Top 100 Content Marketing Questions Answered

In workshops, marketers have asked me over 1,500 questions about content marketing. Their questions provide great insights into the content marketing journey.

Best Questions & Answers

What were the best questions and answers from Content Marketing World? Content marketing thought leaders from around the world converged at Content Marketing World 2018 to share their wisdom with 4,000 marketers. The best 15 questions from Content Marketing World 2018 are answered here.

Without further ado, here are answers to some of the Top 100 content marketing questions.

ORGANIZATION

How to sell the value of content marketing to Sales?
How to sell the value of content marketing to Sales?Here are 10 proven ways that content marketing can help generate sales and revenues. Each will help you gain Sales’ buy-in.

Anything that puts more money in their wallets, Sales will embrace – including content marketing.

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How to do content marketing with a very small team?
How to do content marketing with a very small team?Look at size and scale constraints as an advantage in content marketing, because they force you to focus. To make your small team into an advantage, do David and Goliath content marketing.

To succeed with a small team, focus on your advantages. Be bold. Be controversial. Be quick.

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What are the most effective ways to Tweet content?
What are the most effective ways to Tweet content?When you need effective ways to Tweet, consider these 4 approaches to Twitter:

– Make it brief and timely.
– Evoke strong emotion.
– Add visuals.
– Spark dialogue.

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Q&A – How do you convince all levels of an organization to move towards content marketing and away from campaign to campaign?
Q&A – How do you convince all levels of an organization to move towards content marketing and away from campaign to campaign?Some companies find it nearly impossible to break the campaign habit. So they resist any move towards content marketing.

But almost 9 out of 10 marketers apply content marketing today. Others are striving to catch up.

To succeed, first marketers have to prove that content marketing can be successful in their company.

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How to get a traditional TV ad marketing organization to become content marketing converts?
How to get a traditional TV ad marketing organization to become content marketing converts?To create content marketing converts:
– Contrast content marketing and advertising.
– Address 3 key questions about buyer needs in your market.
– Share data on eroding ad performance and content marketing growth.
– A/B test advertising and content marketing.
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How do you develop a successful content marketing program in an organization?
How do you develop a successful content marketing program in an organization?To develop a successful content marketing program:
– Avoid over-reliance on an agency “black box.”
– Pinpoint the exact problems buyers are trying to solve.
– Collaborate with stakeholders to co-create a mission, strategy and message.

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How do you get buy-in for a content marketing strategy?
How do you get buy-in for a content marketing strategy?– Build a big tent to co-create strategy.
– Educate about why the company needs content marketing.
– Advocate for customer-centric content.
– Run pilot programs to produce proven successes.

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How do you efficiently take one piece of content and quickly adapt it across internal/external channels?
how to quickly adapt content?
Marketers constantly face the need to quickly adapt content across communications channels, audiences and media to get the word out fast. First create an overarching message and strategy quickly. Then, adapt the message and strategy to the needs of each audience, channel and medium.
Read More
Content marketing is ongoing – how do you sustain momentum?
Content marketing is ongoing – how do you sustain momentum?
To sustain momentum in content marketing:
– Understand what buyers need and want.
– Build an audience-centric content calendar.
– Add other people’s voices.
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How to help colleagues outside of marketing – subject matter experts (SMEs) – understand the need for content marketing?
How to help colleagues outside of marketing – subject matter experts (SMEs) – understand the need for content marketing?Content is about creating information pages that lead to selling pages. Help SMEs understand content marketing, so they see that brands need both kinds of pages to sell effectively.

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Where is content marketing typically situated in an organization?
Where is content marketing typically situated in an organization?The Marketing Department is where content marketing begins to take root, typically. As it grows, content adds natural allies step by step on its way up the organization. It’s best to view content as an evolutionary process.

See the infographic

With content marketing seemingly so overwhelming, how should one approach senior management to explain the focus that is needed, rather than trying to address content marketing only with ad spend?
With content marketing seemingly so overwhelming, how should one approach senior management to explain the focus that is needed, rather than trying to address content marketing only with ad spend?When the advertising vs. content marketing debate surfaces, help senior managers become self-aware about their own behaviors as consumers of marketing. Great content marketing is all about putting teaching before selling.

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How do we successfully integrate content throughout the marketing department and functions?
How do we successfully integrate content throughout the marketing department and functions?Build relationships
Turn people into subscribers, who give you permission to deliver content regularly
Convert subscribers into buyers
Improve the user’s experience to win repeat buyers.

