A recent Content Marketing Institute #CMWorld twitter chat inspired me to write this post bringing together important insights to help B2B marketers achieve success in their content marketing endeavors. As a content marketer, the never-ending pressure to earn your budget quarter-over-quarter is high. If you aren’t able to deliver results, those funds will just as easily get reallocated to another team or initiative that has proven itself more worthy. While content marketing doesn’t always come with a monetary cost, it most certainly has bandwidth costs. Therefore, whether you are spending time or money on your next content marketing initiative you need to be sure it ‘pays off’. Paying off could mean revenue, new accounts created, or it could mean an increase in traffic. I have outlined seven ways for you to ensure that your next content marketing campaign is a success. Dig in and tell me what you think:
1. Setting Expectations
You need to know what success looks like, by campaign type, so that you and management can identify when success happens, or doesn’t. Start by setting the goal for the content marketing campaign – and make sure you include management in this discussion. Next, how will the campaign be measured against these goals, what are the KPIs, and do you have access to the data/KPIs that will ultimately validate your efforts? Document the expectations with management. David Fortino shared in the twitter chat, “Isolate what you are trying to accomplish ask yourself how you will measure success. #ROI and #CYA are deeply connected.”
Here’s a real world example:
In Q1 of this year, I was part of a small content team that produced a series of research reports analyzing marketplace trends in long-form content consumption behavior. We had never done this before, we didn’t know what to expect and we didn’t have much to compare it with. So how did we determine what success would be for this campaign?
As a revenue driven company, the marketing team’s constant KPIs are always ‘number of opportunities created’ and ‘value of opportunities won’. However, in approaching this new content marketing project, we identified brand awareness as an important secondary goal, therefore KPIs such as traffic and report downloads were also necessary to track. To benchmark the first campaign we relied on non-content lead gen initiatives to provide a form a comparison.
(Here’s another great read on setting expectations, Get Back to Reality: 9 Content Marketing Expectations Busted by Neil Patel on Content Marketing Institute.)
2. Promotion and Distribution
You keep saying to management, ‘I need to create more content, more content, more content, more content’ and ‘more content will generate more leads.’ Then someone asks you, ‘how will more content generate more leads?’ Ut oh. You’ve been so focused on creating content; you didn’t get to the next step of implementing, promoting, and distributing content towards your end goal – lead generation.
Creating content is only half of the battle. Do you have a documented plan to carry out once the content is Go to the full article.
Source:: Business 2 Community