Man in suit carrying rocket

There are three areas in which you should concentrate your content marketing efforts - planning, distribution and measurement.

Now is the time to stop talking about building a content marketing plan and start doing it. According to a recent report business-to-business (B2B) marketers with a documented content marketing strategy are more effective than those without one. There is no reason to suppose that this this is not true for business-to-consumer (B2C) marketing as well.

The report says that 53 per cent of the most effective marketers have a documented content marketing strategy – by comparison, 40 per cent of the least effective marketers have no strategy at all. B2B marketers who have a documented content marketing strategy get better results from their content marketing tactics, social media platforms and paid methods of content distribution.

Once the plan is in the process of being built, consider the strength of your commitment to getting more eyes on your material. Paid content distribution is a trend that is rising to prominence and, according to some industry observers, is one of the most overlooked (and underappreciated) aspects of effective content marketing.

While content distribution on social media and free syndication should remain top priorities, it’s time to take a look at paid content distribution opportunities. It has become difficult for even the best content to reach its intended audience so it makes sense to pay to get in front of the right people, particularly if that content represents a significant investment of cash and resources in its creation.

Measurement of the effectiveness of content marketing activity can be difficult. The starting point is to define ‘what success looks like’.

Lead generation, sales, lead quality, website traffic and conversion rates are all possible objectives for content marketing activity. Performance in all these areas is measurable. However, it is frequently not measured effectively.

The report shows that B2B marketers in organisations which have a clear view of what constitutes ‘content marketing success’ are more effective than those in organisations without that vision. However, we can perhaps all take comfort from the fact that the most effective B2B marketers say they are more challenged by measuring content effectiveness (53 per cent) than they are by producing engaging content (49 per cent).

Whether your challenge is setting a strategy, creating content or measuring results – why not give OlsenMetrix a call on 0333 101 0075 or email [email protected]?