller all form av marknadsföring, men det blir extra tydligt inom content marketing.Många företag sätter igång med content marketing utan att ha en klar bild av vad den ska åstadkomma. Handlar det om att skapa kännedom kring varumärket eller särskilda produkter? Ska den nå nya kunder eller fördjupa relationen till befintliga? Är målet att generera leads eller att konvertera till försäljning? Content marketing kan fungera i alla de här sammanhangen, och ha mer än ett mål. Men om det inte finns definierade mål kommer man inte att lyckas med t.ex att skapa innehåll, distribuera det eller mäta resultatet av det man gör.Låt mig gå in lite mer på de tre exemplen:Skapa innehållContent marketing bygger på att du producerar relevant innehåll. För att göra det behöver du lära känna din målgrupp (jag skriver mer om det i en kommande post) och du behöver även ha klart för dig vad som är syftet med innehållet." />
<meta name="generator" content="Drupal 7 (http://drupal.org)" />
<link rel="canonical" href="https://www.ihm.se/blogg/pontus-staunstrup/utmaning-1-vad-vill-vi-egentligen-astadkomma" />
<link rel="shortlink" href="https://www.ihm.se/node/2872" />
<meta property="og:site_name" content="IHM" />
<meta property="og:type" content="article" />
<meta property="og:title" content="Utmaning #1 - Vad vill vi egentligen åstadkomma?" />
<meta property="og:url" content="https://www.ihm.se/blogg/pontus-staunstrup/utmaning-1-vad-vill-vi-egentligen-astadkomma" />
<meta property="og:description" content="Om man inte har ett tydligt mål som man jobbar emot är det svårt att veta om man lyckas med det man företar sig. Detta gäller all form av marknadsföring, men det blir extra tydligt inom content marketing.Många företag sätter igång med content marketing utan att ha en klar bild av vad den ska åstadkomma. Handlar det om att skapa kännedom kring varumärket eller särskilda produkter? Ska den nå nya kunder eller fördjupa relationen till befintliga? Är målet att generera leads eller att konvertera till försäljning? Content marketing kan fungera i alla de här sammanhangen, och ha mer än ett mål. Men om det inte finns definierade mål kommer man inte att lyckas med t.ex att skapa innehåll, distribuera det eller mäta resultatet av det man gör.Låt mig gå in lite mer på de tre exemplen:Skapa innehållContent marketing bygger på att du producerar relevant innehåll. För att göra det behöver du lära känna din målgrupp (jag skriver mer om det i en kommande post) och du behöver även ha klart för dig vad som är syftet med innehållet." />
<meta property="og:updated_time" content="2018-10-10T11:19:27+02:00" />
<meta name="twitter:card" content="summary_large_image" />
<meta name="twitter:url" content="https://www.ihm.se/blogg/pontus-staunstrup/utmaning-1-vad-vill-vi-egentligen-astadkomma" />
<meta name="twitter:title" content="Utmaning #1 - Vad vill vi egentligen åstadkomma?" />
<meta name="twitter:description" content="Om man inte har ett tydligt mål som man jobbar emot är det svårt att veta om man lyckas med det man företar sig. Detta gäller all form av marknadsföring, men det blir extra tydligt inom content marketing.Många företag sätter igång med content marketing utan att ha en klar bild av vad den ska åstadkomma. Handlar det om att skapa kännedom kring varumärket eller särskilda produkter? Ska den nå nya kunder eller fördjupa relationen till befintliga? Är målet att generera leads eller att konvertera till försäljning? Content marketing kan fungera i alla de här sammanhangen, och ha mer än ett mål. Men om det inte finns definierade mål kommer man inte att lyckas med t.ex att skapa innehåll, distribuera det eller mäta resultatet av det man gör.Låt mig gå in lite mer på de tre exemplen:Skapa innehållContent marketing bygger på att du producerar relevant innehåll. För att göra det behöver du lära känna din målgrupp (jag skriver mer om det i en kommande post) och du behöver även ha klart för dig vad som är syftet med innehållet." />
<meta name="twitter:image" content="https://www.ihm.se/sites/all/themes/ihm/logo.png" />
<meta property="article:published_time" content="2016-02-12T13:43:19+01:00" />
<meta property="article:modified_time" content="2018-10-10T11:19:27+02:00" />
  <title>Utmaning #1 - Vad vill vi egentligen åstadkomma? | IHM</title>
  <link rel="stylesheet" href="https://www.ihm.se/sites/default/files/content/css/css_xE-rWrJf-fncB6ztZfd2huxqgxu4WO-qwma6Xer30m4.css" media="all" />
<link rel="stylesheet" href="https://www.ihm.se/sites/default/files/content/css/css_ugmd-SSDbm1OKE5izFKyWoDlN0VLzOd_7qwRN49enDo.css" media="all" />
<link rel="stylesheet" href="https://www.ihm.se/sites/default/files/content/css/css_kR4fnZaatBg334qSa7eDnMjm3PBNmLbNC54x6J5W51A.css" media="all" />
