Research from Econsultancy shows that 55% of consumer and 60% of B2B brands are planning to increase their content marketing spend in the next twelve months. But how can you be sure you're going to see a return on that investment?
If you missed Quill founder and CEO, Ed Bussey presenting at the Digital Marketing Show then get the slides here. Ed discussed how content can be used to reach, acquire and retain customers. His presentation also defined the importance of measuring and benchmarking content in the same way as any other marketing activity and highlighted some key metrics that make this possible.
Micro-Choices, Max Impact Personalizing Your Journey, One Moment at a Time.pdf
Measuring the Success of Content Marketing
1. We write in your language
Measuring the success of content marketing;
the data that matters
Ed Bussey, Founder & CEO
November 2013
2. Welcome to the future of online marketing
“55% of consumer
and 60% of B2B
marketers plan to
increase their content
marketing spend in the
next 12 months”
Content Marketing
Institute
2
“Brands are investing
in content rather than
advertising”
Ashley Friedlein, CEO Econsultancy
Digital Marketing & Ecommerce
Trends in 2013
4. Why is content marketing important?
Increases site conversion rates
by encouraging consumer purchasing
decisions amid growing
product choice & competition
Enhances brand awareness
& loyalty, by helping establish
clearer brand differentiation
and authority
Builds social media audiences
by creating the basis for dialogue
between brands and consumers
Boosts Google rankings & traffic,
since Google’s Panda updates
now requires fresh, unique content
Increases user
engagement, more time on
site and higher click through
and conversion rates
Enables companies to
reach wider audiences
via new markets, languages,
platforms, media and devices
…and more cost-effectively than paid advertising
4
12. To meet the demand for consistently high quality,
multi-language, bespoke digital content at scale
12
13. Quality brands in multiple sectors count on us to
write in their language
13
14. “Thank you”
Ed Bussey
CEO & Founder
edbussey@quill-company.com
+44 (0) 203 290 6150
3rd Floor, 52 Jermyn Street, London, SW1Y 6LX, UK
www.quill-company.com
One of the UK’s 250
fastest growing companies
Accelerate 250
14
One of six digital
“agencies to watch” 2013
Econsultancy
Editor's Notes
Why is it important to measure?Content is increasingly becoming part of the marketing landscape. As with any marketing activity, adjustments to spending and new directions require justification and measurement, particularly when you are potentially replacing a tried and tested method such as paid media/advertising.