Why Are You Even Using Content Marketing if You Don't Know What Success Is – and How It Will Help Your Business Move Forward?
Why Is This Number So Low and, More Importantly, What Can Marketers Do About It? Cmi Shared the Phone Number List Results of the Success Survey and Asked Our B2b Research Roundtable to Tackle the Problem (Video Below).
Many Thanks to the Phone Number List Participants: Ardath Albee, B2b Marketing Strategist With Marketing Interactions and Author of Digital Relevance ; Vishal Khanna, Director of Digital Marketing for Wake Forest Innovations; Carla Johnson, President Phone Number List of Type a Communications and Co-author of Experiences, the 7th Era of Marketing ; Jeannine Rossignol, Vice President of Marketing for Xerox Consulting and Analytics Services; and Linda Crowe, Vice President, Digital Marketing Solutions at Brightcove.
What Success Looks Like in Organizations Today
The Phone Number List Survey Asked an Optional Open-ended Question: What Does an Effective or Successful Content Marketing Program Look Like in Your Organization? Responses Generally Fell Into These Categories:
Build an Audience
Publish Content Consistently
Elevate Brand Perception
However, One of the Phone Number List Patterns I Saw in the Survey Results Was That Many Success Metrics Were “fuzzy,” Like This:
"Better Traffic, Leads and Sales." While Content Marketing Can Actually Help You Get Better Leads and Sales (in Short, Help You Create a Better Customer), You Need to Be Able to Trace Success Back to Something Quantifiable. The Phone Number List Quote Above Is Just One Example Where I Asked Myself, “how Would You Measure This? How Do You Define Better? And Does It Better Mean the Phone Number List Same Thing in This Organization?
An Underestimated Success Metric
While There Is No Proper Metric Phone Number List to Track, Many Organizations Would Benefit From Focusing on Subscribers, Which Joe Pulizzi Recently Discussed in His Article No Subscription Goal for Your Content Marketing? Prepare to Be Ignored .
Not All Subscribers Are Created Equal Either. In the Subscription Hierarchy Below, You Can See That Email Subscribers Provide the Phone Number List Most Benefit Because You Own the Data Associated With Your Subscribers, Although Subscribers Can Still Decide if They Want to Hear From You. This Is Different From Platforms Like Facebook, Twitter and Linkedin Where Your Followers Are Tied to That Platform.
Why Success Clarity May Not Be So Easy
I Dug Into the Phone Number List Report to See if Some Groups Have a Clearer View of Success Than Others to See if There's Any Prescriptive Advice Phone Number List to Offer, and Here's What I Found.
Marketers With a Documented Content Marketing Strategy and Editorial Mission Are Much More Likely to Know What Success Looks Like. (for the 32% of Respondents Who Say They Have a Documented Strategy, I Wonder How Solid a Strategy They Have if They Don't Know What Success Looks Like.)