The real value of content marketing

Advertisement

BEGIN ARTICLE PREVIEW:

The ‘Likes’ on a Facebook post rarely correlate with sales or services procured. Many content marketers operate on one rule of thumb: in order to connect with a customer, you have to offer them content that’s relevant to them on their preferred platform. If only it were that simple. It’s a start, for sure, but you should never focus solely on views, shares, ‘Likes’, comments and click-through rates. These so-called vanity metrics are good for measuring goals such as brand awareness and sentiment, but they don’t tell the full story. They can actually make marketers overconfident in the value of their content but the clients know better.Content marketing campaigns, when measured correctly, should link to specific business outcomes and data collected from customer engagement through to point of sale and beyond. In short, they should have a positive impact on a business’s bottom line that is in the form of sales or savings. Sometimes money saved is worth more than money earned — especially when it also makes life a little easier for customers.For example, New Media has produced content for Vodacom’s now! blog for several years, helping set up a platform that supports their vision and strategy of …

END ARTICLE PREVIEW

READ MORE FROM SOURCE ARTICLE