In business, CEOs, bosses, clients and the like all have to make decisions. One of the most important of these is allotting budgets to different marketing efforts. For the most part, they’d decide to continue allocating funds to a campaign if it works, i.e. it’s bringing the results it was meant to bring.
If you are doing content marketing, how do you assure the decision-maker that your efforts are fruitful? In the digital platform, such a task can be difficult because, by nature, a content marketing campaign works on a longer term. Results may not become apparent for months. The good news is that you can find many ways to show the results. For that, you can consult content marketing news.
The Power of Metrics
Relevance (@relevance) reports that the answer to this lies in the metrics. You can follow that article for a more complete detail, but here you’ll see a succinct summary. According to the article, presenting a tangible ROI for content marketing means that you need to study your strategy’s value as a whole. This involves the use of metric-based key performance indicators (KPIs). Five of the best ones are: consumption (when, where, and how content is used), lead generation (new leads generated through content), social media (amount of traffic created by the sharing of content on social media), sales (the rates of closings) and cost-saving (how produced content helps save money) metrics.
Content marketing tips from the Content Marketing Institute (@CMIContent) add the communication of value to the decision-maker. This goes hand-in-hand with the metrics highlighted above. You need to communicate what the data means for the campaign or overall business strategy. Many times, this will be intuitive but sometimes it needs further explanation. Here are some values to emphasize:
First off, content is long-lasting. The availability of information over the Internet is fast-paced and real-time. As such, online content may seem to be of short-term value. The truth is: it’s not. The content stays online forever.
Second, the content serves both your target audience and search engines. The more targeted the content, the more opportunities to reach users with high conversion potential.
Third, content creates trust, which in turn creates customers. Content helps impart the company’s ideals and values surrounding its products and services to consumers.
Utilizing metrics to communicate these and more values to the decision-makers helps them understand the essence of content marketing. Keep your eyes peeled for similarly important advice and tips from resources like Marketing Digest (@mktgdigest) to stay on top of your marketing game.
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