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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
Defining success is ground in your content marketing strategy. What is it we are doing and why are we doing it. Then measuring success, gets a lot easier. You will want to make sure you have an analytics system installed, typically with a piece of javascript. That enables the platform to measure your content. Of the content marketing metrics, some that should help inform if your content is doing the work it should be is: Attention, how long… Continue reading
In this post we establish what your content ROI is, how to calculate it and explain it to others. What is Content ROI? What the return on investment of content boils down to is this: does it deliver the business outcome that you require? Pretty simple. How do you define those outcomes? That’s the more tricky part. But it typically comes down to a few buckets, awareness, interest, desire and… Continue reading