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How can content subtly sell content marketing?
How can content subtly sell content marketing?Know your customers’ tribe.
Learn everything about your tribe’s passion.
Make content that feeds your tribe’s passion.
Your tribe will love you for it.

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How do you convince upper management to create the smaller bits of content to get people to the larger white papers?
How do you convince upper management to create the smaller bits of content to get people to the larger white papers?A free taste of great content makes audiences hunger for more. That’s why marketers need to create short-form content.

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How do you maximize content with as little effort and time as possible?
Budget rule of thumb: $1 in Marketing equals what revenue?To maximize content: Create a dedicated content team. Find the right mix of skills. Get the whole company on the same page. Organize content like a newspaper. Choose marketing tools wisely.

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What is the best length of content?
What is the best length of content?The best length of content is the length your buyer wants right now. Make content marketing that scales gracefully from 7 seconds to 20 minutes with a Message Map.

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Why having executives buy into content marketing is so important?
Executive Buy InEducate execs about changing buyer behaviors. People avoid ads, yet seek content that answers their questions. That’s why 7 out of 8 marketers use content marketing to reach buyers.

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How can you engage your organization/team in content marketing?
How can you engage your organization or team in content marketing
Take one of two approaches: ask for permission or seek forgiveness. Here’s how.

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How do you start a content marketing program from scratch?
How do you start a content marketing program from scratch?
Write down every question customers ask your company. Here’s how to capture customer questions and convert them into compelling content.

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How do we create time for content marketing in our jam packed days?
How do we create time for content marketing in our jam packed days?
To help you create time for content marketing, here are 5 ideas to help you create the most content marketing in the least time.

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STRATEGY

How to Keep Content Marketing Always on Message
How to Keep Content Marketing Always on Message
A Message Map helps you say it, share it, tweet it, blog it, post it, publish it, or debate it well. By using Message Maps consistently, you can make your marketing, employee, and investor communications even more harmonious and successful.
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What are the must-haves when building a content marketing strategy from scratch?
What are the must-haves when building a content marketing strategy from scratch?
To build a content marketing strategy from scratch, get internal buy-in.

Inside the company, build buy-in by collaborating with colleagues to co-create your content marketing mission, strategy, and message.
Here’s a step by step process for how to build a content marketing strategy from scratch:

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How can you draw parallels with content marketing and advertising?
How can you draw parallels with content marketing and advertising?
Content marketing and advertising are similar, yet different. What do marketers need to know about their similarities and differences?

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How do you think a marketing automation environment best supports content marketing?
How do you think a marketing automation environment best supports content marketing?
Marketing automation supports content marketing by getting 4 jobs done for you:

– Track users’ interests to recommend relevant content streams.
– Assign scores to users to decide which are ready to contact and qualify.
– Offer content that helps buyers qualify themselves.
– Enable reverse engineering of successful content-to-customer conversions.

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How do you prioritize content?
How do you prioritize content?
To prioritize content:
– Put your audience needs first.
– Build your content base.
– Create a content calendar, starting with mega-content.
– Ride the currents of trends and news.

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How can I leverage existing content in my content marketing strategy?
How can I leverage existing content in my content marketing strategy?

To leverage existing content, reuse, recycle or reduce what you made already. This infographic shows 7 smart ways to leverage existing content.

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How do you reach an audience that isn’t looking at your source as content?
How do you reach an audience that isn’t looking at your source as content?

Start by diagnosing the problem. Why doesn’t your audience consider your brand a source of content? Does your brand offer content on the topics the audience cares about most?

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How do I get better at content marketing?
How do I get better at content marketing?
To get better at content marketing, you’ll need to learn from others. To do so, look for the right boss, the right blogs, the right books and the right tribe.
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What is the future of content marketing?
What is the future of content marketing?
People’s attention spans are short. If you can’t hook your audience in 7 seconds, people may not get your message.
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How do you efficiently take one piece of content and quickly adapt it across internal/external channels?
how to quickly adapt content?
Marketers constantly face the need to quickly adapt content across communications channels, audiences and media to get the word out fast. First create an overarching message and strategy quickly. Then, adapt the message and strategy to the needs of each audience, channel and medium.
Read More
How do you start formulating a content marketing strategy?
How do you start formulating a content marketing strategy?
Marketers who write a content marketing strategy are 4 times more successful, says Joe Pulizzi. Yet only about 1 out of 3 of marketers have written a strategy.
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How should a company prevent content from being produced 'all over the map'?
How should a company prevent content from being produced all over the map

Make sure everyone is pursuing the same mission. Here’s how to write your content marketing mission statement in 5 steps, using our free template.

