The supply of online content has outpaced demand, leaving content marketers in a position where they are getting less effective each year. Despite being less effective, over 76% of marketers plan to create more content this year than last year.
To be effective, marketers can’t rely on only creating more content. The cycle is unsustainable, ineffective, and creates more of a problem than it solves. Instead, marketers need to embrace data-driven methodologies that tie to business results.
Listen to the on-demand recording to learn how Rebecca Lieb looks beyond obvious metrics (sales) and frivolous ones (likes) to explore less-than-obvious KPIs (like brand health and productivity) content marketers should use to demonstrate the dollar value of their efforts, and how Brandon Andersen utilizes content intelligence to drive the new marketing organization – from creating high-level awareness to making fundamental impacts on overall business strategies.
Strategic Advisor / Research Analyst / Author
Rebecca Lieb is a strategic advisor, research analyst, keynote speaker, author, and columnist. Her areas of specialization are digital marketing and media, with a concentration in content strategy, content marketing and converged media. She works with many of the world’s leading brands on digital marketing innovation. Clients range from start-up to non-profits to Fortune 100 brands and regulated industries, including Facebook, Home Depot, Nestlé, Anthem, Adobe, Honeywell, DuPont, Fidelity, Gannett, IBM, Save the Children, Pinterest, Cisco, ad and PR agencies, and The Federal Reserve Bank of New York.
Brandon Andersen is Chief Strategist at Ceralytics, a content intelligence platform that uses predictive analytics to determine the topics that engage and drive your audience to take key actions. A self-described content marketing and measurement junkie, Brandon is always looking for new ideas and brilliant uses of content that tells a story. You can follow him on Twitter @Andersenology and you can follow Ceralytics @ceralytics.