Measuring your messaging’s real ROI

You’ve got “reach.” You’ve got “engagement.” You’ve even got “amplification.” But all the online media jargon in the world won’t help you if your content marketing campaigns don’t convert to actual sales.

Agenda

1. Making sure your compass points “true north.”

We’re always surprised how many brands launch campaigns without checking in on their mission or vision. At large companies, it’s a sign of disconnect—a team very far removed from the C-suite wants to make a stakeholder happy. At smaller businesses and startups, it’s usually a sign of “shiny object syndrome,” masking something that could be seriously wrong with a company.

We’ll demonstrate how we calibrate the goals of a campaign to the real results that tell the complete story of your brand’s performance, allowing you to identify major wins and areas of opportunity.

2. Flushing vanity metrics out of your organization’s system.

You can’t eat unique pageviews. “Engagement” buys you nothing, especially now that Klout shut down. Yet, many stakeholders love to get reports that outline how many people could have experienced a brand’s message. That’s as useful to your business as a report that shows you how many people could have ordered your product or requested your services today.

We advise our clients to stop the madness and to focus on the bottom line results that can make or break a quarter—or a company. We’ll show you how we tie our clients’ campaigns back to simple, stated, measurable goals that enable us to pivot midstream when things aren’t working—and double down when they are.

3. Lining up the right tools for your journey.

Unless you’re the kind of organization that spends tens of millions of dollars a week on advertising, you’re probably investing too much in your measurement tools. You don’t have to spend a lot of money to get meaningful analytics reports for your organization. In the workshop, we share how you can connect some free and low-cost services into a focused set of dashboards and reports that help ensure you’re on the path to your goals.

Resources

• Download our content calendar template.