Inquiring minds want to know: Does content marketing work? And what exactly is its return on investment?
The quick answer is it is hard to track, and even the most analytical among us need to bring some degree of faith to the proceedings, as is the case with all investments in brand.
I am reminded of the saying, “If you think education is expensive, try ignorance.”
One thing we know about marketing today—if it can be measured (in our quest to overcome our “ignorance”) it will be measured. No one wants to waste time or money on tactics that do not produce satisfying results. If metrics can help keep us on track, and grow client investments in content and relationship marketing that’s great news.
When you ask about ROI of content, you’re essentially questioning whether there is value in maintaining ongoing relationships with customers. This is why the question is often misplaced. It’s not about deciding whether to invest more in content and social, it’s a question of how much more.
Daryl Simm, chief executive officer of Omnicom Group’s media operations, is asking clients to move 10% to 25% of their TV budgets to online video. Given that Omnicom’s clients spend $54 billion a year on TV, Simm’s suggestion is no small matter. Should Omnicom’s clients take his suggestion and reallocate just 10% of their budgets to online video, it would result in a $5.4 billion injection into an already burgeoning new media industry.
Mr. Simm is betting big on content for the social stream. I like his gumption and the vision he’s laying out for some of the largest advertisers in the world. Will these advertisers have access to Omnicom’s highly refined data? Naturally. ROI is a fact of life. Just don’t let it tax your decision making to the point of recklessness.
Staying in front of your most interested prospects and current customers with timely and relevant content (versus more product pitches), is a good idea no matter what the data says. It’s also relatively affordable to weave your brand’s most compelling stories through owned and social media channels, especially when compared to the costs associated with producing and running traditional advertising.
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