There’s a lot to consider when creating an effective content marketing strategy. There are literally thousands of resources out there that contain millions of different opinions on what might be the best path to marketing success. Serial entrepreneur Jason Calacanis often talks about the qualities that, in his opinion, describe the perfect content product: real-time, fact-driven, visual, efficient, and curated.
Every couple of years there seems to a new marketing darling, innovated by big brands, that will change the face of marketing forever. Today’s belle of the ball is real-time marketing. The definition of “real-time marketing” seems to be similar across the board amongst the major marketing media outlets, big brands, and the agencies that serve them both.
In short, they portray real-time marketing as the practice of brands engaging their audience via content, advertising, and product placement that is relevant to a specific current event or cultural happening. The content is most often in the form of a “meme” or graphic advertisement shared through social media channels. Some brands have had great success with their real-time marketing efforts, with thousands of consumers sharing their content. While others are missing the boat.
Today’s leading brands use data in a variety of ways. Regardless of the point of view you express, the content you develop must be based on fact. Just like in grade school, when we had to cite the sources we used in our history reports, leveraging credible statistics and information is essential to creating authoritative, meaningful content.
Several of today’s top brands are already using data to improve their content marketing strategy and customer conversations in ways that go beyond the checkout experience on their eCommerce sites. They’re using customer information to strengthen the service side of their operations, as well as to optimize the content marketing they publish to their owned media properties (e.g., blogs, microsites, and social media).
When you look at data, you may discover that you cater to dozens of unique buyers. Because it’s no longer sufficient to just focus on age, gender, and income bracket when developing buyer personas, cast a wider net and evaluate information such as purchasing patterns, in-store visits, and local-based information to identify topics and areas of interest for your audience.
In late 2011, Skyword, a content marketing platform, performed an analysis on all of its content and found that blog posts and articles that included images performed 94 percent better than those without images in the same category. Why does this happen? According to research conducted by 3M, 90 percent of transmitted information in the human brain is visual in nature, and visual content gets processed 60,000 times faster than the written word.
Image Via Skyward.com
So the visual design is critical, even in text-based content, and should be a part of every one of your content marketing efforts.
Marketers have a tremendous opportunity to save money by improving their efficiency. If you cannot articulate a purpose for your content marketing, then you need to stop – it will be a huge waste of time, and maybe money. You need to define what you want your content marketing to achieve for your business.
While you don’t have to put a specific number on anything at this point (e.g., # of new customers), think in terms of spreading your brand, getting more traffic, such as click-through to download an e-guide or view a webinar or a sign-up for your email newsletter. All of these things allow you to start a conversation, and that’s where all sales really begin.
In simple terms, the process of content curation is the act of sorting through large amounts of content on the web and presenting the best posts in a meaningful and organized way.
In other words, content curation is very different from content marketing. Content curation doesn’t include creating new content; it’s the act of discovering, compiling, and sharing existing content with your online followers. Content curation is becoming an important tactic for any marketing department to maintain a successful online presence. Not only that, but content curation allows you to provide extra value to your brand’s audience and customers, which is key to building those lasting relationships with loyal fans.
Remember, content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing the consumers behavior. It is an ongoing process — not a “one-and-done” campaign. Make sure your content marketing operations include elements of the above five points so that your readers will actually engage in the content you spend so much time producing.
Here at Netfinity, we ensure the right information and content is being delivered to the right audiences, at the right time, feel free to contact us for a free evaluation.