[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fvalue-beyond-revenue":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":13,"class_list":15,"acf":25,"head_links":454,"breadcrumbs":455,"reading_minutes":136,"category":463,"head":466},"2021-03-16T10:42:36",{"rendered":6},"\n\u003Ciframe loading=\"lazy\" width=\"560\" height=\"315\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FbSKXncBhkXU\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\">\u003C\u002Fiframe>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"introduction\">\u003Cstrong>Introduction\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Hello and welcome to an Impression video on adding value beyond revenue as a digital marketer.\u003C\u002Fp>\n\n\n\n\u003Cp>My name is Ben Garry and I’m a content specialist, which means I work in our SEO team with a particular focus on content strategy, writing and optimisation.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-we-will-cover\">\u003Cstrong>What we will cover\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>In this video, I’m going to be looking at the ways in which digital marketers can provide more value to their business than simply increasing revenue.\u003C\u002Fp>\n\n\n\n\u003Cp>First, I’ll take a look at why this matters. I’ll then move on to three thoughts on how any digital marketer can add value to the business they’re in, before finishing by touching briefly on how digital agencies can add value to their clients.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"why-it-matters\">\u003Cstrong>Why it matters\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>So why bother talking about techniques that don’t explicitly increase online revenue or leads? Isn’t that the main thing we’re judged on?\u003C\u002Fp>\n\n\n\n\u003Cp>In most cases, yes. However, in my time in SEO some of the best relationships I’ve had with clients have been those where my skills can be of practical use to the business beyond the core results I’m judged on.\u003C\u002Fp>\n\n\n\n\u003Cp>Looking for ways to make yourself useful to other teams and to the business as a whole improves others’ perception of your contributions.\u003C\u002Fp>\n\n\n\n\u003Cp>By adding value and building good relationships with the wider business, you’ll be able to have more constructive conversations about your results, regardless of whether they’re positive or negative.\u003C\u002Fp>\n\n\n\n\u003Cp>What we’re really talking about here is a way to get your colleagues and stakeholders invested in everything that you can bring to the table.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-digital-marketing-channels-add-value\">\u003Cstrong>How digital marketing channels add value\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Now I’m going to share three thoughts on how all digital marketers can add value. If you think about your business and your situation, I’m sure you’ll be able think of specific actions you can take beyond these general ideas.\u003C\u002Fp>\n\n\n\n\u003Cp>The underlying question behind all of these is this: How can my skills make life easier for my business?\u003C\u002Fp>\n\n\n\n\u003Cp>With that in mind, the first idea is that we can provide valuable data on product and service demand. Keyword data from SEO and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa> is an incredibly useful insight into how real people are looking for key parts of your offering.\u003C\u002Fp>\n\n\n\n\u003Cp>For example, I’ve used these insights to help an art marketplace client determine how to prioritise their efforts to promote different artists that sell on their platform.\u003C\u002Fp>\n\n\n\n\u003Cp>Alternatively, you might be able to provide insights into the market maturity for a new product or service, or use data over time to advise on seasonal trends in demand.\u003C\u002Fp>\n\n\n\n\u003Cp>My second point is similar, in that digital marketers often have an incredible amount of insight into how their audience behaves and what they respond to.\u003C\u002Fp>\n\n\n\n\u003Cp>Social media can provide invaluable insights into the attitudes of your audience towards your services or to a wider cultural event, while user behavior data from your website is a brilliant insight into the parts of your offering that people find most engaging.