Tame Your Content Marketing Octopus

by Michelle Salater on May 9, 2012


A study conducted in late 2011 found that the average B2B marketer currently uses eight different content marketing tactics as part of an overall online marketing strategy. In other words, B2B marketers are dealing with a virtual content marketing octopus—which means they have a lot of legs to keep track of.

Keeping Tabs on Your Online Marketing Efforts

If your marketing tentacles are reaching in more directions than you can easily follow, it’s time to tame the beast with these helpful hints.

  • Schedule regular reviews of marketing metrics. The best way to figure out whether any one marketing arm has started waving out of control (or lost its circulation) is to check up on it regularly. Make sure that your weekly (or daily) schedule includes a time for reviewing the metrics from the various online marketing platforms you use.
  • Plan to discuss marketing results with your team. Marketing is a team sport, and in order to market effectively, everyone needs to be in on the game. That means making time to discuss with your team members what your goals are for online marketing, how you plan to achieve those goals, and what specific tasks everyone needs to do in order to put those goals within reach. When copywriters, programmers, project managers, and others all work with the same results in mind, you’re much more likely to see positive results.
  • Develop short- and long-term marketing strategies. Planning for an eight-armed content marketing beast will require a certain investment of time, but skipping the planning process will cost you even more. Without a concrete plan in place, all the time you and your team spend on developing your marketing materials could be wasted—and then you’ll have to invest even more trying to figure out why how to develop marketing materials that actually convert.
  • Put someone in charge of marketing reviews. It’s easy to let the review of email and blog metrics fall to the bottom of the to-do list, especially if it’s a task that isn’t assigned to anyone in particular. Make someone accountable for each arm of your marketing octopus to ensure that nothing gets overlooked.

Ready to stand out in the sea of online content, no matter how many tentacles you have waving? Join us for the webinar that shows you how to distinguish yourself in the sea of the Internet!

How do you keep track of all your online marketing materials?

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