November 1, 2014

Documented Strategy Helps Brands Track Content Marketing ROI

Documented Strategy Helps Track Content Marketing ROI

Use Documented Strategy to Track Content Marketing ROI (REPORT)

We’d all like our content marketing efforts put in some understandable context so we’ll know all our hard work has not been in vain.  Everybody keeps telling us ya gotta track content marketing ROI.  Here, I thought I was one of a few marketers having an issue with it.  ‘ turns out I’m not, and that  tracking content marketing ROI is a challenge most brands still have.

But, there’s hope for all of us. According to a study on 2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North America from MarketingProfs and Content Marketing Institute, a well-documented strategy can offer new insights.

Some of the key points to take away  from this comprehensive report specifically relating to documented strategy  include:

  • 60% of those who have a documented strategy rate themselves highly in terms of content marketing effectiveness, compared with 32% of those who have a verbal strategy.
  • The 35% who have documented their strategy are more effective in all aspects of content marketing than those who have not.
  • You need a documented strategy (not just a verbal one!) if you want to be an effective content marketer.
  • Those who have a documented content marketing strategy (23%), are the most likely to say they publish new content daily.
  • 70% of B2B marketers are creating more content than a year ago.
  • Just 21% of content marketers report that they’re successful at tracking ROI.
  • The most effective marketers, as well as those who have a documented strategy, use all of the following paid methods a bit more frequently than the overall sample, except for print/other offline promotion, which they use a bit less frequently:

B2B Paid Advertising Usage

Other key points to take away:

  • With regard to marketing tactics, Infographics have had the largest growth in usage – from 51% to 62%.
  • The most popular and most effective social media channel for B2B marketers is LinkedIn.
  • The most effective tactics for B2B marketers are live events.
  • Over 50% of B2B marketers plan to increase their content marketing budgets during 2015.

Not sure about you, but having learned (from the best) that using a documented content marketing strategy helps increase effectiveness in all areas of content, I plan to implement one pronto!  And I hope you will too.

                                                                                                                                                                            Happy Marketing

                                                                                                                                                                            Stacey

Getting a Copywriting Job in London

Posted By Guest Blogger: Tim Green-

I was told that copywriters need to be creative, have a love of language and be adaptable.  I was all of these things so surely it was a perfect fit. Indeed, having studied journalism and with a love of books and writing, I figured this should be easy. London Underground - Getting a Copywriting Jobs in London

The reality was a little different. Getting a copywriting job was not as easy a task as I had thought it would be.  Most people like to think they are good with words and most are able to speak English.  But a good copywriter requires a host of other talents beyond this: attention to detail, ability to work to tight deadlines, adaptability, good communication — these traits are ones which anyone going into the business must have.

Freelance

I initially pursued the job by doing some freelance work. Luckily I had a few friends in publishing who required corporate articles and advertising briefs for their sports blogs or for online magazines. This was not overly glamorous or well-paid but it did help me to build up a portfolio and make contacts. And the experience was invaluable—writing an advertorial on sportswear one week, a pitch for party planning the next— I was learning all the time.

Recruitment Agency

After I built up a decent portfolio of work I sent my CV to a couple of big London recruitment agencies. It was a tough market to begin with.  While they liked my work, they reminded me that copywriting is a competitive business and places didn’t come up very often. But one day a friend of mine recommended me to a specialist recruitment agency in London.

They had a link to many of the more interesting companies around. Luckily, they liked my portfolio and my determination to find a job in the industry. They also liked that I had shown initiative on my freelance work and the diversity of things I had written about.

Be Persistent

I learnt that it is as hard to find a good copywriter as it is for copywriters to find a good company.  In the end, I was put forward for three interviews.  The second one I went for offered me a job as a trainee.  In the last year I have moved up and now handle a couple of client accounts myself and work on others with more senior colleagues.  It can be very rewarding work, learning about new industries and meeting and liaising with a diversity of interesting people. I’ve worked with fizzy drink companies, telephone makers, banks and fashion agencies. You need to have good writing skills, creativity and work to tight deadlines to succeed. Registering with a good agency is also a pretty good avenue to pursue in my experience. Just remember to be both patient and persistent! It will work out.

 

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Tim Green works as a copywriter at a marketing company in London. He supports http://www.yellowcatrecruitment.co.uk/

 

Tags:  Advertising copywriter, copywriter salary