by Jennifer Hart Yim | Jan 6, 2025 | Data/Analytics, Marketing, Strategy
The C-suite demands more than vanity campaign metrics—they require clear evidence of marketing’s contribution to revenue growth, profitability, and market share expansion. The most successful supply chain marketers have mastered a crucial skill: translating marketing activities into the language of financial outcomes.
Bridging the Gap Between Marketing and Finance
How can you be sure, really sure, that you are demonstrating concrete business value to the C-suite? While traditional marketing metrics like engagement rates and lead generation are always top of mind for marketing folks, securing executive support is really about speaking the language of financial outcomes and business growth.
Why Supply Chain Marketing Metrics Need a Financial Bent
The disconnect between marketing activities and financial outcomes often creates skepticism among executive leadership. Marketers must change their reporting from activity-based metrics to revenue-focused outcomes. This shift isn’t just about changing terminology—it’s about fundamentally reframing how marketing creates measurable business value.
How to (Effectively) Demonstrate Supply Chain Marketing ROI
1. Prioritize ROI Over Activity Metrics
Transform your reporting approach from campaign-centric to outcome-focused. Instead of: “Our packaging technology campaign reached 100,000 decision-makers.” Say: “Our targeted campaign generated $3.2M in qualified pipeline opportunities, with a 4:1 return on marketing investment.”
2. Connect Supply Chain Marketing Metrics to Revenue
Develop clear links between marketing activities and financial outcomes:
- Calculate customer acquisition cost (CAC) reduction from targeted marketing campaigns
- Measure increases in average contract value from enhanced positioning
- Track acceleration in sales cycle length from marketing-qualified leads
3. Demonstrate Long-term Value Creation
Articulate how marketing investments drive sustainable competitive advantages:
- Document improvements in customer lifetime value
- Track market share gains in strategic segments
- Measure pricing power improvements from brand building
Get Started: Steps for Calculating Supply Chain Marketing ROI
1. Establish Financial Baseline Metrics
Along with your existing supply chain marketing metrics, begin by tracking key financial data:
- Current customer acquisition costs
- Average contract values by segment
- Sales cycle duration
- Customer retention rates
2. Implement Revenue Attribution Models
Create systems to track marketing’s direct impact on:
- Pipeline generation
- Win rates
- Revenue acceleration
- Market share growth
3. Develop A Financial Reporting Framework
Structure regular reporting around business outcomes:
- Quarter-over-quarter revenue impact
- Year-over-year market share gains
- Customer lifetime value improvements
- Return on marketing investment (ROMI)
Making Your Case to Leadership
Frame the Narrative
Present marketing initiatives in terms of business impact: You could say: “Our new campaign focused on electronics procurement professionals has:
- Reduced customer acquisition costs in that sector by 18%
- Increased deal size by 25%
- Accelerated sales cycles by 30 days
- Improved customer retention by 15%”
Connect Supply Chain Marketing Metrics to Strategic Goals
Align marketing metrics with company objectives: “Our thought leadership content program has positioned us as the leader in sustainable supply chain solutions, directly supporting our goal of capturing 30% market share in the green supply chain segment by 2027.”
Show Value by Becoming a Strategic Business Partner
Supply chain marketing leaders should think like a CFO to secure executive buy-in. By adopting this mindset, marketers can transform their role from cost center to strategic growth driver. This approach not only secures executive buy-in but also elevates marketing’s position as a crucial driver of business success.
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by Jennifer Hart Yim | Dec 12, 2024 | Marketing
Trade show marketing has become a cornerstone strategy for logistics companies seeking to expand their market presence. In this guide, we’ll explore how to maximize your logistics trade show marketing investment and generate qualified leads that convert.
Major logistics trade shows like MODEX and ProMat serve as crucial networking hubs for supply chain pros. A well-executed trade show strategy can generate 200-300 qualified leads per event, making it one of the most effective marketing channels for logistics providers. Here’s how you can make your next show the best yet.
Creating Your Logistics Trade Show Marketing Strategy
Pre-Show Preparation
Success in logistics trade show marketing isn’t about luck – it’s about meticulous planning and execution. The most successful companies typically begin their preparation three to six months before the event, ensuring every detail is carefully considered. Here are 3 ways to do that.
