Web Analytics and Web Copy
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Web Analytics and Web Copy
were copywriting content strategy and web analytics meet
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Building the case for Content Strategy

Building the case for Content Strategy | Web Analytics and Web Copy | Scoop.it
Shelly Bowen of Pybop shares her presentation slides from Interactive Day San Diego, 2012.

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This presentation, like Kate Kenyon's, is about ROI, getting buy-in and features some excellent stick people. 

 

Shelly gives a good, clear plan for success - how to convince your organisation they need a content strategy by following 5 simple steps:

Define it Convince them Pool your resources Ask tough questions Be realistic
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Finally: The Value of Content Strategy Defined

Finally: The Value of Content Strategy Defined | Web Analytics and Web Copy | Scoop.it

"Content strategy ROI is always big concern, as it should be... How do you know if it’s worth the investment?"

 

Another good Pybob post, based on the excellent Content & Cash presentation by Melissa Rach at Confab 2012. 

 

As an industry, we need to do more work on the ROI of content marketing/content strategy. We should be competing directly for the media budget. Why do companies continue to throw millions of dollars on media networks and get such appallingly low click through rates? If I had 10% of my clients' media budget I could create content that kills. But instead, they are cautious, and throw us seed money off the back of a web redesign project.

 

Something is wrong here.

 

Instead of talking about the benefits and appealing to common sense, let's make the case for ROI crystal clear. Sadly, the lack of results in this space makes that hard to do. We need to share our success. We need more examples of companies making tangible benefits from content marketing.

 

We need to see the money.

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