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This week we wrap up our guide to transitioning your business to the ‘new world’ of content marketing. If you have followed the previous five steps, you will be on your way to ingraining content marketing in your organisation and people. However, the transition from an old-world, corporate-controlled marketing model to one adapted to the multi-channel, consumer-led reality of today will take an investment of time, energy and, ultimately, money.
To show that investment is worthwhile you need to keep track of costs and measure the results.
Don’t simply weigh up results in ‘hard’ monetary terms – although, of course, the bottom-line numbers are critical – but also rely on other qualitative metrics such as downloads, leads or subscribers. Analyse your customer behaviour carefully. Find out what content and which delivery channels are more effective with different client segments. Which brings us to our final step:
Step 6: Count the costs, measure the results
Content marketing works but in order to get buy-in you will likely need to prove it to your stakeholders. While step six may sound simple and obvious, we can’t underestimate the importance or impact of the following two final points:
Measure the returns: Whether it’s Return on Investment (ROI) or Return on Objective (ROO), or both, you need to introduce robust, coherent measurement systems that can demonstrate your new marketing approach is delivering as intended.
Sell the success:
If the content marketing strategy is working, and you can prove it, don’t keep quiet about – the rest of your company, and the world, needs to know about it. Market the marketing.
And that brings us to the end of our Six Step guide to transitioning to content marketing! We hope enjoyed the journey. For the full guide, click here to access our complete e-book.