- Set measurable goals: Target specific metrics such as “schedule 30 qualified demos” or “secure 5 partnership meetings with retailers”
- Create a pre-show marketing calendar:
- Send personalized invitations to top prospects 6 weeks before the event
- Launch a LinkedIn campaign highlighting your booth location and key offerings 4 weeks out
- Schedule social media posts featuring behind-the-scenes preparation 2 weeks prior
- Develop a clear ROI framework: Calculate your cost per lead target based on total exhibition costs (typically $10,000-30,000 for mid-sized shows)
Stand Design and Presence
Your booth is more than just a space – it’s a statement about your company’s capabilities and vision for the future of logistics. The most memorable booths tell a story through their design and interactive elements, creating an immersive experience that draws visitors in and keeps them engaged.
Transform your booth into an experience center by including:
- Live demonstrations of your TMS or WMS
- Digital walls displaying real-time shipment tracking across global routes
- Interactive supply chain optimization simulators
- Climate-controlled storage solution demonstrations
- Video testimonials from current clients running on loop
Maximizing Your Trade Show Investment
The key to maximizing your trade show ROI lies in the delicate balance between attracting quantity and qualifying quality. While it’s tempting to collect as many business cards as possible, successful logistics companies focus on meaningful conversations that uncover genuine opportunities.
Lead Generation Tactics
Modern lead generation at logistics trade shows has evolved far beyond the traditional business card exchange. Successful exhibitors use a sophisticated blend of technology and personal interaction to identify and nurture potential clients. Maximize your time and effort in connecting with prospects by using this strategy.
- Create tiered lead scoring systems:
- Hot leads: Decision-makers with immediate needs (follow up within 24 hours)
- Warm leads: Prospects planning changes within 6 months
- Long-term prospects: Companies researching options for future consideration
- Offer exclusive trade show incentives like:
- 90-day free trial of your logistics software
- Complimentary supply chain audit
- Special pricing for contracts signed within 30 days post-show
Technology Integration
Technology isn’t just part of your service offering – it’s an essential tool for engaging prospects at trade shows. The right technology can help you demonstrate complex logistics solutions in simple, memorable ways (and make your life easier!).
- Deploy AR (Augmented Reality) demonstrations showing:
- Warehouse optimization solutions
- Cross-docking procedures
- Last-mile delivery innovations
- Use RFID-enabled badges to track booth visitor engagement (See? Makes life easier!)
- Implement AI-powered chatbots for initial visitor screening
Post-Show Success Strategies
The days immediately following a trade show are crucial for converting interest into actual business opportunities. The most successful logistics companies understand that prompt, personalized follow-up is essential for maintaining the momentum generated during the show.
Create a structured follow-up system:
- Day 1-2: Send personalized thank you emails with specific reference to conversations
- Day 3-5: Share relevant case studies based on discussed pain points
- Week 2: Schedule virtual demos or consultation calls
- Week 3-4: Present customized solutions and proposals
- Month 2: Check in with prospects who showed interest but weren’t ready to commit
Calculate Logistics Trade Show ROI
Understanding the return on investment from logistics trade show marketing requires a comprehensive approach. While traditional metrics like booth traffic provide basic insights, it’s the deeper dive into performance indicators that truly matter.
Cost Per Lead
This serves as a fundamental benchmark in the logistics industry. With the average cost ranging from $150-275 per qualified lead, companies must carefully balance their exhibition investment against potential returns. This metric becomes particularly crucial when comparing different trade shows or deciding which events deserve larger budget allocations.
Conversion Rates
They tell an even more compelling story. The industry target of 20-30% reflects the high-quality nature of trade show leads compared to other marketing channels. Successful logistics companies achieve these rates by focusing on meaningful conversations rather than collecting business cards. For instance, a company demonstrating its warehouse automation solution might connect with fewer prospects but secure more serious buyers.
Six-month Revenue Generation
Perhaps the clearest picture of trade show success. By tracking deals that close within this window, companies can attribute revenue directly to their trade show efforts. This longer-term view acknowledges the complex sales cycles common in logistics partnerships, where decisions often involve multiple stakeholders and careful evaluation periods.
