For today’s businesses, content is now at the core with over 25-45% of marketing budget spent on content marketing. Yet, a majority of them lack the ability to track how the audience engages with them. Zazzle Media’s “The State of Content Marketing Survey,” revealed that 62% marketers did not know how to measure the ROI of their marketing campaigns. Marketers and Salespeople are therefore firing in the dark and hope their messaging resonate with their customers. This is only compounded by the number of channels in which content is distributed.
Good content undeniably produces better customers – customers who are more invested in your business, are more loyal, and are more willing to share their story with others. This amplifies the value marketing collateral provides to the business, extending well beyond the direct top-line revenue it generates, making the Return on Investment (RoI) on content a significant indication of success. This section is about metrics for assessing your marketing collateral strategy. Consider these questions for a start:
1. How do you know which marketing collateral piece is becoming viral?
2. Which piece is garnering more attention than the rest?
3. Which page of your eBook are your leads/prospects spending more time reading?
4. Who is your collateral being shared with in the client’s organization?
5. How are you ensuring all your outbound content is being branded according to your company’s standards?
6. Which of your pieces is a favorite among your sales teams?
7. Are your sales teams able to figure out which is the next piece of collateral that needs to be shared?
8. How are salespeople discovering your collateral?
9. Who are the biggest fans of your marketing collateral?
Let’s simplify it even further. In our earlier example, we spoke about a travel agency producing content to suit Adrian’s needs. Imagine as if the travel agency sends Adrian an eBook during the Awareness stage that talks about the sights and sounds of Scotland, and notices that Adrian has not spent much time beyond page #5 in that. What if this were a repetitive pattern among most travelers who belong to the same customer profile as Adrian’s? That means the target audience has found what it is looking for in pages #1-5 in the eBook and may not need much of the content beyond that. That is a good indication that the content in the eBook beyond page #5 needs a good rethink to suit the travelers’ requirements better. Or, the format of marketing collateral itself may need to be changed. An eBook may not the best option, perhaps this target audience needs a video to get a more realistic feel about it.
We often tend to get carried away by the number of likes and shares that our social media posts get. True, they are a good indicator of what our audience feels about it. But, do they define the efficacy of our marketing collateral? Can they tell us by how much did our conversion rates improve? Or, what is the next marketing collateral that our target audience is ready to consume? The answer is a resounding ‘No.’
That’s why measuring marketing collateral engagement is very important. It can give you answers to questions such as:
1. How many people have viewed/downloaded your content?
2. Who are they re-sharing it with?
3. Which portion of your document is attracting more attention?
4. What was the average time spent?
5. How many of your marketing collateral pieces are going unused/undiscovered?
6. What are the opportunities that you are not cashing on in yet?
7. Are there clear trends which types of content are working better? E.g. Blogs, videos, point of views.
These metrics can then enable you track down the leads to figure where they originated from. To be able to do this, you need to tag your leads to the marketing collateral pieces via your platform. Or, you can do this intelligently through your CRM platform. Ensure you have integrated your CRM with your marketing collateral platform. Ultimately, it is the dollar numbers that count. From the leads that your marketing collateral generates, you can get the percentage conversions into actual sales and the amount of sales influenced. Find out which types of marketing collateral compresses the sales cycle or moves the pipeline faster. A 100-page whitepaper is hardly equipping your sales reps better than just being a bragging topic. Probably your YouTube channel is keeping buyers hooked on to your website. But, in order to get there, you will need to get your basic metrics in place.
Measuring marketing metrics can tell you if your marketing strategy is headed in the right direction or not, and which marketing collaterals you need to focus more. Define these metrics when you start putting together your strategy, so that it becomes easier for you to know what to measure. Assessing the ROI of your marketing collateral closes the loop that began during the creation stage. This gives marketers a clear idea of which marketing collateral is working and which one is not.
Creating marketing collateral is just one aspect of your overall marketing strategy. Distributing them, hosting them, organizing them under different categories, keeping them relevant to your brand, making it usable for different events, conferences, i.e., doing everything to making them valuable are the larger chunks of work associated with it. Despite your best efforts in creating marketing collaterals, ensure you revisit your strategy frequently so that you can refresh it and tune it to the needs of your target audience. This eBook will enable you to think how you can create and distribute effective marketing collateral that results in positive outcomes for your business.
We delve deeper into marketing collaterals in our post “An Introduction to Marketing Collateral,” including the need for it, its benefits, objectives and the difference between sales collaterals and marketing collaterals.