In simpler terms; it focuses on creating, publishing, and distributing content for a targeted audience online. This type of marketing relies on anticipating and meeting an existing customer need for information, as opposed to creating demand for new need. It requires continuous delivery of large amount of content, preferably within a content marketing strategy.
Should you focus with your business on content marketing?
If your business wants to pursue content marketing, then the main focus should be the needs of your prospect or customer. Once you have identified your customers’ needs, with my help and the help of my team of experts at Brize, we can help you present this information in a variety of formats; e.g. video, e-books, infographics, email newsletters, case studies, articles, photos and blogs.
With the help of Brize, you will be able to tell a story prior to the sales message. We help you and your business create a narrative and storytelling through social platforms such as Facebook and LinkedIn.
Content marketing strategy; when is it working? With our strategies, implementing content marketing will lead to people sharing your posts, information and ideas above and beyond rather than just reading the content that you posted. When your leads or customers are sharing this content and word-of-mouth (WOM) is working, Brize starts putting even more emphasis behind what we’re doing and seeing it work.
This type of marketing answers specific questions people have and provide them with something they can’t get somewhere else. Content marketing is the best way to turn your product/service, now matter how common it is, into something that is not like everyone else’s. This type of marketing does not involve direct sales, instead, it builds trust and rapport with the audience. However, this type of marketing strategy is not only created to answer people’s questions. This is seen, for example, when analyzing Hero (‘Go Big’ content campaign), Hub (Regular engaging content) and Hygiene content (Content people search for).
What metrics should you focus on?
At Brize, we make sure the success of your content marketing campaign is tied to the original goals of the campaign.
1. Brand awareness and visibility
If your business is focused on expanding your reach to more customers, then we will help you devote attention to the increase in volume of visitors, as well as the quality of those interactions.
2. Brand health metrics
This refers to the positive or negative feedback that your company gets from the message’s impact on customers. It also measures how important a brand is for consumers. We implement this metric when you want to find out if brand reputation influences your customers to make a purchase.
3. Diversified user base
This strategy is implemented if your business is hoping to reach not only more but also new types of customers online, in which case we focus on the demographics of new visitors, as evidenced by cookies that can be installed, different sources of traffic, different online behaviours, and/or different buying habits of online visitors.
4. Sales
In this case, we look at traditional e-commerce metrics. These include click-through-rate from a product-page to check-out and completion rates at the check-out. All of which form a conversion funnel.
5. Innovation metrics
This refers to companies that want to analyse whether their social media campaigns are generating commentary among consumers. This will help you come up with ways to improve your product and service. Through innovation metrics, Brize helps you acquire high levels of brand engagement and build brand loyalty.
What Brize and I can do for you
At Brize, we help you funnel your ideas to generate the content that best appeals to your target audience, not only for those who are searching for your product and/or service, but also for those who may need it and may not be aware of it yet.
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