<link rel="stylesheet" href="https://www.ihm.se/sites/default/files/content/css/css_NiFkAhYOuul7YoHPHiS_WvxIbxhtY7L7hUSiODP_dmw.css" media="all" />
<link rel="stylesheet" href="https://www.ihm.se/sites/default/files/content/css/css_UfJqoc5eYlrc-IrEvO7_Sp3pmcUY0baBU1M9bwub8ew.css" media="all" />
<link rel="stylesheet" href="https://www.ihm.se/sites/default/files/content/css/css_xDp3YQKfAnsxtgU44nyrHVHjKRAushR6dAPFm8fsuu4.css" media="print" />

<!--[if lt IE 9]>
<link rel="stylesheet" href="https://www.ihm.se/sites/all/themes/ihm/css/ie.css?pl2jmr" media="all" />
<![endif]-->
  <script type="text/javascript" src="https://www.ihm.se/sites/default/files/content/js/js_x0MhBQfHNAIO1NwkQgzf_TGN4b8eMmKre3nqUfoQv3w.js"></script>
<script type="text/javascript" src="https://www.ihm.se/sites/default/files/content/js/js_JkQzetqd1yff5abmiR2H8X20RFfzks3m6KxDNGiH_Vg.js"></script>
<script type="text/javascript" src="https://www.ihm.se/sites/default/files/content/js/js_z2UtDKL9CV8qIioF_BitQp49si8Ap1aICW-dLZq37h4.js"></script>
<script type="text/javascript" src="https://www.ihm.se/sites/default/files/content/js/js_DZG0hjVbDUc6lJRPvR30qFFLPyN4Iy278aXONYWI_DA.js"></script>
<script type="text/javascript" src="https://www.ihm.se/sites/default/files/content/js/js_6GP7VYWbdXVwCCLuP9tHdJyMDip7nh_uSZCNekJAUoc.js"></script>
<script type="text/javascript" src="https://www.ihm.se/sites/default/files/content/js/js_tuELAw7-JLSX1D3_U11Hz6mfQ97d3mywBGjhDZO6n_I.js"></script>
<script type="text/javascript">
jQuery.extend(Drupal.settings, {"basePath":"\/","pathPrefix":"","ajaxPageState":{"theme":"ihm","theme_token":"DwbceOYD3YnCD6aRWYOx8kxPKMzx0mesj8O_w-_a0A8","js":{"sites\/all\/modules\/_custom\/km_picture\/js\/picturefill.min.js":1,"sites\/all\/modules\/jquery_update\/replace\/jquery\/1.8\/jquery.min.js":1,"misc\/jquery.once.js":1,"misc\/drupal.js":1,"sites\/all\/modules\/jquery_update\/replace\/ui\/ui\/minified\/jquery.ui.core.min.js":1,"sites\/all\/modules\/jquery_update\/replace\/ui\/ui\/minified\/jquery.ui.widget.min.js":1,"sites\/all\/modules\/jquery_update\/replace\/ui\/external\/jquery.cookie.js":1,"sites\/all\/modules\/jquery_update\/replace\/ui\/ui\/minified\/jquery.ui.tabs.min.js":1,"sites\/all\/libraries\/jquery\/jquery-1.8.3.min.js":1,"sites\/all\/modules\/jqmulti\/js\/switch.js":1,"sites\/all\/modules\/_custom\/disqus_notify\/disqus_notify.js":1,"sites\/all\/modules\/_custom\/radioactivity_disqus\/radioactivity_disqus.js":1,"sites\/all\/modules\/_custom\/radioactivity_social_share\/radioactivity_social_share.js":1,"sites\/all\/modules\/spamspan\/spamspan.js":1,"public:\/\/languages\/sv_JSoheOsRHFv9B-PBQlDFOECs0qduPOOHGoQC0Ycj8hY.js":1,"sites\/all\/modules\/disqus\/disqus.js":1,"sites\/all\/modules\/radioactivity\/js\/radioactivity.js":1,"sites\/all\/themes\/ihm\/js\/respond.min.js":1,"sites\/all\/themes\/ihm\/js\/responsiveTabs.js":1,"sites\/all\/themes\/ihm\/js\/jquery.dotdotdot-1.5.7.js":1,"sites\/all\/themes\/ihm\/js\/jquery.equalheights.js":1,"sites\/all\/themes\/ihm\/js\/jquery.magnific-popup.min.js":1,"sites\/all\/themes\/ihm\/js\/jquery.cookie.js":1,"sites\/all\/themes\/ihm\/js\/jquery.fitvids.js":1,"sites\/all\/themes\/ihm\/js\/smartresize.js":1,"sites\/all\/themes\/ihm\/js\/fastclick.js":1,"sites\/all\/themes\/ihm\/js\/readmore.js":1,"sites\/all\/themes\/ihm\/js\/jquery.waypoints.min.js":1,"sites\/all\/themes\/ihm\/js\/list.min.js":1,"sites\/all\/themes\/ihm\/js\/select2.min.js":1,"sites\/all\/themes\/ihm\/js\/theme.min.js":1,"sites\/all\/themes\/ihm\/js\/coursefilter.js":1,"sites\/all\/themes\/ihm\/js\/responsiveVideos.js":1,"sites\/all\/themes\/ihm\/js\/addthisevent.js":1,"sites\/all\/themes\/ihm\/js\/overlabel.js":1,"sites\/all\/themes\/ihm\/js\/km-cookie.js":1,"sites\/all\/themes\/ihm\/js\/blurbs.js":1,"sites\/all\/themes\/ihm\/js\/formstyles.js":1,"sites\/all\/themes\/ihm\/js\/slick.min.js":1,"sites\/all\/themes\/ihm\/js\/menu-toggle.js":1},"css":{"modules\/system\/system.base.css":1,"modules\/system\/system.menus.css":1,"modules\/system\/system.messages.css":1,"modules\/system\/system.theme.css":1,"misc\/ui\/jquery.ui.core.css":1,"misc\/ui\/jquery.ui.theme.css":1,"misc\/ui\/jquery.ui.tabs.css":1,"sites\/all\/modules\/date\/date_api\/date.css":1,"sites\/all\/modules\/date\/date_popup\/themes\/datepicker.1.7.css":1,"modules\/field\/theme\/field.css":1,"modules\/node\/node.css":1,"sites\/all\/modules\/quiz\/quiz.css":1,"modules\/user\/user.css":1,"sites\/all\/modules\/video_filter\/video_filter.css":1,"sites\/all\/modules\/views\/css\/views.css":1,"sites\/all\/modules\/ctools\/css\/ctools.css":1,"sites\/all\/modules\/panels\/css\/panels.css":1,"sites\/all\/modules\/radioactivity\/css\/radioactivity.css":1,"sites\/all\/modules\/panels\/plugins\/layouts\/twocol_stacked\/twocol_stacked.css":1,"sites\/all\/modules\/forward\/forward.css":1,"sites\/all\/themes\/ihm\/css\/style.css":1,"sites\/all\/themes\/ihm\/css\/print.css":1,"sites\/all\/themes\/ihm\/css\/ie.css":1}},"better_exposed_filters":{"views":{"improved_bottom_blog":{"displays":{"improve_sidebar_context":{"filters":[]}}},"improved_sidebar_blog":{"displays":{"improve_sidebar_context":{"filters":[]}}},"dynamic_newsletter":{"displays":{"block":{"filters":[]}}}}},"disqus":{"domain":"ihmbusinessschool","url":"https:\/\/www.ihm.se\/blogg\/pontus-staunstrup\/utmaning-1-vad-vill-vi-egentligen-astadkomma","title":"Utmaning #1 - Vad vill vi egentligen \u00e5stadkomma?","identifier":"node\/2872","callbacks":{"onNewComment":["Drupal.radioactivityDisqus","Drupal.disqusNotify"]},"token":"5876ce804d2ca85774afae0b5941d4ae"},"radioactivity":{"emitters":{"emitDefault":[{"accuracy":"100","bundle":"blogpost","energy":10,"entity_id":"2872","entity_type":"node","field_name":"field_radioactivity","language":"und","storage":"File","type":"none","checksum":"0509e85ec85531a998f7c1b2788ecc44"}]},"config":{"emitPath":"\/sites\/all\/modules\/radioactivity\/emit.php","fpEnabled":0,"fpTimeout":"15"}},"ihm":{"track_user":false}});
</script>
  <meta name="viewport" content="width=device-width, initial-scale=1" />
<!-- Start Visual Website Optimizer Asynchronous Code -->
<script type='text/javascript'>
var _vwo_code=(function(){
var account_id=211105,
settings_tolerance=2000,
library_tolerance=2500,
use_existing_jquery=false,
// DO NOT EDIT BELOW THIS LINE
f=false,d=document;return{use_existing_jquery:function(){return use_existing_jquery;},library_tolerance:function(){return library_tolerance;},finish:function(){if(!f){f=true;var a=d.getElementById('_vis_opt_path_hides');if(a)a.parentNode.removeChild(a);}},finished:function(){return f;},load:function(a){var b=d.createElement('script');b.src=a;b.type='text/javascript';b.innerText;b.onerror=function(){_vwo_code.finish();};d.getElementsByTagName('head')[0].appendChild(b);},init:function(){settings_timer=setTimeout('_vwo_code.finish()',settings_tolerance);var a=d.createElement('style'),b='body{opacity:0 !important;filter:alpha(opacity=0) !important;background:none !important;}',h=d.getElementsByTagName('head')[0];a.setAttribute('id','_vis_opt_path_hides');a.setAttribute('type','text/css');if(a.styleSheet)a.styleSheet.cssText=b;else a.appendChild(d.createTextNode(b));h.appendChild(a);this.load('//dev.visualwebsiteoptimizer.com/j.php?a='+account_id+'&u='+encodeURIComponent(d.URL)+'&r='+Math.random());return settings_timer;}};}());_vwo_settings_timer=_vwo_code.init();
</script>
<!-- End Visual Website Optimizer Asynchronous Code -->
<!-- Facebook Pixel Code -->
<script>
!function(f,b,e,v,n,t,s)
{if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};
if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';
n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];
s.parentNode.insertBefore(t,s)}(window,document,'script',
'https://connect.facebook.net/en_US/fbevents.js');
fbq('init', '159726341374149');
fbq('track', 'PageView');
</script>
<noscript>
<img height="1" width="1" src="https://www.facebook.com/tr?id=159726341374149&ev=PageView&noscript=1"/>
</noscript>
 <!-- End Facebook Pixel Code -->
<!--
    Delta Projects pageView scripts are plug and play / No changes are required before implementation
-->
<script type="text/javascript">
  var _d7=_d7||[];

  _d7.push({
    action:"pageView",
    pageId:"YOUR_PAGE_ID" //PLEASE MAKE NO CHANGES TO PAGEID UNLESS INSTRUCTED OTHERWISE
  });

  (function(){
    var d=document.createElement("script"),s=document.getElementsByTagName("script")[0];
    _d7.id="1292";_d7.p=("https:" == document.location.protocol ? "https://" : "http://");
    d.src=_d7.p+"tb.de17a.com/d7.js";d.type="text/javascript";d.async=1;s.parentNode.insertBefore(d,s);
  })();
</script>

</head>
<body class="html not-front not-logged-in no-sidebars page-node page-node- page-node-2872 node-type-blogpost section-hem section-blogg" >
  <!-- Google Tag Manager -->
  <noscript><iframe src="//www.googletagmanager.com/ns.html?id=GTM-N98XXF"
  height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript>
  <script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':
  new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],
  j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src=
  '//www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);
  })(window,document,'script','dataLayer','GTM-N98XXF');</script>
  <!-- End Google Tag Manager -->
  <div id="skip-link">