Social Engagement Metrics
Social metrics have emerged as a valuable supplement to traditional measurements. Beyond simple follower counts, companies track event hashtag usage, LinkedIn post engagement, and video view duration to gauge their brand’s impact during and after the show.
Successful logistics trade show marketing requires a delicate balance of traditional networking and strategic digital follow-up. Those that invest in comprehensive pre-show planning, engage audiences with interactive demos, and maintain consistent post-show communication will stand out. As we move forward, the integration of virtual elements, sustainability practices, and AI-driven engagement tools will continue to reshape how logistics companies approach trade shows. However, the fundamental goal remains unchanged: creating meaningful connections that drive business growth. By implementing the strategies outlined in this guide, logistics companies can transform their trade show presence from a simple marketing expense into a powerful engine for lead generation and business development.
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by Fronetics | Jul 23, 2020 | Blog, Content Marketing, Covid-19, Marketing, Strategy
The benefits of a B2B blog are too important to overlook. Plus: Three companies that excel at content creation.
If your company blog has gone the way of the bears in winter, there is good reason to bring it back to life. That stale page on your website is more important than may realize. When months and even years go by without a single update, you’re missing out on company blog benefits.
Let’s cut straight to the stats:
- 70% of respondents in a Databox survey said SEO is better than pay-per-click (PPC) advertising for generating sales. (Can you guess what a leading driver of website SEO is?)
- Blogs are among the top 3 tools used in content strategies (HubSpot 2020).
- 51% of companies say updating old content has proven to be the most efficient tactic implemented (SEMrush, 2019). (See our post on reworking content for SEO here.)
- 67% of companies use organic traffic to measure content success (SEMrush, 2019). (You guessed it: A blog is a key tool in boosting organic search traffic.)
- 72% of online marketers say content creation is their most effective SEO tactic.
- Companies with blogs generate 97% more inbound links and 434% more indexed pages than those without.
In other words, a company blog brings benefits beyond just being a source of information, a tool to communicate with prospects, and to build brand. Despite new technologies, text will — as HubSpot points out in its 2020 State of Marketing Report — always be the foundation of search. And no place allows you to add descriptive text for improved search rankings as much as a company blog.
Not seeing company blog benefits? Here are 4 common pitfalls.
But as the significant number of hibernating company blogs shows, the pitfalls tend to come in spades. If your B2B blog is currently on snooze, let us guess the reason falls into one of the following categories:
- Unforeseen events: The most recent example is, of course, the Covid-19 pandemic. Faced with massive upheaval, supply chain companies, in particular, had to reshuffle resources. Although a crisis could be the time to step up communication and position the company as a leader, some blogs went dark after releasing a statement on the pandemic and its impact on the business.
- Unrealistic expectations: More than a few B2B blogs have run out of steam when immediate results fail to materialize. The disappointment tends to stem from unrealistic expectations. As much as everyone wants that first blog post to bring in a bucketload of leads, content marketing takes time to build momentum; but, done right, it is designed to turn into a tidal wave of improved search authority. Let patience rule and you will be rewarded.
- Lack of resources: To stand out in a crowd of tough competitors is not accomplished in an afternoon. Managing a successful company blog takes time. Other than outsourcing, there really is no way around it. If the blog is run on the fly or is low on the list of priorities, the results will suffer along with the motivation to keep going.
- Lack of strategy: Publishing for the sake of publishing will get you nowhere. Who are you writing for? What keywords are they using? How do you evaluate performance? Even well-written content can miss the target if it is not tailored around the audience you want to reach.
- Lackluster content: Although we always stress the need for consistency and keyword optimization when it comes to blog content, there is yet another aspect that is just as important — quality. A company blog that does not benefit your target audience will not benefit you. The most successful B2B blogs combine SEO best practices with useful, high-quality content.
B2B blogging done right: 3 examples of great blogs
For inspiration, it always helps to look at the organizations that get it right. And there are many to choose from. Take a look at three that have realized company blog benefits with engaging and purposeful content. Although conceptually different, the visions of these blogs align with the goals of each company, whether it’s generating leads with persuasive analytics or carving out a niche in social responsibility.
