There is a digital air in Philly, many entrepreneurs, designers and digital marketers are come to attend the many events organized for the Tech Week. I got lucky to interview John Miller, the founder of Scribewise, about content marketing: which kind of KPIs are important and why a company should externalize its storytelling activity.
Relentless advocates for your audience
John Miller ran Scribewise since 2012, a Philadephia (PA, USA) based content-first digital marketing agency. It helps clients to create content for their audiences but also provides traditional marketing services, from public relations, to social media management, to search engine optimization. The mission of Scribewise is to support clients figuring out their story and helping them to tell it in the best way.
The final Key Performance Indicator
Scavengers all over the world are seeking for the saint grail KPI, a performance indicator that you can reply to the infinite and beyond obtaining always the most important statistics to control your business. Of course everybody is dead attempting it.
There are many KPIs and, ostensibly, you can measure almost everything, so the choice of the best KPI depends on the specific business and circumstance. The real challenge is to choose the right one which allows to measure your previously set goals.
The leading indicator, the blog posts that audience reads and skips, the time it spends on the website and the rate of its returns, are all good KPIs if they are used for the right purpose.
Identity problems? You need a specialist
Of course every company should have a story, a mission and vision well printed in the forehead. After all, running an activity without these elements involves a high risk to drift. And yet some companies still haven’t figured out their identity.
The content marketing is based on the core values and story of a company so if it lacks of consciousness, the communication strategy could be not effective. That’s why sometimes there is a need to entrust storytelling to a specialist that is able to read the company from an external point of view and put together the pieces in order to let them digestible for consumers.
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