I am a freelance writer for EContent Magazine (www.econtentmag.com). I am seeking to interview electronic publishing/content analysts, digital publishers/marketers, and other experts for the following story topic: CONTENT MARKETING ROI: YOU GET WHAT YOU MEASURE. Many content marketers complain about having trouble linking their content marketing efforts to business results, due in part to the fact that they’re not measuring/valuing the right things. Likes and shares are great, but they don’t translate directly to dollars. This story will explore what content marketers need to be measuring in order to achieve a better return on investment and better business results. Below is a list of questions I’m seeking answers to for this story. I prefer to conduct an email interview (whereby you send me written answers to my questions below that I can use as quotes in my story, which is often easier and ensures no accidental misquoting). My deadline is noon central, Tuesday, Jan. 5. Please e-mail me back your interest and availability or your typed up answers to these questions:
QUESTIONS1. How challenging/difficult is it to link content marketing efforts to business results today? Why has this been a challenge and will continue to be a challenge, in your estimation? 2. Why is it so hard to link content marketing efforts to business results? Is it primarily due to the fact that they’re not measuring/valuing the right things? Why? Why else?3. Why are so many content marketers having trouble connecting their content to business success (like increased leads, sales, etc)?4. Why is it so important to measure/value the right things in order to achieve a better return on investment and better business results? Can you cite any real world or hypothetical examples that demonstrate this truism?5. What do content marketers need to be measuring/valuing to achieve a better ROI and better business results? What 3-5 tips can you offer here?6. What metrics should they be looking at to know whether or not the content is successful in driving return on investment?7. What metrics are distracting content marketers from measuring the right things?8. What tools/resources/programs should content marketers be using or considering to gather these key metrics? Why?9. Any other ideas/tips/suggestions on this topic you can provide to content marketers/electronic publishers?10. What is your full name, title, company, and city/state headquarters?
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