If your content marketing efforts aren’t helping you increase revenue… what’s the point? Why waste time, energy, and resources on something that’s not helping you grow your business or increase the margin you have to accomplish your mission?
Any brand, business, or cause that decides to invest in content marketing, but hasn’t figured out how to connect it to revenue growth, is wasting their time. Even though it is more of a marathon than a sprint, your content marketing should pay for itself in less than 12 months.
What does it look like to connect content marketing to revenue growth? Here are four things you need to know:
- Understand the chief content marketing outcomes for your specific brand. As with any new marketing idea, you have to identify what you’re trying to accomplish before you start. The important thing is that these outcomes are tailor-made to your specific business goals. If you want to reap the benefits of content marketing and how it can propel your business, brand, or cause forward, you need to understand the specific outcomes you’re hoping to achieve.
- Improve your sales cycle by eliminating silos. Leveraging content marketing to eliminate the silos that exist between your marketing and your sales team is critical. Content marketing has broken down the walls that have existed between the marketing department and the sales team for so long. Figuring out a way to use content marketing to eliminate those silos is another way to connect your efforts to overall revenue growth.
- Create synergy between content marketing and business development. Lead generation must be taken into consideration when developing a content marketing strategy. Once you understand the connection between content marketing and business development, it’s time to look for ways to connect the two.
- Develop a process to monitor, manage, and measure your content marketing. The number one reason most brands fail to see any kind of impact on their bottom line is because they never take the time to develop a systematic process for their content marketing strategy. If you create a system that can be managed and measured, you’ll be able to clearly identify ways to tweak the strategy to increase revenue growth.
Despite the frustration many marketers are experiencing with tying their content marketing to revenue growth, it’s a trend that cannot be ignored. Connecting the dots between content marketing and revenue growth is something that’s too beneficial to ignore, but too complex to ever try to go at alone. If you’re ready to develop a content strategy that moves the needle, our free eBook “An Introduction to Content Marketing” is a great place to start.
How is your brand, business, or cause connecting your content marketing strategy to the bottom line of your organization?