The questions most marketing managers face these days point to tracing revenues back to content. It has been the same question every year since digital marketing became a series of line items in marketing budgets.
“How do I get the most out of my marketing budget for this year?“
“What assets can I create to create additional value?”
It does seem like forever. It used to be keywords and blogs with the right keywords. Times have changed. And so have preferences for different formats, channels and frequencies.
Based on a global survey of almost 1,000 senior marketers, Kantar’s Media Reaction Study reports online video and video streaming as the most popular content format for the next 2-3 years.
The measurable business impact of content
“A campaign can be effective but it may not always have a business impact.”
Why do some great assets with huge engagement results not generate new leads or opportunities, and why do seemingly ordinary content convert more leads and sales?
One of the most challenging jobs of marketers–regardless of channels and media formats used, is to dig deeper, glean information, unpack and devise a strategy using data on what type of content works, for which target audience, on what channels, and at what frequency and times.
That seems like a lot of information to digest.
Analyzing marketing data gives content marketers better insights into how to create more content that walks the audience through each buyer stage.
How to identify what to measure
Metrics will vary depending on specific business or marketing campaign goals. Some would argue that everything is vanity except actual sales conversions. Some will say that every touchpoint counts when measuring effectiveness of content throughout the buyers’ unique journeys.
How does your content help your visitors arrive at a decision?
When the bottom line is excellent customer experience, success metrics hinge upon the quality and depth of relationships formed by not just how many pieces get published and how many people are reached, but in measuring how this helps your audience arrive at a decision point.
Clarity is in simplicity.
Curation of relevant content and sharing these with your audience can help provide a wider unbiased perspective on customers’ problems and pain points. In this case, when customers consider your shared resources helpful, this ineffably increases your reach and relevance, but not necessarily your lead-generation and sales.
When sharing branded content pieces that showcase your unique voice (webinars, research, events, podcasts), thought leadership and success stories (white papers, case studies, video testimonies and reviews or recommendations), your depth of expertise, credibility, and industry authority is amplified.
For example, B2B marketers consider webinars to be a gate valve for leads.
- 79% of buyers say they will share information in exchange for webinars (source)
- 44% of marketers have hosted or participated in a webinar. 87% of those marketers found it to be an effective strategy (source)
Being strategic in rolling out your content plan for every stage of the buyer’s journey can bring higher engagement. An engaged audience can be a healthy source of leads and referrals–if not leads and customers themselves!
Consistency is built over time
How your brand ‘feels’ is social engagement. How sustainable is your social media effort? Small businesses who are struggling to keep up with fresh social media content ideas usually get stuck here.
Push out content frequently, religiously. Stay consistent. Be authentic. Sometimes the less rehearsed and polished the content piece is, the more engaging it is. For example, before you jump on the TikTok bandwagon, understand first how including TikTok in your marketing channel tool stack will help you achieve your goals.
Tracing revenues back to content
Can you identify which content pieces on your top channels are the stickiest?
What drives conversations and who and what are your key data sources?
Use these data to inform your adjustments on active and future campaigns and new approaches to content creation.
How can we creatively collaborate this year? I’m excited to hear from you! Happy New Year and best wishes for 2023 and beyond.