What Are The Best Key Performance Indicators For B2B Content Marketers?

By Julian Steinforth, Expedition PR

The idea behind Content Marketing is that compelling content attracts customers. An organization creates materials that are relevant for its audiences, such as industry news, white papers, e-books, infographics or case- studies. The key challenge most content creators face is measurement. Which key performance indicators should they pick to measure the outcome?

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5 Word of Mouth Marketing Rules Every Organization Should Know

By Katja Schroeder, Expedition PR

Recently, I invited Idil Cakim, the author of the book ‘Implementing Word of Mouth Marketing’to be a guest speaker at my Social Media Marketing class at St Francis College.

Cakim has worked on an extensive number of digital campaigns and research studies. Her book succinctly explains the dynamics of online word of mouth. It is a practical guide that helps organizations identify the right online influencers, craft the stories that will resonate with their audiences, and build sustainable communities vial social media.


Idil Cakim Rule # 1 Relevance and Reach (2)

 Cakim presented five core rules for digital marketing strategies:

          #1 Focus on Reach and Relevance

          #2  Recruit Many, Speak 1:1

          #3 Have a Shareable Message

          #4 Build a Long-Term Relationship

          #5 Measure Before, During and After the Campaign


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Spend and Measurability: New Measurement Models to Optimize Marketing Budgets and Customer Engagement

By Nadine Leber

Most marketing campaigns aim to increase sales. However, tracking the impact on sales for every marketing channel, and across channels, has been a bit like the search for the Holy Grail.  Traditional measurement methods, geared towards analyzing the impact of each individual marketing tool, often distort the cumulative impact of the entire program.

Recent studies have shown that marketers spend more money on TV advertising but online campaigns get the better return on investment. As a result we will see budgets shifting towards digital marketing campaigns in 2013. The Internet Advertising Bureau (IAB) Online Video study, conducted by Nielsen, states that marketing dollars are being re-allocated from TV to online video to expand a campaign’s range, and benefiting from a lower cost.

bigstock for CEM Post March 12 2013

With the use of multiple screens on the rise and people Tweeting, Face booking or doing online searches while watching TV, the interdependency of the marketing channels is more evident than ever.

For example, watching a TV spot can prompt the consumer to go to the company´s homepage and find out more details about the product. The consumer could be inspired to Google “coffee“, click on an Adwords campaign or browse through the organic search results. Consumers also like to watch new – entertaining – ads on YouTube, and share them via Twitter and Facebook.
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