Kraft Foods

Content Marketing Measurement & ROI Advice From Experts at Kraft Foods & 3M


Understanding the potential risk and return on any investment is imperative for making a sound business decision. It doesn’t matter if the investment is monetary or that of time or resources.

In recent years, marketers have begun investing more and more into digital marketing programs. Content marketing investment specifically has been on a steady uprise and will only continue to increase in the coming years.

However, only 21% of B2B marketers say that they are successful at tracking content marketing ROI. That means that 79% of B2B marketers are investing in strategy and execution but are not able to track the success of their programs.

Have no fear, we brought in reinforcements. TopRank Marketing recently had the opportunity to interview Julie Fleischer of Kraft Foods and Carlos Abler of 3M as part of our Content Marketing World eBook series.

Content Marketing Tips You Can Bank On from Intel, Kraft, SAP & Content Marketing Institute

content marketingIn a recent study by Content Marketing Institute, it was reported that 54% of B2B marketers will increase their spend on content marketing over the next 12 months. Pouring more money into content doesn’t automatically result in success.

As with wise investing for financial success, marketers need to back up their content investments with a plan, resources, goals, measurement and many other answers to questions their competition aren’t bothering with.

This doesn’t mean you need some grand, perfect strategy to see a return on content development spend. But it does mean having a clear vision and approach. To help guide you in this content marketing journey, here’s advice from some of the top content marketers in the industry including pros from Intel, SAP, Kraft, and the Content Marketing Institute.

How 4 Consumer Brands Are Using Visual Content To Tell Stories & Engage Customers

Las Vegas Palm TreesAs the online landscape becomes increasingly more competitive, marketers are finding that great content isn’t just about what you say, but how content is presented as well.  Content marketing that is injected with visually appealing images not only attracts readers to your message, but it helps to tell the story you’re trying to convey.

Visually pleasing content, videos, eBooks, or graphics (to name a few) can make your customers feel a connection to your brand that they might otherwise not.  This post shares examples from  four consumer brands that have integrated visual content to help tell their stories, and engage customers.

#1 – Kraft Foods: Recipes For the Modern At-Home Cook

When many of us think of Kraft Foods a nostoligic picture of childhood favorites comes to mind.  Whether it be Mac-n-cheese, Jello, or Kool-Aid we have all craved their products at one time or another.

Secrets of Content Marketing World: Agent Julie Fleischer, Kraft Foods

Julie Fleischer Content Marketing Secret Agent

You know, once a great secret spreads, you get all kinds of “wannabe” corporate marketing types creating what they think is great content. And you know what? Most corporate content is flat out boring.  It’s all about “me me me”.  The best Content Marketing secret agents understand that it’s not all about the brand, it’s about what the customer wants that matters most.

Well, say goodbye to boring corporate content because Julie Fleischer, Director, CRM Content Strategy & Integration at Kraft Foods, has some excellent advice to share in advance of her presentation at Content Marketing World.  Her content marketing mission has been a tough one, but she joined us for this debrief: