Investments in content marketing are not always the fastest to bear fruit—it may take months or sometimes years before your efforts show results.
C-suite executives aren't always ready to wait around that long to see results. So how do you shift mindsets to realizing not all marketing is about immediate sales? Rezwana Manjur at Marketing Magazine showcases the example of Anna Bory, GM of Audi, who says that for luxury brands, content marketing cannot always be about sales—sometimes it is about brand awareness. And not all campaigns and content initiatives need to always go viral, so it's important to come up with right metrics and KPIs when creating innovative ideas.
How do you find the right metrics and KPIs? With a clear strategy. Julie Fleischer, director of media and consumer engagement at Kraft Foods, made the graph below explaining the various kinds of content you should bear in mind:
Nurturing leads takes time. On average it can take 7-13 touch points to convert a lead into a sale, which is why you need a comprehensive, documented, methodical content marketing strategy—as explained in The Content Marketing Pyramid—in order to generate a consistent, predictable revenue stream. Manjur goes into further detail about the rewards of taking the long view using Audi as a case study, along with the four types of content shown in the graph, if you click on the link below.