16 Ways To Turn Content Marketing Into Business Value

Ryan Skinner

According to Digiday, current affairs website Slate demands minimum $100,000 from brands to build an “advertising content program”. Forbes asks for $50,000 a month to give brands a platform for publishing content on their site. And many companies are spending as much or more on their own content sites.

Given the mighty spend, the silence around the economics of content is deafening. There’s the high-level question of content marketing ROI­–a topic larger than any blog post. But, at a more basic level, how many marketers plan how and where their content drives business value?

Call this the content impact model:

If marketers create and distribute content to generate value, there are two simultaneous and non-exclusive paths by which value is created:

1.    Intrinsic: Consumption of the content itself brings value to the brand, by making the reader/viewer aware of the brand, its expertise or products.
2.    Extrinsic: All of the value that can be extracted by a reader/viewer arriving at or opening the content (but not the content itself).

This post looks specifically at extrinsic value. This value is created or released by mechanisms that I’ll call catalysts of content marketing value.

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