REVENUE CONTENT: WHAT IT IS, WHY YOU NEED IT, & HOW TO RUN IT IN 3 EASY(ISH) STEPS

You probably spend around 30% of your budget on content. Maybe more. Dollars go in, but what comes out? Be honest—you can’t say for sure. 

That’s the revenue gap. The lack of proven impact between your content and revenue. 

It’s a black hole of budget, guided by gut feeling. Big corporations—and otherwise ace CMOs—keep throwing a third of their marketing spend at content, with no real knowledge of how it affects revenue. 

Sadly, current tech is not built to help close the revenue gap. Content is slow—and expensive!—to produce. And there are no insights to power performance. This makes it impossible to attach a dollar value to your marketing.

This era of guesswork cannot go on. Because the threat of the revenue gap is not only real, it’s really scary.

Without a handle on how your content performs, you lack the intel you need to act. Led by vibes alone, marketing teams—as well as sales—will suffer. 

Long term, leads get lost, pipelines don’t get built, demand stays un-gen’d. More and more budget gets burned, and revenue (who even knows how much) gets left on the table.  

Tackling the revenue gap is urgent—for organizations of every size. Same too, any CMO who wants to stay afloat. 

Now here’s the good bit: it is possible to close the revenue gap. To win your audience’s attention. To know where your money goes. Then tell, and grow, your revenue story. 

How? 

Revenue content.

Put very simply, revenue content builds a bridge between your investment and ROI.

It’s the act of making interactive, engaging marketing content you can measure, so you know exactly how (and why) it lands. Using reliable, real-time data to drive performance, and results. No more guessing games. No more burned budget. No more revenue kept just out-of-reach.

Done right, revenue content helps you reduce costs as you boost marketing and sales efficiency. Engage, convert and win new business. Grow your pipeline—and, yes revenue—intelligently, inevitably. Not by happy accident.

You can start today. In three (fairly) simple steps. 

1. Embrace behavioral data, then put AI to work

The way your audience engages with content is a cheat code for their wants and needs. But don’t settle for the odd urchin, clickthrough or view count—go deeper. 

It’s now possible to extract billions (yes, billions) of data points from a single document or brochure. Go beyond clicks and shares to dwell times, return visits, interactions split by segment and more. 

Of course, raw data is useless if you don’t know what to do with it. And that’s where the robots come in. Between machine learning and AI, you can crunch the endless 0s and 1s and get priceless performance insights, in seconds. 

From here, you can use this info (in tandem with your big, human brain) to shape your content strategy, then move on to the next step.

2. Build a bridge between your content and revenue

Feed these precious insights into the company’s existing data stack—your CRMs, your SoRs, etc etcs—to witness how your content affects revenue. Like which contacts are ready to convert, where to aim sales reps’ focus, and how to finesse marketing content to land more revenue. 

Armed with all the right data, you’ll be able to not simply close the revenue gap, but tweak—and improve—your content (and revenue) performance, based on what you now know will get results.

3. Bask in the glory of an end-to-end, content-to-revenue flywheel

By using data-driven insights to shape your content strategy, and in turn achieve more revenue (which then guides your future content, and on and on it goes), you create a rolling stone of revenue success. One that gathers zero moss, but plenty of sweet, sweet cash.

The best part about this flywheel effect? As more info goes in—and insights come out—your approach gets more focused, refined, scientific even. 

At this stage, revenue’s only going one way. Gut feel and guesswork are long gone. A virtuous circle of revenue content has arrived.