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Category: How To

How to guides for content marketing.

How To

How to measure content effectiveness

This post dives into how to measure content effectiveness. There are discrete measures but often it can fall into areas of ‘it depends’. This helps to give the reader the tools to help answer the question – is this effective? Marketing effectiveness seeks to understand how well the work is producing the desired results. Before going further, these posts may be of help: Guide to Content Measurement Guide to Content Marketing Analytics Guide to Content Marketing & … Continue reading

Ben Young
Ben Young
March 17, 2023
Content Marketing, How To

How to create a content marketing strategy that works

Content marketing strategy is a marketing strategy that seeks to leverage content marketing to deliver on an organization’s marketing objectives. The plan of action, enables organizations to be more effective in their content marketing efforts and communicate areas that they want to change. Elements of a content strategy are: Objective, what it is you are trying to achieve. Audience or target market, who you are trying to impact. Insights or… Continue reading

Ben Young
Ben Young
March 13, 2023
How To

How to create a media plan

A media plan outlines the schedule of activity, what is going on, how much (or impressions) and the cost. Google Sheets or Excel are very handy tools for running this. They may not be as pretty but they are practical and effective. See this media plan template. You can also translate this into a presentation, as a lighter, prettier, simpler version. But building out your media plan in a spreadsheet makes the… Continue reading

Ben Young
Ben Young
January 17, 2020
How To

How to calculate ROI in digital marketing

Return on investment in digital marketing is a hot topic and isn’t one that is easily answered. At least not at first glance. A very simplistic view is what went in and what went out. i.e. We spent $500k on marketing. What did we get? The output or impact then has to be linked to the companies objectives. Which should have a dollar amount assigned to it. For example, we needed to grow the awareness of… Continue reading

Ben Young
Ben Young
January 17, 2020
How To

Content Marketing Strategy Example

An effective content marketing strategy will make everyone’s jobs easier and ensure you are being productive and not just busy.  The best strategy is the one you use. The simpler and clearer it is, the more effective it will be.    Example One Page Content Strategy We have created a template, which you can use to help draft your content plan.  Here’s how you use it: Copy it or Print it out. Fill it in. Take… Continue reading

Ben Young
Ben Young
January 17, 2020
How To

How to measure marketing ROI

Once you have established a succinct marketing strategy and objectives, establishing the return on investment is easier. You look at all your inputs, how much did you spend or invest in resources. Then look at the outputs. The proviso here, is often money is invested in a year but the return can be a multi-year payback. Which is often forgotten. That’s simple in principle. So how do you measure it? Often through a mix of measurement… Continue reading

Ben Young
Ben Young
January 17, 2020
How To

How to measure Content Marketing ROI

When Isaac Newton established the first law of motion, every action has an equal and opposite reaction, he probably didn’t have content marketing in mind. But it’s a useful thought to have in mind when thinking about return on investment.  Establishing ROI in three simple steps works like this: 1. You need to start with, what did we give the market, or what resources did we expend.  2. Identify to what end, what goals were you trying to… Continue reading

Ben Young
Ben Young
January 17, 2020
How To

How to create great content for your website

The classic question, how do I create good content for our website? Let’s get back to basics, customers and future customers visit your website with goals in mind. Jot these down. Then look at what content could help them achieve those objectives, faster, easier, more effectively. A way to work backward on this is to go interview a few customers to understand their purchasing journey. Why did they buy? What else did they consider? How did they… Continue reading

Ben Young
Ben Young
January 17, 2020
How To

How to create good content

Good content does the job the marketer wants from it. Make sure you have an effective content marketing strategy first. This will help you understand if a piece of content is doing its job. So when creating your content, reference your strategy, will this content help deliver on that goal. Then once you have published it, check the data, are people consuming it. Are enough people seeing it? It is likely you will need to make one or two rounds… Continue reading

Ben Young
Ben Young
January 17, 2020