Ok, so this is a site devoted to content marketing ROI and measurement. So, we fully understand that pitching is pretty key to you delivering value. Yet the beauty of content marketing is that you should be always delivering ACTUAL VALUE TO THE READER.
There is a great post just out at the Content Marketing Institute. I’ve copied a quick snippet below, but it also runs through a good process for ROI measurement.
- Define your objective
- Pick the right KPIs
- Align your marketing efforts
- Build your scorecard and benchmark performance
- Set realistic goals
- Monitor performance
It’s great to see more structure and narrative added to Content Marketing planning and measurement. Continue reading
Creating A Lead Generating Machine
I read recently about the $2 million blog post story and thought it was worth highlighting here. Yes that’s right. A single blog post that generated over $2m in sales!
Marcus Sheridan sold pools for a living – serious ones. These pools that were 5 figure assets that provided recreation and enhanced property value over time.
And apart from the cost of the pool, and the surrounding landscape and support investment, it also requires a pretty considerable cost in terms of care and maintenance. Continue reading
Over at the wonderful Content Marketing Institute, they have written an interesting post that is worth a read. ROI in Content Marketing is new for many marketers, because up to now, it has largely been experimentation and innovation – which is not often held to strict measurement.
There’s rarely an immediate 30-day turnaround on investment, which creates confusion and no small amount of anxiety. When content does take hold, however, the benefits can be very fruitful — and measure you must.
The post summarises the key metrics as being: Continue reading
Before we begin, lets talk about what content marketing actually is.
Our definition is:
Content marketing is the process of educating, entertaining, or engaging a prospective or current customer; providing content of value without a hard sales pitch.
The wonderful CMI say:
Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
Basically, this is what media companies have always done. Except they have traditionally made their revenue from readers paying for the content, or advertisers paying for media space. Content marketers publish in order to achieve a commercial objective: selling a product or service.