In the previous Content Marketing Master Class articles, we talked about two of the takeaways Robert Rose, chief strategist for the Content Marketing Institute, gave to the marketers gathered at the Content Marketing Master Class in New York City in November. As Rose put it, the fundamental patterns of marketing are changing, spurred by the dramatic rise of content marketing as a tool for reaching and compelling customers to act.
Here are the final two lessons. To get the rest, check out next years’ Content Marketing Master Class.
Lesson 3: Structuring for Content Marketing
Rose cited several ways that a content marketing function may be positioned within an organization. The keys to any of these approaches is that a specific person or group is accountable for content marketing, but not so separate that it becomes isolated or “siloed.” The content marketing entity also needs to work with and communicate with all divisions of a company.
Such a group would be responsible for:
- Content Creation Management: Creating, approving, organizing, and managing content driven experiences.
- Internal Activation & Participation: Initiate workflows and reasons to believe in company wide imperative for content as a strategic businesses function.
- Content Measurement & Insight: Measuring content driven experiences and using data to move the business forward.
Lesson 4: Use the Right Metrics: Quality, Not Quantity
Rose said that the fundamental patterns of marketing are changing, but marketers are not keeping up. In particular, Rose thinks marketers are pegging their marketing strategies that are no longer relevant, especially in a content driven marketing world.
Where effective content marketing is marked by customer value and high-quality engagement, marketers are still focused on reach and frequency. Reach and frequency aren’t indicators of a high-value sales prospect, said Rose, and hence we need to reconsider how we measure the efficacy of content marketing.
For quite some time, the pageview was the ultimate metric of the web and the measuring stick for marketers. And so going viral and getting a billion views was the objective. However, Rose said quantity for quantity’s sake should not be the objective of content marketing. “The number of views doesn’t matter. What they do after they view [a piece of content marketing] matters.”
Rose suggested when targeting an audience to think of the many subsets of an audience wand what specific interest they have and the specific things marketers want them to do.
Denis Wilson was previously content director for Target Marketing, Publishing Executive, and Book Business, as well as the FUSE Media and BRAND United summits. In this role, he analyzed and reported on the fundamental changes affecting the media and marketing industries and aimed to serve content-driven businesses with practical and strategic insight. As a writer, Denis’ work has been published by Fast Company, Rolling Stone, Fortune, and The New York Times.