1. Cerasis: Market insights
The transportation management company was one of the early adopters of B2B blogging — and the results have been impressive. And Cerasis is not letting up. The company has published 15 blog posts in July alone, a pace few can — or don’t necessarily need to — match.
2. General Electric: Global vision
A multibillion-dollar corporation has the benefit of ample resources — and GE is putting them to good use. General Electric Reports intelligently humanizes the company with a stream of stories on the impact of GE products on global progress and employee spotlights that tie into current events.
3. Comscore: Analytics first
A look at Comscore’s blog leaves no doubt about its specialty: the collection and analysis of internet data. Comscore draws upon its vast resources to create content that is found nowhere else. The ability to showcase such detailed expertise is sure to sway a target audience looking to leverage customer behavior online.
Time to crawl out
The impact of an effective B2B blog can be huge. It requires research and vision to get started, persistence to keep it up, and analysis to evaluate the performance. In the end, the benefits of a company blog contribute to the health of your entire organization.
How about waking that bear up again?
Read more:
Key step to moving beyond survival mode: Revising B2B buyer personas
Trade show cancellations call for contingency plans (It’s urgent)
by Fronetics | Jul 14, 2020 | Blog, Covid-19, Marketing, SEO
Your company blog can be a goldmine for search engines. These strategies will give your old blog posts an SEO boost — without days of work.
When time and resources are in short supply, use them well. That leads us to your company blog. One of the quickest ways to get search engines to pay renewed attention to your website is to update old blog posts for SEO.
Why?
Google and other search engines reward new content. When your site is stagnant, Google takes note and will not crawl the site as often in search of updates. The result is a lower freshness score and lower rankings. But writing brand-new posts is time-consuming and may not be at the top of your priority lists when urgent matters demand attention. You need a quicker solution where the bulk of the work is already done.
The fact is your library of old blog posts is a goldmine for SEO. Content drives traffic and leads long after it was published. A look at our own most-viewed posts in July shows a post from 2018 has suddenly sailed to the top our lists as well as Google’s search engine results pages (SERP), driven by searches for “benefits of corporate social responsibility”.
But resting on old laurels is really not an option. Old posts that relay dated information can actually hurt your content marketing strategy. To get the most out of the hard work we pour into content creation here at Fronetics, we need to regularly extract the best of past blog posts and let them shine in a new light. Cue optimizing old blog posts for SEO.
Updating old blog posts for SEO comes with a range of benefits:
- It’s a win not only for the updated post but for the entire site since Google prioritizes frequent activity.
- It lets you rework keywords for improved organic search traffic.
- It helps you stay relevant in the eyes of your target audience (dated product launch posts do you no favors).
- It saves time as you don’t have to start from scratch every time you need to publish.
But how do you know which blog posts are worth repurposing?
Setting out to randomly update old blog posts for SEO makes little sense. Some, from years ago, may event warrant deleting, especially if they contain keywords that compete for attention with newer pieces. Rather, there are certain characteristics that make some posts more worthwhile to update than others. The point is not to spend hours rewriting the post or entirely changing its premise, but to give it good once-over that makes it useful again — and, by extension, drive improved SEO.
Here are a few themes to look for:
The number of inbound links: Posts with a lot of high-quality inbound links have something those without lack: authority. That feature gives these posts a better shot at ranking when you do a page refresh.
High conversion rates/low traffic: These posts have served you well in the past but something is amiss about their reach. If you can improve traffic with more relevant keywords, you have created a top lead generator.
High traffic: Some posts consistently draw lots of visitors, but are you putting your best foot forward? You can squeeze more value out of high-performing posts and extend their life span by giving your audience the most up-to-date information available. If conversion rates are low, you may find revising the Calls-to-Action (CTA) could have a big impact.
Ranking opportunities: Does the post rank on, let’s say, page 5 of search results? It can make it a good candidate for updating. Free tools like Moz Keyword Explorer or Ubersuggest can help you identify alternative keywords that could help lift the post to a better position.