    <a href="#main-content" class="element-invisible element-focusable">Hoppa till huvudinnehåll</a>
  </div>
    <div id="header" class="c-header"><div class="inner clearfix c-header__inner"><div id="logo" class="c-header__logo-container"> <a href="/" title="IHM"><img src="https://www.ihm.se/sites/all/themes/ihm/logo.png" alt="Hem" /></a></div><div class="c-user-toolbar"><ul class="c-user-toolbar__list"><li class="c-user-toolbar__list-item"> <a href="/#block-menu-menu-footer-1" class="login secondary active c-user-toolbar__link"> <span class="t-visually-hidden">Logga in</span> <span class="c-icon c-icon--xs" aria-hidden="true"> <svg xmlns="http://www.w3.org/2000/svg" width="22.88" height="24" viewBox="0 0 22.88 24"><path d="M11.24 12.1a6.08 6.08 0 0 0 6.1-6 6.1 6.1 0 1 0-6.1 6.05zm0-10.21A4.16 4.16 0 1 1 7 6.05a4.18 4.18 0 0 1 4.24-4.16zm.2 10.91A11.38 11.38 0 0 0 0 24h2.08a9.36 9.36 0 0 1 18.72 0h2.08a11.38 11.38 0 0 0-11.44-11.2z"></path></svg></span> </a></li><li class="c-user-toolbar__list-item"> <a href="/search" class="c-user-toolbar__search-button c-button c-button--blank"><span class="t-visually-hidden">Sök</span><span class="c-icon c-icon--xs" aria-hidden="true"><svg xmlns="http://www.w3.org/2000/svg" width="24" height="24" viewBox="0 0 24 24"><path d="M0 22.72l8.24-8.23 1.27 1.27L1.28 24zM21.62 2.37a8.1 8.1 0 0 0-11-.4l1.28 1.28a6.31 6.31 0 1 1-1.21 1.33L9.36 3.29a8.12 8.12 0 1 0 12.26-.92z"></path></svg></span></a></li><li class="c-user-toolbar__list-item"> <a href="/english" class="english secondary c-user-toolbar__link"> English </a></li></ul></div> <span class="js-toggle-mobile-menu"> <button type="button" role="button" aria-label="Toggle Navigation" class="lines-button x"> <span class="lines"></span> </button> </span></div><div id="navigation" class="clearfix c-main-navigation"><div id="block-menu-block-1" class="block block-menu-block"><div class="clearfix content block-content"><div class="menu-block-wrapper menu-block-1 menu-name-main-menu parent-mlid-0 menu-level-1"><ul class="menu clearfix"><li class="first leaf menu-mlid-8190"><a href="/utbildningar">Utbildningar</a></li><li class="leaf has-children menu-mlid-3182"><a href="/foretagsanpassat">Företagsanpassat</a></li><li class="leaf menu-mlid-2517"><a href="/aktiviteter">Seminarier</a></li><li class="leaf active-trail menu-mlid-2544 active active-trail"><a href="/blogg" class="active active-trail"><span>Blogg</span></a></li><li class="leaf has-children menu-mlid-3167"><a href="/om-ihm">Om IHM</a></li><li class="last leaf menu-mlid-2379"><a href="/kontakt">Kontakt</a></li></ul></div></div></div><div id="block-menu-block-3" class="block block-menu-block user-login"><h2>Logga in</h2><div class="clearfix content block-content"><div class="menu-block-wrapper menu-block-3 menu-name-menu-footer-1 parent-mlid-0 menu-level-1"><ul class="menu clearfix"><li class="first leaf menu-mlid-2903"><a href="https://orbiz.ihm.se/">IHM Orbiz</a></li><li class="leaf menu-mlid-7310"><a href="https://ihm.force.com/partner/s/">IHM Business Network</a></li><li class="last leaf menu-mlid-3084"><a href="/user/login">IHM.se</a></li></ul></div></div></div></div></div><div id="page"><div id="main" class="clearfix"><div id="content"><div id="block-views-dynamic-newsletter-block" class="block block-views dynamic__newsletter"><div class="clearfix content block-content"><div class="view view-dynamic-newsletter view-id-dynamic_newsletter view-display-id-block view-dom-id-b9cfe1f966b85d9f4b00109a039195d2"><div class="view-content clearfix"><div class="item-list"><ul><li class="views-row views-row-1 views-row-odd views-row-first views-row-last"><div id="node-5013" class="node node-formassembly node-teaser node-teaser"><div class="content clearfix"><div class="field field-name-body field-type-text-with-summary field-label-hidden"><div class="field-items"><div class="field-item even"><div class="dynamic__newsletter--image"><img alt="" src="/sites/default/files/content/mail-icon-2018.png" style="width: 82px; height: 80px;" /></div><div class="dynamic__newsletter--content"><h2 class="dynamic__newsletter--title">Får du vårt nyhetsbrev?</h2><p>Som prenumerant på IHM Update får du senaste nytt om events, webinars, bloggar och specialpris på våra föreläsningar.</p></div><div class="dynamic__newsletter-close">Stäng <i class="fa fa-times"></i></div></div></div></div><div class="field field-name-field-formassembly-form field-type-entityreference field-label-hidden"><div class="field-items"><div class="field-item even"><div class="entity entity-fa-form fa-form-fa-form clearfix"><div class="content"><div class="wFormContainer"><div class="wForm"><h3 class="wFormTitle"><span data-testid="unavailable-form-title"></span></h3><div class="htmlSection" id="tfa_3"><div class="htmlContent" id="tfa_3-HTML"> Tyvärr, formuläret är inte tillgängligt.