New marketing terms, changes in the media landscape, and struggles with measuring the right things are all factors that impact the everyday life of a content marketer. This week we’ll share three articles and a report that will help you tackle each challenge.
CPA, CTA, CPM, CTR…
Do you ever feel confused and overwhelmed by all the content marketing terms out there? You’re not alone. The team at Copyblogger published a content marketing glossary last week with 96 concepts that every marketer needs to know. The glossary explains the most important concepts through animated videos, which makes it easier and more fun to understand what they mean.
Instagram – a new “pay to play” platform on the way?
Instagram’s move to duplicate Facebook’s algorithm has stirred a debate in content marketing circles. The decision means that Instagram posts will no longer be shown in a chronological order, but rather tailored according to “the likelihood that you’ll be interested in the content.” Instagram will most likely become another “pay to play” platform, much like its owner Facebook, which means that brands will have to pay to be seen in the right context. But this shift also poses great opportunities for marketers and brands, says Joe Pulizzi.
Marketers measure the wrong things
Formstack has recently published a report that highlights a common marketing problem. Namely, there is often a gap between what a company measures and what their goals are. Marketers need to ensure they measure the right metrics, so they can show how their activities help the company reach its overall goals. As they state in the report:
“More than half of marketers surveyed rely on high-level metrics (like web traffic) to prove ROI, as opposed to more results-oriented ones like new sales.”
In their article about the Formstack study, Contently writes that quantitative data is not enough to measure the quality of leads that are being created. To increase profitability, marketers need to become better at tracking customer relationship metrics and understand the customer journey. This can be done most effectively by creating content that functions like a meeting point between the company and the consumer.
The more valuable content you create, the more opportunities you provide the consumer to interact with your brand. The more your consumers interact with your brand, the more you can learn about their interests and behaviours. Companies that track customer relationship metrics become more successful and also feel more confident about their ROI, the study suggests.
Do you want to learn more about ROI?
Download The Art of Measuring – Spoon’s guide to the ROI of content marketing right here.