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
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
14 Facebook post ideas for each and every brand

14 Facebook post ideas for each and every brand

A lack of creativity – like many things in the world – just happens sometimes. There’s nothing wrong with it, it’s not an irregular event. But nowadays, you need far more than a your average post to attract your audience’s attention instead of losing them to your competitors. And if you don’t enhance your strategy with creative ideas that work towards your business goals, your performance is going to weaken.

Jan Zajac
Jan Zajac 19 June 2017
Read more
5 Marketing Automation Hacks

5 Marketing Automation Hacks

In 2015, it was predicted that marketing automation will be amongst the most piloted marketing technologies, and since then, the term has become a buzz-word for marketers. Now, marketing automation is almost seen as something both necessary for business growth and essential for generating new leads.

Natasha Orme
Natasha Orme 26 June 2017
Read more
 10 Social Media Advertising Tools That’ll Make Your Life SO Much Easier

10 Social Media Advertising Tools That’ll Make Your Life SO Much Easier

1. Nearly 80% of the population is on social media (!) 2. Social media advertising is MASSIVE for online retailers, and is only going to grow. Now that I have your attention, let me explain who this post is for... If you’re looking to gain a competitive edge in social media advertising, this post is for you.

Luisana Cartay
Luisana Cartay 23 June 2017
Read more