Barbara Basney, Vice President of Global Advertising and Media at Xerox, was speaking last week at the Association of National Advertisers 2014 Media Leadership Conference in Boco Raton, Florida.
In the past Xerox has relied heavily on content marketing to reposition and revitalise their brand, however, according to Ms Basney there are new challenges to be faced. She summed up these challenges using four words: “content measurement isn’t perfect.”
This is because, Ms Basney believes, most brands are building their own tailored solutions that best serve their specific objectives in the content space.
“If we’re creating new opportunities we’re also not going to have a lot of hard metrics to rely on,” said Ms Basney. She went on to say that webmasters and marketers should test different approaches in order to get the data they need to be successful.
“You have to be comfortable with capturing what you can, measuring what you can, and figure out a way to jerry-rig and create what you need to measure. You’re going to have to complete your own repository of internal metrics,” continued Basney.
So the message is clear – to succeed with a content marketing strategy have a good look at what you need to capture to best attract leads and to increase interest in your site, thereby upping your search rankings and becoming a trusted, authoritative brand.