July 18, 2013 10:00 AM
Calculating return on investment (ROI) can be a challenge for marketers, especially when it comes to strategies around content marketing and social media.
Sales? That’s a lot easier, since primary goals are tied directly to revenue.
That being said, there’s a difference between sales and sales enablement, and as the folks at SiruisDecisions point out in a recent report, the success of the latter is about more than just the bottom line.
The research brief, titled Sirius Data: The ...
July 15, 2013 09:33 AM
New research shows that reps prefer content relevance over frequency when it comes to enabling sales.
While I believe content is one of the keys to increasing sales productivity, not all marketing content serves the same purpose. Some content resources are geared toward brand awareness, SEO, demand/lead generation – and on and on it goes.
When it comes to sales enablement, however, reps are most interested in the content that is specifically relevant to them. The question is – wha...
July 09, 2013 09:35 AM
What types of content delivers the highest ROI?
That’s the focus of an inforgraphic I came across recently from the folks at Content Crossroads, which looks at the wealthiest content in B2B marketing. While some of the data is expected (Did you know lots of companies have blogs these days?), it’s always interesting to see how marketers are taking advantage of online video content.
For example, the infographic lists video among its most “precious” content assets, noting...
July 01, 2013 09:24 AM
More companies are looking to expand their content efforts with an eye on increasing sales productivity and effectiveness.
I’ve written a lot recently about how sales enablement should be a major component of a good content strategy. In a recent Q&A, for example, sales coach Bob Apollo spoke about how important it is for marketing messages to be aligned with sales conversations, and content marketing is certainly a big part of that.
But while content is obviously a major marke...
June 21, 2013 09:12 AM
Let me get this out of the way from the very beginning – when it comes to content marketing, traffic isn’t everything.
That said, it’s still a critical piece of the marketing puzzle, and studies show that web traffic remains the most common metric of measurement for an effective content strategy.
Of course, not all traffic is created equal. To truly boost the ROI of your content efforts, you need to drive people to the right pages. From an inbound marketing perspective, thi...