Insights on Marketing & Technology

Generating an indisputable return on investment linked to advertising in traditional media — television, print, or radio — is next to impossible for marketers. Sure, we can talk about the eyeballs and impressions we generate. But to attribute new revenue — hard dollars and cents — to an ad that runs on The Biggest Loser? That’s tough, especially in the age of digital video recorders.

Most TV viewers these days fast-forward right through those commercial breaks. And that’s exactly why content marketing can be so valuable. When done right, it is a highly measurable part of your marketing mix — one that can prove increased brand awareness, engagement, and even bottom-line results.

The key is to follow these essential steps:

1. Know your customers
2. Create Clear and Measurable Goals
3. Define Your Sales and Marketing Funnel and Associated Content
4. Integrate and Implement Tracking Systems
5. Identify Desired Actions for All Visitor Segments and Goals