The most demanded specialist of the future, which is already here
- And what is important for employees of the content direction? That is, with what background do people show good results? After all, you have a unique situation: a liberal arts education plus a very good background in technical SEO. What about the staff? Where and whom to take?
- In content marketing, it is now more and more common to separate functions. We need a team of employees with different competencies. But I will note the main thing: I believe that in the future (and this future, by the way, is coming right now), the most demanded specialist in Internet marketing will be a person who can create content (text, video content, infographics, white papers and much more). In general, a person who knows how to create content and at the same time has a deep knowledge of web analytics.
A person who knows how to create content and at the same time has a fairly deep knowledge of web analytics will be the most sought-after specialist in the next five years.
Denis Savelyev, founder of the TexTerra agency
- It's hard to find this: people are usually either humanitarians or analysts.
- And I think that the division into humanities and techies conditional. And the people themselves do not need to hang labels on themselves - today there are so many opportunities to expand their competence.
And when the applicant immediately says to me, they say, “I am a humanist” or “I am a techie”, I immediately have suspicions ... < br>
– …isn't he chosen too narrow a framework for himself?
– Quite right! It is possible to develop successfully in several directions. And many have already understood this.
How to measure the effectiveness of content marketing
- What are the main KPIs in content marketing, from the point of view of a manager, that you need to track for your business? Figuratively speaking, what 3-4 indicators should be on the dashboard all the time?
- It's not that simple. It is clear that the main indicator that a businessman should operate with is ROI, return on investment. But the return on investment can be calculated only for limited advertising channels (their specificity is that the conversion occurs on the first click, which, as a rule, is also the last one).
In Yandex. Direct”, for example, we can calculate how much we paid per month, how much we received at the output. Therefore, Yandex. Direct cannot be considered as an investment instrument. We do not have the opportunity to deposit half a million for six months, and then wait how many millions we will earn after this time. This budget should be paid back within the sales cycle in this market no longer than 1-2 months. In such channels, ROI is considered good.
But the fact is that the whole business, including Internet marketing, is moving towards complex chains of touches. No wonder Google Analytics introduces its own tool for evaluating a large number of touches. And in content marketing, the first touch works when content marketing is running. But in order for it to become effective, a business needs to go through a certain zone, I call it the Sahara Desert. It's about how long and with what budget you can make 50 quality content units that will increase your traffic. This is an investment period. Therefore, in content marketing, ROI can be measured when content marketing is already effective. Until then, other tools are used that conditionally speak about the effectiveness of content, but in fact are not directly related to revenue. This is all that can be pulled out of Yandex. Metrics”: the session length should increase, the number of pages viewed should increase, the bounce rate should decrease. There is an indirect metric - the frequency of branded queries. If content marketing is effective, the frequency of branded queries increases. Otherwise, you are doing something wrong.
I advise you to start evaluating the result only by ROI at some point. Otherwise, you will not understand where the money goes. But I was dreaming, in reality, many clients do not even track calls and they do not know through which channels leads come. Or until now, all leads are entered into Excel by a manager who wanted to - contributed, did not want to - did not contribute. Or he got up on the wrong foot in the morning, was rude to the client and, in order not to get a scolding from the authorities, simply did not enter this client into the system. The reality is harsh.
The biggest secret
- Is there any test drive to understand whether it makes sense to invest in content marketing or continue using Yandex. Direct?
- I used to be of the opinion that content marketing is not suitable for every business. Now I think that it suits everyone.
Probably, it is possible to test it in a quick way. For example, create a super-requested content unit. But then there must be a conversion scenario. Or not immediately create your own communication platform with content (blog, website), but go where the audience already exists. If you work in the IT field, go to Habr. And if there is a response from there and a direct impact on the sale, then you can develop. But even if
