A marketer at the University of Chicago Medicine asked, “How to measure the success of your content marketing efforts?” I heartily recommend an approach called all-in analytics. Measure marketing by working from the macro to the micro results, that is: Measure overall results from all your marketing. Then measure the results of specific marketing campaigns. …
How to engage people in content marketing from the start. A marketer from Hiscox, a business insurance firm, asked this question about content marketing, “What are the best practices for engaging your audience in the beginning phase?” It’s one of the Top 100 Questions on content marketing. When you first get to know any audience, these …
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How to anticipate and stay ahead of customers’ content appetite A marketer from Exxon Mobil asked this question in our workshop. It’s one of the Top 100 Questions about content marketing. The most successful content marketing is customer-centric, not brand-centric. It serves the needs of the audience in order to serve the brand. Three keys …
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A marketer from Kaiser Permanente posed this question in my content marketing workshop: “How can other aspects of brand messaging (i.e., advertising and PR) better interact with the marketing content team?” It ranks among the Top 100 Questions on content marketing. Marketers’ and communicators’ successes in content marketing are often limited by organizational structures. When …
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A marketer from C Spire asked this question, one of the Top 100 Questions on content marketing. For marketers, attribution is a measurement puzzle to solve. In fact, in our research on the Top 100 Questions, consumer marketers identify attribution as the #1 challenge they face. What is marketing attribution? Marketing attribution is all about …
Content marketing to capture our most challenging audience is a key concern among content marketers. A marketer from Gogo Air asked, “How to use content marketing to capture our most challenging audience?” It’s one of the Top 100 Questions on content marketing. How marketers win over key audiences varies by market and company. For example, …
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