We are bookending your week, every week with a couple of podcast episodes that we hope can provide insights on how to be a better marketer, sales pro, or operator in your B2B company.
“What’s the ROI of our content program?”
This is a question that anyone in a content marketing role has faced at some point in their career.
It’s a defining moment for content marketers because it’s our moment to overcome doubt.
Once the chills settle at the end of our spine, we take a deep breath and start to plan our response. We feel like we’re defending something bigger than our role as we start digging in.
Most of the time getting to the answer is a challenge.
There’s a myriad of factors that can display impact, but we all know that our boss’ boss wants to know how our content impacts our pipeline. She wants to know how our content impacts sourced revenue. Anything else…well it’s just going to be viewed as fluff.
If we screw up the response it could mean a lack of faith in content marketing.
Content champions are made not only by the content that we produce, but also how we can communicate the impact of our work with broader teams.
I spoke with Jeff Coyle at MarketMuse about this question and tried to understand how we can not only address it, but start to predict the ROI from our content.
He’s a believer that our content should be viewed as a dossier for internal and external audiences. He places a strong emphasis on hit and success rates, avoiding shortcuts, and mastering repurposing.
I learned a ton from Jeff in an episode that we dropped last week.
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Chris Vannoy leads Product and Engineering at The Juice. He joined the team at the end of last year and has implemented a ton of new ideas that have helped streamline what’s happening in the product in the rest of the business. This week he is hosting his first digital event to talk about what we’re building and how it impacts our customers. It felt like the right time for his debut appearance on the podcast.
His prior experience in MarTech includes Sigstr and Terminus. In this episode he shares his philosophies on marketing, communication, and product launches. If you are interested in learning more about what he’s working on make sure you sign up for Product Roadmap Live on February 16th at 1:00 pm est.
In this episode we cover:
- Background in MarTech: Things he’s learned in MarTech and other industries that he’s brought with him in his new role
- Communication: Why strong internal and external communication makes for the best product launches
- Product Roadmap Live: Why he’s hosting this event and the impact he wants it to have on our stakeholders
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