Content Marketing: Why?
It seems that content marketing is a relatively new concept, but that’s not true. Many ad agency activities have long relied on the publication of useful content, and although no one at that time called these campaigns content marketing, they had the same desired effect.
How can the effectiveness of activities be checked?
For content marketing activities, we should consider ways to validate their effectiveness. One of the best practices is to use a marketing automation solution that shows us exactly which content is the most read and most popular. So you see, for example, the number of contacts received through published content, d. H. the measurement of leads. For example, this includes the number of requests for the offer, subscribing to the newsletter, the blog and the number of downloaded materials. This criterion connects directly with another – the interaction with customers. The higher this interaction, the more one can speak of this greater involvement. This criterion is also relatively easy to measure with the MA system. The Marketing Automation system lets you personalize content for specific consumers. The system monitors visits to the website of the user that previously registered in the database and adapts the transmitted content to the knowledge it has collected. For example, based on previously viewed subpages, he suggests which products might interest him.
The most important thing in content marketing:
Activities of this kind are to provide the recipients with text and image material that will expand their knowledge in some areas. At the same time, such content should trigger an interaction between companies and customers in the form of comments, shares or likes. One may wonder why we do content marketing when we have advertising? The considerable difference between these two types of activities is remarkable. Typical marketing is a unidirectional relationship – the recipient receives the message and can only make a consumer decision. Content marketing is designed to build the position of a particular brand by systematically communicating customer confidence with expertise and professionalism. Moreover, the lead or customer can respond with comments or likes. What should one pay attention to?
It is challenging to create content that can reach a wider audience and promote the company’s services discreetly and effectively. For success, it is first necessary to assign the content to the recipients and to personalize this as well as possible.
For example, infographics are a much more attractive form for boring audiences – boring texts. The older the audience, the better eBook that contains detailed information. The younger audience, however, needs brief and concise information that stands out in the vast amount of information these days.
That’s why it pays to test many forms and analyze what is most effective and what interests our audience, thanks to Marketing Automation.
Many marketers are not fully exploiting the potential of content marketing. You start a campaign, but if it does not bring results, give up. Only who is to blame that it did not work – the content or the marketer?
At Marketing Automation, we agree: Content is not the most important thing. Let us explain this: the content you create must be of high quality.
Two things are important though:
- A plan to generate leads
- Analytical skills (to know what works and what does not)
Months pass and effects are missing. The company is withdrawing from content marketing because it did not work. We hope this does not remind you of your situation!
Would you like to do proper content marketing?
Ask yourself the fundamental questions:
- Who is the recipient?
- Do you know what types of content your recipients like?
- What exactly do you want to know?
- Do you prefer long or short content?
- Do your recipients prefer expert or entertainment content?
Learn as much as you can to give them things that make a lead to your customer.
Marketing Automation helps you to adapt the content to different sales phases. At various stages of the shopping process, mixed content is sent to people. What information do you show a person who does not even know exactly how your product works? Also, what content do you provide to a person who has visited your website five times to look at a particular product? Do you see the difference?
Content marketing can be effective provided you plan and execute your activities well!
Author: Sarah-Johanna Hamera – MAC