As you can imagine, content marketing takes time, planning, and effort. It is hard work. How then will content marketing find its rightful and respected place in our short-term, short-patience, short-strategy marketing world?
There is evidence revealing that shortsighted interests- just like with social media-are driving marketers to dive into content marketing with a tool first mindset. Cool tools are fun, sexy, and popular. Who wouldn't want to be seen as all of that? There is just one little thing to consider, tools are worthless without objectives and strategies dictating which tools are required to meet a set goal.
The tools first philosophy is akin to buying a money pit with the intention to flip in it a down real estate market and then asking what went wrong when it does not sell.
What is the answer? Can content marketing able to deliver a return on investment? Of course, it can. However, the investment will not show a return if marketers do not figure out first what problem they are solving. Once that is settled, then careful planning, creating, and tracking must happen. That sounds like a lot of hard work that takes time to pay off, doesn't it? What is a marketer short on time and a lead generation beast to feed to do?
And what about what customers want? We know customers have grown allergic to corporate content, as it always seems to carry a sales pitch, call to action or some other hidden cost. What then is the best way to approach content marketing from a true customer perspective?
That might just be a bigger challenge than figuring out Return on Investment.
Copyblogger: Is Content Marketing Worth The Effort?
"Attract the right kind of traffic by creating exceptional content.
Engage your audience so they know, like, and trust you. Let them know you're the likable expert who's going to give them the information (and eventually the products and services) that won't let them down.
Then use smart copywriting and conversion techniques to turn those raving fans into customers."
Conversation Agent: Top Ten Reasons Why Your Content Marketing Strategy Fails
"The definition - content marketing is a marketing technique of 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.
It's the opposite of interruption marketing. You create great content that attracts customers and prospects, educates them, and potentially engages them in a conversation with you.
(8) You want too much, too soon - there's no relationship and you're already asking your customers and prospects to give you something substantial."
Digital B2B Marketing: Stop Advertising and Give Them Content! [The Numbers Prove It]
"Content and social outposts, compared to advertising, are performing very well. If you aspire to move your marketing to a media and publishing model, the results are impressive. Even a small audience can drive significantly more engagement than a large advertising program. Just how much more engaging is editorial content?
Content Curation Marketing: Content Marketing ROI: 3 Ways Content Curation Optimizes the B2B Content Supply Chain Featuring @McKQuarterly
"As digital marketers continue to expand and build their current content marketing strategies around professional publishing, it is critical that these organizations continue to identify and optimize their content marketing return on investment, both as marketers and as publishers. Unfortunately, the means of measurement for marketers are still evolving, while business must execute in the online channel, today. Without complex ROI measurement tools, marketers can leverage content curation to deliver immediate, digital marketing optimization opportunities in the B2B content marketing process."
Content Marketing Institute: 5 Steps to Using Data to Maximize Content Marketing ROI
"One of the biggest challenges for content marketers is tying their activities to return on investment (ROI). Numerous case studies show that content developed using insights from customers, also known as data-driven customer insights, produce increased customer engagement and generate significantly higher return on investment. Properly leveraging data analytics to deliver data-driven communications is the key to successful content marketing development."
MarketingProfs: Three Steps to Generating Higher ROI From Content Marketing
"Where does content marketing contribution show up from a financial perspective? The following three primary metrics, which indicate the contribution from better-educated and engaged contacts, must be measured and managed:
- Higher sales-conversion rates indicate those more likely to buy.
- Higher customer value indicates those more likely to upgrade to higher-tier products/services; buy more, and more often (greater share of customer); and engage in more profitable and loyal relationships.
- Faster conversion velocity indicates shorter sales cycles, which tend to both increase conversion rates and decrease the resource cost of internal sales staff.
Without insight into these profit-driver metrics, marketers tend to rely on quantities of short-term behaviors: counting engagement, views, or leads. That is a big disconnect between content strengths and measured impact."