[This is part 4 of the blog series, “The Value of an Always-On Content Strategy in Industrial B2B Marketing.”
ROI can feel like the Moby Dick of content marketing: the white whale that marketers are always striving to prove.
And that’s especially true with an Always-On content strategy, which is consistently producing non-salesy, educational content throughout the year.
Lead generation can be very tangible (leads!), but how do you know if your Always-On content strategy is working?
Leading Indicators and Trailing Indicators of Always-On Content
Remember, Always-On Content is a long-term strategy. You’re building trust with your entire addressable audience – including the ~90% of those who aren’t currently looking to buy. Always-On Content is one tool in a larger, holistic marketing strategy. Because it sets the stage for long-term growth, you will first see a boost in leading indicators:
- Web traffic
- Engagement
- Social media growth
- Email opens/clicks
Those are good. They are important. They are the first steps in the customer journey. But over time, there will also be trailing indicators:
- Subscribers
- Form fills
- RFQs
- Sales
That’s why it’s critical to have metric reporting and dashboards in your overall marketing strategy. What gets measured can get managed.
A Marketing Playbook That Sets You Up for a Touchdown
There isn’t Lead Gen on one sideline and Always-On Content on the other. They are a one-two combo that works together. You are building trust with people before they even need anything. That way, when they need your product, your Lead Gen messaging is more likely to land.
A football analogy: a team goes on a 12-play drive that ends with a 10-yard touchdown pass.
Was the touchdown pass (last customer touchpoint before a sale) the reason why you scored? Partly. But also all the other plays that helped you march the ball down the field.
The point: Your lead generation message will be more likely to score a touchdown because we’ve nurtured the lead from the very start – before they even needed anything. The result? Strong, lasting relationships with your entire audience.
Key Takeaways
- Always-On Content is a strategy for long-term growth
- Always-On Content and Lead Generation are complementary strategies
- You build trust with Always-On Content, so then your Lead Gen messaging is more impactful for those looking to buy
- There will be leading indicators and trailing indicators with Always-On Content
Resources
- (Free Guide) Always-On Content: A Guide to Build Trust and Drive Engagement
- (Free Guide) Always-On Content: Guide to Answering Questions & Objections
- (Blog) What Does an Always-On Content Strategy Look Like in Industrial B2B Marketing?
- (Blog) Why Is an Always-On Content Strategy Worth an Investment for Industrial B2B Brands?
- (Blog) How Do You Efficiently Create an Always-On Content Strategy in Industrial B2B Marketing?
Have Questions? Reach Out to These Guys:
Eric Hirth, Vice President of Content, [email protected]
Pat Turner, Social Media Manager, [email protected]
Jesse Severson, Content Marketing Manager, [email protected]