How to measure the impact of content marketing

The value of content marketing

What is the true value of content marketing and how can it be demonstrated? That’s a question that many marketing managers, particularly those who work in B2B marketing, are still struggling to answer. Content marketing may have been one of the marketing buzzwords of recent years but it’s clear that many marketing managers are still to be convinced of its value.


Do you focus on your customers?

A recent study from Forrester Research shows that some of this may stem from the type of content marketing these businesses focus on. Only 3% of respondents to the Forrester survey said that customer case studies and testimonials were a key part of their content marketing efforts. Instead many of these companies fell into the trap of talking about themselves in their content marketing rather than focusing on what they do to make their customers’ lives easier.

Before you start work on any piece of content marketing, be it a blog, video or an infographic for example, ask yourself what value the viewer will get from it. Most viewers are unlikely to want to watch or hear you talking about yourself or your company. If you can answer a question, demonstrate something useful or relevant, or resolve a problem they have, then you’ll have created a valuable piece of content marketing, rather than another piece of copy that belongs in the company brochure.

If you’re struggling to think of a compelling piece of content marketing for your business then download our report Marketing Ideas for Boring Businesses. We’re confident that there’s a perfect piece of content marketing for your business.  If you build your content marketing around a landing page which drops into one of your marketing funnels then you will be able to directly track the leads you generate in your content marketing.


Focus on customer retention

The same Forrester Research study showed that only 5% of content marketers surveyed, actively communicated with their existing customers, preferring instead to focus on the acquisition of new leads. Whilst new leads are essential to the growth of any business it is also vitally important that you continue to nurture your existing base. For the vast majority of businesses it is easier to retain an existing customer than to recruit a new one and content marketing is an ideal way to do that. If you’re not convinced of the value, then monitor your customer retention rates during your campaign. If you understand the cost of recruiting a new customer then  you’ll be able to count any drop in lost customers as a saving to your business, created by your investment in content marketing.


The bottom line

The Forrester Research study concludes that focusing on relationship building and maintenance is the key to effective content marketing. The study concludes that once marketers move to a strategy built around relationship building through content marketing, rather than one focused exclusively on the acquisition of new customers they more than understand the value of it. Effective content marketing boosts brand visibility and attracts prospects interested in the solutions offered by your company – exactly the sort of people any company wants as customers.

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