Steps to Solving the Production Vs. Performance Graphic Design

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mosarrof_seo583
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Joined: Sat Jun 18, 2022 5:48 am

Steps to Solving the Production Vs. Performance Graphic Design

Post by mosarrof_seo583 »

I want to share with you the biggest conundrum of content marketing. Many marketers fail to truly understand what content marketing really means beyond the blog post, beyond the view , and beyond the “ like . ” They focus on the superficial and unimportant relationship between output and performance. production-performance-image 1Image source: Andy Betts Yet content marketing is hitting a production and performance plateau, where marketers need to better measure performance to justify continued investment. As Jake Sorofman, research vice president at Gartner, puts it: Today we see marketing executives curb some of their content marketing spend until Graphic Design they can reliably measure its performance, point to business impact, and achieve the scale and control currently offered by paid media. Recent B2B research from the Content Marketing Institute highlights the challenge: Production: 86% of organizations use content marketing Performance : 21% say they succeed in tracking the return on investment of their content I define this as the production/performance conundrum . goals-metrics-chart-image 2 How Graphic Design can content marketers justify spending more on content

If they can't show ROI? Failure to solve the problem of production versus performance will lead to reduced buy-in from key decision makers in your organization. My theory may explain why CMI has found that the number of organizations using content marketing has decreased in recent years. While the decline may be a good indicator of industry maturation, the change may also indicate Graphic Design that senior executives are unwilling to devote resources to content if it is not tracked by ROI. Solution in 3 steps For marketers to justify and increase spending on content production, performance must be proven with metrics . Value must be assigned and subsequent scaling processes must be constructed. The three-step solution illustrated in this article can help solve this fundamental challenge. attribution-scale-measurement-image 3 Image Graphic Design source: Andy Betts Measure: don't be comfortable Marketers operate on a modern content battleground where businesses are battling for the prize of consumer attention, loyalty, and retention.

Your content marketing efforts should be conducted with detailed insight into what your audience wants. Comfort metrics help identify performance marketing metrics, but in reality, they are soft metrics that fall short of key performance, attribution, and scale challenges. Comfort stats include: Social media likes and followers Unique pageviews - without taking into account additional Graphic Design factors such as bounce rate, conversion and funnel analysis Shares – without looking at Graphic Design the “halo” effect of the relationship on the content or researching the who, why and what influencers have shared Taken in isolation, these types of statistics can be misleading. We don't want content performance to be viewed (pardon the pun) as pageview journalism. Measurement is the imperative that organizations must adhere to to understand demand, optimize content, and measure results.
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