Article

William Yates
William Yates 22 December 2015
Categories Content

Content Marketing: Five Ways To Deliver Customer Engagement

Here are five basic strategic elements for content marketing that will help deliver customer attention, engagement and long-term loyalty.

Marketing today is almost completely data-driven, meaning that when it comes to content marketing, measurement of open rates, click-through statistics and website page visits data is seen as critical to marketing performance indicators.

 

These statistical indicators are key to delivering marketing success, but can however also create distractions, moving the focal point away from your original marketing message and emotional prospect and customer engagement to one of pure data analysis.

 

And while we at Novacom live for data-driven performance statistics – we’re even ISO 9001 certified and only one of a small handful of EU agencies holding ISO 27001 – we believe strategic content marketing is what engages and builds loyalty in customers, not data.

So, here are five basic strategic elements for content marketing that will help deliver customer attention, engagement and long-term loyalty.

Content marketing researchResearch and differentiation

Effective marketing is about taking care of the basics. And the start-point has to be knowing your target marketplace, understanding buyer personas and positioning and differentiating your products or services in a way that makes them visible.

 

Within this, and through focused market research, you will know what your target buyer is looking for and if, using this information, you start to reflect and communicate this in your marketing content across appropriate channels, you will begin to set yourself apart from the crowd.

Value proposition and increased visibility
Content marketing visibility

This differentiation will increase your visibility, but this visibility needs to be backed by a solid value proposition, meaning using your market research and analysing buyer personas and their needs, you can channel content on multiple and highly specific customer demands.

Continually communicating these multiple and known value propositions and targeting these strategically across appropriate communications channels will build a growing prospect and customer awareness of your proposition, ensuring engagement as the sales journey progresses.

Engagement and the sales journey

1429279905410-beachwalk-500x333Careful and detailed data analysis will help you and your digital marketing agency to stay on track in optimising engagement as you will know how your marketing content is impacting on prospect and customer behaviour.

 

At this point in the marketing journey, the research done initially, your close understanding of your prospect and customer behaviour and your continued drive for engagement will now have created clear target audience interactivity.

 

This interactivity will be as close to a human conversation as it is possible to get in the digital space.

Conversion and building on successBuilding on content marketing success

If your analytical data has been properly managed throughout the journey, it will have been pretty clear for you to see who among your prospects and existing customers was likely to buy from you as the journey progressed.

 

This ability to (albeit causally) predict these outcomes will be a clear indication of the quality of your initial work in research, buyer persona development, and the resultant communications strategy driving the campaign.

 

This means that on an intuitive level you had the communications right. However, the quality of this work will also be informed by the conversion rate performance which tells you that the overall strategy was also right.

Loyalty building

Content marketing builds loyaltyBut this is not the end of the road. These customers are valuable assets, and as such should be nurtured for subsequent sales, building brand loyalty by feeding them intelligent and useful information between sales events.

 

Modern marketing is all about relationship building through the thoughtful delivery of helpful information – content – designed to guide prospects and customers in your sphere of interest.

 

If you do this, you are creating emotional, loyal bonds with your audience, rather than treating them as cold, hard targets. And while statistical data is key in measuring marketing performance, it is only an analytical tool, not an end in itself: it’s content that delivers customers.

 

Original Article

 

Read More On Digital Doughnut

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
8 Digital Marketing Trends to Watch in 2023

8 Digital Marketing Trends to Watch in 2023

The internet has conditioned customers to demand instant gratification, and that’s only set to continue. In 2023, customers will expect a response time of just hours. No more sending an email and waiting days for a...

Azeem Adam
Azeem Adam 3 May 2022
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 22 September 2020
Read more
How to Encourage Customers to Post Photos about Your Brand

How to Encourage Customers to Post Photos about Your Brand

Visuals impact buyer behavior – there’s no doubt about it. But not just any visuals will have the impact you planned on your eCommerce marketing strategy. If the only images your customers see in relation to...

Luisana Cartay
Luisana Cartay 8 June 2016
Read more
14 Benefits of Good User Interface Design

14 Benefits of Good User Interface Design

The most effective User Interface (UI) Design is born from being a part of the wider User Experience (UX) process. While best practice solutions exist, they should never be blindly applied without careful...

Alaina Roberts DipM MCIM CM
Alaina Roberts DipM MCIM CM 19 July 2019
Read more