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 Elizabeth Hines | 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 Elizabeth Hines | Jul 14, 2020 | Blog, Covid-19, Marketing, SEO
Updated 1/21/25
Revitalizing Your Blog Archive: Modern SEO Strategies for 2025
Your company blog remains a valuable asset for search visibility, but the rules have evolved. Here’s how to breathe new life into your old blog posts using current SEO best practices — without overwhelming your team.
Why Update Old Content?
Search engines, particularly Google, have become increasingly sophisticated in evaluating content quality and relevance. While freshness remains important, it’s now just one factor among many. Google’s helpful content system and AI-driven algorithms prioritize comprehensive, authoritative content that genuinely serves user intent.
Our own data supports this evolution: a 2018 post about corporate social responsibility continues to perform well not just because it’s regularly updated, but because it thoroughly addresses the topic from multiple angles, matching the depth that today’s search engines expect.
The Modern Benefits of Blog Post Updates
Updating old blog posts delivers several key advantages in today’s search landscape:
- It signals to search engines that your site is actively maintained and authoritative in your field.
- It allows you to align content with current search intent patterns and semantic search capabilities.
- It helps maintain E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness).
- It provides opportunities to optimize for voice search and featured snippets.
- It enables you to incorporate new media formats that modern search engines favor.
Identifying High-Potential Posts for Updates
Rather than randomly updating old content, focus on posts with these characteristics:
Strong Existing Performance Signals
- Posts that already rank on page 2-3 for valuable keywords (these often have untapped potential)
- Content with high dwell time but low conversion rates
- Pages that earn consistent backlinks despite their age
- Posts that generate significant social engagement
Strategic Value Indicators
- Topics that align with current business priorities
- Content that addresses evergreen industry challenges
- Posts that target high-commercial-intent keywords
- Pages that compete with outdated competitor content
Modern SEO Update Strategies
1. Optimize for Search Intent
- Use tools like Google Search Console‘s search queries report to understand how users actually find your content
- Analyze the “People Also Ask” boxes for related topics
- Structure content to directly answer common user questions
- Consider adding FAQ schema markup for enhanced SERP visibility
2. Enhance Content Depth and Authority
- Expand sections that address key user pain points
- Include expert quotes and current industry statistics
- Add real-world examples and case studies
- Lnk to authoritative sources using targeted anchor text
3. Improve Technical SEO Elements
- Implement proper header hierarchy (H1, H2, H3)
- Optimize for Core Web Vitals (loading speed, interactivity, visual stability)
- Add structured data where appropriate (Article, HowTo, FAQ schemas)
- Ensure mobile optimization meets current standards
4. Enhance Media and Interactivity
- Add high-quality, original images with descriptive alt text
- Include interactive elements like calculators or assessment tools where relevant
- Embed relevant videos with proper schema markup
- Consider adding infographics or data visualizations
5. Internal Linking Strategy
- Create topic clusters linking related content
- Update anchor text to reflect current keyword targeting
- Remove links to outdated or redirected pages
- Add links to newer, relevant content
6. User Experience Optimization
- Break up long paragraphs for better readability
- Add table of contents for longer posts
- Include clear calls-to-action
- Optimize for featured snippet opportunities
7. Content Consolidation
- Identify and merge similar posts to create comprehensive resources
- Implement proper redirects for consolidated content
- Update internal links to point to new consolidated pages
- Maintain URL structure of the strongest performing page
Technical Implementation Best Practices to Update Old Blog Posts for SEO
When updating posts:
- Maintain the original URL to preserve link equity
- Update the “last modified” date in your CMS and XML sitemap
- Consider adding a “Last Updated” note for transparency
- Use proper schema markup to indicate the last update date
- Monitor Core Web Vitals before and after updates
Measuring Success
Track these metrics to evaluate the impact of your updates:
- Organic search traffic changes
- Featured snippet acquisition
- Position tracking for target keywords
- User engagement metrics (time on page, bounce rate)
- Conversion rates
- Core Web Vitals scores
The Bottom Line
While it’s valuable to update old blog posts for SEO, success in 2025 requires a more nuanced approach that considers user intent, content quality, and technical excellence. Focus on creating comprehensive, authoritative content that serves your audience’s needs while adhering to modern technical SEO best practices.
Regular content audits and updates should be an integral part of your SEO strategy, but remember that quality trumps quantity. Prioritize updates that add genuine value for your users and align with current search engine capabilities.
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by Elizabeth Hines | 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 Elizabeth Hines | 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?
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