May 25, 2022
The last few years flipped marketing on its head. With the pandemic shutting everything down, marketers were forced to explore new channels and hypotheses on engagement—and quickly. But you knew that.
Everything we once thought to be true about engagement, our customers and the status quo went out the window as we collectively had to reimagine the ways we connect with our audiences.
As a result, creating high-quality content now takes center stage for marketers. Now, more than ever, content is the primary mode to connect with our customers in meaningful ways. In a time where "brand loyalty" no longer exists, creating something memorable and engaging could mean sinking or swimming for brands of all sizes.
But much like any new initiative, there are some hiccups along the way. Most marketers aren’t bucketing their content correctly or looking at analytics through the right lens. In fact, nearly half of marketers are looking at their content pool as an even mix, resulting in tons of wasted budget.
This tremendous lack of visibility into the impact of content is plaguing marketers. Many aren’t given the budget needed to create quality content in the first place, so without the right analytics, it’s easy to believe that content is a waste of time, energy and budget. But that couldn’t be farther from the truth.
How can marketers get around these roadblocks and get the information they actually need to create content that resonates? Enter Content ROE.
Content ROE (Return on Effort) allows for marketing teams to have visibility into the value of each piece of content, so conclusions can be drawn in a more effective and meaningful way. CMO Council and Aprimo will be diving into this topic and more on June 9th at 10am PST in their upcoming webinar.
Marketing leaders are responsible for almost half of their company’s overall revenue, on average — we can’t afford to get this wrong.
Kate serves as Content Manager for CMO Council and Editor of Marketing Magnified. She is the main point of contact for “Get to Know a CMO” interviews, writes for CMO Council's blog and Editor's Note column for Marketing Magnified. Kate also drives the social media engagement strategy, content curation, and creative development for CMO Council's Expert Views and weekly newsletter, Required Reading. Kate holds a bachelors degree in Communication Studies and Foreign Affairs from Slippery Rock University of Pennsylvania and currently resides in her hometown in the Bay Area. When she’s not writing for CMOC, you can find her chipping away at her endless stack of novels on her bookshelf or writing her own.
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