Econsultancy's Digital Cream: Content Marketing

By Rachael Clark

I'll be honest; I had no idea what to expect from Digital Cream. I'm a client-side novice having spent seven years in the dark side of agency world (or am I in the dark side now?) before my move to Marie Curie six months ago. Never-the-less I was determined to throw myself in.

Here are the highlights from the Content Marketing roundtable I attended alongside a group of other client-side Digital Marketing Managers.


  • To Pay or Not to Pay? With some vloggers commanding huge fees, the question circled on whether or not they deliver a strong ROI or indeed how you can measure this.
  • Setting KPIs : clarity on whether the role of vloggers is to deliver immediate ROI is key to determine up front. If it isn't ROI, what is it? Why is that valuable for your business? This is vital to agree early on with all key stakeholders within the business
  • When return on investment (ROI) is your key performance indicator (KPI): How will you determine this? Is last interaction really the most accurate method? Consider an algorithmic attribution approach that creates analysis specific to your data. Even if your objective is awareness, with attribution, you may find it does cost in when reattributed. You may also want to consider an affiliate programme for your vloggers - can they deliver regular sales? Retailers in particular have seen success with this approach.
  • What content should I use? Common pitfalls discussed were advertisers shoe-horning their content into videos with popular vloggers that have no natural connection. This simply will not work. Keys to success are to tailor your content to each Vlogger and to make sure the vlogger is fully involved in the creative process. If they're not excited by the content, their subscribers won't be either.

Importance of a content strategy

It is obvious when a brand doesn't have a coherent content strategy - an image of a cute puppy cropping up from an unrelated brand on your Facebook newsfeed is a clear indication of a desperate bid to garner interaction.

Dedicating time up front to determine:

  1. the objectives
  2. the channels this strategy will affect
  3. your key audience (and new audiences you may want to attract)
  4. how you will measure success of this content.

This will pay dividends in the future. Importantly ensure all key stakeholders are included in this process. Not having the right people engaged in the process is a sure fire way for it to fail before it has even started.

Content doesn't necessarily live on-site

For some clients, working with high profile partners helps deliver their business objectives. Being affiliated with other businesses or brands can offer valuable brand alignment, content and new audiences. This can be just as valuable (if not more) than spending resource in creating this content yourself.

More from Econsultancy's Digital Cream | more by Rachael | contact us for help with your Content Strategy.