November 28, 2014
Why is investing in content marketing critical to building your business? The short and simple answer is because the hard-sell is, quite frankly, pretty darn annoying. Not to say that direct marketing techniques have no place in selling; where would we all be without them?And especially not to say that marketing efforts shouldn’t be integrated. But all of that goes beyond the scope of this post, which is strictly about digital marketing efforts.
The Need for Content Marketing
The foundation for digital marketing success is rooted in developing and systematically distributing great content. Sounds a little nebulous? Probably because it is. Honestly, what does “great content” even look like?
You’re going to need a few skills squared away before you can begin to piece together content that your audience can connect with.
But why does content marketing matter? We knew you’d want to know.
- Search Engines: Search engines, namely Google, have made their intentions very clear with every new update they roll out. If your content is well-written, provides your consumers with valuable learning and tells a story that readers in a particular niche can connect with, then you’re going to be a search engine sweetheart for sure.
- Teach To, Not Talk At: Not all industry verticals were built alike and, while some product purchases may require a simple click-buy-pay process, many consumers are looking for real information that proves to be valuable before making the decision to buy.
- The Advertising Disruption: When we’re not working as marketers, we become someone else’s consumers, and so we know what it’s like to be on the receiving end of disruptive ads, especially when we’re online. With content marketing, you’re able to find a way to engage your audience without blasting them with ads that are constantly in their face.
In North America, 93 percent of B2B and 90 percent of B2C businesses have adopted content marketing as a way to connect with their target markets. According to a study conducted in Australia, 61 percent of Australian marketers intend to increase their spending on having marketable content developed.
The ROI of Content Marketing
But how do we measure the results of all the efforts poured into content? This is a very sticky subject, because it all depends on what your bottom-line is. Are you looking at increased footfalls? Or a higher number of eyeballs for your content?
If your only concern is revenue, then exactly how many blog posts, white papers, newsletters, videos and infographics does it take to gain one solid conversion? As a B2B marketer, are you getting buy-ins at a C-level? Do you even have the resources to make it happen as an organization-wide initiative?
While it’s difficult to measure the ROI derived from content marketing, you increase your chances of measuring your results if you lay down a very clear process from the beginning. If you have the time (and the resources), clearly state your campaign goals, the related costs, the revenue generated from the campaign and the direct number of leads and conversions that have resulted from your content marketing campaign.
It’s a slow process but a meaningful one. Remember, getting a yield from your content marketing efforts is a marathon, not a sprint.
Have you begun to implement content marketing strategies? What has been your success rate? Where have you struggled? Let us know and perhaps we can work out a solution together!
Neha Bawa is the head of social media and content at Techmagnate, Internet Marketing agency in New Delhi, India. She has earned her Master's degree in Interactive Communications from Quinnipiac University in Hamden, CT and has worked within the social media realm for three years, directing outreach efforts for non-profit and corporate organizations, after having worked in higher education for 10 years. As a social media marketer, she is interested in studying how emerging technologies facilitate the forming of communities in a digital space.