Understand Why Before ROI with Content Marketing
The rush towards the content marketing bandwagon can seem as chaotic and nonsensical as most of the adventures of Alice in Wonderland. There are Cheshire Cats offering ambiguous advice and Red Queen business managers demanding results now or, “off with their heads!”
There is no satisfaction from investing in creating more content if the purpose (or porpoise) is not clear. This is why “the why” of content marketing is so important. Joe Pulizzi makes this quite clear with his recommendations in the Content Marketing ROI eBook:
To see if you’re on the right path, use the Why? Exercise:Put “Why?” at the top of a piece of paper.
List all the different channels you are creating content for (e.g. your blog, website, Twitter, Facebook, LinkedIn) down the left side of the page.
List “Why” you’re creating content for that channel. (The Why? needs to be either sales, savings or customer retention/loyalty.)We’ve performed this exercise with dozens of billion-dollar brands. Not once has one of these brands had the Why? for every one of the channels for which they create content.This is a problem, and one you can fix.
Indeed you can. Below we have an infographic created by Christie Anderson from TopRank, citing the 10 content marketing ROI experts featured in the Showing Real ROI for Your Content Marketing eBook. They include Nicole Smith, Joe Pulizzi, Jay Acunzo, JoAnn Sciarrino, Michael Brenner, Andrew Davis, Julie Fleischer, Robert Rose, Pawan Deshpande and Ardath Albee – a true “A-List” of content marketing smarties.
A combination of useful and entertaining, “infotaining” as I like to call it, this infographic and eBook draw upon a select group of speakers that will be presenting at this year’s Content Marketing World conference. Here are some of their “tweetable tips”:
Joe Pulizzi, CEO at Content Marketing Institute
“Skip analytics reports for your CMO. Instead, focus measurement reporting on performance: sales, cost savings, and customer retention.” @joepulizzi
“Skip analytics reports for your CMO. Instead, focus measurement reporting on performance: sales, cost savings, and customer retention.” @joepulizzi
Julie Fleischer, Director, Data + Content + Media at Kraft Foods
“Without attributable sales results, you must get creative measuring content ROI through cost savings, marketing efficiency, and specialized insights.” @jfly
“Without attributable sales results, you must get creative measuring content ROI through cost savings, marketing efficiency, and specialized insights.” @jfly
Michael Brenner, Head of Strategy at NewsCred
“Content marketing is the thing that will save marketing itself, because it works. Track costs, measure results & trace those metrics back to business value.” @BrennerMichael
“Content marketing is the thing that will save marketing itself, because it works. Track costs, measure results & trace those metrics back to business value.” @BrennerMichael
Nicole Smith, Managing Editor, Tech Page One at Dell
“‘Get real’ with content by surveying your audience, through usability testing, listening socially & folding that data into your content strategy.” @NicoleSatDell
“‘Get real’ with content by surveying your audience, through usability testing, listening socially & folding that data into your content strategy.” @NicoleSatDell
Andrew Davis, Author at Brandscaping and Keynote Speaker
“The more you focus on measuring market size vs. market share, the more revenue you’ll generate. Create content to grow your entire market.” @TPLDrew
“The more you focus on measuring market size vs. market share, the more revenue you’ll generate. Create content to grow your entire market.” @TPLDrew
Ardath Albee, CEO & B2B Marketing Strategist at Marketing Interactions
“Determining ROI in the B2B space takes creativity. Measure content relevance to boost performance & manage content quality to increase sales follow through.” @ardath421
“Determining ROI in the B2B space takes creativity. Measure content relevance to boost performance & manage content quality to increase sales follow through.” @ardath421
Robert Rose, Chief Strategy Officer at Content Marketing Institute
“Traditional ROI measures are flawed. Focus on measuring content, vs. teams, both quality and quantity, and see ROI as progress, not a destination.” @Robert_Rose
“Traditional ROI measures are flawed. Focus on measuring content, vs. teams, both quality and quantity, and see ROI as progress, not a destination.” @Robert_Rose
Pawan Deshpande, CEO at Curata
“To gain insight for more effective content marketing strategy, focus on 3 metrics: performance, operations & ROI.” @tweetsfrompawan
“To gain insight for more effective content marketing strategy, focus on 3 metrics: performance, operations & ROI.” @tweetsfrompawan
JoAnn Sciarrino, Knight Chair, Digital Advertising & Marketing at UNC Chapel Hill
“Your brand lives in the consumer’s mind. Measure the emotional or brand attachment between people and brands.” @JoSciarrino
“Your brand lives in the consumer’s mind. Measure the emotional or brand attachment between people and brands.” @JoSciarrino
Jay Acunzo, Director of Platform & Community at NextView Ventures
“Determine the biggest problem facing your buyers and create a resource that solves that problem.” @jay_zo Tweet this
“Determine the biggest problem facing your buyers and create a resource that solves that problem.” @jay_zo Tweet this
Click on the image below for the full sized content marketing ROI infographic PDF.
To Get ROI, You Must Invest – In Yourself!
Get along to seminars, webinars, get a mentor if you need one to make sure you're maximising every dollar you spend!
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