The Digital Industry Needs Alignment

2017-03-15 14:28


As every content strategist knows, content needs metrics to understand performance. From having a sound understanding of how content is measuring up against it's KPIs, we then can be strategic as to where the content needs to be placed, which we call "content promotion".

Digital marketers hang their hat on the fact that we have data to make decisions, which then makes targeting the right audience a lot more effective. Ultimately this should bring down the business's CPL or CPA (Cost Per Lead or Cost Per Acquisition) - depending if they are a lead driven website or full e-commerce.

However, like I point out in the video - if we start putting content promotion ahead of understanding metrics and KPI's things will start to fall flat, advertising costs go up and content fails at achieving real business objectives. Businesses then lose trust in digital.

We know that the digital industry has moved very quickly over the past 10 - 15 years, so it's not your traditional industry, which means we are going to have our own set of challenges trying to bring stability to it. Industry has struggled to adopt a framework for all digital marketers to be proficient in - ultimately a lack of governance leaves the industry wide open for anyone to enter it and start offering "expert" services.

Last week, I realised that perhaps the digital marketing industry, or more specifically the content marketing space (but my belief is that this is happening across the board of digital marketing skills), is further away from alignment than I originally thought. I understand that we can't also "utopia-fy" a framework - there are going to be challenges but as an industry we need to be working together to try build a framework that everyone believes in so we can get a foundation to move forward from.


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