Content marketing is inescapable. But proving it's efficacy can be much more elusive. Emily Burkhart of Stryde shares her approach to quantifying and proving the value of content marketing campaigns. Presentation originally given at Inbound Marketing SLC: Content Marketing Focus on August 6, 2015.
3. There’s a gap that exists in content marketing and it’s causing
a mess. One that many firms are making even worse.
With statistics applied from
the 2015 B2B content marketing report,
let’s reveal this growing chasm.
7. Those firms were asked how successful they were at tracking the
return on investment from content marketing campaigns.
8. Just 18 of our 86 firms feel confident in their organizations
ability to track the return of content marketing campaigns.
21%
9. 21% 64% 15%
55 of these B2B firms feel that their ability to track ROI from content
marketing is either mediocre or not at all accurate. The remaining 11
firms don’t even bother tracking ROI from content marketing.
15. 55%
32% 11%
2%
9 of the firms are unsure of the budgets fate, while just 2 firms
are decreasing or eliminating the budget altogether.
16. 21% 64% 15%
BUT WAIT! Remember this? 79% of firms either don’t track ROI at all or
feel pretty mediocre about their organizations abilities to do so.
17. 55%
32% 11%
2%
These same firms are upping budgets or keeping them the same.
Without even knowing what they’re really getting in return.
22. Before a firm even begins a content marketing campaign, it
must identify how the results of the initiative will be reported.
There are two core reporting groups for every content
marketing campaign. The first report is to whomever is holding
the purse strings. We’ll refer to that group as the “Chief Suite.”
The second group is one that is too often overlooked in
reporting processes: the content creators.
32. Supporting indicators that
drive leading indicators.
Leading indicators
that prove the
lagging indicators.
Lagging
indicators.
Identify & CONTINUOUSLY DOCUMENT the: