If you search online for “content marketing ROI,” you get close to 10 million results. The majority don’t provide anything particularly useful or actionable for typical marketers trying to justify their content marketing expenses to the CFO. So when I came across David Meerman Scott’s article on basing content marketing ROI on a Google AdWords equivalency, I was intrigued. I decided to run an analysis across our clients at Brandpoint.

First off, let’s get down our vocabulary. Many tactics make up the concept of content marketing, but we’ll leave that for another article. For the purpose of this analysis, we’re focused on the tactic of developing “on-site” content. Simply put, that means developing great content that lives on your website to attract, educate, and convert your audience. This content most commonly takes the form of a blog.Continue Reading

In the not-too-distant past, it was relatively easy to win the battle for attention. Win a few key media placements and you could build instant awareness and attention.

It’s not so easy today. In a world where everyone is a publisher, it’s not just your brand vs. your competitors; it’s your brand against every funny cat video, every must-read “listicle,” and every celebrity meltdown. It’s your brand competing against my friends’ latest Facebook posts for attention.

The signal-to-noise ratio is going to increase, unabated, for the foreseeable future. Every day we’re exposed to hundreds, if not thousands, of brand messages, and it’s growing more difficult to rise above the clutter.Continue Reading