We recently launched a new business development initiative. As part of that process, we are reviewing the content marketing initiatives of 100+ target companies (our target is enterprise companies targeting small and midsize businesses).
I have been a little surprised by some companies’ content marketing programs. Sure there is some content, but I don’t see any strategy behind it. Curious if your content marketing program is supporting your marketing strategy? Fortunately, determining the strategic value of your content marketing programs is as easy as asking these four questions:
- What is the purpose of your content marketing program?
(2 sentences max!)
- How do your salespeople rate your content marketing program? (FYI: if they don’t know much about it, you have your answer.)
- What feedback do you get from your customers regarding your content marketing program?
- How many clicks does it take to get to your content from your home page? (Said another way, is your content good enough to be on the home page?)
The impact of content marketing programs are often very hard to measure. Even the really good ones are influencing the sale, but it is hard to tell how so. By answering the questions above, you will get a quick sense of how strategic your content marketing is. And you don’t even need a calculator.
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