The Evolution of Marketing Content

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content marketing Marketing content has evolved to such a point that traditional methods of marketing no longer resonate with your audience as it once might have, consumers are now very skilled at navigating print media and online content to such an extent that magazine advertisements are largely ignored and banners and pop ups on websites more often than not suffering a similar fate.

So where do you go from here?

If we look into what marketing content actually means there are clues to be found.
The Content Marketing Institute defines marketing content as:
“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”

Consumers and potential customers don’t want to have products shoved in their faces every time they open their web browser, if anything such an approach can have a detrimental effect in your ultimate goal of creating more business.

Customers want to be informed about products they are interested in but not harassed into buying; most customers have their minds made up before they even visit your site.

So, how can you reach out to potential customers and build a relationship before they even visit your site?

Delivering consistent, relevant and valuable information

The answer is marketing content, or rather the ability of your marketing content to reach out to these potential consumers with relevant and valuable content that they are interested in and more importantly will ensure that your audience takes the time necessary to digest the information you are supplying to them.

The goal of marketing content is to reach out to your audience with the highest quality information available to make them as informed as possible about the value of the product you are selling.
So rather than pushing a ‘hard sell’ on the customer, it is more a case of pushing out relevant information connected to your product and letting the intended consumer make up their own minds through information and education.

Knowing what content works and what content doesn’t

It is critical that you measure every metric possible. What are the most popular articles that your audience are finding you through? Its important here to validate what is the most effective articles at generating leads. You could be getting tons of traffic on an article but none of those are converting to leads? What does this tell you? These are not the right type of visitors.

It is vital that you introduce an 80/20 analysis on your content marketing articles. Which are the articles that are generating the most traffic? You will find that 20% of the articles that you have written to date will be generating the most traffic. Ask yourself why? What are the keywords that are resonating with that audience? Once you have identified that then focus on developing more content that contains those keywords and you will see your audience grow.
Good content and what it means to your marketing strategies

Content marketing is a vital part of all of your marketing strategies, not a separate entity. Whether that is social media marketing, SEO, PR or Pay per click advertising, one common factor they all have is they require good, relevant content that will drive them to your product with an informed and accurate viewpoint of what your product is really about and the value it holds to them, as consumers.

Metrics and their importance in defining what the audience wants

Ensure that you have top class metrics integrated into your site. With 3D Issue Hubs, we ensure that every click is recorded and analysed. We use this data to tell us what features users like and which are never used. What are the most popular search terms etc…? What articles are been completely read. Are your readers sharing your articles? How long are your audience remaining on your publication / newsletters.
Ensure that you have effective stats on your site to maximise your audience reach.

Retention is key

A key indicator that your marketing content is working and, more importantly, resonating with your audience is that they are revisiting your site. Customer retention is critical. Is your content resonating with your audience? If you have a high churn rate, (number of people dropping off), then you are attracting the wrong audience. And you need to revisit your SEO / SEM strategies. Engage with your audience, encourage participation and involvement. Building traction with your customer base is critical. By maintaining close links with your audience you will be able to interact and identify other topics of interest to that user base and help identify other customer pain points that could lead to other opportunities.

Mobile strategy and marketing content

With 40% of emails and web traffic now coming from mobile devices, your content must also be responsive, it must be able to be automatically lay out to suit the resolution of the device that the audience choose to consume the content on. Platforms such as Hubs supply such a responsive resolution for your marketing content to be viewed across any platform.

Instant up to date news

By integrating features such as third party RSS feeds or trending news, you are automatically adding content that is relevant and valuable to your audience. Simply by adding the relevant RSS feeds you will be able to constantly supply your readers with all the latest happenings in the market without adding any additional constraints to your resources.

All of these factors combine to make marketing content an intrinsic part of your marketing strategy and above all one where relevant and valuable content is king. Image from the nice folks here:

By Charlie Gallagher


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