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Posts tagged ‘ROI’

Contently – How to Talk to Freelancers About Marketing ROI

 

 

 

By Emily Gaudette

June 12th, 2018

 

Explaining the particulars of your business to someone who doesn’t work there is tricky. But it’s a necessary step if you want to develop effective content.

However, marketers don’t always take this step when working with freelancers. Maybe they don’t want to reveal proprietary data or think goals should stay private. Maybe they aren’t sure how to define their return on investment. Or perhaps, most likely, there are so many other things going on that they don’t even think to do it.

Whatever the reason, withholding information from your freelance talent can backfire in numerous ways. For starters, writers who don’t fundamentally understand their client’s mission won’t pitch as well. If they’re not aware of the criteria you’ll use to judge their work, then they won’t be able to edit themselves or anticipate feedback—both crucial freelance skills. And they’ll react disproportionally to small editorial changes because no one has ever bothered to show them the big picture.

Marketers and brand editors need to meet their contributors halfway, disclosing some basic information about voice, audience, distribution channels, and goals. Because everyone who creates content deserves to know its commercial purpose.

See Full Story: http://ow.ly/Fnso30kv7jM

 

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SmartBlog on Social Media – The Pitfalls of Pursuing Measurement Perfection

SmartBlog on Social Media

By Jonathan Farb

October 1, 2013

In a world where there seems to be a new channel for communicating with customers every time you turn around, there’s an increasing problem of “perfection paralysis.”

With so many new channels popping up, some brands are unsure how to measure their performance or understand how they stack up against competitors. Perfection paralysis sets in when they spend months trying to create flawless benchmarks and KPIs, putting together complex multivariable analyses and tweaking (and retweaking) their methodologies to account for every possible scenario. When they eventually run an analysis, or try to utilize their “perfect” algorithm, these brands often find that the results either don’t spit out a succinct story or tell no story at all. Their months of work have added up to nothing, and they’re left confused and discouraged, with no clear sense of where to go next.

See Full Article: http://ow.ly/paRt4