A post we saw in Content.ly, right here, talks to why brands are failing because they want to apply ROI to every piece of content and content marketing strategy.
Think about that a moment…should the C-suite dictate where and how ROI is applied, measured, assessed? Content marketers would probably have second thoughts on the whole return on investment thing.
You know, content marketing is very much in the camp of public relations, and public relations was never intended to earn direct sales leads. It was always intended to influence lead generation, and to assist marketing with the softer side. Enter content marketing. Do you think PR and content marketing are more kissing cousins than not? Me, too.
In this episode, John Gregory Olson and I look up, down and around content marketing strategy with ROI attached and detached. If you’re in the camp of everything has to be measured, then you’re missing the boat of building that relationship and one-to-one engagement thing. You need to look at the heart core of your strategy to ensure that heart marketing and writing with heart fit directly into the strategy.
ROI And Content Marketing
This episode is my new ultra favorite. I am so impressed with this topic and how the show turned out. We cover:
1. Why ROI is not always the first best practice to put in place for content marketing
2. The empowered consumer and her control over the marketing funnel and sales decisions
3. Which metrics to put in place all the time that influence ROI
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