Content marketing is considered as part of the many factors that enhance marketing tactics and strategies and a key role to fulfill marketing goals. But we should be fully aware of what the content we want to be dealt with others and achieve our marketing goals
Therefore, through effective web content management, knowing how to handel the social channel and advanced analytics, we will have the opportunity to give every customer and prospect their own ideal experience based on their individual preferences.
In the same, content marketing is not just about digital marketing, the digital dimension plays an increasing role. In recent years and due to the success of the term and the increasing awareness of marketers that relevant content is necessary and undervalued, the term content marketing is used for many purposes and tactics in the digital and social marketing context, ranging from social content and search engine optimization to even online advertising.
Starting point for creating content from context
In order to get a clear vision about how we manage the content in marketing and digital platforms we need to follow steps below and adopt it in a right form.
Strategy:
You need a strategy with goals and ways to achieve them, such as know your customers, segments and competitors in the market place. Lack of a decent strategy for years has been the major reason of failure. The best strategies are integrated, flexible and collaborative, taking into account all internal and external stakeholders.
Content marketing, as said, is part of an overall picture. Strategy is about the WHY and the HOW. What do you want to achieve, who do you have to reach to start with, how will you measure in an integrated way, what content do you need, what content do your customers need, how do you provide the necessary consistent customer experiences, how do you plan, etc.
Target your group and find out the touch point
This is part of the strategy but important enough to mention separately. You need to define and know your target groups/segments. Even if terms such as target groups may belong to the old marketing as war rhetoric, you need to know who you want to reach (and why) as part of the strategy.
Whether you use personas, call them audiences, focus on visitors, look at individual touchpoints, etc.: you need to know what will work and want will not.
So, you need to know who they are and what they want/like, using all possible social data, digital footprints, historical interaction data (multi-channel), feedback, search behavior and whatnot. From this point we can build up our context and start feed the content that we want to.
Share your content with second or third generation
You don’t just need to know what the target groups act upon and want/like/share. You also need to know what THEY want you to know in order to share with. this can be seen when your customers or their networks share and use your content to succeed in their social circles and then become circulating among more than a client or people who they have connection with your customers
Regardless of the platform or strategy, we must rely on the content and not forget that content may be queen, but context is king in the future of marketing. We have seen brands such as Lowes and Jeep build this in the core of their in-image, in-text, display, and toolbar strategies that reap the benefits. They have taken branded content, dynamic creative, valuable information and special offers into relevant contexts where their customers can (and do) choose to engage with them.
Therefore, through effective web content management, knowing how to handel the social channel and advanced analytics, we will have the opportunity to give every customer and prospect their own ideal experience based on their individual preferences.
In the same, content marketing is not just about digital marketing, the digital dimension plays an increasing role. In recent years and due to the success of the term and the increasing awareness of marketers that relevant content is necessary and undervalued, the term content marketing is used for many purposes and tactics in the digital and social marketing context, ranging from social content and search engine optimization to even online advertising.
Starting point for creating content from context
In order to get a clear vision about how we manage the content in marketing and digital platforms we need to follow steps below and adopt it in a right form.
Strategy:
You need a strategy with goals and ways to achieve them, such as know your customers, segments and competitors in the market place. Lack of a decent strategy for years has been the major reason of failure. The best strategies are integrated, flexible and collaborative, taking into account all internal and external stakeholders.
Content marketing, as said, is part of an overall picture. Strategy is about the WHY and the HOW. What do you want to achieve, who do you have to reach to start with, how will you measure in an integrated way, what content do you need, what content do your customers need, how do you provide the necessary consistent customer experiences, how do you plan, etc.
Target your group and find out the touch point
This is part of the strategy but important enough to mention separately. You need to define and know your target groups/segments. Even if terms such as target groups may belong to the old marketing as war rhetoric, you need to know who you want to reach (and why) as part of the strategy.
Whether you use personas, call them audiences, focus on visitors, look at individual touchpoints, etc.: you need to know what will work and want will not.
So, you need to know who they are and what they want/like, using all possible social data, digital footprints, historical interaction data (multi-channel), feedback, search behavior and whatnot. From this point we can build up our context and start feed the content that we want to.
Share your content with second or third generation
You don’t just need to know what the target groups act upon and want/like/share. You also need to know what THEY want you to know in order to share with. this can be seen when your customers or their networks share and use your content to succeed in their social circles and then become circulating among more than a client or people who they have connection with your customers
Regardless of the platform or strategy, we must rely on the content and not forget that content may be queen, but context is king in the future of marketing. We have seen brands such as Lowes and Jeep build this in the core of their in-image, in-text, display, and toolbar strategies that reap the benefits. They have taken branded content, dynamic creative, valuable information and special offers into relevant contexts where their customers can (and do) choose to engage with them.
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