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. But 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:
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Topics:
Content marketing,
Content,
Metrics,
Bounce rate,
Exit rate
Who’s in charge? Sales or Product? That’s one of the key factors in shaping your organization’s sales and marketing infrastructure.
Sales-led growth has been the “way it’s always been done.” The sales and marketing teams identify, nurture, engage, and convert potential customers into clients. Product-led growth focuses on having the product “sell itself.”
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Let’s just cut to the chase: Never put DIY and content marketing in the same sentence.
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Topics:
Content marketing,
Content,
DIY,
Social media,
Persona
Social media always needs to be in complete synch with inbound and content marketing, PR, and customer communications. This is especially critical when it comes to the PESOTM model (created by Gini Dietrich), which drives brand awareness, reputation, and sales by integrating Paid, Earned, Shared, and Owned media, maximizing content.
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Topics:
Content marketing,
Content,
Customer communications,
Corporate communications,
SEO,
PESO,
Paid media,
Earned media,
Shared media,
Owned media
Your sales teams can exceed expectations if you have the right materials at the right time for the right customer – we’re talking about bringing “What’s in it for me” to whole new levels.
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Topics:
Content marketing,
Content,
Message,
Sales,
USP,
Sales funnel,
Sales enablement content,
UVP
The PESO model is an integrated approach that strengthens your ability to leverage your thought leadership content, building trust and credibility with audiences across multiple channels.
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Topics:
Content marketing,
Content,
Customer communications,
Corporate communications,
SEO,
PESO,
Paid media,
Earned media,
Shared media,
Owned media
“Writer’s block happens to all writers, including content marketing writers.
With 91% of companies today using content marketing to attract leads and engage customers, as content marketers you can’t afford to run out of ideas. True, ideas are literally all around us, but finding that truly exceptional concept that results in more traffic, more leads and conversions, and greater consumer love and loyalty for your brand can be quite challenging – challenging, but not impossible. If you want to come up with fresh, relevant topics all the time, but feel that your well of content ideas has dried up, read on.
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Topics:
Content marketing,
Content,
DIY,
Persona,
Brand,
Ideas
Public relations isn’t just media relations anymore
Public relations and advertising used to live in two different realms, with a solid wall separating paid media -- paid placements like advertising -- and earned media -- publicity gained through valuable content contributions, company mentions, or interviews with journalists.
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Topics:
Journalist,
Press coverage,
Content marketing,
Audience,
Award,
Corporate communications,
Client relations
Build your brand - By effectively using an orchestrated outreach strategy, such as PESOTM (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.
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Topics:
Journalist,
Press coverage,
Content marketing,
Content,
Marketing,
Metrics,
Social media,
Brand,
Audience,
Corporate communications,
Client relations,
PESO,
Earned media,
Shared media,
Owned media