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How do you start a content marketing program?
How do you start a content marketing program?

Find out what are all the questions customers ask your company. Then focus on creating content with the best answers to each question.

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How do or should you re-purpose content that is still valuable?
How do or should you re-purpose content that is still valuable?

If you’re afraid that your evergreen content is getting stale, here’s how to re-purpose content, squeeze out more value, and expand your audience.
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How can we create content that effectively works across various audiences?
How can we create content that effectively works across various audiences?

Learn your buyers through buyer personas or question analysis. Use content analytics. Serve relevant messages to each buyer.
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RELEVANCE

How do we target content marketing effectively?
How do we target content marketing effectively?
Target content marketing effectively by identifying the right audience of buyers – the tribe that craves your content. Find out which information they need to become smarter buyers in your market.

Then, provide the best information buyers can find on key topics, in the places they hang out.
Read More

Content marketing is ongoing – how do you sustain momentum?
Content marketing is ongoing – how do you sustain momentum?
To sustain momentum in content marketing:
– Understand what buyers need and want.
– Build an audience-centric content calendar.
– Add other people’s voices.
Read More
What are the top 3 most popular types of content marketing? Which are most effective?
What are the top 3 most popular types of content marketing? Which are most effective?
The 2018 studies by the Content Marketing Institute (CMI) and Marketing Profs show what the most popular types of content are.
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How do you make content marketing exciting or appealing?
How do you make content marketing exciting or appealing?
Andrew Davis answers a crucial content marketing question and he’s one of the most exciting speakers you’ll ever hear.
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Smart marketers want to know: “How to better align content to the buyer journey?
Smart marketers want to know: “How to better align content to the buyer journey?
To align content to the buyer journey, learn what buyers really need.
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How closely should the topics of your content be tied to your company’s products?
How closely should the topics of your content be tied to your company’s products?
Focus content on the topics buyers care about the most.
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How do you create the type of content users will share?
How do you create the type of content users will share?

1. Create content that celebrates customers as heroes.
2. Invite users to create content they want to share.
3. Include user-generated content (UGC) along the path to purchase.

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What is the best way to better engage readers?
What is the best way to better engage readers?
The best way to better engage readers is gradually.
Let readers set the pace. Don’t dump too much information (TMI) on them all at once.
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How do you develop a strategy to retain readers over a period of time?
How do you develop a strategy to retain readers over a period of time?
To retain readers, help them form a content habit. How? Keep content fresh and engaging, on mission, and on a regular cadence.

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How do you use content marketing to reach a very small audience?
How do you use content marketing to reach a very small audience?
The smaller your audience, the more content marketing must become a love letter.
Show how much you know, how much you care and how you can help.

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How do you determine the most relevant content to share in order to attract customers?
How do you determine the most relevant content to share in order to attract customers?

To keep content relevant:

  • Listen to understand buyers’ needs thoroughly.
  • Guide buyers on a clear path through content to conversion.
  • Keep content fresh and engaging.

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How to communicate strong opinions without offending?
How to communicate strong opinions without offending?

Think carefully through how to use strong opinions, by using research and insights to create thought-provoking content.

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How do you continue to engage your audience?

How do you continue to engage your audience?
To continuously engage your audience: evoke an emotional response, keep content newsy and fresh, make content interactive, and encourage user-generated content.

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How do you capture customer questions?
How do you capture customer questions?
To make content great, teach before you sell.

To find out which topics to include in your content marketing, capture customer questions and analyze them. Then create highly relevant, useful, educational content marketing assets.

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How do you make the content relevant to the audience so that they continue to come on board?
How do you make the content relevant to the audience so that they continue to come on board?

To understand buyers’ needs takes buyer persona research. That is, talk with 10 or 12 buyers who’ve reached a decision in the past 6 months – whether to buy from you, buy from a competitor, or stick with the status quo.

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How do you reach an audience that doesn't know it needs your content?
How do you reach an audience that doesn't know it needs your content?

If an audience doesn’t recognize it needs your content, identify the root cause. It may be that buyers don’t recognize an existing problem or need.

