In this Digital Marketing Era, everything has been digitized and modernized. Nowadays, the views and thought of an individual is being conveyed as content through digital channels like Websites, Social Media networks, Blogs, Video Sharing sites, Newsletters and much more. In general, the contents have the capability of creating a brand, identity and makes a company product relevant, accessible and believable.

Content Marketing

Importance of Content Marketing:

Generally digital marketing is the process of advertising a product or a business through social media, Websites etc. In order to advertise and attract customers to our sites we obviously need a meaningful and attractive content. We also should take into consideration that just creating the content is not at all enough, one should know the techniques to optimize the content. This way of optimizing the content in marketing field is termed as SEO (Search Engine Optimization). SEO is the Process of Optimizing the content and make your pages reach the top of the search engine result page(SERP).

To be simple:

“SEO demands for Keywords whereas Content Marketing is using Keyword”.

Some of the key factors of using content marketing is,

  • Increase Website Traffic
  • Enhances Reputation of the Brands
  • Obtain Qualified Leads
  • Build a good relationship with Leads and customers

Basic Requirements of Content Marketing:

1. Customer needs and Preferences:

It is always better to know the needs and preferences of the customer in order to fulfill the goals and branding purpose.

2. Ways to attain the Goals using rich content base:

One should make sure that the content prepared is shared properly with different persons and target audience.

3. Process and Flows are properly Organized:

This can be checked whether the right content is place at right place at right time

4. Proper Planning to implement the Content Marketing Strategy:

This is where to confirm whether various content marketing tactics are being involved in the process before implementation.

5. Better Forecast on client base

A good Analysis of the competitor, customer service, marketing place and baseline analysis are the important factors used for forecast.

Need for Content Marketing

What is the need for Content Marketing:

Before moving to the analysis of the need of Content marketing, one should know the basic strategy hidden in content Marketing i.e. 6 C’s together makes the content marketing more effective.

  • Conception
  • Compliance
  • Curation
  • Channels
  • Creation
  • Conversion

As from the beginning we say that content marketing is more important in digital marketing field and we say that content is the “King” of Marketing Technology.Whereever we go whatever we do content speaks. Similarly, in the marketing field in order to fulfill the needs and reach the top most position amongst all competitors Content is more important.

Overall success of Content Marketing:

Choosing the right metrics to track is vital in measuring your content marketing effectiveness and success. The benchmark for different organizations varies based on different aspects. In few organizations they might fix the Benchmark as the branding awareness based on website traffic and landing page rather than conversions. Similarly, in few more organization they might consider social metrics and engagement as success factors as they the customers are engaged and interacting with the content.

Success of Content Marketing

Some most important factors considered for success are
  • Content creation with high quality would be more effective
  • Strategy Development
  • Content Distribution (targeting on what works)
  • Content Marketing
  • Content Measurement

Types of Content Marketing:

In general, there are many types of content marketing available, which is a very long list. Here we see the examples of very few such as infographics, Webpages, Podcasts, videos and books.

Infographics:

These are the graphical representation using statistics, Charts, graphs and other information.These infographics that are designed professionally can be posted as blogs or in social media which is one way of content marketing or you can also set up a board on Pinterest and create infographics on a topic related to your business, this is also a form of content marketing. Infographics usually speaks more since if we always give text based content it makes the audience bored and they get irritated and move to other site.to avoid all these and advertise more effectively then infographics is a visual treat for the audience and moreover more than 60% of the audience might be visual learners so they would catch the content immediately if it presented visually.

Webpage:

Generally, we find more content in a website. But we should think here about the quality of the content. If the website is a SEO optimized website, then obviously the content would be more qualified and Goal based content whereas if it is a ordinary site we cannot assure that the content are more goal based and effective.

Podcasts:

The Podcast is a digital audio file available online for the ease of customers to download it either to their desktops or mobile phone provided which the customers are subscribed automatically. A Podcast is completely a different visibility for the customers who has the listening skills can opt these type of media and share their knowledge. This is one way of Advertising which has a great reach.

