“70% of B2B marketers are producing more content this year than last year. What’s interesting is that only 21% say they are successfully tracking the ROI of their content marketing campaigns.”
Curation, Lead Generation and Return on Investment
10 Content Curation Planning Tips to Remember
I was totally taken by surprise with this article. It seems that although there has been considerable acceptance for content marketing in the B2B arena (70%), only 21% are tracking there overall success or failure with their content curation marketing strategy.
Why would anyone invest money, time and effort towards a strategy that you don’t bother measuring? How would you know whether you where wasting your time or money? It is just not the way a successful business is run. And if you are not measuring your R
OI with regards to your Curation Strategy then there is a very good chance you are not as profitable as you could be.
Brushing up on these 10 Curation Planning Tips and watch your Return on Investment (ROI) and Lead Generation Soar to new levels of profitability.
Thu, 04 Dec 2014 07:03:39 GMT
10 Tips to Plan B2B Content Marketing and Maximize Lead Generation
So here is a fairly obvious statistic from the B2B 2015 Content Marketing Benchmarks, Budgets and Trends Study by Content Marketing Institute and Marketing Profs: 70% of B2B marketers are producing more content this year than last year. What’s interesting is that only 21% say they are successfully tracking the ROI of their content marketing campaigns.
Whether you have a documented (content marketing) strategy to follow or a verbal one that evolves as you go along, it is critical to track content ROI; that is fundamental to any form of marketing practice. I find it baffling then, that so many B2B marketers continue to invest precious time, effort and money into running content campaigns that are randomly crafted, loosely implemented and then viciously accused of draining resources!
There are, however, savvy marketers that not only focus on ROI but place a high demand on their content marketing campaigns to generate maximum, high quality, qualified leads for their business. Let’s look at one example of this. A software company called IntelliResponse came up with a content strategy that delivered 100% lead generation through their site. Now that’s ROI! Marketing-Sherpa offers a detailed case study but here’s a snapshot of the results—since embracing a content marketing strategy in 2010, the company has seen:
- 400% increase in site traffic in the past two years
- 100% increase in leads generated through the site in the past year
- Top 10 strategic keywords ranked organically on the first page of Google search results
- 1,000% increase in social media followers
- 35% of monthly leads generated from paid ads promoting info-graphic and white paper content — up from 5% two years ago
Content Curation Marketing Drives Lead Generation
Content Marketing drives lead generation and that is the bottom line. Relevant content will drive subscribers and customers to your website. Inbound traffic. So if you are a small business or operate your at home business don’t despair. Measuring the effectiveness of your content marketing strategy is easy. Keep track of new subscriptions, social shares and web page visitors. You will over time get a sense of what content pulls in the crowds and which do not.