\u003C\u002Fp>\n\n\n\n\u003Cp>This information can help to inform the approach that businesses take to anything from cultural trends to a rebranding project, and ensure that decisions are made with real customers in mind, rather than an ideal vision of what your customers should be.\u003C\u002Fp>\n\n\n\n\u003Cp>And for my final idea, consider how your expertise can act as a bridge between different teams. Digital marketers often have unique insights into teams as varied as web development, communications, sales and customer service.\u003C\u002Fp>\n\n\n\n\u003Cp>You can use these connections to increase the integration between different teams – ensuring that everyone sings from the same hymn sheet, as it were.\u003C\u002Fp>\n\n\n\n\u003Cp>Being able to have insightful conversations with people from around the business is a critical skill, and it means that you can bring a perspective to the table that others might not have when it comes to weighing into a decision that’s like to impact the channels you have direct control over.\u003C\u002Fp>\n\n\n\n\u003Cp>Connecting different teams together can undoubtedly have a positive impact on revenue, but its value to the integration of the business’s strategy and activity goes beyond that.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-agencies-add-value\">\u003Cstrong>How agencies add value\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Before I finish I want to indulge a little in the question of how agencies can add value.\u003C\u002Fp>\n\n\n\n\u003Cp>Again, we return to a very similar practical question to the one I asked earlier:\u003C\u002Fp>\n\n\n\n\u003Cp>How can \u003Cem>our \u003C\u002Fem>skills in agencies make life easier for your business?\u003C\u002Fp>\n\n\n\n\u003Cp>Ultimately, in-house marketers will rightly judge their agencies on achieving a return on their investment. Beyond that, however, there are numerous ways we can add additional value.\u003C\u002Fp>\n\n\n\n\u003Cp>Agencies contain people with specialist skills in different areas who have the time to study niche areas of marketing that teams in-house may not have the time to.\u003C\u002Fp>\n\n\n\n\u003Cp>We also tend to have access to a larger, broader tool set that can give us multiple ways of approaching a given task, helping us to provide high quality data on all manner of topics, both those relating to revenue and insights that can impact the wider business.\u003C\u002Fp>\n\n\n\n\u003Cp>And finally, we can lighten your load by spending our time on specific projects. If a marketing manager can task an agency to run a certain campaign or fix certain technical issues, they then have more headspace for their other responsibilities, which is never a bad thing.\u003C\u002Fp>\n\n\n\n\u003Cp>The specific benefits of working with an agency will depend on the channel and the project at hand, but I want to stress that we can add value beyond our ROI in the same way that in house marketers can add value to their wider teams.\u003C\u002Fp>\n",false,"standard",[10,11],39,93,[],[14],109,[16,17,18,19,20,21,22,23,24],"post-5989","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","category-video-hub",{"page_content_modules":26,"hero":173},[27,124],{"acf_fc_layout":28,"reduced":29,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":29,"title":30,"content":6,"authors":31},"blog_post_content",true,"Value Beyond Revenue [Video]",[32],{"id":33,"path":34,"display_name":35,"job_title":36,"description":37,"avatar_url":38,"acf":39},19,"\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002F","Charlie Norledge","Director, Head of SEO","I am the Director, Head of SEO at Impression. I work on a variety of client accounts across different industries. I am responsible for devising and executing their SEO strategies and also spend a lot of time helping the wider team at Impression with any technical SEO challenges.","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":40,"job_title":36,"specialist_service_links":41,"photo":68},"\u003Cp>Director, Head of SEO. Joined Impression in 2015.\u003C\u002Fp>\n\u003Cp>My background is in web development but I moved away from this when I decided that I wanted a more customer-facing role. I wanted the opportunity to be able to apply my expertise and also deal with clients directly and technical SEO allowed me to do this.\u003C\u002Fp>\n\u003Cp>Day to day, I work on a variety of client accounts across different industries. I am responsible for devising and executing their SEO strategies and also spend a lot of time helping the wider team at Impression with any technical SEO challenges.