There is no question that content is one of the most important aspects of any marketing strategy for any type of company. As noted in the previous chapter, customers want to consume valuable and relevant information that will fulfill their needs, whether it be just acquiring information about a general topic or trying to understand why they need a certain product or service. It is crucial for marketing teams to develop a content marketing strategy that does all this, while still maintaining its objective of providing a positive customer experience which will lead to a profit.
The customer’s ability to have constant access to content has opened up a type of Pandora’s Box. Whereas previously the customer had to contact the company in order to get more information about them, now they can access it almost anywhere on the internet—leaving the company with little to no control over the educating and qualifying process. That is, unless they have created a content strategy that can positively affect each and every customer and prospect no matter what stage of the funnel they are in.
Customers can now empower themselves with the information they have access to without ever speaking to a single salesperson, and because of this, it is important that the content creates a positive customer experience and relationship.
Creating content isn’t hard. Creating quality content is.
Anyone can create content, but not just anyone can create quality content that provides customer engagement across multiple channels to different segments. This type of content takes on an entirely different approach from the generic type as marketers are forced to abandon their comfort zone and change their approach to be purely customer-centric one. What the marketer is familiar and confident with is no longer relevant. Their focus must only be on the customer’s desires and needs as content is the main influencer for the majority of the buyer’s journey. Because if they don’t give the customer what they are looking for, the customer will simply look for it somewhere else.
“If a tree falls in a forest and no one is around to hear it, does it make a sound?”
A company can create the most advanced and relatable content, but if they don’t know how to repurpose it and promote it, the content will most likely make no impact and no traffic will be driven to their website. There are many ways to promote content, such as through social media, guest blogging, partnerships, and of course, advertising.
“Paying for reach on social channels is no longer an option for brands; it’s an imperative.”
It is extremely hard to promote content organically unless the company creating the content is extremely well-known and already has a huge amount of traffic coming to its website. Even if a company decides to bombard their social media channels and database with emails, there is going to be a plateau, or a glass ceiling in regards to bringing in more traffic to the website. And the only way to break the glass ceiling is through paid media.
Paid media allows for companies to access readers beyond their finite database and extend their reach in less time. And as the company continues to deliver premium content, these new readers will keep on engaging with the company. And if the content is good, then these readers will become customers.
Truly amplifying content with paid media is not an impossible task as long as the marketer is using the right Marketing Intelligence tool.
Marketing Intelligence is the process of gathering all the world’s digital media data and presenting it in a useful and accessible manner to allow for better decision making. AdClarity, the leading Marketing Intelligence tool in the digital advertising industry, enables marketers to gain all the actionable insights they need to create the best possible digital campaigns. And when companies are building their content marketing strategies, it is crucial for them to have as much information possible on what their direct and indirect competitors are doing.
The following case study shows a true portrayal of how we used Marketing Intelligence to distribute our content and expand our reach. Download it here.
“…the goal of native advertising (at least for definition purposes) is to not disrupt the user experience … to offer information that is somewhat helpful and similar to the other information on the site so that users engage with the content at a higher rate…”
Native advertising developed from the concept that businesses, especially marketers, must build trust with the customer before trying to pitch to them. It is a known truth that customers lose trust in a company when a piece of objective content ends with an attempt of a product pitch. Therefore, it is imperative that the piece of content being used in the native campaign truly blends in with the character of the site it is being promoted on. However, it is also important to make sure that the reader is aware that the piece of content is a sponsored post as deceiving them to think otherwise can also deteriorate trust in the brand.
Using content to build trust with a customer is a challenging but necessary aspect of marketing and sales. The content of any brand must be created to fulfill any needs the customer may have no matter what stage they are in in the buyer journey.
AdClarity is a Marketing Intelligence tool which provides online marketers with actionable insights about their competitors’ advertising activities. Driven by big data and proprietary behavioral content discovery technology, AdClarity unveils brands’ campaigns, ad creatives, impressions, and spend data across multiple channels, including Display, Mobile Web, Mobile Apps and Video. Data is collected across 20 geographies and covers over 50M URLs daily while discovering over 40K new campaigns every day. The AdClarity product suite is used by over 7,000 media and advertising professionals globally in Fortune 500 Brands, Agencies, Ad Networks, and Publishers.