Trending topics: If your business keeps getting questions about a certain topic that you covered but that now sits buried on the blog, a refresh means a chance to capture those search queries. It is also a better option than creating a new, duplicate post that could hurt search rankings.
Next question: What exactly should you do to SEO optimize old blog posts?
1. Evaluate keywords
Adding content to target new keywords is the No. 1 priority of marketers who update old blog posts for SEO, according to a Databox survey. Again, free SEO tools can help you take proactive steps to improve the keyword focus of your piece. Use Google Search Console, for instance, to identify keywords that the post is already ranking for and that potentially outperform the original keyword. Even a small tweak could give the post a boost.
2. Rewrite headlines, subheads, meta description, and intro
Once you have nailed down one or two long-tail keywords that match the intent of your target reader, incorporate them into the headline (H1), subheads (H2), and meta description. To underscore the freshness of the piece, rework the first paragraph and include the keyword. If you are sticking with the original keyword since it is already ranking well, make targeted alterations to potentially draw even more traffic and check back in to see how it performs a few weeks later.
3. Find new internal links
What has happened on your site recently? Internal links to old product pages and resources need to go. Improve the user experience and boost SEO at the same time by linking to your newest and most relevant work. Internal links give search engines a road map that benefits both the post that you’re working on and the pages that you’re linking to. And, while you’re at it, make sure there are no broken links. Do it manually or let Check My Links do the work.
4. Update stats and link to new research
Few things will make me leave a page as fast as old stats. Multiply that tendency by X number of readers, and your post will gradually lose its authority and keyword ranking. A quick search should identify more up-to-date information from outside industry sources. In a fast-moving industry like the supply chain, new reports are usually not hard to come by. Add an expert quote or two, link to new research, and you’re on the way to re-establishing the page as a trusted, quality source in the eyes of crawling search engines.
The supply chain stuff is really tricky. — Elon Musk
5. Add images and video
Time on page matters to SEO. And the more that draws visitors to stick around on the page, the better. Again, if time is limited, there are quick ways to update old posts for SEO. Consider adding a quick infographic, more engaging imagery, pull quotes, and anything else that is readily available, like a video produced for another part of your page. High-quality visuals also send a strong message of professionalism and trustworthiness that raise the profile of your blog in general. Remember to add alt texts that include the keyword.
6. Combine posts to turn the focus on high performers
Do you have posts with similar themes, concepts, and keywords? They may be competing with each other, eroding traffic and ranking for all. Here is your chance to pull segments of the weaker posts and add them to the higher performer (redirect the old posts to the new updated post). The benefits are twofold: the elimination of duplicate content and a content-rich new post which search engines favor.
7. Set a new publication date but don’t change the URL
Your work is almost done. Changing the URL, however, is generally not recommended. It requires a 301 redirect and means the loss of the authority the post has built up on your website. Instead, change the publication date, set it live, and share on social channels.
The bottom line
Optimizing old blog posts for SEO takes the pressure off producing new content when other tasks are calling. Even during less busy times, it is an integral feature of any content marketing strategy. The benefits are simply too good to pass up.
Read more:
by Fronetics | Jun 16, 2020 | Blog, Covid-19, Marketing, Strategy, Supply Chain
We conducted a quick audit of supply chain company pages — and found these examples of effective marketing strategies.
The country is step by step trying to return to a new normal, but uncertainty continues to throw a wrench into full supply chain recovery. What are some examples of effective marketing strategies during such a disruptive time? When a Zappos order takes two weeks to arrive rather than the usual overnight, even end customers cannot help but notice the impact of the global pandemic is far from over.
Group News Editor Jeff Berman reflects on the challenges in Logistics Management:
“We have emerged from the abyss, in the past, but things felt different, in the sense that perhaps there was more of a tangible or definitive endgame or objective that would bring some type of closure to these issues. But, unfortunately, as things relate to COVID-19 and the ongoing civil unrest, things remain far more loosely defined, or simply undefined or uncertain.”
Despite the disruption, organizations that can emerge as beacons of knowledge and stability can have a distinct advantage over the competition. While some supply chain companies have chosen — deliberately or not — to leave out references to the disruption in their external communication and on their websites, others have created elaborate resources directed at current customers and prospects.
