Why is it so difficult to demonstrate the impact of content marketing on the bottom line?

The medium and the message: strategies and tactics for deeper content engagement

July 16, 2019 3:00 pm GMT

Marketers are time-poor, yet the remit and expectations of their function are expanding. Teams are tasked with defining and executing a multitude of strategies and tactics largely centered around the creation and distribution of relevant content and experiences. They then need to prove that those strategies are working.

Indeed, a critical challenge for today’s marketers is that traditional approaches to content creation and the formats used to showcase and distribute ideas, messages and expertise haven’t kept pace with the need to deliver meaningful and verifiable performance. Demonstrating the value of your content efforts remains tough, let alone improving on that value.

What is needed is a new approach. Today’s content professional needs to marry both science and art to realise true success. On the one hand, we need to be using tools that afford a more sophisticated way of tracking reader behaviour than the likes of the PDF. But to achieve more from our content, we also need to focus on improving how we design experiences.

This is where leveraging design psychology becomes imperative to improving content and the engagement achieved with readers. Studies have shown that content layout, format and navigation all play a pivotal role in how long people stay tuned in to a piece of content. The medium matters just as much as the message.

Are you ready to take the next step towards digital transformation in communications? And what are the strategies and tactics that will unlock deeper content engagement? Join us to find out.

Discussion Points

  • How can marketers use design psychology and reader behaviour insights to inform content strategy and relevance?
  • Why is it so difficult to demonstrate the impact of marketing on the bottom line, and how is content value attribution changing that?
  • What lies beyond legacy formats like the PDF, and how can the medium help you become truly digital-first?
Ben Thompson
Ben Thompson
Editor and Presenter at MeetTheBoss TV