Traditional marketing and advertising is telling the world you’re a rock star. Content Marketing is showing the world that you are one.
~ Robert Rose
Consider the following statistics from a research on Australian businesses conducted by the Content Marketing Institute:
- 89% of the businesses engage in content marketing activities, with the aim to drive “profitable customer action”.
- Of these businesses, only 37% of them have a documented strategy, as opposed to a verbal one
- Content marketers felt the effectiveness of their strategy was less this year than last year (29% as opposed to 33%). But 44% of those who documented their strategy had a better result from content marketing activities.
Content marketing is engaging people while providing relevant and valuable information to either alter or enhance their consumption pattern. The above statistics reflect three things: the need for a strategy, the need to document the strategy, and finally, the need to analyse the effectiveness against preset objectives.
Why can content marketing do wonders for your business?
The answer is quite simple. Since content marketing is all about building relationship with your fans and followers by providing them with value, it is one of the most effective and affordable ways to get eyeballs on your website. From customer evangelism and upselling to engagement and lead nurturing, businesses are using content marketing to connect with their customers. And here are TWO critical strategies to get your content marketing right:
Chalk out a Plan
Effective content marketing needs consistency and commitment. It is not a one time activity. You need to keep the content flowing, not just on your blogs or websites, but also using different social media networks like Facebook and Twitter.
Social media content, articles on websites and eNewsletters rank top amongst the content marketing tactics used in Australia, with in-person events and blogs rounding up the top 5 effective tactics.
Things to keep in mind:
- Publish content as often as you can. 72% of the most effective content marketers publish daily, or multiple times a week
- Create a specific budget for your content marketing activities. On an average, 27% of the total marketing budget is allocated for content activities (this does not include staffing).
- Allocate enough resources to produce sufficient content regularly and consistently (the number one challenge faced by businesses).
Track your performance
When it comes to effectiveness, Australian businesses still find in-person events and newsletters to be the most effective, with research reports and articles on websites as the least. Things to keep in mind:
- Set clear goals and define metrics to gauge the effectiveness of your marketing campaign. Goals may be individual, team or company wide depending upon the composition of targeted audience.
- The effectiveness of the campaign needs to be measured in order to change or improve the approach of marketing. Keeping track of key factors such as Consumption, Engagement and Conversion is essential to determine your course of action.
Creating a content marketing plan, and measuring its effectiveness, is a cyclical process. With increased understanding of your target audience’s motivation and requirements, your plan will constantly undergo changes. And become more effective as a result.