By William Martino
If you haven’t already listened to episode 13 of the Dose of Digital podcast, Bill and I spoke about content marketing and brand story telling. We covered a few different sides of this topic, but in listening to our conversation again, one of the most interesting—and important—things we spoke about was how content marketing programs are evaluated and measured.
As I mentioned, we learned in doing this at Wunderman that it’s essential to measure beyond the transaction. Engaging through content is a longer-term strategy, which delivers a host of different benefits back to the business, be they organic traffic, efficiency measures, or improvements in overall brand perception and health. To take such a short-sided and narrow view of success is a bit foolish and, frankly, unfair. I suspect that too many people will pull the plug and stop their commitment to something that may be quite successful because they’ll only be looking at an incomplete view of performance.
But these is another piece here that I forgot to mention, and it’s arguably the most important, which is to look at this as a way to learn and be a better marketer; to grow your Return on Education (ROE), not just your ROI.
In the episode, I mentioned a content program that we launched on Tumblr for Flonase and, yes, it was deemed to be successful from a metrics standpoint, based on our objectives and KPIs. But arguably the most important thing we got from it was practice. It was a learning ground to try things out, experiment, feel what it’s like to get into the rhythm of regular publishing, and to establish a new way of working that was right for this team. We learned how to use marketing muscles that we’ve never had to flex before, and we did it when the stakes weren’t so high (we weren’t selling any product yet). Without that practice run and experience under our belts, we never would have been as successful as we have been when it really mattered in this spring.
This is an important lesson to remember, especially for those brands that are doing this for the first time (or really doing anything new or different). You won’t get it right the first time. Any new marketing endeavor takes time to master, so remembering to stop and measure progress in terms of learning, understanding, and competency is just as important as tracking more direct measures of tactical performance.
William Martino is the SVP, Global Client Lead @ Wunderman World Health
As a Global Client Lead, William is responsible for the relationship between Wunderman Health and GSK Consumer Healthcare in the United States. Working across multiple brands and product categories, William and his team help to drive business growth and brand love through digital marketing, content marketing, CRM, and consumer engagement.