Inbound marketing is not a spectator sport. You have to train, strategize, produce, analyze and pivot to achieve the best results. Content is at the heart of your overall inbound marketing strategy. But, if your content is just sitting there waiting for someone to notice it, like a rookie on the bench, then your heart really isn’t in the game, and your organization will certainly never make it to MVP status.
As an inbound marketing agency, we know that today most B2B marketers get that they need to produce content, but they still need to better understand how to produce engaging content and measure its effectiveness. As technology evolves and behaviors follow, the marketing industry regularly undergoes dramatic changes, and companies are often faced with an entirely different playing field than they were just the year, or even months, before.
Prove the value of your content
If your content was your highest paid new recruit, but you never took the time to discover the true value of their potential, would you keep investing in it? Proving ROI is similar to RBI. The return on investment needs to prove the number of runs brought in past home plate. If you don’t know if your content is performing, you’ll never know if it’s worth the investment of your time and resources.
Is your content currently meeting our Performance Content criteria?
The 2015 HubSpot State of Inbound Report showed that companies tracking marketing ROI report a distinct payoff with inbound marketing campaigns. Content generated through inbound attracts visitors and social shares long after the stadium clears out and you’re on the road to the next away game. What does keeping score do for you? Like the best sports statisticians, marketers who can prove positive ROI are 2x more likely to get higher budgets in the next year compared to those who couldn’t.
Tracking and proving ROI makes marketing teams more successful. Successful teams get higher budgets, and can afford better players, higher-level trainers and the best coaches.
Find out Why Content Performance Can Maker or Break your Inbound Strategy. Think you’re ready for inbound marketing?