"When you know your ROI, you can make the necessary adjustments to improve a floundering campaign, or identify the most profitable areas of your strategy to focus on in future months. "
Scooped by
Guillaume Decugis
onto Content marketing automation |
As content marketing matures, the question of its ROI becomes important. And it's a delicate one because there are many components to it. This post by Jayson DeMers does a good job at giving the big picture of content marketing ROI but of course the devil is in the details.
If you're a B2B marketer, it's helpful to consider aligning your content marketing objectives with your funnel. Your objectives then simply become:
- filling your top of the funnel,
- engaging prospects and nurturing them into qualified leads,
- helping close deals,
- keeping customers happy over time.
Once you've established that, the next question becomes the technology and analytics system to measure ROI. As we've explained here, funnel performance has historically been measured through marketing automation software. But marketing automation is not designed specifically around content and this is why it's usually not enough to really understand the granular performance of each piece of content.
In addition to understanding the big picture, you also need to derive actionable recommendations on how to improve your content, either by doing performance audits or by using predictive insights.