Solution: Manage expectations This is content marketing (even if I deliberately exaggerated and took the longest-term example possible: an indirect method that more and more of us are adopting, precisely because direct methods have their limits.
Help your decision-makers Solution: Manage expectations understand the
specifics of content marketing: the time it will take for the desired end results to begin to manifest, but also the benefits for the business once the system is in place.
Don’t wait for these final results to appear and start measuring other types of results that may be of interest to your decision-makers: the progress of the construction of the device, for example.
Include quick wins into your roadmap for the first few months that can deliver short-term results. Double points for you if these quick wins address a topic that’s close to your boss’s heart (for example, content that supplants one of the flagship pieces produced by a competitor that your decision-makers often reference). Or if these quick wins solve team pain points (content to help salespeople sell more easily, for example).
Once you’ve escaped these two situations, it becomes easier to measure the results of your content. Here’s an approach that can help.
OKR: A practical method for measuring results in content marketing
The OKR method originated at Intel before being massively adopted and popularized at Google.
The idea behind the method is extremely simple:
- Define a Goal (Objective) that you want to achieve.
- List the Key Results that will job function email database measure progress towards the objective.
All that remains is to identify the actions to be taken to achieve each of the key results.
Example
Objective: Generate more turnover than the previous year;
- KR 1: Sign 5 contracts of at least 40k;
- KR 2: Increase the number of testing send times maintenance contracts among our customers by 10%.
In other words: an inspirational, high-level objective, then measurable indicators that will validate that the objective has been achieved. If your objective is clear, the indicators flow from it quite naturally.
The OKR approach has several advantages:
- It facilitates communication between teams by giving them a clear, measurable and actionable vision of the strategy.
- It allows the organization, team or individual to focus their efforts on a specific point (which increases the chances of obtaining results text services by reducing dispersion).
- It forces us to think in terms of “Result achieved” rather than “Actions carried out” (” We increased traffic by X” , result, rather than ” We produced YY blog articles” , action).