Building a Results-Driven Content Marketing Strategy: Making the Case for Investment

NEW YORK, Dec. 2, 2014 /PRNewswire/ -- With marketers increasingly challenged to deliver an omni-channel content strategy aligned to each aspect of the buyers' journey, there is temptation to just say "more is more, more is better." But according to Content Marketing Institute's Chief Strategy Officer, Robert Rose, this approach does not necessarily set the stage for success. Instead, the best approach to content marketing is to "produce only as much content as you can be great at." Rose suggests the following tips for driving content marketing results that will make the case for additional investment in your efforts:

Start with what you can do well right now. Focus on your area of expertise and then determine what aspects of your current process can improve, such as generating awareness or nurturing leads.

Test your efforts on owned and social channels to pinpoint what works and what doesn't. Using data gleaned from your content efforts will help you make a business case for additional content promotion budget.

Collaborate with the people and teams who have the budget for content promotion. The strengths of marketing and PR complement each other when used correctly.

Measure the effectiveness of content itself, not the content team. Understanding the results of core content marketing and promotion efforts will provide a baseline for success before experimenting with new channels.

For more advice from Rose on how to secure additional investment for your content marketing strategy, read the latest blog post on Beyond PR: http://prn.to/12mnx47

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