So, what marketing strategies are others pursuing? We conducted a quick audit of leading industry publications and company pages to see who have decided to actively engage their audience and how they have gone about doing it. As you will see, returning features of these examples of effective marketing strategies during Covid-19 is the:
- Reframing of the sales language to suit the current environment
- Focus on being a source of help
- Effort to initiate meaningful conversations with prospects
4 examples of effective marketing strategies to take your company through Covid-19 uncertainty
Descartes — comprehensive resource page instills confidence
Descartes has created a text-book resource page. The multinational technology company leaves no question unanswered, skillfully weaving thought leadership resources and customer testimonials with gratitude to “logistics and supply chain heroes” and a running log of press mentions.
The product pitch has been reframed to answer the needs of the target audience. Descartes’ cloud-based logistics and supply chain solutions are not just good for any challenge but specifically brings the “flexibility needed to efficiently respond to challenges related to the global pandemic.”
The rest of the page is built to reinforce that point. Three calls-to-action urge readers to:
- Join an upcoming webinar on finding alternative supply sources in a disruptive time
- Speak to a Descartes expert on how to mitigate operational challenges
- Connect with a Domain expert
In addition, readers find as many as 11 whitepapers or Covid-19 Action Guides. Topics cover a range of challenges, from pivoting to no-contact deliveries and assessing the impact on supply sources with global trade data to dealing with import and export compliance issues. Descartes has also, in a short amount of time, compiled a list of case studies that serve as real-life examples of how the company has helped customers mitigate the impact of Covid-19.
Takeaway: The page instills confidence and enforces the impression this company is ready to lead customers through volatile times.
Quinyx — timely study starts relevant conversations
Quinyx, a global cloud-based, workforce management SaaS provider, astutely made the company part of relevant conversations by producing a study, The State of the Deskless Workforce, at just the right time. The study surveyed 12,000 deskless workers in a range of industries, including logistics and transportation, in March and, again, in April to understand the impact of the global pandemic.
Among the findings that generated a stir: 30% of logistics workers think it is a fireable offense to take more than one consecutive sick day; and nearly 20% of logistics professionals came into work sick during the Covid-19 outbreak.
The timely release of the study managed to both subtly promote the Quinyx solutions and highlight the newsworthy issue of workplace flexibility. A related blog post on the study concludes: “If 2020 has a silver lining, it comes in how it’s forcing businesses to react, respond and embrace technology to safeguard their futures.”
Takeaway: The study helps position Quinyx as a hands-on partner tuned into the needs of customers in a rapidly evolving work environment.
Kinaxis — virtual events fill trade show void
On May 29, Kinaxis issued a press release: The company was launching Kinaxis Live, a series of virtual conferences on the theme, “Planning for the New Normal.” In the release, Kinaxis, steered clear of the Wikipedia description of the company (“a supply chain management and sales and operation planning software company”), opting instead for action-driven language that captures the aim of its target audience (“the authority in driving agility for fast, confident decision-making in an unpredictable world”).
The events bring together Kinaxis experts as well as supply chain practitioners from other companies, including Merck, Flex, ON Semiconductor, Lippert Components, and Konica Minolta, and promise to discuss:
- Lessons learned on managing through COVID-19 and the future of supply chain planning
- Insights on how to prepare for the rebound and long-term impacts across industries
- Tips on how to build resiliency and agility into your integrated business and supply chain planning by leveraging AI, human intelligence, and concurrent planning
Takeaway: By bringing the conversation online, Kinaxis can reach prospects who missed out on the opportunity to connect during one of the now canceled or postponed trade shows. The events also help establish Kinaxis as a trusted and knowledgeable resource with a large ecosystem of high-profile partners.
Kibo — approachable resource center builds competitive edge
The rise of online shopping since the arrival of Covid-19 has — naturally — triggered interest in cloud-based technology. And Kibo has aptly seized the opportunity to raise the profile of its ecommerce platform with a clean-cut Covid-19 resource page.
