Any brand seeks to gain the attention of its target, to transform his temporary attention into a loyal customer. Because what makes a brand strong is the consistency of its target. In addition, well-constructed, useful and original content promotes virality. The consumer is quite inclined to share the content, to disseminate your marketing message provided it meets his needs. According to Jay Baer, content marketing expert, ” To create useful content, it is important to think about customer needs first “…
Respond to client’s needs
The very principle of content is to meet the needs of its target. By placing the consumer at the center, the company stands out from the competition and its efforts to “retain” the customer are rewarded. But, to achieve this, it is important to establish a solid strategy around promising themes for its target. Before you start, ask yourself questions that could help you build a rich and relevant editorial strategy. Oracle, in its white paper “The essentials of modern marketing” suggests 4:
- Examine your existing content, are you talking about yourself? of your product? how often does the name of your company or product appear in your press releases?
- How are your products / services used by your existing customers? Social media conversations are great sources of content inspiration, helping you better define the needs of your customers.
- Ask yourself as a content user, how many times a day do you feel like you are inundated with information that is really useful to you?
- Ask yourself, what do they need to know? Why do they need to know? How can this make their lives easier?
Content marketing must therefore meet the needs of its target to produce results and inflate the receipt. According to the annual Content Marketing Benchmarks Report produced by the Content Marketing Institute and MarketingProfs, the majority (78%) of the most effective B2B marketers create more content than they did a year ago, compared to 57% for their less efficient peers. Companies therefore seem to have understood the message.
Making sense of your data
With the advent of data, reporting tools are becoming increasingly important. But first, it is essential to set clear objectives because the goal is not so much to collect this information but to make sense of this information. The use of indicators to assess the effectiveness of content must therefore measure the behavior of customers who generate revenue. For this, it is necessary to centralize all the information in order to manage the different stages of the content life cycle and ask the following questions:
- What stage of the buying cycle gives you the best marketing return on investment?
- What type of profile is most sensitive to your content?
- Which geographic area generates the best performance?
- What content generates the most reactions?
- What type of content generates the best performance (video, text, image, etc.)?
All of this data will demonstrate increased brand awareness, greater involvement and of course improved business results. Anyway, these data must complement the classic indicators that are the traffic of the site, the number of Clicks / visits that let you know if your content is effective or not, the number of prospects acquired whose objective is to adjust your content to lead to conversion, the average purchase volume so as to adapt your content to the most “profitable” consumers, etc.
The creation of marketing content requires a precise editorial strategy with clearly identified objectives that differ depending on the type of business. When 60% of consumers search for a product after reading content about it (according to rangan.com, inboundwritter.com and toprankblog.com), content marketing is now essential, it is also the most direct way to transmit your marketing message. Faced with the incessant flow of information, it has become difficult for professionals to stand out and it is by bringing value to your content that the satisfied consumer will remember you. By giving, you will receive more.
Article inspired by the white paper “the essentials of modern marketing”