Content marketing is an essential component of any successful marketing strategy. It involves creating and distributing relevant and valuable content to attract and engage a target audience, with the ultimate goal of driving profitable customer action.

Jon Giencke, Global Marketing Manager for the XRM and XRD divisions at Bruker, discusses the importance of a robust content marketing plan, his approach to addressing a changing and diverse audience, and how he measures the success of these campaigns.

One effective way to engage audiences is through video content. Scene Factory helps our clients achieve goals through successful video content marketing.  One such example, Bruker corporation uses video in many different ways, because they are a powerful tool for content marketing because they are more engaging and memorable than text or images alone. They can be used to demonstrate product features, showcase customer success stories, or share educational content.

Measuring the return on investment (ROI) of content marketing is critical for ensuring that the strategy is effective and worthwhile. This can be done by tracking metrics such as website traffic, social media engagement, and lead generation. As Jon Giencke, one of Bruker’s Global Marketing Managers explains in this video, tracing back an exact ROI on video content can be tricky. But by analyzing the right viewing metrics, marketers can determine which content is performing well and make data-driven decisions to optimize their content strategy.