What metrics matter to the CEO and Sales vs the metrics that matter to Marketing?

[Jahangir655]

Senior executives see a lot of bland content masquerading as thought leadership, so it is not surprising that they can be sceptical about its value. As marketers, we need to educate by showing them what constitutes real thought leadership and identify the right KPIs that align with the objectives to help to demonstrate the return.

Depending on your business and commercial goals, the metrics you choose to focus on could range from impact on policy to degree of attention in the media. But once you’ve identified which to measure, setting a go-to metric for your campaign ensures you can pinpoint the value and trace that all-important ROI.

Where possible, look for KPIs where there is a demonstrable link between content and outcome. Our three-tier effectiveness model details specific key metrics to consider that will resonate across all areas of your business.



How do you overcome fear of being left behind? How do you change mindsets and only publish the best?

It’s easy to fall into the trap of worrying too much about the content your list of canada cell phone numbers competition is publishing. Companies get obsessed with finding the so-called white space, and get hooked on expressing ideas that are different from those of their rivals.

Worry less about what your immediate competitors are saying, and think more about what your audience actually wants. This means saying something distinctive. Focus on what sets you apart from the rest, but because it’s fresh and relevant to your audience – not because it’s different from what others are doing. The best content is relevant, timely and adds to the conversation. That’s what will get you noticed.

Anyone who creates quality content knows that it requires considerable time and effort. It’s not something that can be churned out in huge quantities or in a short timeframe. Focus on a few key messages, with which there is a greater emphasis on quality to attract attention. There’s also real value in the scarcity of good ideas. We advise companies to create fewer but bigger and more impactful content programmes. Strong ownership of a small number of issues is what helps these companies to stand out from the crowd.