ROI is a scary topic for many content marketers. In a survey that we did last year, more than 90 percent of marketers don't believe their key is content measuring business results. This is… not good, to say the least.
The reason for that disconnect is that most marketers are too narrow-minded when it comes to how content marketing impacts business success. Direct revenue is part of the equation, but only a small part, as Contently Vice President of Content Sam Slaughter explains in the first video in our new Contently Playbooks series. You also need to consider and measure the four concentric rings that surround direct revenue growth trends:
- Bottom- channel influence
- Top and middle channel influence
- The halo effect of the content
- Company culture, training and messaging
Check out the clip below and watch each week as we tackle a different challenge faced by marketers today. If I can promise, it's that these videos will be fun, a little weird, and they'll help you do your job better.
For more information, click here to read the article Sam wrote based on this video.
Next week, in our second Contently Playbook video, Contently co-founder Shane Snow comes into the kitchen and shows us how to build — not build — a killer content marketing stack, by use the enduring metaphor of the sandwich. Watch out for that all-in-one, high-tech ciabatta solution.
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