How much money do you spend on your content marketing?
If you can’t immediately answer this question, there’s a good chance that you’re either wasting resources on an undocumented strategy or sitting on a goldmine of unexploited content.
If you don’t know what the cycle, budget, timeline, and lifespan of your content marketing looks like, it’s time to create a document content strategy. If you think you’re too busy to pay attention to these fine details, you’re wrong; measuring ROI is an essential part of every marketer’s job. It’s a weak excuse to be uninformed about the ins and outs of your content marketing, even if it’s executed by a junior staff member.
If you have a documented content strategy and still don’t know how much you spend on content marketing, it’s likely you have not done enough work promoting your content. In other words, no one has seen it. As the old adage goes, if a tree falls in the woods, does anyone hear it? Likewise, content that gets an organic lift of only 20 people, no matter how great it is, has not fulfilled its destiny as a marketing asset…