</div></div></div><div class="wFormFooter"><p class="supportInfo"> <a href="https://www.tfaforms.com/forms/help/4669834" target="new" data-testid="contact-info-link" style="font-size: 0.7em;"> Behöver ni hjälp med det här formuläret? </a></p></div></div></div></div></div></div></div></div></div></li></ul></div></div></div></div></div><div id="block-system-main" class="block block-system"><div class="clearfix content block-content"><div class="panel-2col-stacked clearfix panel-display" ><div class="center-wrapper"><div class="panel-col-first panel-panel"><div class="inside"><div class="panel-pane" ><h1>Utmaning #1 - Vad vill vi egentligen åstadkomma?</h1></div><div class="panel-pane blogger" ><div class="ds-1col node node-blog node-small_blog_byline view-mode-small_blog_byline clearfix"><div class="field field-name-field-blog-image field-type-image field-label-hidden"><div class="field-items"><div class="field-item even"><img src="https://www.ihm.se/sites/default/files/content/styles/blog_thumb/public/blog/person/pontus140330.jpg?itok=Lp58pDgD" width="40" height="40" alt="" /></div></div></div><div class="byline">Av: <strong><a href="/blogg/pontus-staunstrup">Pontus Staunstrup</a></strong></div></div></div><div class="panel-pane" ><div class="field field-name-body field-type-text-with-summary field-label-hidden"><div class="field-items"><div class="field-item even"><p>Om man inte har ett tydligt mål som man jobbar emot är det svårt att veta om man lyckas med det man företar sig. Detta gäller all form av marknadsföring, men det blir extra tydligt inom content marketing.</p><p>Många företag sätter igång med content marketing utan att ha en klar bild av vad den ska åstadkomma. Handlar det om att skapa kännedom kring varumärket eller särskilda produkter? Ska den nå nya kunder eller fördjupa relationen till befintliga? Är målet att generera leads eller att konvertera till försäljning? Content marketing kan fungera i alla de här sammanhangen, och ha mer än ett mål. Men om det inte finns definierade mål kommer man inte att lyckas med t.ex att skapa innehåll, distribuera det eller mäta resultatet av det man gör.</p><p>Låt mig gå in lite mer på de tre exemplen:</p><p><strong>Skapa innehåll</strong><br /><span style="line-height:1.6em">Content marketing bygger på att du producerar relevant innehåll. För att göra det behöver du lära känna din målgrupp (jag skriver mer om det i en kommande post) och du behöver även ha klart för dig vad som är syftet med innehållet.</span></p><p>Säg till exempel att du arbetar i ett B2B-företag och ett av målen med er content marketing är att bygga en position som experter inom er bransch. Innehållet ditt företag då behöver ta fram kan spänna hela vägen från korta introduktioner till djuplodande white papers, just för att det är er expertis ni vill bevisa. På så sätt styr målet i högsta grad utformningen av innehållet.</p><p>Om du å andra sidan arbetar i ett B2C-företag kan dina mål vara att mer omedelbart öka försäljningen, och det kommer så klart att påverka ditt innehåll i högsta grad. Till exempel genom tydligare call-to-action, kopplingar till direkta erbjudanden och möjlighet att handla online.</p><p><strong>Distribution</strong><br /><span style="line-height:1.6em">Vilka mål du har kommer även att påverka hur du arbetar med distribution, det vill säga spridningen av ditt innehåll. Självklart är det styrande här var din målgrupp befinner sig och har intresse av att umgås med ditt innehåll, men beroende på vad du vill uppnå kommer det att finnas variationer.</span></p><p>Både B2B- och B2C-företaget i exemplen ovan behöver troligen arbeta med köpta och förtjänade medier för att driva trafik till ägda kanaler, där deras egentliga content marketing-arbete kommer att äga rum. Men hur mycket de väljer att lägga där kan skilja sig rejält, i allt från bearbetning av media till val av sociala medier.</p><p>Ett B2C-företag med målet att sälja mer direkt kan lägga mer krut i t.ex sociala medier som konverterar väl, som Facebook eller Pinterest, medan ett B2B-företag bygger publik mer långsiktigt genom att arbeta mer med native advertising och sociala kanaler som LinkedIn.</p><p><strong>Mätningar</strong><br /><span style="line-height:1.6em">Mitt sista exempel var hur de mål vi sätter påverkar vad och hur vi mäter. För det första på ett mycket konkret sätt - vi bryter ned de mål vi har med vår content marketing till konkreta mätpunkter. Och för det andra därför att det ger oss en utgångspunkt för att mäta på effektivitet och kvalitet i innehållet.