1. Reframing Content ROI and the Case for B2B Content

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      Despite many articles recommending methods to determine content ROI, this continues to be a hot and confusing topic for many B2B marketers. Why is this? There are different purposes and uses for ROI. Content performance, at an asset or campaign level, is typically the way marketers think of content ROI. While difficult to measure, marketers need performance measures to tweak execution. But don’t confuse performance with ROI. To make a business case at the executive level, asset and campaign performance measures are not useful. They are too tactical. They doesn’t align with executive business criteria, or inform the kinds of decisions they make. Because they don’t show what’s possible, they miss the strategic importance and and impact on top business objectives. Marketers think with a traditional expense justification mindset rather than an investment mindset. We’ve written here about the misunderstanding between investment and expense.   A Content ROI Investment Model An investment mindset...

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Resolving the number one unconsidered cause of low B2B sales and marketing performance, and revenue growth …
… the inability to deliver effective knowledge, conversations, and situation-specific information (content), in context, at scale
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