Successful Content Marketing: Target, Optimize & Measure
With 70 percent of business-to-business marketers producing more content than they did one year ago, the way in which they create, publish and measure content is evolving.
Content performance marketing platform BrightEdge recently published a paper with SAP on key challenges and best practices for content performance marketing, as well as details some interesting insights into marketers' take on the suject.
For starters, 78 percent of those surveyed for the report state connecting content efforts to ROI in 2015 is either “more important” or “much more important."
As many Web professionals know, however, understanding the importance of proving ROI and actually doing it are two very different things. Knowing this, BrightEdge has provided some advice. First, it defines content performance as “quantifiable metrics that allow marketers to measure direct business results, such as revenue, traffic and ROI.” Secondly, BrightEdge has found that demonstrating content and organic performance in an organization requires brands to look at three elements: targeting demand (understanding your audience), optimizing content and measuring results.
The report goes it to hyper-specifics on all three, but here's a checklist of how BrightEdge advises companies to optimize content:
• Understand your audience and segment strategies before creating content
• Map content topics to buying personas and purchase funnels
• Enable content authors to pair pages with the right topics and keywords
• Empower writers to optimize content in ways that reflect best practices
• Optimize your content in ways that address and respond to competitors’ content
• Share this information across the organization