Content marketing should be an important element in any brand’s marketing strategy. For many consumers, ads just aren’t the way to reach them anymore; rather, these same people are always looking for relevant and useful content. This creates countless opportunities for brands to fill the void and reach potential customers with content that helps them solve a problem they’re facing. Content marketing is not without its challenges, however, as brands face pressure to create more and better content quicker than they ever have before. Many of our CMO.com contributors have touched on some of these challenges to provide some practical tips for brands to create better content faster.
Antonia Faulkner, marketing director for Outbrain Europe, shared the results of a recent Smart Insights poll that found content marketing as the top way 1,500 British brands hope to transform their digital marketing investments in 2016. However, the results also showed that 46 percent of marketing teams are operating without a specific content marketing strategy in place and 43 percent of teams lack the knowledge to properly measure content marketing ROI. Faulkner outlined a top-line guide to content marketing success that will “help CMOs strategise and optimise their team’s content marketing efforts, by improving cost-effectiveness, boosting engagement, measuring performance, and ultimately boosting ROI.”
Although in its early stages, Facebook Live is becoming an important platform for users, and the implications for marketers can’t be missed. Sean Kinmont, the creative director for 23red, shared that live video has the potential to bring brands closer than ever to their customers. He went on to say, “The risks are in ensuring that the reach justifies the investment in technology and logistics.” Jamie Toward, managing partner for content at Karmarama, echoed Kinmont’s belief that live video creates a lot of potential opportunities for brands but the risks are still significant.
Mary Firth, content lead at Accenture Interactive, discussed the challenges CMOs are facing in today’s always-on marketing landscape. Marketers are having to create more and better content quicker than ever before and all with a “relentlessly static budget.” Firth offered some tips for CMOs to create a content stream that combines “innovative partnerships with channel owners, content producers, and influencers.”
Brandon Wilkins, general manager of Bronto Europe, shared about how to turn customers who merely browse your website and leave without making a purchase into committed buyers. Among other strategies, content marketing plays an important role in browse recovery. Wilkins encouraged brands to follow up with browsers with relevant messages that add value so they’ll be more likely to become buyers.
Lee Odden, CEO of TopRank Marketing, shared some insight into how B2B companies can provide more relevant answers to customers through better content. The challenge that many marketers face is falling under the pressure to create more content, which often results in creating content that doesn’t resonate. Instead, marketers should be taking advantage of the ways information access has evolved and utilise data insights gained from multiple channels to create content that is relevant and helpful to potential customers.
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