December 11, 2018
We now live in a world where people have relationships with the brands they consume. Think about Nike. Slack. SoulCycle. A consumer of any of these three brands is not just a customer, but a brand ambassador. These kinds of companies have effectively established lifetime value with their clientele, one that transcends any single product purchase.
The point of content marketing is to initiate this relationship, to establish trust with potential customers, and to position a brand as a trustworthy, reputable authority in its respective vertical. To market one’s content is to make an investment in the future of the brand. Even though marketing frequently requires a degree of urgency (either to capitalize on brand buzz or to promote a certain initiative), content marketing is, in fact, much more proactive. Yes, it takes time and patience to build trust, but doing so can bring your brand into the ranks of those you and your friends use every single day.
There are three major mistakes that content marketers make when launching campaigns:
Problem: Driving to a product promotional or e-commerce page
Solution: Bring the user back to your site and deliver actual value and education. From there, the engaged user can explore more content and/or pages. Don’t confuse this tactic with specific AdWords campaigns or the like. You do want to create specific landing pages for each campaign. For content distribution, refer to your blog, magazine or insights section on your website.
Problem: Promoting one single initiative, sale or product
Solution: Let the client form their own relationship with your brand through your content so they can decide how they want to utilize your products for their individualized needs. Build buyer personas and map them against their engagement with the content to trigger the right follow up actions.
Problem: Targeting too niche of an audience (i.e. using predefined notions of your brand’s audience, thereby restricting yourself to demographics, categories, channels, and/or publishers you may have already reached)
Solution: Open up your targeting and let the content weed out the non-engaged users itself. Someone who is outside your target audience will not engage with the piece of content anyways.
Problem: Looking solely at one or two metrics
Solution: Have a robust reporting in place aligned. That means measure the same KPIs across all channels and content pieces and set the priorities accordingly. While it’s important to prioritize campaign goals, it’s also imperative to have a holistic look at reporting to see how users are engaging across content pieces, channels, and creatives.
Problem: Not testing creatives.
Solution: Smart marketers create A/B/C/D/… tests on creatives and look at the results across all channels and content pieces. While one headline/image combination or one article performs well on one channel, it might not on another.
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Zoe Vournas – Director, Client Services at PulsePoint - and her team's focus is to help each client drive meaningful engagement with their target audience through the amplification of valuable, high quality content.