Despite a huge surge in adoption of content marketing, measuring the business impact or calculating the ROI of content marketing is complicated.
“How do I calculate content marketing ROI” is one of the questions I get the most from people wanting to start with content marketing. Often, when it comes to content marketing, marketers are struggling to build their own business case internally.
With this post I want to demystify the field of content marketing ROI, and provide some practical help on how marketers can measure things that have a quantifiable impact on the results of the brand.
In this post I cover the following subjects:
- what is important to measure?
- how do I select the right metrics and KPI’s?
- how can I setup a dashboard? how do you calculate ROI?
Are you ready? Here we go !
Repeatedly the death of salespeople has been announced in the last 50 years. Each time, sales people survived. Why? Because they evolved.
The digital evolution has changed how organizations conduct business.
By 2020 customers will manage 85% of their relationship with a business without talking to a human being. The buyer is also more informed than ever thanks to the abundance of online content, and now has the upper hand in negotiations.
Sales organizations and sales people must evolve.
In this blog post, and Slideshare, I want to share with you my opinion about how sales organization can evolve, and how they can redefine the role of the sales in a digital world. Read more
A culture of content goes far beyond enabling and empowering content creators outside of marketing.
A culture of content is an organizational environment and attitude that embraces and evangelizes the importance of content marketing and internal knowledge-sharing across the entire enterprise.
A business that achieves an internal culture of content is one that inspires employees—not just those in marketing—to create content for both internal and external consumption. If brands want to succeed as publishers long-term, their commitment to storytelling has to start with their company’s culture.
The question is: how do you do that? In this blog post I want to take you through a number of steps that introduce a genuine culture of content. Read more
“We buy our blog posts 500 EUR a piece” he told me the other day. “What kind of blog post are that?” I asked. He was buying 10 of these blog post a month, on average 500 words per blog post.
That’s probably the worst approach this marketing manager could take towards content. The output he gets by aiming for 500 words articles is just horrible. It’s usually a “one-pager”, with one single meaningless graphic, pulled from a stock-photo website. Others might tell you that you need 1500 word articles, because these are going to make you end-up higher in search-engines.
I say, that’s crap. Don’t believe them.
Blog Post Summary
In a world filled with content, and decreasing user attention, this kind of simple approach to content is just not going to cut it.
With this post I want to show you, “once and for all”:
- what content quality really is about,
- how Google treats good and bad content quality,
- how consumers and customer in general spot quality content,
- how long quality content should be,
- and finally how you can get organized for content quality.
Now let’s get started, and explore the world of quality content…
(oh, this starts to feel like a rant, but don’t worry, this is not going to be a rant!)
What do panda’s have to do with content marketing and e-commerce?
How to survive in a digital world that allows shoppers to compare pricing, find excellent advice on products, and where Google is calling the shots?
Predictive search and search technology is advancing, with Google and all major social media networks are becoming more and more sophisticated in banning low quality content and classic SEO tactics.
Buyer behavior is changing rapidly. Shoppers consult more and more sources before buying, and they become more educated in how to do that.
How do you make the difference to your buyers?
This blog post will run you through some eye opening facts and examples from multiple industries, on how content marketing plays a role in e-commerce strategy today. And it will provide you with some practical insight on how to start building the best e-Commerce Content Marketing Strategy. Read more
If you are a “newbie” to content marketing, this article is for you.
I’ve had the privilege to be part of multiple content marketing implementations in small companies, medium companies, and super-large companies.
But the basics always remain the same.
Today I want to share with you what those basics are.
Today, I want to share with you what really matters when developing your content marketing strategy.
Content marketing in a multi-market, multi-product business can become very complicated.
In this blog post I offer some insight on how to solve that complexity, using pain based segmentation and simplification of your content marketing strategy.
The classic buying journey
Customer centric content is what attracts, engages and eventually helps to make the sale.
But when customers move through their relationship with a brand, their focus changes. They constantly go through a changing state-of-mind, depending on a lot of different factors. Read more
When digging into the world of content marketing, it’s easy to get overwhelmed by the 17 million hits on Google with best practices.
People are definitely searching for help, and they are overloaded with data and best practices. But still, we are starving for insight.
Where do you start?
A simple search in “Soovle” reveals the top search topics on content marketing in the major search engines.
Catching the attention of buyers is done differently today. In the digital world we live in today, classic interruption marketing is less and less effective.
Applying traditional marketing tactics in the online world doesn’t work.
In your case as a marketing professional, you are constantly looking for insight, trends, best practices and how-to-do stuff. You are blind for advertising, you use Google as your best friend, follow RSS feeds of major marketing blogs, and subscribe to newsletters. Right?
What catches your attention? As digital marketers we are constantly flooded with whitepapers, ebooks, ultimate guides and webinars.
Not all of them are of the same quality.
But sometimes you encounter brilliant, well researched, and extensive ebooks.
In this blog post I want to share some of the best ebooks I have found in 2014. Each and every piece is really useful, practical, visual, and something you want to save on your PC.
With the holiday period coming up, you might have some time to read some of them ;-).
* image by Mary(n_n)West, on Flickr.
Conductive Ink, Big ass content, Robot writers, kinetic text motion graphics and marketing apps.
Those sound as the future, but they are not.
Which content marketing trends are on the verge of breakthrough?
Coca Cola, Cisco, Kraft Foods and many more have shown that content marketing is not just a hype type of marketing. For them it is considered modern marketing in todays world where digital and the internet surrounds our buyers.
Facebook has made numerous changes in 2014, ranging from Facebook Zero, and halting “click-bait headlines” and “like-gating”. Also Google has changed their algorithm with Panda and Hummingbird, and Twitter is preparing itself to start filtering for relevance.
All these social network leaders are implementing measures to make sure the content explosion is not harming their users, by making sure users get relevant and qualitative updates in their newsfeed and search results.
Because of these changes in the digital and social bazaar, content marketing is rapidly becoming the default marketing tactic for the years to come.
But content marketing is changing rapidly, and marketers must go with the flow, and keep experimenting with new tactics, content formats, tools and technology.
This is why I have created a Slideshare presentation to keep you up to date on what’s happening in the land of content marketing! Read more