Here’s how to magnify buyers’ unrecognized pain point, problem, need or opportunity.

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How to keep content relevant?
How to keep content relevant?
How do you make the content relevant to the audience so that they continue to come on board?

Listen to understand buyers’ needs thoroughly. Guide buyers on a clear path through content to conversion. Keep content fresh and engaging.

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How do you keep your content fresh and engaging?
How do you keep your content fresh and engaging?
Here are 5 ideas to keep content fresh and 3 ideas to keep content engaging.

To keep content fresh, perform original research. For example, host a quiz to hook people’s curiosity.

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DISTRIBUTION

How do we target content marketing effectively?
How do we target content marketing effectively?
Target content marketing effectively by identifying the right audience of buyers – the tribe that craves your content. Find out which information they need to become smarter buyers in your market.

Then, provide the best information buyers can find on key topics, in the places they hang out.
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How often should we be hitting prospects with emails containing content?
How often should we be hitting prospects with emails containing content?

Here are 3 ideas to help you discover the ideal email frequency for your brand:

– Let subscribers choose the ideal email frequency.
– Test to find out the ideal email frequency for your list.
– AI (artificial intelligence) can identify which weeks to avoid sending mega-content emails.
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How do you overcome duplicate content – content that covers the same things?
How do you overcome duplicate content – content that covers the same things?

Up to 1/3 of webpages offer duplicate content:

Some search engine optimization (SEO) experts believe that your search engine rank can be hurt by duplicate content. Others say that’s a myth.
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How do you promote content / preferred method?
How do you promote content / preferred method?

To promote content effectively, take 3 approaches:
1. Owned media
Why? Because no one can take away these assets or arbitrarily raise your rent.

2. Earned media
Expand your influence by borrowing other people’s audiences.

3. Rented (aka Paid) media
To expand your reach and amplify your message, use paid advertising.
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How can you gain blog subscribers through your content?
How can you gain blog subscribers through your content?

To gain blog subscribers, you can:

Maximize content value.
Minimize user effort.
Increase currency and urgency.
Create anticipation.
Learn how.

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How do you effectively and, cost efficiently get eyeballs on content?
How do you effectively and, cost efficiently get eyeballs on content?

We couldn’t outspend them, so we had to outsmart them. That takes a David vs. Goliath approach to content marketing.

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How do you create the type of content users will share?
How do you create the type of content users will share?

1. Create content that celebrates customers as heroes.
2. Invite users to create content they want to share.
3. Include user-generated content (UGC) along the path to purchase.

Read More

How do you continue to engage your audience?

How do you continue to engage your audience?
To continuously engage your audience: evoke an emotional response, keep content newsy and fresh, make content interactive, and encourage user-generated content.

Read More

How do customers find content marketing?
How do customers find content marketing?
Just as animals go to their usual watering holes, so do buyers searching for information.

Don’t build a new watering hole, because the job of luring buyers to a new place is expensive, uncertain and fraught with risks.

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How do you continue to engage your audience?
How do you continue to engage your audience?
Use these 4 keys to engagement:

1. Evoke an emotional response.
2. Keep content newsy and fresh.
3. Make content interactive.
4. Encourage user-generated content.
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How do you decide the specific platform to deliver content?
How do you decide the specific platform to deliver content?
1. Do buyer persona research to learn buyers’ information habits.
2. Gather and analyze buyers’ questions.
3. Build your content first in owned media, then earned and paid media.

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CONVERSION – Top 100 Content Marketing Questions Answered

What are typical conversion rates of content marketing realistically?
What are typical conversion rates of content marketing realistically?
Marketers jealously guard their results – including conversion rates of content marketing. That’s why it’s so hard to find information about typical conversion rates of content marketing.
Why don’t people share conversion rates? Because their competitors would love to know.
Conversion rates of content marketing vary dramatically, driven by these variables: Industry, Company, Product or service, Customer list (subscribers), Timing, and Offer.
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How long to convert people to customers using content marketing?
How long to convert people to customers using content marketing?
Generally, content marketing takes 1 to 2 years, plus or minus, to show its full effects. The speed of your content marketing results depends on your product’s sales cycle:
If it usually takes a year to close a sale of your product, expect visible results in 18 to 24 months.
If it’s a quicker-moving product that sells in 30 to 60 days, you start to see results in the first 3 to 6 months.
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How to balance the investment between content and lower-funnel activities?
How to balance the investment between content and lower-funnel activities?
Marketers use content marketing all through the sales funnel. Consumer marketers create content to build the top of the funnel first, says the 2019 CMI research:

– 4 out of 5 marketers use content to build awareness.
– 2 out of 3 use content to build credibility and trust.
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How can you gain blog subscribers through your content?
How can you gain blog subscribers through your content?

