Archive for the ‘ ROI ’ Category

History of Content Marketing

This post by Joe Pullizzi offers an interesting history of content marketing. I wanted to point out a couple of quotes that really resonated with me.

“..we sold on the idea that when the advertising worked, buyers wanted more information”

I think this is critical. It underscores that content efforts don’t replace good advertising, but that they amplify the impact of it. This also highlights a truth about consumers: If  they’re interested, they will go digital to get more information–whether that info comes from you or your top competitor.

But if they get the idea from your ad, and the facts, details, and access to real people online from someone else, who do you think they’ll give their business to?

“Content marketing is creating your own valuable, relevant and compelling content to position yourself as the true industry expert.  When you do that, your prospects and customers trust you more and are more willing to buy from you.”

Another great thought to consider: Content lets you prove that you know what you’re talking about. Too often, we know our businesses’ capabilities so well that we assume others somehow do too. Of course, it’s not true, but the assumption trips up more than its fair share of marketers.

Content marketing is how you show what you’re about as a business. If you can’t prove to your audience that you know what they need and how to help them get it, why on earth should they trust you enough to give you their business?

There are several other great quotes in the post, so I hope you’ll go read it.

2012
03/15
CATEGORY
Content Strategy
ROI
Uncategorized
users
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What’s loyalty worth?

The quest to prove ROI continues! And this eMarketer blog post  describes some research that at least hints at some real numbers to back up the claims of strategists (like me) who tell brands that getting into social media is good for them.

According to the study from ROI media, 34% people who are fans of brands on Facebook say they’re more loyal to their “friended brands.” When you look at Twitter followers, the numbers are even more impressive –46% of followers are more loyal. Buried later in the post is the very exciting data point that fans are 50% more likely to talk about or recommend a brand they’ve engaged with via social media. (The post then goes on to spoil all the good feelings with the caveat that some people want to hear less from brands, but that’s another post.)

What those numbers mean to you as a marketer is going to depend a great deal on your business. But it points to the beginning of some hard numbers you can hold up against the marketplace you’re working in. What would a base of fans 34% more loyal mean for the growth and development if your business? If you could grow a fan base of 1,000 people more willing to talk about your brand with friends and neighbors, how would that impact your bottom line?

It’s not hard-and-fast ROI data, but it’s a number to start with: A way to begin to frame value around the fun of engaging with your consumers on the social web.

2011
06/27
CATEGORY
Content Strategy
ROI
social media
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