Doing Content Marketing Right can Make all the Difference in the World

Doing Content Marketing Right can Make all the Difference in the World

What started just as blogs or YouTube videos has established itself as a major marketing arena within a short time. Content is ruling the marketing industry and content marketing has emerged as one of the leading strategies that have the capability to change the fate of your business.

There was a time when businesses were pushed to venture into content marketing to stay competitive. The modern business landscape, however, is more about doing it right. This is because there is huge amount of content on web while the attention span is finite. It is unlikely that content will cease to expand in the future. Therefore, the content marketing in the present scenario is about doing it right.

  1. See it as More than Content

Content has expanded and if you still see it as just ‘content’, you might be mistaken. Bill Gates rightly foresaw the internet as marketplace for content and it might be the reason that businesses started leveraging the power of it. It worked for a while but now that web is flush with all kinds of content, it is becoming stagnant. Once driven by buzzwords and keywords, the content industry now is more about what entertains, educates, and inspires people. The only content that will work in the modern scenario is which deploys the new skills and new perspective.

 

  1. Know and Define your Goals.

It is absolutely imperative that you know what you are trying to achieve. Marketing stands on the model that you first define your goals as driving sales or spreading awareness followed by meeting them and measuring the results. Once the goals are met, you move on to next goals. Publishers are, however, driven by same goals over time. This is their mission. They strive to achieve it and keep achieving it again after it is met once. The right content marketing will be the amalgamation of these two strategies where you know and define your mission but you also stand for something. You should have something to offer to the world.

 

  1. Hold, not Grab, Attention.

Grabbing attention is easy, holding it is a task. You must not still think in the terms of sales funnel. Rather than building awareness and creating leads for your industry, think of ways where your business will get better sales. A way of doing that is not just grabbing attention but also holding it for long period of time. Focus less on catchy headlines and more on clear promises that you can offer. Keep your content readable, consistent and clear. Someone who reads even one line of it should go looking for more. And these lines should not be empty slogans, they should be the promises that you intend to deliver.

 

  1. Offer Something Meaningful

Good experience comes when you do not just promote the content but also deliver something meaningful. Each brand has value to offer and the idea is to present it in a compelling manner. If consumers see something meaningful, they will accept your brand promotion too. Nike is leading by example in this area by have phenomenal relationship with top athletes and bringing forward their stories. Value exchange has to be genuine or it will fail. Even the metrics are meaningless if your mission is not met.

 

  1. Content Skills Matter.

Lastly, forget the content strategy. You need to get your hands on content skills. Content marketing paradigm is shifting and which is why your strategy will fail if it lacks skills. Clever taglines need to be replaced by positive experiences. You have to put your mission before metrics for a while. You need to shift your focus from sales pitches to delivering value, the rest will fall in place.

There is not shortcut or magic strategy to do content marketing right. It is an art and you will need a lot of patience to make it work. Learning how to do it is first step towards doing it right. Know more about it here at MarkSpace Media blog.

How to Measure the Success of your Content Driven Campaigns

How to Measure the Success of your Content Driven Campaigns

The popularity of content marketing is rising exponentially and that is because the content is the center of every marketing strategy you ever practiced. Most of b2b marketers do content marketing in some form. However, not all of them look back on how it performed. Measuring the success of your content-driven campaigns can be a game-changer because you can use all the insights to make your marketing efforts better.

Why is it Important?

Measuring the success of your content marketing efforts is vital to making your business perform better. You do not want to get trapped in the implementation of new trends and tactics while your ROI is plunging. Tracking the effectiveness of your content-driven campaigns shows you how much you are earning on every dollar that you spend.

  • To know what is most effective (and least)

Keeping a check on your content strategies is important to know what is working for you and what is not. This is crucial because you don’t want to pour more money into strategies that are not attracting customers and are of no use to your business. The same money can be used to promote engaging content that is hitting your target audience.

  • To have a better idea of client acquisition

Measuring the success of content marketing allows you to turn your insights into evidence-based information. Tracking ROI can help you get a clear idea of how much you spent on content marketing and in turn, how many clients you generated. Further, insights like which channel generated the most number of leads and if you are investing enough in your marketing strategies can allow you to formulate a strategy for better client acquisition.

  • To give way for better decision-making in the future

Not only is this data helpful in having more control over your current strategy but it is also instrumental in helping you shape your future marketing strategies. The information derived from tracking the success of current content campaigns allows you to take better decisions in the future and avoid mistakes.

Metrics that Denote the Effectiveness of Content Marketing

The effectiveness of your content marketing efforts is measured using some metrics to give you a clear picture. Here are a few major metrics that can help you keep track of the success of goals and objectives.

  1. Demographics and Consumer Behavior

Keep a check on your audience to know who are they and what channels they use. Also, you must know how often they engage with your content. Some key metrics to help you get a better idea include:

  • Demographics (age, gender, region, etc.)
  • Pageviews
  • Unique Visitors
  • Average time on page
  • Bounce rate

You should keep track of each metric over time and have a better understanding of your audience.

  1. Social Media Engagement

Knowing more about how your content performs on social media brings you close to understanding your customers and you can use social media engagement metrics to strengthen your relationship.

  • Shares on social media are the indicators of how many people think that your content is valuable. You can track shares and schedule your posts using platforms like Hootsuite.
  • Comments mean that your posts are provoking emotions. Any kind of comment is a good thing, although you must address if they highlight something extremely negative about your post.
  • The number of followers indicates how is your content liked by your audience. The growth rate of followers is always more important than the number of followers at any given time. The time when the number of followers increased the most is a good indicator of what content the audience likes.
  1. Leads

The number of marketing-qualified leads (MQLs) and what channel they have come through is vital. You may further monitor email open rates to see what content is being liked by the audience. Also, the click-through-rate (CTR) shows whether the content has captured the attention of the audience and if it was compelling enough.

Keeping track of how successful are your content-marketing efforts can seem really overwhelming at first but once you have a system in place to take care of it, you can see significant results. Get in touch with our marketing experts to know more.