</span></p><p>Om B2B-företaget vill positionera sig som branschledare är det just det som de i slutändan ska mäta på. Några tänkbara mätpunkter här är en ökad mängd inbjudningar till konferenser och event, att man får ta plats i expertpaneler eller bjuds in till konsortier för utveckling. Samtidigt ska man givetvis mäta effektiviteten hos innehåll och kanaler, vilket kan vara allt från nedladdningar av white papers till delningar i sociala medier.</p><p>B2C-företaget, å andra sidan, har som mål att sälja mer och då är det den främsta mätpunkten. Men för att kunna identifiera att det är arbetet med content marketing som gett utdelning måste försäljningen tydligt kopplas till den aktiviteten - så det inte är ett utskick eller en SEM-aktivitet som gett klirr i kassan. Även här finns förstås en hel mängd mätpunkter som kan tas fram kring både innehåll och kanaler.</p><p><strong>Strategin är grunden</strong><br /><span style="line-height:1.6em">Det här var bara tre exempel på hur målen med content marketing påverkar vad vi gör och varför. Det finns åtskilliga fler. Därför är det viktigt att alltid börja arbetet med att sätta en tydlig strategi - en plan för företagets content marketing. Där kan allt från affärsmål och målgrupper till produktionsprocess och distribution benas ut, och även vilka mätpunkter som gäller. En dokumenterad och implementerad strategi med tydliga mål är en förutsättning för att lyckas långsiktigt med content marketing.</span></p><p>Därmed sätter jag punkt för den här gången. Nästa post kommer att handla om målgrupper: “Vilka vill vi nå och hur gör vi det”. Hoppas du vill vara med då också. Och om du har funderingar eller frågor, lämna en kommentar här nedan eller mejla mig på <span class="spamspan"><span class="u">pontus</span> [at] <span class="d">staunstrup [dot] se</span></span></p></div></div></div></div><div class="panel-pane" >12 februari 2016</div><div class="panel-pane social-links-pane" ><div class="row-wrapper social-media clearfix">
<script type="text/javascript" src="//platform.twitter.com/widgets.js"></script><script type="text/javascript">function linkedin_click() { u=location.href; t=document.title; window.open('//linkedin.com/shareArticle?mini=true&url='+encodeURIComponent(u)+'&amp;t='+encodeURIComponent(t),'sharer','toolbar=0,status=0,width=984,height=420');return false;}</script><script type="text/javascript">function fbs_click() { u=location.href; t=document.title; window.open('http://www.facebook.com/sharer.php?u='+encodeURIComponent(u)+'&amp;t='+encodeURIComponent(t),'sharer','toolbar=0,status=0,width=626,height=436');return false;}</script><ul class="share-links clearfix" data-identifier="node/2872"><li class="facebook"><a href="http://www.facebook.com/sharer.php?u=https%3A%2F%2Fwww.ihm.se%2Fblogg%2Fpontus-staunstrup%2Futmaning-1-vad-vill-vi-egentligen-astadkomma&title=Utmaning+%231+-+Vad+vill+vi+egentligen+%C3%A5stadkomma%3F" class="ihm-icons" data-icon="q" onclick="return fbs_click()" target="_blank" title="Share on facebook" />Facebook</a></li><li class="twitter"><a href="http://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.ihm.se%2Fblogg%2Fpontus-staunstrup%2Futmaning-1-vad-vill-vi-egentligen-astadkomma&text=Utmaning+%231+-+Vad+vill+vi+egentligen+%C3%A5stadkomma%3F" class="sm-icons" data-icon="r" title="Share on Twitter"/>Twitter</a></li><li class="linkedin"><a href="http://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.ihm.se%2Fblogg%2Fpontus-staunstrup%2Futmaning-1-vad-vill-vi-egentligen-astadkomma&title=Utmaning+%231+-+Vad+vill+vi+egentligen+%C3%A5stadkomma%3F&summary=&source=IHM" class="ihm-icons" data-icon="s" onclick="return linkedin_click()" target="_blank" title="Share on Linked In">Linked In</a></li><li class="mail"><a href="/forward?path=blogg/pontus-staunstrup/utmaning-1-vad-vill-vi-egentligen-astadkomma" title="Tipsa om denna sidan" class="forward-page" rel="nofollow">Tipsa en vän</a></li><li class="term-label"></li><li class="term"><a href="/digital-marknadsforing">Digital marknadsföring</a></li><li class="term"><a href="/marknadsforing">Marknadsföring</a></li><li class="term"><a href="/kommunikation">Kommunikation</a></li></ul><div class="fb-like"><iframe src="//www.facebook.com/plugins/like.php?href=https%3A%2F%2Fwww.ihm.se%2Fblogg%2Fpontus-staunstrup%2Futmaning-1-vad-vill-vi-egentligen-astadkomma&amp;width&amp;layout=standard&amp;action=like&amp;show_faces=false&amp;share=false&amp;height=35&amp;appId=321036418018989" scrolling="no" frameborder="0" style="border:none; overflow:hidden; height:35px;" allowTransparency="true"></iframe></div></div></div><div class="panel-pane node-comments" ><h2 class="pane-title">Kommentera</h2><div id="disqus_thread"><noscript><p><a href="http://ihmbusinessschool.disqus.com/?url=https%3A%2F%2Fwww.ihm.se%2Fblogg%2Fpontus-staunstrup%2Futmaning-1-vad-vill-vi-egentligen-astadkomma">View the discussion thread.</a></p></noscript></div></div></div></div><div class="panel-col-last panel-panel"><div class="inside"><div class="panel-pane" ><div class="view view-improved-sidebar-blog view-id-improved_sidebar_blog view-display-id-improve_sidebar_context box-list landingpage-blurb view-dom-id-3276220f5a3260066ebd2ad9bdf8fa1c"><div class="view-content clearfix"><div class="views-row views-row-1 views-row-odd views-row-first"> <span class="views-field views-field-rendered-entity"> <span class="field-content"><div id="node-5200" class="node node-blurb node-teaser node-teaser clickable color-pink align-left text-size-medium blurb-text-image show-as-default" style="background-image: url(https://www.ihm.se/sites/default/files/content/styles/blurb_image/public/blurb/puff-cm.jpg?itok=mmk7vtJJ);"><div class="content clearfix"><div class="text-wrapper"><div class="top-text"><a href="https://www.ihm.se/utbildning/content-marketing" data-title="NYHET! IHM Content Marketing, 4 dagar">NYHET! IHM Content Marketing, 4 dagar</a></div><div class="bottom-text" data-title="Strategi, taktik, träning och verktyg. Läs mer">Strategi, taktik, träning och verktyg. Läs mer</div></div></div></div></span> </span></div><div class="views-row views-row-2 views-row-even views-row-last"> <span class="views-field views-field-rendered-entity"> <span class="field-content"><div id="node-2742" class="node node-blurb node-teaser node-teaser clickable color-black align-left text-size-small blurb-text-image tid-12" style="background-image: url(https://www.ihm.se/sites/default/files/content/styles/blurb_image/public/blurb/intresserad14.png?itok=B0CaevWO);"><div class="content clearfix"><div class="text-wrapper"><div class="top-text"><a href="https://www.ihm.se/utbildning/content-marketing-management" data-title=" Läs mer här!"> Läs mer här!</a></div></div></div></div></span> </span></div></div></div></div><div class="panel-pane views-row contact-row" ><div class="field field-name-field-ma-sidebar-contact field-type-entityreference field-label-hidden"><div class="field-items"><div class="field-item even"><div class="ds-1col node node-formassembly node-form_with_title view-mode-form_with_title clearfix"><div class="field field-name-title field-type-ds field-label-hidden"><div class="field-items"><div class="field-item even"><h2>Vill du ha vårt nyhetsbrev?</h2></div></div></div><div class="field field-name-field-formassembly-form field-type-entityreference field-label-hidden"><div class="field-items"><div class="field-item even"><div class="entity entity-fa-form fa-form-fa-form clearfix"><div class="content"><div class="wFormContainer"><div class="wForm"><h3 class="wFormTitle"><span data-testid="unavailable-form-title"></span></h3><div class="htmlSection" id="tfa_3"><div class="htmlContent" id="tfa_3-HTML"> Tyvärr, formuläret är inte tillgängligt.</div></div></div><div class="wFormFooter"><p class="supportInfo"> <a href="https://www.tfaforms.com/forms/help/416390" target="new" data-testid="contact-info-link" style="font-size: 0.7em;"> Behöver ni hjälp med det här formuläret? </a></p></div></div></div></div></div></div></div></div></div></div></div></div></div></div></div><div class="panel-col-bottom panel-panel"><div class="inside"><div class="panel-pane blurbs" ><div class="view view-improved-bottom-blog view-id-improved_bottom_blog view-display-id-improve_sidebar_context box-list view-dom-id-407fc483a69bb645c0e259ca80840060"><div class="view-content clearfix"><div class="views-row views-row-1 views-row-odd views-row-first"> <span class="views-field views-field-rendered-entity"> <span class="field-content"><div id="node-2869" class="node node-blurb node-teaser node-teaser clickable color-pink align-left text-size-large blurb-text-image tid-12" style="background-image: url(https://www.ihm.se/sites/default/files/content/styles/blurb_image/public/blurb/mobilemarketing-1500x1500.png?itok=B9iw6eNo);"><div class="content clearfix"><div class="text-wrapper"><div class="top-text"><a href="http://www.ihm.se/blogg/ihm-business-school/ar-ihm-mobil-marketing-nagot-dig" data-title="NOW, MOBILIZE THIS!">NOW, MOBILIZE THIS!</a></div><div class="bottom-text" data-title="Nyhet! IHM Mobile Marketing startar i vår!">Nyhet! IHM Mobile Marketing startar i vår!