BNR 85: Metrics Marketers Overlook

Apr 27, 2016
Brand Newsroom Marketing Podcast

Global content marketing expert Rebecca Lieb is this week’s guest on Brand Newsroom, as the team discusses the performance of content marketing. ROI, Rebecca says, is about way more than just sales.

A strategic advisor, research analyst, keynote speaker, author and columnist, Rebecca specialises in digital marketing and media — with a concentration in content strategy, content marketing and converged media.

It’s a fascinating chat. Have a listen here:

Here are some key take-outs:

“But when companies do measure performance, they do seem to be really rather ridiculously narrow and performance is based on sales — how many units or widgets or items did we sell as a result of content marketing? Sales are essential to the lifeblood of any company but there are so many other things content marketing can achieve that aren’t necessarily linked to sales. — Rebecca Lieb 

“Every time we introduce the idea of content marketing to a group that doesn’t know about it, the first question they always ask is ‘what is the ROI on this?’… but they never ask that question about any other kind of marketing… things like brand awareness, customer loyalty programs, customer service.” — Sarah

“Content can address every single aspect of the funnel, from consideration and awareness all the way to cross and upselling. Content can also be an indication of brand health — it can measure attitudes, conversations and behaviour towards your brand.” — Rebecca Lieb

Here are the links you might need

Have you heard the one about…

Earlier this year James, Sarah and Nic took a close look at ROI.

And here’s a great discussion with another content guru, Joe Pulizzi of the Content Marketing Institute, on how to market your content.

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