Spending time, energy, and resources on the activities that help you achieve your goals is a foundational principle of effective marketing. Investing in conferences that never generate leads isn’t smart. Wasting dollars on advertising “because it’s something we’ve always done” is something we should avoid at all costs. These are all things we know intuitively, but taking the time to consider how the various marketing activities we manage impact our bottom lines can be difficult—especially with content marketing.

Over the past few years, content marketing has become one of the most popular tactics for generating leads and growing a business. But, how do you make sure the content marketing efforts you’re investing in actually make a difference on your bottom line?

3 Ways to Ensure Content Marketing Makes a Positive Impact on Your Bottom Line

Here are three principles I commonly share with businesses who want to ensure the time, energy, and resources they invest in content marketing are making a positive impact:

  1. Equip your sales team with content that makes them more effective. One of the easiest ways to maximize the content you’re creating is to help your sales team leverage it in the buying cycle. For example, making sure your sales team is aware of the content you create and encouraging them to share it with potential customers is a great way to equip them with resources that continually add value throughout the sales cycle.
  2. Create content that leads people through the buying cycle. The entire goal of content marketing is to address the questions your prospective customers have at the appropriate time. Spend time thinking through the journey a prospective customer takes during the buying cycle. Consider what types of content you can create that helps them take the next step from seeking information that solves their problems to reaching out to your company for help.
  3. Make sure you’re measuring the right metrics. Being able to track the number of impressions, leads, potential sales opportunities, and new customers all the way through the buying cycle is critical. Rather than taking a shotgun approach to content marketing, you need to be able to measure how each type of content performs and then leads customers toward taking the next step.