</div></div></div></div></span> </span></div><div class="views-row views-row-2 views-row-even"> <span class="views-field views-field-rendered-entity"> <span class="field-content"><div id="node-2442" class="node node-blurb node-teaser node-teaser clickable color-purple align-center text-size-medium blurb-text-image show-as-default" style="background-image: url(https://www.ihm.se/sites/default/files/content/styles/blurb_image/public/blurb/puff-1-ihm-dig-dm_0.jpg?itok=fCit4A_O);"><div class="content clearfix"><div class="text-wrapper"><div class="top-text"><a href="https://www.ihm.se/utbildning/digital-marketing" data-title="IHM Digital Marketing - Boka plats här!">IHM Digital Marketing - Boka plats här!</a></div><div class="bottom-text" data-title="Starter i Göteborg, Stockholm och Malmö">Starter i Göteborg, Stockholm och Malmö</div></div></div></div></span> </span></div><div class="views-row views-row-3 views-row-odd views-row-last"> <span class="views-field views-field-rendered-entity"> <span class="field-content"><div id="node-2387" class="node node-blurb node-teaser node-teaser clickable color-black align-left text-size-medium blurb-text-image tid-12" style="background-image: url(https://www.ihm.se/sites/default/files/content/styles/blurb_image/public/blurb/puff-bland-de-3-skickligaste.png?itok=HJWif-Ac);"><div class="content clearfix"><div class="text-wrapper"><div class="top-text"><a href="https://www.ihm.se/fokus/digital-marknadsforing/svenska-testresultatet-langt-under-det-globala-snittet" data-title="Bland de 3% skickligaste digitala marknadsförarna">Bland de 3% skickligaste digitala marknadsförarna</a></div><div class="bottom-text" data-title="Nyexaminerade deltagare ligger bra till i internationell jämförelse">Nyexaminerade deltagare ligger bra till i internationell jämförelse</div></div></div></div></span> </span></div></div></div></div></div></div></div></div></div></div></div><div id="top-scroller"> <a href="#" class="hide-for-small">Till toppen av sidan</a> <a href="#" class="show-for-small">Till topp</a></div><div id="sub_header" class="bottom-sub-header empty"></div></div><div id="footer"><div class="inner clearfix"><div id="block-block-3" class="block block-block"><div class="clearfix content block-content"><h2>© IHM Business School</h2><ul><li><span class="font-color-gray">Telefon:</span><a href="tel:+46200240024">0200 - 24 00 24</a></li><li><span class="font-color-gray">E-post:</span> <span class="spamspan"><span class="u">info</span> [at] <span class="d">ihm [dot] se</span></span></li><li><a href="/om-webbplatsen">Om webbplatsen</a></li></ul></div></div><div id="block-menu-menu-footer-2" class="block block-menu"><h2>IHM i sociala medier</h2><div class="clearfix content block-content"><ul class="menu clearfix"><li class="first leaf"><a href="https://www.facebook.com/ihmse" class="facebook">Facebook</a></li><li class="leaf"><a href="https://twitter.com/IHMse" class="twitter">Twitter</a></li><li class="last leaf"><a href="http://www.linkedin.com/company/ihm-business-school" class="linkedin">Linked In</a></li></ul></div></div><div id="block-block-4" class="block block-block"><h2>Nyhetsbrev</h2><div class="clearfix content block-content"><p><a href="/nyhetsbrev-ihm-update">Prenumerera på IHM Update</a></p><p>Inbjudningar till seminarier, prova-på, infomöten och andra IHM-nyheter.</p></div></div><div id="block-menu-menu-footer-1" class="block block-menu"><h2>Logga in</h2><div class="clearfix content block-content"><ul class="menu clearfix"><li class="first leaf"><a href="https://orbiz.ihm.se/">IHM Orbiz</a></li><li class="leaf"><a href="https://ihm.force.com/partner/s/">IHM Business Network</a></li><li class="last leaf"><a href="/user/login">IHM.se</a></li></ul></div></div></div></div><div id="block-block-17" class="block block-block"><div class="clearfix content block-content"> 
<script>
(function(h,o,t,j,a,r){
h.hj=h.hj||function(){(h.hj.q=h.hj.q||[]).push(arguments)};
h._hjSettings={hjid:152594,hjsv:6};
a=o.getElementsByTagName('head')[0];
r=o.createElement('script');r.async=1;
r.src=t+h._hjSettings.hjid+j+h._hjSettings.hjsv;
a.appendChild(r);
})(window,document,'https://static.hotjar.com/c/hotjar-','.js?sv=');
</script>
</div></div><div class="ihm-cookie-compliance"><div class="inner clearfix"><div class="content"> <strong class="cookie-title">Om cookies på IHM.se</strong><p>Genom att använda denna webbplatsen accepterar du vår användning av cookies. Cookies är helt oskadliga textfiler som lagras i din webbläsare. <a href="/om-webbplatsen#cookie-nom">Läs mer om cookies.</a></p></div> <button class="dismiss-message">Jag förstår</button></div></div>  <script type="text/javascript" src="https://www.ihm.se/sites/default/files/content/js/js_gNmBnU-fMZZEZQeJbp7NYdd24Fag8-tJ6iraQFuJq-k.js"></script>
      <!-- Marketing Cloud -->
    <script type="text/javascript" src="//7237405.collect.igodigital.com/collect.js"></script>
    <!-- /Marketing Cloud -->
  </body>
</html>