Even in 2015, CEOs Lack Data To Guide Content Marketing


Don Draper would be jealous of today’s marketers, Krista LaRiviere Co-founder and CEO of Gshift Labs, wrote in a recent blog post.

“We don’t know how good we have it compared to the olden days of marketing – and we’re blowing it,” she told the Dx3 Digest.

Krista LaRiviere, Co-founder and CEO, Gshift Labs
Krista LaRiviere, Co-founder and CEO, Gshift Labs

Canadian CEOs and CMOs have adopted content marketing as part of their web strategy, but aren’t making use of the relevant data to optimize their content and find the best ways to distribute it.

“You’ve jumped on the content marketing bandwagon, but you’re still not quite getting it,” she said. “You need to think about the effective and strategic distribution of your content into the right channels at the right time.”

ROI of content marketing

There’s an emphasis on paid media, LaRiviere said, because both the cost and the return on investment (ROI) are easily correlated in a limited-time campaign. However, content marketing has a long-term impact with costs split between creation and distribution.

The difference is that marketers aren’t making use of tools like Gshift to attribute the success of content marketing and discover its most effective channels.

“Don’t just go and produce a bunch of content… you want to create smart content,” LaRiviere said. “The difference between smart content marketing and just content marketing is that you’re using data to drive your decisions.”

An integrated approach

Gshift, founded in 2009, was listed among the profit hot 50 in 2013 for its outstanding revenue growth and is continuing to add clients as companies seek to better understand their web presence.

In 2015, that means an understanding of not just advertising ROI, but equally grasping the importance of SEO and social media channels.

“It’s really important for them to understand that in 2015, they really need to look at their digital marketing strategies with an integrated approach,” LaRiviere said.

“The influencer is a channel.”

Looking to the future of her company, LaRiviere said that devices and precise social attribution are where Gshift will focus.

“The influencer is a channel”, she said. “A few years down the road… you’ll be able to tell that Bob on Twitter is the most effective distributor of your content.”

Google beginning to differentiate search results by device is a change that content marketers will need to pay attention to, she said.

“Marketers need to be able to understand the difference in their [device] discoverability.”

Though web presence analysis is becoming more complex and Google is constantly updating its platforms to serve the best content, LaRiviere sticks to one principle when talking to concerned CEOs.

“Build the content that your target audience wants and you don’t have to worry about Google’s algorithm changes.”

This article was created with the help of AceTech Ontario. AceTech members can access a special rate for Dx3, March 11 – 12, 2015 in Toronto.

About Ben Myers

Ben Myers is a creative digital marketer in Toronto. Contact through Linkedin or @benkmyers on Twitter.

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