Aiming to provide “tactical and empowering content to lean on,” Kibo has created a range of resources tightly focused on showcasing industry expertise and answering customer questions. Visitors can access webinars, a whitepaper, and blog posts on everything from personalizing your order management strategy in the Covid-19 era to setting up touchless pickup.
Takeaway: The conversational tone of the page strikes a balance between promoting the company product and sounding genuinely interested in helping clients navigate the Covid-19 crisis. In the intensely competitive market for ecommerce platforms, the page can set Kibo apart.
Many companies are still learning how to best conduct marketing in the midst of a global crisis. Examining examples of effective marketing strategies can generate ideas and inspire adjustments that help your organization rise above the pack.
Read more:
The case for outsourcing content marketing at a time of disruption
Supply chain marketing during Covid-19, the risk of cutting back
Covid-19 messaging strategy for supply chain companies: Getting the basics right
by Fronetics | Jun 9, 2020 | Blog, Content Marketing, Covid-19, Marketing, Strategy, Supply Chain
Too busy? Don’t want to invest in-house? Here are 4 prime reasons organizations opt to outsource content marketing.
No other lead generation tactic is more important to technology marketers than content assets. The new Gartner research — trade shows come in second place — shows the importance of paying heavy attention to how your organization positions itself online. If the Covid-19 repercussions left you no choice but to cut back on marketing or if you have been juggling more than ever, consider the case for outsourcing content marketing to stay competitive and excel.
At a time when some of the biggest supply chain trade shows have been either canceled or postponed, count on content assets to grow in significance. Is your organization up to the task?
In our work with both supply chain startups and multi-national corporations, we have noted a few returning reasons for outsourcing content marketing.
Do you recognize yourself or your organization in any of the following?
Outsourcing content marketing: 4 reasons organizations decide to seek outside help
Too much to do
When content marketing is the umpteenth task on an endless to-do list, the results will suffer. This scenario is particularly common among startups where everyone is wearing as many hats as possible in anticipation of the next round of funding. The haphazard approach to what is being published on social channels and on the blog does the company no favors and leaves the person in charge — frequently with limited marketing experience — feeling frustrated. Instead of letting keyword-optimized content carve out a brand niche and build website SEO, the effort goes nowhere although the will to succeed is strong.
The alternative: Partner with a content marketing agency and turn the focus on your core expertise.
No consistency
The effectiveness of content marketing relies on consistency. But being consistent is a major challenge for supply chain companies, especially when trying to recover from months of unprecedented disruption. As we explained in this post, consistency feeds SEO. Let it slip, and you lose in the online search race. In this case, sudden trade show cancelations may have forced the in-house marketing team to a quick pivot, from executing the company marketing strategy to pouring all efforts into making trade show contingency plans. Add a product launch to the mix and chances are content production will come to a standstill.
The alternative: Keep SEO humming and your online presence strong with an outsourced marketing team invested in your success.
Desire to scale but costs are too high
Needs can arise quickly. There may be a trend that a company wants to jump on or a sudden change in the business environment that warrants the need to scale up content marketing quickly. Several of our clients have sought out Fronetics because they lacked certain marketing capabilities and did not necessarily want or have the resources to make the investment in-house. That is particularly true under current circumstances when some organizations are battling budget constraints and disruption. If an organization wants to capitalize on video marketing, for instance, it can be both time-consuming and costly to train team members or go through a rigorous hiring process.
The alternative: Leverage a team out outsourced content experts to fill the gap without adding fixed costs.
Lack of analysis
The motions of content marketing are repetitive — researching, strategizing, executing, analyzing, revising — but they are so for a reason. Even the most well-intentioned content strategy can fail when an organization does not act on analytics. But for busy organizations, it is not uncommon for those last pieces of the puzzle — analyzing and revising — to be left undone.
What types of content worked well this quarter? How did the email messaging fare? What was the click-through-rate? During the past few months, when disruption ruled, it is hardly surprising if not every step was optimally performed. Yet, it can all the same be damaging to the overall success of the marketing effort if the metrics are allowed to go unnoticed for too long.
The alternative: Let content count with an outsourced marketing team that constantly needs to prove ROI.
Considering the significance of content assets, it pays to do it well. Is outsourcing content marketing right for you?
Read more:
