Insanity is embracing the same strategy over and over again while expecting different results. This very same mantra holds true in the world of content marketing. While no less than 83 per cent of businesses are seen as having a robust marketing strategy, only 35 per cent actually document it. Without appreciating the individual metrics involved, both insight and clarity are necessarily lacking. In turn, this can lead to grave overall consequences in terms of ROI.
The Advantages of Proactive Documentation
It is interesting to note that the majority of those organisations who document their strategy state that they have been pleased with the overall results. This figure drops sharply in relation to those who employ a verbal strategy alone. Of course, this should come as no great surprise. The ability to collate, monitor and interpret tangible data provides many more benefits than a mere “impression”. As companies are churning out B2B content quicker than ever before, the importance of documentation becomes even more apparent.
The ROI Issue
One of the main problems encountered by those who rarely document their progress is that ROI can be extremely difficult to interpret. What is even more dangerous is the company which does not even bother to track their ROI; an obvious risk in a fluid market. With a greater number of enterprises now embracing the flexible importance of social media within their campaigns, it becomes clear that concise documentation has become one of the hallmarks of success.
The main advantages of such documentation include:
- The ability to interpret results.
- More targeted strategies.
- The benefit of producing more content.
- A clear picture in terms of ROI.
It is apparent that documenting any marketing strategy is one of the keys to success. Therefore, we should expect to see more companies embracing this all-encompassing approach in 2015.
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