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The most successful content marketing is marketing that transcends the transactions and provides a glimpse into the company's personality, says Jay Baer in this video and short blog post
.Terry: So when a company’s just starting with content marketing, what are some key performance indicators, basic KPIs that they could start with in order to start measuring the effectiveness and success of their efforts?
Jay: It depends on the type of company and whether they’re B2B or B2C or how they sort of track their actual business in the real world. But, generally speaking, I think the best way to look at content programs is to say:“Do people care about it? Is there proof of caring?” And a lot of times you can measure that just anecdotally. You don’t have to necessarily have a whole complicated scheme.
For an example, there’s a company called Life Technologies – a major global manufacturer of scientific equipment. They have this great content program where they take their product catalog and they execute it as a series of YouTube videos that are chained together with annotations.So it’s almost like a choose-your-own adventure product catalog....
Via Jeff Domansky
In this interview, Jay Baer offers lots of advice and tips on better content marketing.