“What’s the point of content marketing, anyway?” It’s a question many in-house marketers hear from those higher up the chain. It doesn’t matter that YOU know it’s worth it; the question is how to convince your C-level colleagues that this kind of marketing is worth their investment. My experience of doing this shows that there are four areas you need to cover to show what content marketing can achieve.
First of all, it’s important to show the evidence that content marketing works from sources the executives will trust. That means bringing out statistics like:
You can also show the benefits many businesses get such as traffic, engagement, leads, sales and more.
At the same time, create a baseline for where the company is now. Create a spreadsheet or Google sheet to track the following information regularly for your brand:
Then see how all of these translate into leads and or sales. This tells you where you’re starting from. Put these in a spreadsheet before you move on to the next step.
This is where you create your plan, moving from what’s achievable from your current position. In other words, if your Twitter account is dormant, it’s not realistic to expect it to bring hundreds of people to your website. But you can set some goals for:
All of this helps you to build trust with your customers, which takes time. It’s like the difference between a first date and a one year anniversary date. Content marketing helps you bridge that gap.
Once you know what your goals are, it’s all about robust reporting. Luckily, there are plenty of tools to help with that.
You could also track everything at once with an all-in-one dashboard like Cyfe or Hubspot, or simply enter updated figures in the spreadsheet you created in step 2.
Whichever method you choose, you will soon be able to see the impact of your content marketing efforts, so you can report on it to the people who are paying your salary.
And if you still need more, check out these compelling arguments for the ROI of content marketing from the Content Marketing Institute.
Stephanie founder and CEO of Crackerjack Marketing.
She’s been in social media for over 20 years, and teaches digital marketing at universities in Barcelona and Bangkok.
Follow her on LinkedIn
for expert LinkedIn and marketing advice.
Stephanie founder and CEO of Crackerjack Marketing.
She’s been in social media for over 20 years, and teaches digital marketing at universities in Barcelona and Bangkok.
Follow her on LinkedIn
for expert LinkedIn and marketing advice.
Are you stressed out by the time it takes to create great content?
In this handy Google Doc, which you can save and use on your own, you’ll get a super-simple layout to guide your content creation and management efforts.
“What’s the point of content marketing, anyway?” It’s a question many in-house marketers hear from those higher up the chain. It doesn’t matter that YOU know it’s worth it; the question is how to convince your C-level colleagues that this kind of marketing is worth their investment. My experience of doing this shows that there are four areas you need to cover to show what content marketing can achieve.
First of all, it’s important to show the evidence that content marketing works from sources the executives will trust. That means bringing out statistics like:
You can also show the benefits many businesses get such as traffic, engagement, leads, sales and more.
At the same time, create a baseline for where the company is now. Create a spreadsheet or Google sheet to track the following information regularly for your brand:
Then see how all of these translate into leads and or sales. This tells you where you’re starting from. Put these in a spreadsheet before you move on to the next step.
This is where you create your plan, moving from what’s achievable from your current position. In other words, if your Twitter account is dormant, it’s not realistic to expect it to bring hundreds of people to your website. But you can set some goals for:
All of this helps you to build trust with your customers, which takes time. It’s like the difference between a first date and a one year anniversary date. Content marketing helps you bridge that gap.
Once you know what your goals are, it’s all about robust reporting. Luckily, there are plenty of tools to help with that.
You could also track everything at once with an all-in-one dashboard like Cyfe or Hubspot, or simply enter updated figures in the spreadsheet you created in step 2.
Whichever method you choose, you will soon be able to see the impact of your content marketing efforts, so you can report on it to the people who are paying your salary.
And if you still need more, check out these compelling arguments for the ROI of content marketing from the Content Marketing Institute.
Are you stressed out by the time it takes to create great content?
In this handy Google Doc, which you can save and use on your own, you’ll get a super-simple layout to guide your content creation and management efforts.
Stephanie founder and CEO of Crackerjack Marketing.
She’s been in social media for over 20 years, and teaches digital marketing at universities in Barcelona and Bangkok.
Follow her on LinkedIn
for expert LinkedIn and marketing advice.
Join 5,000+ marketers who receive our B2B marketing ideas and insights each week.
© Copyright 2024 Kyle Partners, LLC, d/b/a Crackerjack Marketing. All rights reserved. | Terms of Service | Privacy Policy