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nSpeaking at Brighton SEO! I’ve delivered a talks and training on structured data and \u003Ca href=\"\u002Fblog\u002Fjavascript-seo-guide\u002F\">JavaScript SEO\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nI enjoy surfing and Skiing (although living in the midlands isn’t good for this!)\u003C\u002Fp>\n",[42,59],{"page":43,"link_text":48},{"ID":44,"post_author":45,"post_date":46,"post_date_gmt":46,"post_content":47,"post_title":48,"post_excerpt":47,"post_status":49,"comment_status":50,"ping_status":50,"post_password":47,"post_name":51,"to_ping":47,"pinged":47,"post_modified":52,"post_modified_gmt":52,"post_content_filtered":47,"post_parent":53,"guid":54,"menu_order":53,"post_type":55,"post_mime_type":47,"comment_count":56,"filter":57,"url_path":58},35,"98","2020-03-12 15:02:03","","SEO","publish","closed","seo","2026-09-10 09:29:45",0,"\u002F?page_id=35","page","0","raw","\u002Fseo\u002F",{"page":60,"link_text":63},{"ID":61,"post_author":45,"post_date":62,"post_date_gmt":62,"post_content":47,"post_title":63,"post_excerpt":47,"post_status":49,"comment_status":50,"ping_status":50,"post_password":47,"post_name":64,"to_ping":47,"pinged":47,"post_modified":65,"post_modified_gmt":65,"post_content_filtered":47,"post_parent":44,"guid":66,"menu_order":53,"post_type":55,"post_mime_type":47,"comment_count":56,"filter":57,"url_path":67},57,"2020-03-12 15:49:37","Technical SEO","technical-seo","2025-10-28 09:41:49","\u002F?page_id=57","\u002Fseo\u002Ftechnical-seo\u002F",{"ID":69,"id":69,"title":70,"filename":71,"filesize":53,"url":72,"link":73,"alt":47,"author":74,"description":47,"caption":47,"name":75,"status":76,"uploaded_to":53,"date":77,"modified":78,"menu_order":53,"mime_type":79,"type":80,"subtype":81,"icon":82,"width":83,"height":84,"sizes":85},8558,"Charlie-Norledge","jVjBhz1i-Charlie-Norledge.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&q=90","\u002Fcharlie-norledge\u002F","12","charlie-norledge","inherit","2021-07-15 16:28:10","2021-10-11 10:06:22","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":86,"thumbnail-width":87,"thumbnail-height":87,"medium":88,"medium-width":89,"medium-height":90,"medium_large":91,"medium_large-width":92,"medium_large-height":93,"large":94,"large-width":95,"large-height":96,"1536x1536":97,"1536x1536-width":98,"1536x1536-height":99,"2048x2048":100,"2048x2048-width":101,"2048x2048-height":102,"post-thumbnail":103,"post-thumbnail-width":104,"post-thumbnail-height":105,"12_col":106,"12_col-width":107,"12_col-height":108,"default_landscape":109,"default_landscape-width":110,"default_landscape-height":84,"default_portrait":111,"default_portrait-width":84,"default_portrait-height":110,"6_col_and_margin_short":112,"6_col_and_margin_short-width":104,"6_col_and_margin_short-height":108,"11_col_and_margin":113,"11_col_and_margin-width":114,"11_col_and_margin-height":108,"9_col_rectangle":115,"9_col_rectangle-width":116,"9_col_rectangle-height":117,"11_col":118,"11_col-width":119,"11_col-height":108,"staff_image_696_600":120,"staff_image_696_600-width":83,"staff_image_696_600-height":84,"rectangular_thumbnail":121,"rectangular_thumbnail-width":122,"rectangular_thumbnail-height":123},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":125,"reduced":29,"top_overlap":126,"bottom_underlap":126,"disable_observer":-1,"heading":127,"cta_text":128,"cta_link":129,"items":130},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[131,151,163],{"type_key":17,"title":132,"excerpt":133,"to":134,"postedAt":135,"readingTime":136,"image":137,"authors":138,"category":148},"Impression x Meta: The Metrics That Matter – Key takeaways","\u003Cp>This event took place in partnership with Meta in London on the 1st of October 2026. If you couldn’t make it, here is what each speaker covered.  