To gain blog subscribers, you can:

Maximize content value.
Minimize user effort.
Increase currency and urgency.
Create anticipation.
Learn how.

Read More

How do you connect content marketing to revenue?
How do you connect content marketing to revenue?
To clearly connect content marketing to revenue, take these 4 steps:
– Prove the effectiveness of content marketing by ring-fencing one specific market where the only marketing is content marketing.
– Before you create any content, find out which content buyers need the most through buyer persona research.
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How should you set up your content marketing analytics?
How should you set up your content marketing analytics?
Content marketing analytics must go beyond separate functions grading their own report cards. Follow these guidelines:

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MEASUREMENT

How do we measure the fractional impact of content marketing?
How do we measure the fractional impact of content marketing?
Marketing attribution is the key to measurement, and it’s the #1 challenge consumer marketers face. My study of more than 1,600 questions from marketers confirmed this is a major pain point for marketers.
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What are typical conversion rates of content marketing realistically?
What are typical conversion rates of content marketing realistically?
Marketers jealously guard their results – including conversion rates of content marketing. That’s why it’s so hard to find information about typical conversion rates of content marketing.
Why don’t people share conversion rates? Because their competitors would love to know.
Conversion rates of content marketing vary dramatically, driven by these variables: Industry, Company, Product or service, Customer list (subscribers), Timing, and Offer.
Read More
How long to convert people to customers using content marketing?
How long to convert people to customers using content marketing?
Generally, content marketing takes 1 to 2 years, plus or minus, to show its full effects. The speed of your content marketing results depends on your product’s sales cycle:

If it usually takes a year to close a sale of your product, expect visible results in 18 to 24 months.
If it’s a quicker-moving product that sells in 30 to 60 days, you start to see results in the first 3 to 6 months.
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How do you measure success, best metrics and methodologies?
How do you measure success, best metrics, methodologies?
Carefully choose which marketing metrics to share with executives, with internal clients, and inside the marketing department.
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How do you create a test and learn environment to drive incremental gains over time?
How do you create a test and learn environment to drive incremental gains over time?
To create a test and learn environment, focus first on creating an innovation culture in the Marketing Department.
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How to measure consideration and awareness contribution of content marketing?
How to measure consideration and awareness contribution of content marketing?
More than half of B2C marketers use content marketing not only to build awareness, but also to successfully meet additional needs:

– Build credibility and trust.
– Educate audiences.
– Build loyalty with existing customers.
– Generate demand, leads, sales and revenue.
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How to value the impact of content marketing and justify the expense/overhead?
How to value the impact of content marketing and justify the expense/overhead?
Get the whole team aboard
To demonstrate the impact of content marketing, start by getting your executives and internal clients aboard the content marketing bandwagon. Take these steps:
Convene decision-makers in a workshop
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How do you measure a successful content marketing campaign?
How do you measure a successful content marketing campaign?
Content marketing campaigns best fit deadline-driven purchases of products and services.
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What is the best way for a company to measure and share analytics in order to shape content marketing?
What is the best way for a company to measure and share analytics in order to shape content marketing?
To measure content marketing effectively, measure to improve performance, enable testing and share the most relevant results.
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How do you measure success of user-generated content?
How do you measure success of user-generated content?
To measure success of user-generated content (UGC), be:
– Clear about its purpose
– Ready to relinquish some control
– Set up to measure the right results.
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How do you track conversions / preferred method?
How do you track conversions / preferred method?
To track conversions, invite soft conversions first, hard conversions next
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How to measure sources of content marketing?
How to measure sources of content marketing?
Why are marketers always on the lookout for sources of content marketing ideas? Because our audiences are always hungry for content on relevant topics with fresh story angles.
The most valuable sources of content marketing ideas:
– Resonate with your audience.
– Unlock expertise inside your company and customers.
– Fit the moment.
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How can content marketing be measured in my business?
How can content marketing be measured in my business?
Content marketing plays multiple roles to grow your business
To measure content marketing in your business, take these steps:
– Measure the value of content as a long-life asset.
– Be crystal-clear about the jobs you want content to do.
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How do you assess your current content marketing effectiveness?
How do you assess your current content marketing effectiveness?
To start out, assess content marketing effectiveness 4 ways. Discover:
– Is your content on target, on mission, on strategy and on message?
– Is your content being found by buyers?
– Are buyers consuming your content?
– Are buyers moving forward toward a purchase?
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How can you measure the value of content marketing in helping achieve your marketing goals?
How can you measure the value of content marketing in helping achieve your marketing goals?
Content marketing can achieve many different marketing goals. To measure the value of content marketing, spell out your goals in writing, in advance.

