Business strategy. Every campaign and every page needs all three, in that order.
- Goals — one numeric business outcome. If you cannot state the number, stop.
- Content — the proof that earns the goal. Real work, real stories. Greatest hits before new experiments.
- Targeting — the specific people who see it. Funnel level plus who and where.
Say it as one sentence: we will achieve [Goal] by showing [Content] to [Targeting]. If the sentence is absurd, fix the weak corner before you spend. Prescription before diagnosis is malpractice.
This is how Donnivin Brown is not competing against 200 HVAC companies on the generic phrase “air conditioning replacement near me.” He has specific goals, specific stories, and a specific Houston. Those ingredients are E-E-A-T you cannot generate with a blog mill. AI does not have his job-site photos.
Pairs with MAA. Goals become metrics. Content becomes analysis. Targeting becomes action.