We agree that this is top advice for brands. Traditionally audiences have relied on broadcasters and publishers for information and entertainment, whilst advertisers have pushed into this space to sell. But mobile and social media are changing this for good. Brands are increasingly the source of the content, and if they think like a publisher, the target audience will give them attention and time.
Whilst distrusting brands which push overt sales messages, 84% of millennials will engage with brand content that enthralls and entertains. When we start to think like a publisher we can build trust in consumers, bringing with it advocacy and loyalty. 11 years at the BBC have given me an understanding of the mindset of a successful publisher, and this blog sets out to help you harness that thinking to develop your brand.
Entertainment channels are more likely to make a cost-effective series than one offs. Serialised content can keep your audience coming back for more. Starbucks is currently creating a series of documentaries on its channels which lead on from each other rather than standing alone. You may also be able to repurpose your content. Can your white paper also be a podcast? Can you turn a successful video tutorial into a series?
The reason behind this struggle is that CMOs, when managing a content marketing strategy, approach it the wrong way. When it comes to content marketing, CMOs should not be thinking like marketers, they should be thinking like publishers. Why is that?
With opt-out rates for types of marketing like display advertising, emails, and paid search increasing, marketers have turned to organic discovery as their salvation, hoping that by providing content that is of value to the customer, they will be able to attract and preserve relationships with consumers.
This is a mindset publishers have had since the beginning of their profession. If CMOs begin to think like publishers then they will be able to orient themselves through the masses of consumers, finding the audiences where they have a realistic opportunity of being an important source of knowledge, education, insight, and entertainment.
In some ways, the term "content marketing" no longer quite fits. We're not just marketers and not just content producers. Our efforts now are all about delivering a publishing initiative that helps organizations improve in many different ways, not just to drive sales. Still, lead capture and lead nurturing are likely to be prominent on your agenda, with brand building a natural by-product of the effort.
The reason brands have begun to think and act like is publishers is reflected in the growing cost and increasing opt out rates for many types of marketing. 99.9% of banners are ignored. 95% of emails are never opened and 99.95% never receive a single click. Cold calls go unanswered by more and more of us. And of course most of us fast-forward through TV ads.
Michael Brenner is a Top CMO, Content Marketing and Digital Marketing Influencer, an international keynote speaker, author of "Mean People Suck" and "The Content Formula" and he is the CEO and Founder of Marketing Insider Group, a leading Content Marketing Agency . He has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael helps build successful content marketing programs for leading brands and startups alike. Subscribe here for regular updates.
I know of so many blog sites with content written by freelancers who borrowed ideas / content from other freelancers who borrowed ideas / content from other freelancers but do not actually have real life experience to back it up. I think this is the same as lying.
B2B tech marketers should think the same way. Productize your content to drive interest and demand for the products you sell. This might be hard to sell to upper management, since they only want to see the sales and conversion numbers. Focus on the content as the star of the campaign, rather than the product. This will engage your audience and keep them coming back for more content. People want to hear the story of your products, not about the product itself.
By 2014, Forbes Magazine's website had written about the seven most popular ways companies use content marketing. In it, the columnist points out that by 2013, use of content marketing had jumped across corporations from 60% a year or so before, to 93% as part of their overall marketing strategy. Despite the fact that 70% of organizations are creating more content, only 21% of marketers think they are successful at tracking return on investment.
Businesses focused on increasing sales through content marketing should look at traditional e-commerce metrics including click-through-rate from a product-page to check-out and completion rates at the check-out. Altogether, these form a conversion funnel. Moreover, to better understand customers' buying habits, they should look at other engagement metrics like time spent per page, number of product-page visits per user, and re-engagement.
The supply chain of digital content marketing mainly consists of commercial stakeholders and end-user stakeholders which represent content providers and distributors and customers separately. In this process, distributors manage the interface between the publisher and the consumer, then distributors could identify the content that consumers need through external channels and implement marketing strategies. For instance, Library and document supply agencies as intermediaries can deliver the digital content of e-books, and e-journal articles to the users according to their search results through the electronic channels. Another example is when consumers pay for the acquisition of some MP3 downloads, search engines can be used to identify different music providers and smart agents can be used by consumers to search for multiple music provider sites. In a word, the digital content marketing process needs to be conducted at the business level and service experience level because when consumers are accessing digital content, their own experience depends on the complex network of relationships in the content marketing channels such as websites and videos. The consumers interact directly with distributors in the big supply chain through various digital products which have an important role in meeting the requirements of the consumers. The design and user experience of these channels directly decides the success of digital content marketing.
The key takeaway here is that content marketing only realizes its enormous potential when brands can see themselves as media companies that happen to be sponsored by a brand. Your website is there to provide all the branded information, like accommodation specifics, restaurant menus, travel packages, etc. in the case of a hotel. But in order to get new users to your website, discover your brand, and ultimately convert, first you have to catch their attention through editorial content that resonates with their personal interests.
When creating that content, news publishers and brands both contend with managing distributed teams, multiple locations, and various functions. But news publishers have a unique history of managing complex content workflow due to the critical nature of their messaging and high stakes when it comes to errors. Dealing with production across large content teams, often in various locations, and at high volumes (some large news publishers produce 500+ pieces of content a day) is the norm. A shared internal commitment to the value of content-centric marketing, when combined with a powerful content management system, can help businesses maximize efforts.
Buzzfeed, Upworthy and the humble blogs of this world are the new content kings. Many blogs have more readers and eyeball traffic than traditional and national magazines. Newspapers like the New York Times, The Guardian and even the super blogs such as the Huffington Post and Mashable are under upstart threat.
Content marketing is an umbrella term which focuses on matching content (information, inspiration, or entertainment) to your customer needs at whichever stage they are in the buying cycle or customer journey. Unlike TV, where the advertiser pushes messages to a captive audience, the focus is on engaging content, which means that marketers must think like publishers (attracting an audience) rather than seeing themselves as advertisers (buying an audience) of a product. The Internet has, in many respects, cut out the middle man. Consumers and brands can now connect directly through a number of easily accessible online platforms.
A persona is a profile that a writer creates to embody the aggregated characteristics of the target audience for whom he or she is writing. It helps to personalise the brand. Personas are based on the profile of users of your content. Creating a profile is all about considering the characteristics of your customers and their needs and desires. For example, a brand like Philadelphia Cream Cheese could have a couple of customer personas. A busy father, who works full time, but still wants to provide healthy and nutritious lunches for his family. Or a young female foodie, who wants to try new recipes she finds online from international celebrity chefs to impress her friends at dinner parties. Each of these would require slightly different approaches when developing content. Both would benefit from videos featuring recipes, but one would appreciate regular basic options for lunchboxes and the other a celebrity endorsement or even a celebrity hosted video of finer and more elaborate meals.
Because users consume content across multiple screens, multimedia is necessary to ensure you keep the audience engaged and they do not get bored with your content. See this infographic on the importance of exploring different types of multimedia with content marketing: blog.marketingv2.com/the-importance-of-multimedia- content-in-your-marketing-strategy. 781b155fdc