Setting goals is not a new idea. Yet statistics show that with only 32% of marketers writing down a content marketing strategy, goal-setting is still missing from the industry. In this episode of Content Inc., Joe Pulizzi makes the connection of how Michael Jordan had really, just one big goal for his career (to be the best player that every played the game) and how that one big goal drove him day after day, year after year. You need to set one big goal: building your audience and focusing on subscribers. Every successful Content Inc. model has a strong subscriber initiative that drives the rest of the content marketing success.