I have got into this debate several times over. The main issue is the qualitative and subjective nature of the question “What is good marketing content” . I feel that the answer is pretty easy and is not subjective at all, provided you get the objectives right.
Marketing content is increasingly being used to acquire new customers. This is through pull based inbound marketing campaigns and to support push based outbound demand generation campaigns. Some of the common mechanisms in which content is used are:
- Website content
- Brochures, case studies and other marketing collateral
- White papers
- Blog posts
Across all of these channels, if it is possible to identify and assign objectives upfront, before the launch of the campaign, then it would become far easier to evaluate the efficacy of that campaign.
Some common objectives would be:
- Increase the number of hits to the website to xxx
- Increase the number of downloads for a particular document to xxx
- Generate at least xx number of inquiries from the website
- Through SEO, get ranked in the top pages of search engines for identified keywords
If the objectives are measurable, then we can get rid of the ambiguities
Any other thoughts on what the targets should be
Atul is Founder & CEO at Xenia Consulting. He has over 22 years of experience in marketing, across corporates as well as SME,start-ups. Over the last 5 years, he has gained significant expertise and has helped several companies drive growth leveraging digital marketing