Stop Measuring Content Marketing
Why are most sales people and small businesses struggling to generate leads online? Because they invest heavily in social media and content marketing—yet define success as engagement instead of sales.
In fact, ask yourself: Are we measuring online content to justify more busy work?
If you are struggling to create sales leads with LinkedIn, videos or blogs, you—or your marketing team—are probably very busy justifying. You're probably investing time in what messages say and how they're distributed across the Web rather than structuring or designing to turn messages into leads ... creating response.
Yet, response is but a small part of something more important. The most successful B-to-B content marketers are using content to change the success rate of potential customers. Of course, they're doing this in exchange for the chance to enter into a courtship with prospects.
It all starts with what you expect from content.
Start by Changing the Goal
Do you see content (words and images you put onto the Web) as a means to build your brand, gain attention and influence?
Successful lead generators and content marketers see it differently. They set the bar higher.
They apply blogs, videos, whitepapers, ebooks, etc., in ways that change the success rate of customers.
This is the biggie—the most effective of all lead generation ideas I've found. This idea can (if you let it) change everything for you.
No, this does not mean that branding isn't important. It means brand is something given to a business via customers' experience with products and services. Brand is not something marketers can manufacture anymore.
No, this doesn't mean engagement isn't worth doing. It means engagement is a doorway to producing outcomes for customers and your business—not something to measure that justifies more spending.