In this article you will read how you use content marketing as a power channel for your target group and which mistakes you have to avoid.
I regularly read something about content marketing and that it should be so important. Above all, such a story should be told, and not just a sales text boringly written down. I would like to know what this content marketing actually is, whether it is only written content.
Why do I need content and content marketing and how does it actually work? Content marketing was initially mocked as the next hype in the marketing universe. It is much more than a short-term rescue for companies.
Rather, content marketing can be described as the core of a successful digital transformation. With the right content, a continuous customer journey, long-term binding and cross-channel playout are only possible in the first place.
It’s understandable that you want to create content that also drives the actual conversions. BUT: If your sales pitch dominates the content, it will distract your potential customers from the usefulness and added value. Instead, they will search and find more useful content that is less interspersed with advertising elsewhere.
“Company founder in the automotive industry. 28 – 35 years old. Lives in Munich, not married and without children. Fights with his marketing.” Surely you have already heard of the importance of buyer personas, customer personas or similar. But if the example here is similar to your idea of a persona, then you probably don’t know your customers at all. This requires going much deeper and understanding the challenges and motivations in a customer’s life in order to create content they want to see. How you can enrich your customer persona with much more information can be found in our article on What customers want.
You have done a great research, interviewed your customers and now understand very well what they want to see of you. Afterwards you produced a great content, for example a small video or an info graphic. Then the piece of content was published on your Youtube channel or your website and …. that’s it. NO. Only half the work is done with pure publishing. The placement, the so-called “seeding” of the content to the places and media your potential customers consume, is the almost even more important step. We recommend a 20/80 rule: 20% of the time for creating, 80% of the time for placing.
When you create content, whether graphical, video, audio or textual, you should be aware of where it is used in your marketing funnel. If it is about the attention at the beginning, the understanding of the importance, or the content accompanies even deeper in the sales funnel even up to the actual purchase.
How often do you look for what your target group types in search engines like Google in a certain situation and in relation to your business? What events arise in the working or private life of your potential customers, what needs arise from them, what solutions do your customers look for in order to become aware of your offer later on? Find out the questions and answer them with your content.
Every day, brand new content is an almost impossible challenge, which you can face with either a lot of effort in time or money, but don’t have to. It’s also worth checking the content you’ve already created regularly to see what can be updated and re-placed in front of your target audience’s searching eyes.
A very good way to make your process for creating new content more efficient is to keep an editorial calendar. Plan your calendar in advance on a regular basis, such as quarterly or semi-annually. At regular intervals it makes sense to review the process in order to identify bottlenecks and to highlight them.
Measuring your progress and results of your content strategy shows you how well the content you have created works. If your content is web-based, the backbone of your tracking capabilities is typically an analytics tool that you should use. Check the KPI’s at regular intervals to adjust your strategy.
This key figure measures the number of hits on a single page of your website, for example your Engineering as Marketing tool. If your visitor first looks at the home page, then at the about page and finally at your targeted content element, this will be evaluated as 3 page views, but only as 1 session.
The length of stay provides information on how long a visitor remains on the page of your specifically placed content, for example, during the visit, i.e. how intensively the website’s content interests the user.
The bounce rate is a percentage of how many of your website visitors leave a page without interaction.
Number of returning users
The returning users provide information on how relevant the visitors find your content or to what extent they consider the expectations to be true. Indirectly, an indicator of your reach.
As a growth marketing expert and customer developer, I experience every day how important a customer-centric corporate culture is.
In combination with agile testing and optimization processes, you will bring your growth fully on course.