In other words, write down your content marketing mission and content marketing strategy.
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How important is tracking content marketing analytics to success?
How important is tracking content marketing analytics to success?
Three reasons why tracking content marketing analytics is vital to success:

– What’s working and what’s not.
– Track buyers from content to conversion.
– Demonstrate content marketing results to higher-ups.
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How do you determine budget? 10 budget rules of thumb
How do you determine budget? 10 budget rules of thumb
Here are 10 budget rules of thumb I developed as a manager, director and vice president.
Budget rules of thumb make it easier to secure you the budget you need. I hope one or more of these budget rules of thumb help you get the resources you need to succeed.
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Smart marketers want to know: How to measure good content?
Smart marketers want to know: How to measure good content?
How does content make your reader’s job easy? When you measure good content, that’s the first question to ask.
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How do you measure a content marketing program?
How do you measure a content marketing program?
Out of all the questions marketers ask about content marketing, the most frequently asked question is: How to measure success?

It’s a big-picture question that applies to content and all marketing activities – digital, event, email, and others.
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How do you effectively report on content marketing?
How do you effectively report on content marketing?
Executives invest in marketing to produce growth in sales and revenue, new customers and new deals.  How do they measure marketing success?

And what should you avoid telling them?
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How do you measure the effectiveness of content marketing?
How do you measure the effectiveness of content marketing?
Look for measures that matter, track them faithfully over time, and adjust your content mix to become more successful.

Don’t worry about what you can’t measure. There’s plenty you can measure and learn from.
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How do you measure effective copy?
How do you measure effective copy?
To write effective copy, use these 5 tips and tricks. Start with listening.

Listen to your audience, Perform buyer persona research to gain insights, monitor social media to mine topics, and use analytics to see which content your audience consumes and shares most.

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How do you measure success?
How do you measure success?
Here’s how to measure the entire marketing system to see how it’s working.  Marketing measures work best as they reveal patterns that emerge over time.

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How to effectively track and report success of content marketing?
How can you engage your organization or team in content marketing
Most of what goes into a company’s ROI lies well outside the Marketing Department. A more sensible measure for Marketing is the marketing return on investment (ROMI). Here’s how you can calculate it.

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How do you measure the success of content marketing?
How do you measure the success of content marketing?
“How to measure success?” is the #1 question out of of 1200 questions that marketers asked about content marketing. Here are 10 ideas to consider before you start or change marketing measurements.

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What is the best way to measure effectiveness of content marketing?
What is the best way to measure effectiveness of content marketing?
Begin with the why: What’s your purpose in measuring marketing? Knowing your purpose helps you measure the right things.

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How can you determine the effectiveness of your content?
How can you determine the effectiveness of your content?
Measures that gauge the quality of content are too often overlooked. Yet they’re important because quality beats quantity in content marketing.
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What does success look like for content marketing?
What does success look like for content marketing?
Measure with a clear purpose – to learn how to do content even better.
Measure marketing as it’s seen through the eyes of executives, to grow the business.

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How do you measure success and turn success into leads?
How do you measure success and turn success into leads?
Measure everything that’s feasible and practical to measure. Start out by rounding up as many as 30 or 40 measures. Over time, figure out which ones matter most.

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How do you measure ROI & revenue influenced?
How do you measure ROI & revenue influenced?
Calculate your return on marketing investment (ROMI) using this formula:

(profit from sales growth – marketing expense)
Marketing expense

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How to track business impact of content marketing?
How to track business impact of content marketing?
Use marketing metrics as internal diagnostics, in order to maximize results.

Measure the long-term value of content to the business. Don’t consider output alone to be a valid marketing measure.

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Top 100 Content Marketing Questions Answered