According to the study, only 21 percent of companies feel they have a good method for measuring returns from content marketing efforts. While that’s a relatively low number, there are reasons to be optimistic. Documented strategy has emerged as one way brands can get a more complete picture of those results, and marketers say it’s working. Among those using a documented strategy, 35 percent say they are successful at tracking ROI.
“Having a verbal strategy is a great first step,” the report states. “However, as the research shows, it pays to take the time to write it down.”
But while documenting that strategy is an important second step, the solution to ROI tracking doesn’t end there. In such a new venture, brands are slowly sorting out what works and what doesn’t—and those seeing early success are holding their knowledge close to their chest.
Kraft Foods, for example, says it’s become very effective at tracking content marketing ROI. But because the company doesn’t want to provide any windfall advantages to its competitors, Kraft isn’t interested in offering specifics.
According to Econsultancy, though, there are a few broad takeaways that Kraft is willing to offer. The first is that, by its own internal metrics, content marketing is extremely effective for the company, outpacing traditional marketing ROI fourfold. Kraft also understands that the pace of change within the industry will only accelerate over time and recognizes the importance of staying progressive within the marketing field.
The company also emphasizes consumer targeting and builds that targeting off of first-party data, which comes at no cost and offers great accuracy. And Kraft isn’t afraid to pay for promotion; the internal rule is that if the content is worth creating, then it’s worth paying to promote online.
Ultimately, Kraft sees digital relevance as the foundation of commercial success. Given the results, it’s a philosophy other brands would be wise to replicate.
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