Content entrepreneurs are believers. We imagine our content material brings actual worth to our prospects, shoppers, and companions. We imagine our content material is important for driving demand. And we imagine that content material advertising and marketing is important for bolstering our firm’s backside line.
However, we’re additionally practical; because it’s usually mentioned: Seeing is believing. So, we want to have the ability to present proof of content material advertising and marketing ROI to get our key stakeholders to imagine, too.
And to do that, we want a supply of reality that artfully and simply exhibits how we’re performing in opposition to our benchmarks, targets, and key efficiency indicators (KPIs), in addition to the place we’ve recognized alternatives to enhance outcomes. We want an actionable content material advertising and marketing dashboard.
To put it merely, when arrange proper, an actionable dashboard permits us to reply two easy questions: 1) Is what we’re doing working? 2) Why is it (or isn’t) working?
How does this enable you to determine, present, and show ROI throughout the group? Let’s dive in.
How Actionable Content Marketing Dashboards Can Inform, Inspire, & Show ROI
What are the advantages of an actionable content material advertising and marketing dashboard? All the enjoyable and thrilling advantages that come from understanding how your content material is acting at a granular stage apart, there are a ton of advantages that come from a holistic content material advertising and marketing dashboard—particularly in the case of getting stakeholder engagement and buy-in.
An actionable advertising and marketing dashboard isn’t only a lengthy, dry analytics report. It’s visually partaking and straightforward to digest.
An actionable #advertising and marketing dashboard isn’t only a lengthy, dry analytics report. It’s visually partaking and straightforward to digest. – @Tiffani_Allen Click To Tweet
Highlight the Bottom Line for Leadership
The executives maintain the purse-strings. And they need to make sure the finances you’ve been given is being put to good use.
With an actionable dashboard, you’ll be able to keep away from the awkward “What have you done for me lately?” dialog together with your management crew by simply displaying them how your content material advertising and marketing efforts tie again to general enterprise aims.
With the precise information and perception available in your dashboard, you’ll be able to showcase efficiency from go to to sale, so once they ask: “Is this content getting us an ROI?” Your reply may be: “You bet. In fact, overall our content marketing efforts drove 200% ROI in 2018 and we’re trending to exceed that benchmark in 2019 based on our goals.”
Of course, as a normal rule, you don’t lose advertising and marketing funding for one thing that pays for itself and extra.
Inspire Your Peers Inside & Outside the Marketing Department
When your advertising and marketing crew members are in a position to see the fruits of their labor, they’ll be extra pushed to proceed what’s working and in search of innovation alternatives to take it to the following stage.
In addition, in case you’ve been working with an inside subject material professional resembling your human sources director or gross sales supervisor to create content material, showcasing how their contributions are making an impression will make them extra open to ongoing collaboration—which will help all events attain their targets.
As slightly tip, take into account making a leaderboard in your dashboard so contributors can simply observe how the content material they’ve contributed to is performing. Adding slightly competitors primarily based on aims is a enjoyable solution to level-up efficiency. (Betting on this efficiency is non-obligatory.)
When your #advertising and marketing crew members are in a position to see the fruits of their labor, they’ll be extra pushed to proceed what’s working and in search of innovation alternatives to take it to the following stage. @Tiffani_Allen Click To Tweet
Set New Hires Up for Scalable Marketing Success
Another key profit is that actionable advertising and marketing dashboards will help you scale your content material advertising and marketing efforts. For instance, if you end up proving a lot ROI that you must increase your crew to maintain up with demand, you’ll be able to simply switch data to your new hires about what sort of content material works and doesn’t work, and the way they’ll know the distinction.
This form of results-focused coaching and new rent orientation helps hold your full crew aligned round what actually issues—creating and advertising and marketing high quality content material that exceeds your benchmarks and blows your targets out of the water.
Strengthen Relationships With Clients & Influential Collaborators
Whether you’re working with business influencers to co-create content material otherwise you often interact shoppers to offer testimonials and case research, you will have the chance to make use of your advertising and marketing dashboard to point out them not solely how precious they’re to your advertising and marketing efforts, however the mutual worth being incurred.
For instance, let’s say a shopper helped create a testimonial or case examine that noticed a 300% improve in visibility over benchmark for that content material sort. Your message to them may be that collectively you’ve pushed an unbelievable quantity of brand name consciousness for each of your organizations.
Your Actionable Next Step? Create Your Content Marketing Dashboard
The efficiency of your content material advertising and marketing means far more than conventional success metrics—it may well imply visibility for what you are promoting, power to your backside line, and alignment to your inside groups.
If you’re prepared for extra visibility and making a stronger enterprise case to your efforts, step one is to create a dashboard of your personal, tailor-made to your advertising and marketing and enterprise aims.
Again, when correctly arrange, an actionable dashboard ought to can help you reply two easy questions: 1) Is what we’re doing working? 2) Why is it (or isn’t) working?
Wondering the way to create this magical dashboard? Check out our information to advertising and marketing dashboard necessities to get began in your path towards data-driven success.