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LogoutIf someone asked you if customer service affected the bottom line, you’d probably choke on your coffee before asking them, “Are you serious?”
Everyone knows good customer service has an obvious influence on profitability. Customers buy from brands they know, like, and trust. If your staff isn’t friendly, people won’t like your company, probably won’t trust you, and definitely won’t buy from you. It’s common sense.
And yet, if you were asked to specifically track the return on investment (ROI) of a particular smile or attentive phone call, where would you start?
Content marketers face the same dilemma in the digital realm. Whether the medium is social media platforms, a blog, or sales pages on the company website, owners want to know the ROI of content marketing.
A good content marketer understands the power of content to engage the customer and compel them to action (making a purchase, donating to a cause, and so on). A great content marketer can prove it works and why the investment is worthwhile. [Tweet “Using these 4 KPIs, a content marketer can prove to leadership that content works”
The owner of a business may not “get” content marketing, but even a technically disinclined leader understands cold, hard numbers.
If a content marketer can track the ROI of their activities through key performance indicators and prove the value to decision makers, they’ll find themselves instantly more influential and less often on the defensive during budget conversations.