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Just in case it’s not 1000% clear from our previous blogs, content has become an accidental meat grinder for your marketing spend.
It wouldn’t matter quite so much if this all worked. But it doesn’t. Dollars go in, but what comes out?
Questions, sure. Loads of those. Yet very few answers you can take to the bank—in the form of, you know, actual cash.
With no clue what’s driving revenue, CMOs are scared. And, eager to prove their worth back to the business, marketing teams are getting desperate.
Mysticism, not marketing: the content measurement con
Try as they might, the way companies currently ‘measure’ the impact of their marketing is broken.
Click-throughs, bounce rates, page views, downloads and more—these are metrics, not markers of success. And yet, in the absence of hard data that draws a thick line between content and revenue, it’s all most CMOs have.
Sadly, this makes marketers look like mystics. Rarely a winning look, and even less so when company execs want answers to their questions (e.g. “You spend 40% of your budget on content—what’s the ROI?”), not a psychic reading.
Pair this with the truism that “Marketing results aren’t immediate—this stuff takes time”, and it’s hard not to sound like you’re making excuses. Especially when basically every other department lives or dies on measurable outcomes.
It’s no surprise so many CMOs feel like they’re underwater.
In 2023, 1 in 5 (in the B2C space) lasted less than a year in their role, with the average stay in some industries the shortest it’s been in over a decade.
But wait. Please. Don’t retire just yet—as the upbeat bit is gloriously near.
Dive beneath the hacks and handy guides—that promise evidence for the impact of your content, then pitch another small-fry, supplemental solution—because an actual, real life painkiller now exists.
Your entire GTM play, powered by knowledge
“Knowledge is power. Information is liberating. Education is the premise of progress, in every society, in every family.”
Oh sure, Kofi Annan (then Sec General of the UN) was mainly talking about democracy back in ’97. But squint your eyes a little, and he could be making a compelling case for harnessing tech to close the revenue gap in the mid-2020s.
Think about it: an all-in-one platform that helps you create content, personalize it, mine it for precious data and then transforms the whole thing into a wondrous, self-driving flywheel of revenue success. That sounds pretty powerful, progressive and, as such, bang-on Annan.
But that’s not the end of the story. Oh no, it’s only the start.
Long-term, you’ll see this is not a single solution, it’s multi-purpose. Plug your entire go-to-market strategy into the right revenue platform, and you’ll have world class, superhuman support from awareness all the way through to referral.
At every stage, you’ll get granular advice to go with the deep insights. Like a percentage of highly-engaged leads (and how this compares to last quarter), and where to aim your budget to nurture even more. And a dollar-specific breakdown of what (and where) your content promo means for deal value.
Mix the power of productivity with the liberation of performance. And the progress of a tangible revenue story (in clear view, at long last) that you can tell the whole organization about—no mysticism, only straight-up evidence.
You’ve only gone and done it, haven’t you? Turned your content into dollars. And stepped into a bold new world of revenue—in perpetual motion.
Revenue gap: begone. Today, tomorrow, forever.
WANT TO FIND OUT EVEN MORE ABOUT THE REVENUE GAP?
&, more importantly, how you can close it at your company? Then read our new report - The Revenue Gap - right here, right now.
