Content, Content, Content, its everywhere for a very good reason, and that reason is due to a combination of 'social media', significant changes in the buying process, and the fact that people (you and me) are pissed off with intrusive ads, which is why we are adopting ad blockers at an alarming rate, electing to skip those ads in every way we can, and taking more control over our data and privacy
Increasing the amount you spend on content isn’t exactly a bold initiative. Today, it’s actually your safest bet. Content marketing typically generates three times as many leads as traditional marketing and costs as much as 62 percent less.
'Content Discovery' in today' socially savvy world is how we find out about what our peers, friends and business associates are consuming, liking, and sharing, by definition if they're in the tribe we trust, we tend to take a look as well, and repeat - content sharing is exponential and is a completely different mindset than the 'advertise and promote' mentality we see from most brands.
We get asked a number of questions when starting companies out on a 'Social Selling' program, and one of them is the usual 'whats the ROI if we produce more content'?
Whilst the question is extremely valid in order to support the investment we do know that if planned and executed correctly using an 'employee advocacy' program we can deliver circa 30% increase in incremental sales, but lets look at what holds companies back from even starting off with producing great content,and they sit with where were were, not where we are going;
There are two huge pitfalls when it comes to establishing how your organization will define and measure the ROI of your content marketing.
As the marketing industry grows increasingly digital, the demands and expectations of CMO's continue to evolve. CMO's are now required to focus on being customer-centric and data-driven while offering personalized strategies.
They are also being called on more to prove ROI on campaigns.
CEOs are expecting CMOs to be a "magic bullet" that can revive sales, grow market share and inspire customers. These many, varied demands are often impossible for CMO's to meet, leading to shorter, and shorter tenures.
- One, getting lost in the numbers, focusing on too many key performance indicators and making it hard to get a clear picture of the impact your content is making.
- Or, two, focusing on the wrong indicators to measure ROI for your business.
A lot of marketers struggle with ROI tracking. According to a B2B Content Marketing Report published by the Technology Marketing Community on LinkedIn, 38 percent of marketers cite measuring content effectiveness as one of their greatest challenges. Only 8 percent consider themselves very or extremely successful at tracking ROI.
One of the key measures we use at DLA Ignite to establish the ROI of our content is that 'You Called Me'........
You know your content has real quality, creates goodwill among your target customers, and positions you as an authority in your field.