SiriusDecisions Summit 2017: The ROI of Content Marketing

One of the most frequent questions we get from prospects and clients is: “How can I measure the impact of my content marketing?” SiriusDecisions reports that 83 percent of B2B companies plan to increase their content budgets this year, yet zero percent believe they’re effectively measuring ROI. So how can brands determine a return on their investment?

I’m so excited to be addressing this question at the upcoming SiriusDecisions Summit #SDSummit. Shawna Dennis, Global Head of Content Marketing at Manulife, will join me to share a case study on how her company saved $1.2 million by partnering with Contently.

In 2016, Manulife, a global insurance company, had little communication between teams, which made it very difficult to establish a consistent brand voice and develop an efficient process for creating content. Manulife chose to partner with us to access technology that could improve its content sharing, localization, and analytics. A year later, Contently’s platform created a data-driven engine for Manulife that fueled collaboration across departments and helped the company maximize its resources.

“Our goal was to establish a content marketing function that would support our business units around the world,” Dennis told The Content Strategist. “We needed to provide access to content and insights that would help all divisions meet their objectives—something that was easy to adopt.”

If you’re a B2B marketing professional attending #SDSummit this year, I hope you can join me for Shawna’s presentation on Tuesday, May 16 at 10:15 a.m. If not, we’ll be at booth #643 and would love to see you.

Image by Choness / Getty

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