Tag Archives: content marketing strategy

On Measuring ROI with Content Marketing

This is a big subject… how to measure ROI with content marketing.

One story making the rounds comes from Hubspot and talks about how to measure ROI with content marketing is a complete myth:

As a profession, marketing has evolved a lot over the past 5 years. Previously, when asked to justify our marketing budgets, we used to squirm in our chairs and mutter something about brand awareness. Today, marketers want to measure the ROI on every tactic and channel they use. Figuring out the ROI of content, in particular, is hard and often misunderstood. Content ROI Is a Myth

I agree tracking content ROI is tough. Mainly because you never really know what triggered the reason for a purchase.

Recently we asked a customer who purchased our system what caused them to buy.

She said she had been following our blog at You Brand, Inc. for 6 years. Finally she decide after all the times we talked about our system she would check it out. How do we measure 6 years of content marketing?

Contrast that to someone who recently told us they came across us from a Tweet and 30 minutes later they purchased.

How do we measure that? Should we tweet more?

If you have a direct conversation with your customer you typically can ask but even that won’t tell you the full story. You won’t know how much time they spent with your content. You won’t know how many times they came across your site, etc. Sure there are analytic systems that help but I’ve yet to use one that really pinpoints the type of content that delivers sales.

A story from CMO.com does provide some of the answers (at least enough to get you started):

With 60 percent of B2C marketers planning to increase their content marketing spend over their previous years budget, now is the time to start thinking seriously about how data impacts your content marketing strategy. There’s been a lot of talk about the role data plays in content marketing; however, much of this has been relatively limited to disciplines like keyword research and influencer identification. Lets take a look at how to put data truly at the heart of your content marketing strategy, allowing you to implement real change this year. What data should we be studying? How to Use Data to Improve Your Content Marketing Strategy

Here’s What We’ve Learned

Tracking ROI with content marketing is tough.

The answer is you have to look inside. Inside you or your organization and really know your customer.

Sure you  have to track what happens, the purchase cycle etc. but ultimately you either believe in content marketing or you don’t.

If you believe in it then you’re going to produce, create, or have created the best assets you possibly can. Your going to focus on assets that truly drive traffic and create value.

If you don’t believe in content marketing then it’s always going to be tough to justify. Mainly because you won’t be putting forth the proper effort that really makes it happen. It won’t be in your DNA either as a solo person or a company.

Content Curation: Key Highly Effective Tips and Ideas

Content curation certainly has its supporters and detractors. Some suggest that it’s no different than aggregation, while advocates contend that it’s another way to share timely information and insights that support a brand and its corporate marketing goals.

Calls to action

One of the most important aspects of any content marketing strategy. We talk a ton about this in our training Curation Mastery Training. We’ve also talked about it on the blog quite a bit, How to Monetize with Content Curation. It’s also why we created the additional plugin Ultimate Call to Action.

Measurement

If you’re doing any content marketing you probably have some form of analytics installed. It’s a must to check your stats but you should also be aligning these stats with the time and effort you’re putting forth. Ideally what you want to be measuring is conversions, social growth, and traffic.

Adding credibility

I would argue that the mere fact that your choosing to curate something your lending your credibility to that piece of content.

Curation inspiration

Remaining inspired to curate is one of those things that you don’t think about until your in the thick of executing the strategy. For instance, today in our live curating I just couldn’t find good curations right away. That is frustrating but that’s also why you need to have multiple listening platforms at the ready. That is if you haven’t built up a library of evergreen curations to go at a moments notice.

Organization

This one is huge as well. The biggest secret to ensuring curation is a low time intensive activity is to be organized. That organization comes down to being focused on having an easy way to find or save content to curate. Also that you don’t get too bogged down in reading content while your looking for curations. Another aspect is what we’ve mentioned already and have highly effective listening platforms that work for you.

Overall another great post on curation and we just wanted to expand a bit.

6 Strategies to Execute Content Marketing

However, some brands have found ways to reliably produce content and feed the content beast. Heres a look at six ways to make content marketing sustainable as well as the pros and cons of each approach. Hiring a Dedicated Content Creator Many brands have a full-time content strategist or a team of content creators whose main responsibility is to create content and repurpose thought leadership from senior employees on a regular basis.

1. Hiring a Dedicated Content Creator

2. Crowdsourcing Internally

3. Outsourcing Externally

4. Collecting User Generated Content

5. Licensing Content

6. Curating Other People’s Content

I’ll use this post to launch into a few more ideas. It’s clearly focused on large organizations or brands but what if your an individual or a small company?

It might not be possible to hire a dedicated content writer but the best alternative is to put it into the calendar and make it happen. That’s the biggest secret we’ve seen to effective content marketing.

Now crowdsourcing, with a small team or even solo you can still make this happen, you’ll just have to use a tool or a series of tools. I suggest you start with a tool like SocialMention.

Number 6 is also a standout. If you have had any trouble put into play a content marketing strategy I suggest you start with curation. It’s lightweight, easy to execute and allows you to test the waters of content marketing. Of course, we have a good tool that allows you to easily curate content.

Image courtesy of boston.com

STOP Egocentric Content Marketing

Such a good phrase: Egocentric Content Marketing. I think this is the first time I’ve come across that exact phrase but it succinctly describes how most content marketing is employed. In the end an effective content marketing strategy is not about you or  your company it’s about your audience or your target market.

That’s also why curation is a great additional strategy to any content marketing. Curation at it’s core is less egocentric than the plain old vanilla content marketing. This is because at it’s heart curation is pointing to another source or multiple sources.

The article here written by Michael Gerard makes tons of great points about this here’s just one of them:

As marketers, whether we realize it or not, most of us have been curating content for quite sometime now. Examples include: Tweets that provide short commentary and a link to an article of interest to your readers; a blog post where you quoted a couple of comments from other experts on a specific topic and then offered your own insight and guidance; or an infographic where you gathered data from multiple sources, with attribution, to provide value for your readers. However, only the most advanced content marketers are fully leveraging curation to improve their inbound marketing strategy, and with great success.

I’d add one thing. If you are already executing a content marketing strategy and not employing curation– start now. If you haven’t quite got a content marketing strategy going I would suggest you start with curation. For tips and advice on how to do that you’ll find our podcast and blog here at Curation Traffic is full of how to and specific guides on how to get this done.

Image courtesy of business2community.com