Content Marketing: An Effective Component of Digital Marketing Strategy
According to the Content Marketing Institute, content marketing can be defined as a “Strategic marketing approach that is based on creating as well as distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
What this actually means is that content marketing is the current rainbow on the horizon for marketing professionals. It’s purpose is to “Attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior.”
Content Marketing in the current context
The Content Marketing Institute further states that content marketing is the utilization of content in order to communicate with customers and prospects without selling. This form of marketing is called non-interruption marketing. Rather than going in for a regular product pitch, the information regarding the product is delivered to the prospective consumer with the intention of making the buyer more intelligent. Therefore, the aim of this method is to deliver conformable, regular, and valued information to prospective buyers, so that the business wins their loyalty ultimately.
Essential Strategy for Content Marketing
In order that all goes right with content marketing, it is essential that a right content marketing strategy is put into place. In the traditional scenario, advertisers concentrated on the traditional concept of marketing so that they could drive ROI. However, customers are becoming smarter by the minute, and traditional forms of marketing such as magazine advertisements, newspaper advertisements, and television advertisements are being increasingly skipped by consumers with increasing frequency. This means that the old concept of marketing is fast dying out, and newer concept of content marketing is fast being ushered in. So, what forms a winning content marketing strategy?
1. Customer Relationship Building
If correctly analyzed, content marketing can become the right tool for content marketing. With content marketing, it is possible to forge a meaningful relationship with customers as well as key influencers. This is necessary for engagement and re-engagement purposes, as well as driving long term sustainability. The focus should be on nourishing and building relationships and not driving sales.
2. Adding Substance and Value
You will need to provide substance and value over matter. You will need to throw away the hard-sell strategy, while focus on the good old fashioned story-telling method. Its best avoiding being over promotional and avoid talking too much about yourself. Therefore, you can leverage videos, pictures, blogs, info-graphics, eBooks, etc. as some of the right story-telling tools.
3. Utilizing relevant KPI’s for monitoring success.
A number of metrics exist that can be leveraged to measure the effectiveness of a content marketing strategy. These metrics go a long way ahead to provide valuable insights to deliver a long term success formula to the business organization.
- Turn Customer Sentiment in your favor: Turning customer sentiment in your favor of your company can mean converting them into your best brand ambassadors. At the same time, you can negative sentiment can be positively highlighted. Such sentiment is a great pointer to what is working and what is not working and what are the essential elements that require tweaking. Goa ahead with what is called sentiment analysis. This is the right way to essentially engage with your target audience. Utilize metrics such as opinion polls, satisfaction surveys, comments, etc to gauge the sentiment of the individuals engaging with your website.
- Qualitatively Engage the Customers: Also engage users who visit your pages such as You tube instead of just driving them to the desired location on the Internet. Here, you might need to look at various factors such as bounce rates and unique page views. Also, analyze the relationship between the two along with the behavior flow within the content of your website. This will lead you to a fair analysis of where users left the site and went elsewhere. Also, check how long did the customers stay on the website, which will let you know how interesting the content really is.
- How Far Does Your Content Go: Finally, it would be a good idea to know what number of people read your content and how qualified they were as potential customers. Also gather some statistics viz. new visitors versus return visitors, email open rates, overall traffic volumes, etc.
Hence, the content marketing strategy needs to align with the digital marketing strategy as well as other objectives of the team. You can help customers take the necessary informed decisions and quality and engaging experience provided that sales and revenue are adequately generated in light of overall organizational strategy.