Comments from K2 Global Communications

Practically all B2B marketers agree that content marketing works, but not everyone is clear on how exactly to calculate the ROI and business value of a company’s content marketing investment.

Assessing the quality of content - Is the content original and audience-appropriate? Does it tell a story or add value to the site? Is the tone, spelling, and grammar pitch-perfect? - is one thing.

Determining the bottom- line impact or business benefit of each blog post, article, email, e-book, case study, podcast, infographic, or social campaign is quite another - and one of the trickier challenges facing marketers today.

You can use a number of metrics to measure content performance, depending on your business goals and what you intended for your content marketing program to achieve. Was your content written to acquire customers or increase revenue and profit? Position your brand or tell your product story? Enhance customer engagement? Acquire better-quality leads?

Among the most obvious measurements of content marketing success would be ROI (the revenue gained from content marketing compared to the amount spent on creating and distributing content), number of qualified leads, and percentage of lead conversions to closed sales generated by the content. Other important indicators of content effectiveness include:

Topics: Content marketing, Content, Metrics, Bounce rate, Exit rate

Standing out as an industry leader is not easy. Make it easier by positioning your company as the go-to expert in your field with the right approach to data: delivering concrete data that demonstrates deep industry understanding. Benchmarking reports, derived from your platform's wealth of user data, positions your company as an authoritative voice while providing invaluable insights to your market.

Topics: Public relations, Sales enablement content, Thought leadership

Robert, CMO of a cybersecurity business, devotes his energies to making his company’s solution stand out in a very crowded marketplace. He ensures his marketing and sales teams stay on top of the latest available analytics, CRM, social media, and other technologies that’ll help them achieve his goals. While Bob is a super-effective CMO, he’s also a fanatical tennis player as well as a devoted dad of three.

Topics: Marketing, Message, Messaging, B2B, Customer journey, Integrated marketing

 

 

Build your brand - By effectively using an orchestrated outreach strategy, such as PESO® (created by Gini Dietrich), across all channels, marketers will extend the reach and increase the overall effectiveness of their efforts, boosting both brand loyalty and revenue.

Topics: Journalist, Press coverage, Content marketing, Content, Marketing, Metrics, Social media, Brand, Audience, Corporate communications, Client relations, PESO, Earned media, Shared media, Owned media

In today's competitive SaaS landscape, closing deals requires more than just persuasive sales tactics: it demands compelling, data-driven content that resonates with prospects and clearly demonstrates value. As side benefit, it strengthens your GEO/AEO, getting you cited in the LLMs.

The good news? Your platform already contains the analytics gold needed to create powerful sales enablement materials that drive conversions.

Unlocking Your Data's Sales Potential

Your SaaS platform continuously gathers valuable insights that can transform sales conversations. Usage patterns reveal industry-specific needs, adoption trends highlight value realization timelines, and performance metrics demonstrate concrete ROI. These analytics aren't just operational data; they're the foundation for sales and GEO content that speaks directly to prospect pain points.

Topics: Marketing, Sales, Marketing qualified leads (MQL), Sales qualified leads (SQL), Sales funnel, Sales enablement content, Data

Let’s just cut to the chase: Never put DIY and content marketing in the same sentence.

Topics: Content marketing, Content, DIY, Social media, Persona

B2B messaging should clearly explain the unique value and selling propositions (UVPs/USPs) and myriad advantages of your solution to everyone participating in purchasing process. Sometimes, that just isn’t achieved.

Fail 1: The “too-broad” B2B messaging

General marketing blah-blah is not appreciated. Technology products are very rarely designed for general use, and the more specific you message to your ideal customer profiles (ICPs)/personas, the better. Messaging must make it immediately apparent who benefits from your product and how.

Topics: Persona, Customer communications, Message, Messaging, B2B

Content is king, and someone must create it.

Topics: Public relations, News value, Content marketing, Blog, Israel, Content, Marketing

Hmmm…should this be a blog or rant?

We’re constantly amazed at the number of companies who’ve been around for years and don’t have a cohesive messaging document (MD).

While I understand the aversion: MDs are difficult to execute, with various stakeholders within the company trying to get their voices heard, a well-conceived MD creates a virtual paint-by-numbers scenario, where all of your unique value propositions/unique selling propositions (UVPs/USPs) are well defined for audiences across the purchasing chain, smoothing the account-based marketing process.

Topics: Marketing, Brand, Customer communications, Message, Messaging, Corporate communications, Client relations, Integrated marketing

How can marketers get smarter about marketing strategy?

The answer is goal setting, and more specifically - SMART goals setting. SMART stands for: Specific, Measurable, Achievable, Relevant, Time-bound.

One of the most difficult marketing tasks, it is nevertheless the one effort that can help marketers focus, get motivated to succeed, and prove just how successful they are.  

Topics: Content marketing, Content, Metrics, Social media, Persona, Inbound marketing, Messaging, Account-based marketing, Planning, Tactics, Buyer's journey, Integrated marketing, SMART Goals