Content marketing is always one of the easiest functions to scrutinize when the times get tough.
Leadership knows that we need it, but struggle to tie the work to revenue related outcomes.
When this gap exists it can result in:
🧃Mounting pressure on marketers
🧃A pullback in brand related activities
🧃A pivot from telling stories to trying to gain a direct response
Flipping a content program on its head because of a ROI blindspot can result in your brand just ending up looking like every other brand in your category.
Proving your content program’s value takes time, tools, and great communication.
Most of all, it takes alignment with your sales team.
We dropped an episode earlier this week where we share how we think about answers to the content + ROI question and why this is such a hot button issue right now at The Juice.
We believe in sourcing the outside to help us answer these questions. If you are looking to answer the ROI question for your content a good place to start would be finding opportunities to integrate your work inside campaigns.
How do you integrate the right content into your campaigns? Margarita Loktionova, the Content Marketing Lead at Semrush helps us unpack this question on today’s episode of Modern Day Marketer. Semrush is an online visibility management SaaS platform that’s been used by over ten million digital marketers. Her "Ultimate 2023 Guide to Content Distribution” is a valuable resource for marketers who want to succeed this year.
Discussed in this episode:
- Delegating: How delegating responsibilities across teams can accelerate content goals
- Influencers and integrated campaigns: Why subject matter expertise should prevail over audience size when working with influencers
- Cross functional collaboration: The power of organization and clear communication in the campaign process
Want to stay informed on how B2B marketers are leveling up in 2023? Sign up for the Modern Day Marketer newsletter and get new advice every Friday. 🧃