Introduction to the event, hosted by Liam Wade The session opened with a chess story. In 1996, renowned chess grandmaster Gary Kasparov beat IBM’s Deep Blue supercomputer in […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-metrics-that-matter-key-takeaways\u002F","2026-10-06T12:41:30",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fandrei-zolotarev-tPn5zuS9DpU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[139,142,145],{"name":140,"image":141},"Liam Wade","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":143,"image":144},"Amy Stamper","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":146,"image":147},"Harriet Fitzgerald","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":149,"name":150},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":17,"title":152,"excerpt":153,"to":154,"postedAt":155,"readingTime":156,"image":157,"authors":158,"category":162},"A guide to WebMCP for marketing leaders","\u003Cp>The structure of web traffic is undergoing a fundamental structural transition. We’re certainly seeing the impacts of these changes en masse. Whilst SEO visibility is driving, in part, Generative Engine Optimisation (“GEO”) visibility, clicks in traditional SEO rankings are harder to come by, and customer behaviour is fragmented as users are using new places to […]\u003C\u002Fp>\n","\u002Fblog\u002Fa-guide-to-webmcp-for-marketing-leaders\u002F","2026-08-27T13:51:35",13,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fyasa-design-studio-Ot2wQ8jF43s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[159],{"name":160,"image":161},"Aaron Dicks","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":149,"name":150},{"type_key":17,"title":164,"excerpt":165,"to":166,"postedAt":167,"readingTime":168,"image":169,"authors":170,"category":172},"Navigating Agentic Commerce with Universal Commerce Protocol","\u003Cp>As artificial intelligence transitions from information retrieval to autonomous task execution, the underlying infrastructure supporting ecommerce is undergoing a fundamental architectural shift.  The Universal Commerce Protocol (“UCP”) provides the unified communication layer required for AI agents to browse, negotiate, and execute transactions directly across merchant back-ends such as payment gateways. It’s an open-source standard co-developed […]\u003C\u002Fp>\n","\u002Fblog\u002Fnavigating-agentic-commerce-with-universal-commerce-protocol\u002F","2026-08-27T13:51:17",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fa-c-dqg4QeDNUi8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[171],{"name":160,"image":161},{"to":149,"name":150},{"type":174,"style":175,"heading":30,"date":4,"updatedAt":176,"reading_minutes":136,"image":177,"imageAlt":30,"categories":178,"collections":453},"blog-post","light","2022-03-07T17:36:10","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Green-Video.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[179,364],{"id":10,"count":180,"description":181,"link":149,"name":150,"slug":182,"taxonomy":183,"parent":53,"meta":184,"acf":185,"head_links":186,"resource_count":187,"yoast_title":188,"yoast_meta":189,"yoast_json_ld":234,"_links":332,"path":149},283,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our experts regularly blog about the digital marketing news that’s stirring up the industry, so check back regularly or \u003Ca href=\"\u002Fnewsletter\u002F\">sign up to our newsletter\u003C\u002Fa> to stay informed!\u003C\u002Fp>\r\n\u003Cp class=\"p1\">\u003Cspan style=\"font-weight: 400\">Impression is a multi-award-winning \u003C\u002Fspan>\u003Ca href=\"\u002Fdigital-marketing\u002F\">\u003Cspan style=\"font-weight: 400\">digital marketing agency\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400\"> that provides services\u003C\u002Fspan> that provides services including \u003Ca href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">Strategy\u003C\u002Fa>, \u003Ca href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>, \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa>, \u003Ca href=\"\u002Fdigital-experience\u002Fcro\u002F\">CRO\u003C\u002Fa>, \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">PR\u003C\u002Fa>, \u003Ca href=\"\u002Fanalytics\u002F\">Analytics\u003C\u002Fa> and \u003Ca href=\"\u002Fmedia-solutions\u002Fmedia-effectiveness\u002F\">Media Effectiveness\u003C\u002Fa> to its wide range of clients. Browse our latest thinking around digital marketing below, or \u003Ca href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> to discuss how we can help you.\u003C\u002Fp>","digital-marketing","category",[],{"sub_title_override":47,"title_override":47,"hidden":7},[],96,"Digital Marketing Blog | Tips, Advice & Guides | Impression",[190,192,195,198,201,204,207,209,211,213,216,219,222,225,228,231],{"property":191,"content":188},"title",{"property":193,"content":194},"description","Keeping up to date with the latest digital marketing trends, strategies, and announcements can be difficult. 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