If you have read my previous blog post, How to Measure Performance with ROI & KPI’s, you know that determining the success of a marketing initiative isn’t one-size-fits-all. Digital and direct mail campaigns can drill down to ROI (Return on Investment) with the proper tracking mechanisms like a dedicated URL or phone line. Your website, content marketing and SEO (Search Engine Optimization) on the other hand, require more creative reporting with the use of KPI’s (Key Performing Indicators). This is not to say that determining ROI isn’t possible with content, but it is a very robust, involved and sometimes expensive undertaking. Just because it isn’t as straight-forward to pinpoint how successful you content marketing is, doesn’t mean you can’t or shouldn’t do it.
Ultimately, you need a content strategy that addresses what your audience needs, what they are actively looking for, how you can help them and how that can help their lives.
Here are some channels you should consider for addressing these areas within your broader brand story:
- Social Media
- Press Releases
- White Papers
- Case Studies
- PPC (Pay-per-click)
Wait, isn’t Content Marketing the same as Social Media?
If social sites make it virtually impossible to get reach, activity, and engagement without paying for boosting or sponsoring posts, is it even worth doing it if I can’t afford all of that?
I frequently get asked this question. Yes, it’s frustrating, but you still need to share your story and Facebook is still by far the most used social site. Also, remember Facebook is just one piece of social media and social media is only one element of content marketing.
Leading social media websites in the United States in May 2020, based on share of visits.
What is an effective Content Marketing Mix?
That depends greatly on your budget, resources and your team’s skillset. I’ve seen lean teams that each possessed and impressive knowledge base and talents to operate efficiently and effectively. It’s truly magical and inspiring to work in or with such teams. On the flip side, I’ve also worked with larger groups with more specializes team members (usually with a bigger budget) where they rely more on outsourcing. Working with these group is especially fun when individuals have a desire to learn and are all rowing in the same direction. There are a million different factors that can dictate your individual Content Marketing potential.
Here’s a breakdown of most common scenarios for small to mid-sized organizations, in my experience.
How do you optimize your Content Marketing regardless of your budget?
- Take an inventory of your staff and internal resources for generating content.
- Decide your target audience(s) and identify their current
- Focus on what is engaging and “shareable” (will get people to click, comment, share).
- Set expectations.
- Focus on doing a few things right rather than doing a subpar job of everything.
- Hold a monthly or quarterly meeting (less than 2 hours) to brainstorm and share ideas for the upcoming month or quarter. You’d be surprised at how fun and productive these are!
- Track it with KPI reporting.