According to eMarketer 62,2% of marketers provide the best ROI with their current content marketing strategy. On average a quarter of the marketing budget is allocated on content creation.
Do you think content marketing is important?
One last number before we move on: Marketers spent $40.2 billion in 2012 on content marketing, looking for ways to differentiate themselves from other brands.
Creating compelling content and entertaining the audience (the average attention span is below 9 seconds, which btw. is the attention span of a gold fish is becoming increasingly difficult. Why?
“For one thing, consumers are developing higher standards for brand-related content online. And for another, they are far less inclined to trust any brand messages.”
Here’s an amazing video with online marketing leaders such as Vaynerchuck, Bough, Berkowitz etc. debating about the future of Real-Time Marketing and the importance of a sound content marketing strategy. As Gary Vaynerchuck says, ” the only way you can truly differentiate is by bringing value….”
Here’s what Forbes had to say recently about the 3 steps of a sound content marketing strategy…
1. Audience Need
If a “journey of a thousand miles begins with a single step,” content creation should start on the foot of “audience need.” Unfortunately, most brands really don’t know what the audience needs or wants in terms of content. (…) The idea here is to find the keywords that audiences are using to search for content like yours. (…)
2. Content Creation
This one is tricky. Writing is as much “art” as “science.” (…) If someone has a “writer”s DNA,” they can learn the tactics and become a great writer. Where most brands struggle is when they assume all marketing people can write. Oh, were this true!! The best thing a would-be writer can do to create content for their audience is to empathize with their reader. Put yourself in their shoes – if you were them, would you read what you want to write? Is that interesting to them? Even if you are not a great writer, writing for what your audience wants will get your further than a well-written piece they don’t care to read.
3. Connecting the Two
You know what your audience wants, and you have written a great piece with them in mind. You are close to half-way mark of the process. Publishing and promoting your piece will be as important as the first two steps, combined. The idea of “if you publish it, they will come” went out the window with Kevin Costner’s career. Remember, we are awash in content and most of it is bad. It makes your job that much harder. Your promotion strategy is crucial here. Think “context.” You have to connect with your audience when they are in a place to be receptive to your content. (…)
This is why analysis of page views, shares, and comments is so crucial. Watch how your audience reacts to your content – paying close attention to days and time of day to know when they are going to be receptive.
With an attention span of less than 9 seconds and audiences thriving to get real-time information from multiple sources, there’s only one chance for marketers to make people come back:
CREATE A VALUABLE EXPERIENCE!
Once you created a valuable experience, it’s time to focus on engagement. This is the part where involvement comes into play – liking, sharing your content and leaving comments.
What does your current content marketing strategy look like? Are you happy with the ROI it generates?