Types of content marketing

Why there is a failure for corporates in Content Marketing?

As we have discussed in the beginning about what is content marketing and their benefits here we would discuss about the effectiveness of the Content Marketing in the corporate world.

Effectiveness in Corporate:

The biggest challenge for the marketers for the past 5 years is Creating engaging content i.e. the problem is not the quality of the content but its consistency.

Effectiveness in content marketing

Lack of document strategy:

Most of the organizations are still more focused on their products and services rather than a good Content. The two key issues for the companies facing failure in content marketing are,

  • Written documents are based on only verbal phrased documents
  • Not following any content Marketing Strategy.

Content Marketing in the current scenario is as,

  • Acquisition
  • Native advertising
  • Brand as media companies

3 Metrics to Measure Content Marketing success:

Still, now we had seen the significance and the benefits of Content Marketing and how to write the contents to attract the customers and also discussed few factors why failures occur. At this juncture, we should also know that measuring the Content Marketing success is more important for maintaining the growth or for continual improvement. There is a number of aspects to assess the success of the content marketing but here we narrow down our discussion about some important metrics.

User Demographics and Behavior:

This factor can be measured with the help of Google Analytics. Specific factors are,

  • Page views: This metric shows you which and how many pages are viewed on a site.
  • Unique visitors (UV): shows how many individuals visit our site. It is determined by a user’s IP address and cookie on the browser they are using, so any repeat visits from that same user won’t be counted. This helps to identify the targeted audience.
  • Demographics: Google Analytics gives insight into your audiences’ ages, genders and general interests.
    Average time on page: This metric provides insight into the engagement of your audience. In general, this is a good indicator of the effectiveness of your content.
  • Bonus tip: Rather than placing so much emphasis on individual numbers, track the progression overtime to gauge which topics—and even days of the week—are of interest to your audience.

Content Marketing - Traffic

Social Media:

It is very difficult to measure the success rate of content marketing in social media but a simple strategy used here is making the content Sharable.

The key points to be noted are:

  • Shares: The higher the share count, the more your audience believes your content is valuable and worth spreading to others.
  • Follower growth: Growth over time is more indicative of your success than a static count. Have you doubled your Instagram following in the last five months? Increased your Facebook likes by 30 percent? Those increases are more telling of your content and the direction of your brand than a large, static number.
  • Comments: For both a website and a social media post, comments show that your content resonates with viewers.

Lead Generation & Nurturing

Consider using these metrics:

  • Marketing Qualified Leads (MQLs) A MQL is a lead for your business that is ready to be handed to the sales department.
  • MQL’s per channel: Does one channel outperform others in producing MQL’s? Do you notice more leads from your email marketing versus website downloads? This data can help decide where to focus your marketing efforts.
  • MQL to SQL: Ideally, this number is high. The conversion rate from MQL to SQL (sales qualified leads) shows both the success of your lead generation efforts and the cohesion of the marketing and sales team. Put simply: if the sales team deems your lead ‘worth pursuing,’ you did your job correctly.
  • Email open rates: Emails are only a useful marketing strategy if they are being read. Use a platform like Mail Chimp or Pardot to monitor the open rate of your emails. These marketing automation tools will also keep track of your subscribers and unsubscribes. If the rate is on the lower end (below 20 percent), consider altering the copy, subject line or frequency to boost the numbers. (Source)
  • Click-through-rate: Every email and web advertisement needs a call-to-action in the form of a link. Click-through-rates shows the percentage of your audience who not only opened your email, but also clicked on the link to your landing page. A high percentage means your content was compelling enough for users to read more.

Conclusion:

Hope this article give you the glimpse of what is content marketing and the benefits, its usage and some of the common measuring metrics to measure the success of content Marketing. In the digital Marketing Field if one concentrates on SEO then obviously it is clear that he also works on content Marketing.