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. 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:

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

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

 

 

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.

Topics: Content marketing, Content, Customer communications, Corporate communications, SEO, PESO, Paid media, Earned media, Shared media, Owned media

Content is king, and someone must create it.

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

 

 

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.

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.

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.

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.

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

 

Cybersecurity companies, whether established or startups, are clamoring for coverage from an increasingly shrinking pool of journalists.

Topics: Public relations, Content marketing, Content, Social media, Cybersecurity

Want to break through the clutter? Want to rise above the market noise?

Are there too many cybersecurity companies for our own good?

Some have become unsustainable as others have gone under. It seems ironic that cyberattacks - the biggest threat to both organizations and nations - have given rise to an enormous global cybersecurity market.

Should be good news, right? However, the unrelenting waves of cyberattacks and the increasing need to mitigate security risks has also given rise to more than 4,000 cybersecurity companies, whose marketing messages are now flooding -- make that clogging -- an already congested vertical.

Topics: Content marketing, Marketing, Audience, Message, Messaging, Personas