Content is a big driver for marketing and is now recognised a medium to capture, nurture and convert leads into customers. Just this week I had one of you contact me after 2 years, saying that you liked the way I approached marketing and could we meet for a coffee and discuss working together! If the content is planned, useful and appropriate it can be a brilliant way to start a conversation with a prospect and gain respect as the expert they want to do business. Businesses in Australia are catching on.
- 52% of Australian marketers have a content strategy
- 69% of marketers plan to increase their budget in the next 12 months and
- 81 % are producing more content than 1 year ago. Why? With more us using the web to do our homework before we purchase, content online has never been more important in a marketing sense. This E-news I look at some tools to make this often overwhelming task more streamlined and doable for a small business.
There is plenty of research published at present on Content Marketing/ Strategy. You only have to look at linked in jobs featuring this title to see how many jobs have been created in this space. The Content Marketing Institute is a great place to start to get some information but try and look for best practices in your industry. Australian Research here.
Understanding what you currently send to customers and prospects and how often, in what format can be an important step in assessing your current content program. Mapping this out gives you the visual information to see if it is:
1. Too much for the customer
2. You have the resources to implement it
3. It is the best combination of touch points
You can either use a excel sheet to document the communications or a mind map tool. I find using both is great. Mindmapping to generate an overall view and excel to focus the out puts.
The end goal of content marketing is a business outcome or objective. It is not content for the sake of content.
The metrics that might seem important at first in a content strategy is consumption or sharing but at the of end line is lead generation and conversion and customer retention from a business perspective.
The RIO therefore needs to be calculated by the true cost of creating content (man hours, design etc) by the leads generated by the conversion rate, average lifetime customer rate and average profit margin.