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Crowd funding for Marketing – Interview with Ulinka Wagner5. March 2019
What is Content Marketing and why do you need it?
Quite often I read various blog articles about the importance of content marketing. What is emphasized above all is the importance of connecting the strings of content to form a so-called story, — not just plain boring sales text.
And I got curious, what this content marketing is all about, and whether it deals with the written text only. I started asking myself how it actually works.
Some time ago, at the beginning of the internet sales era, content marketing was mocked as hype in the marketing universe. Yet, there is so much more than just another short-term rescue operation for an online business. Content marketing can actually be best described as the core of a successful digital transformation. Only with the right content is continuous customer journey, along with a long-term customer relationship and cross-channel action.
Content Marketing is all about this
Content Marketing is anything but a new trick in marketing. If we take a look in the past, we can find multiple examples of it. For instance, already in 1985 John Deere and his rural lifestyle and agriculture brainchild "The Furrow", a brand magazine born generations before the term “content marketing” was coined, informed his customers on trends and methods readers could use in their farming routine.
We can‘t help recalling Dr. Oetker, of course, whom it didn’t take long to understand that packaged baking powder and similar bakery produce was much faster off the shelves and in the housewives’ baskets when those small packages also contained a couple of recipe-messages for delicious pies and cakes.
When we speak about content marketing we have to realize that there is so much more to it than just presenting your product in the best light and then keep pushing and launching obtrusive advertisement, thus imposing our products to the potential buyers. It is way more important to generate an informative and value-enhancing portfolio which would provide the best assistance to a potential client with some events and occurrences, with some specific need or with resolving some problems. You can be really creative in the way you render your valuable assistance and guidance to your consumers by going forward with text, graphic, audio and video formats of your content.
Content Marketing facts and figures
- According to Forrester almost all of the marketers have a hard time creating truly attractive content.
- The specialists from
have found out that around 90% marketers confirmed withdrawing interactive content from their advertising campaigns.
4 mistakes to avoid in Content Marketing
You allow direct and obvious sales pitches in your content
It is clear that you create and place your content to attract more potential buyers that would drive and enhance conversions. BUT: when sales pitch prevails in your content, it actually stops being really useful to potential users. Instead, consumers would most likely keep searching for something less obtrusively pushing, and they will definitely find it and buy from your competitors.
Purely hypothetical customer personality
Surely, you have heard about the importance of distinguishing between the buyer personality types, customer personas or something similar. Some people see it like this: "Company founder in the automobile industry, aged 28 – 35, lives in Chicago, single, no children. Struggles with sales." If this is how you imagine your customer persona, you have to open your eyes wider for you most likely do not know your customer at all.
You have to dig deeper and understand the challenges and motivation factors in your customer's life, which will allow you to create content that these people will actually love to read. More on how you can enrich your customer persona with quality information you can find in our article What customers want
Published content = Content Marketing
You have carried out awesome research; you have interviewed many of your customers, and have more or less outlined what they might want to see from you. Subsequently, you have generated cool content, some infographics or a small video. Then you upload this piece on your YouTube channel or your website …. And that’s it.
Publishing your content or uploading its audio/video piece is only a half work done. A proper placement, the so-called "seeding" of your content in places/media/networks where your potential customers mostly consume information is what you have to give your utmost priority to. Here we strongly recommend the rule of 20/80: 20% of the time is for content preparation, 80% of the time is for placement.
You do not understand the funnel
When you create your audio, video, or infographics or text material you have to be aware of a specific place it finds its application in the marketing funnel. It is all about the attention at the outset, along with building an understanding that accompanies the content even deeper down the sales funnel until the actual purchase happens.
Content Marketing placement in terms of marketing
Content Marketing im gesamten Marketing Funnel
When we look at the whole marketing funnel, we can see that all the activities associated with content marketing are placed between the top of the funnel and the middle area. Content can be placed also at the bottom of the funnel, which is associated with after sale support, to prevent the customer journey sudden break-off.
In this context, the emphasis is laid on the measures that are designed to, first of all, draw the potential customer's attention to solutions that your company offers encouraging them to learn more about you and your company.
Immediate impact vs long-term effect
Content Marketing requires time and, unlike sales, does not generate the immediate buying impulse.
The effect is expected to increase at the account if its influence on other channels, such as SEO as long as your tools really managed to catch attention.
Categorization in Channel-Portfolio
When you are setting up your Portfolio with channels and your array of activities, you can see that the measures associated with content marketing, as a rule, perform a function of so-called nets for your customers.
This channel produces its best result when complemented by spears aimed with precision and deeply planted seeds.
4 often underrated tips and hacks you need to know when dealing with Content Marketing
Always answer the questions from your target group
How often do you research what your target group actually type in their search engines (Google, most likely), in a particular situation in relation to your business? What kind of information interests them the most? What kind of events happen in professional or private lives of your potential customers what kind of needs is revealed, what solution do your customer seek before coming across your offer? Outline these questions for yourself and try to answer them with your content.
Recycle your contents
To produce brand new content every day is mission near to impossible since it would mean a tremendous time and finance-consuming task. It doesn’t have to, though. However, it is very well worth regularly and critically reviewing the already existing content and checking whether there is something in need to be actualized and whether something new should be introduced to keep your target group interested, something fresh for the seeking eyes of the potential clients browsing through your pages.
Slim down and optimize the content creation process
Running an editing calendar is one of the good ways to streamline your content generation. Plan your content-related calendar regularly and in advance, for instance, quarterly or biannually. It makes sense to use the equally sized time-periods to continually scrutinize and review your content, to locate bottlenecks and eliminate them.
Measure your progress
Measuring your content strategy progress and performance actually indicates the success rate of the content you created and placed. If your content is web-based, then analytics would serve as the backbone of your tracking possibilities, and you should not overlook it. Make sure to regularly check the relevant indicators or your KPI, to skillfully enhance or adjust your strategy.
Content Marketing comes down to these KPI
Monthly Page Views
This indicator measures the number of views on a chosen page of your website, for instance, the page with your engineering as marketing tools. So, your visitor first goes to the home page, then to „about us“ page, and, finally, he sees your content element, so it is calculated as 3 page views, but it’s still one session.
Average time on site
The average stay figure gives you an idea of how long a visitor to your website stays, for instance, on the page with your strategically placed content showing to what extent the content or ads actually interest the visitor.
The bounce rate can give you a share in percentage how many visitors leave your website without interacting with any further pages.
Number of recurring users
The number of returning visitors gives information on how relevant your content seems to be to the visitors, and whether your content actually meets their expectations.
Content generation and placement, often forgotten seeding bring about the promising performance when it answers the questions of your target group browsing your pages because they do not want to see the pure selling text. Content marketing is found virtually along h entire marketing funnel way and in the very beginning it attracts the attention of the potential buyers/users, then it is bound to build understanding so that later the relationship between your target audience and your company could lead to actual purchases and beyond that.
If you manage to integrate all of your content elements into a consistent, wholesome and comprehensive story you lay the foundation for the network which will keep your customers interested in your company product or service, keep them returning to you.
And now: Find out what questions you should answer with your content and test various media for this because there don’t have to be always only blog articles in your content.
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