“It doesn’t really matter what it costs, as long as we know we will get an ROI from the content marketing investment,” a CEO of a financial technology firm recently told me during a sales call. And isn’t that the truth? The value of a content marketing program should always outweigh its cost. Over the […]
Derivative Content: The Gift That Keeps On Giving
B2B marketers recognize that investing in thought-provoking content is a great way of supporting an oftentimes lengthy buying cycle. However, disappointment often arises when premium content does not deliver the expected return on investment (ROI). Typically, the problem is not with the content itself, but rather the way that it is (or isn’t) being utilized. Below […]
Capturing Return On Investment With Content Marketing
A prospective client asked me how much return on investment (ROI) is realistic for a content program (or what we lovingly call a buffalo program). Of course, it depends on the buffalo strategy, relevance of your content themes, how well you promote the content, market demand for your product or service and your pricing strategy […]
