‘Prepare to Be Ignored if You Don’t Have Subscription Goals’ – CMI
Joe Pulizzi says, “I’ve had the amazing pleasure of meeting with over a dozen of the largest companies on the planet. These companies are some of the most innovative in the world and create many of the products you use on a daily basis both personally and professionally. Over the past few years, these companies have hired journalists, producers, broadcasters, and editors to refine and tell their stories on a consistent basis. It’s amazing to see firsthand the transformation of the marketing departments as we once knew them.
But here’s my issue: Not one of those companies (not one) was working on an audience-building program focused on subscriber growth. Sure, there were brand-awareness goals, perception goals, brand-lift goals, lead-generation goals, and lead-quality goals … but no subscriber goals.
And the research confirms my personal findings.
According to Content Marketing Institute/MarketingProfs research, less than one in three organizations have subscription growth as a content marketing goal“.
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