Cut the Clutter: Content Marketing
Much of the problems that exist within content marketing results from organizations investing into ad campaigns; however, fail to recognize what their target audience is. When determining whether to approach a content marketing strategy one needs to figure out what the ultimate purpose of the campaign will be. If you’re looking to take up an SEO approach in order to generate traffic to your website which will translate into hits that eventually get you highly ranked amongst search engines than you need prioritize what it is your campaign will say. The message and ultimately the purpose should do one of three things: to drum up leads that you will turn into sales, to increase your presences among search engines so that the right market will find you, and to establish brand awareness to what you believe you market segment will be.
In doing so the problem that companies will generally run into is that their initial investment into a campaign that they believe will turn out a positive ROI actually fails in delivering the required results. What happens in these situations is that when a campaign that runs through its initial phases gets rejected by its intended audience it takes away from the goal you are trying to accomplish. Rather than investing the effort and creativity into creating content that you market won’t appreciate explore what influences your audience to react. Essentially what content marketing tends to serve is the awareness in your brand that you are attempting to establish. When the attention is maintained by what you have created then this will influence purchasing decisions in the minds of the audience for when they need to reference back it. You want to avoid users clicking in and out of the content and keep them captivated in what they are seeing.
When a content marketing strategy that you apply is successful audiences will find that what they are seeing is most likely what they have been searching for. As consumers can often be bombarded by a myriad of ads all throughout the day it can be overwhelming sifting through the clutter. They want to avoid thumbing through page search after page search on the internet and get immediately to what it is they are looking for. In a campaign that is littered with ambiguity you will run into a problem with your market segment referred to as pogo sticking. While the term may come off as a positive it is something you would want to ultimately avoid in creating ad content. Just as I stated previously this is when your intended market segment has to rifle through pages of information before they reach the conclusion of your message. This is harmful to any campaign because any misinterpretation can be damaging to the image you are trying to create amongst your brands. Not only that be this initial harmful experience can drive away the consumer from ever referring you company. To that I will leave with three key pieces of information know what your market segment is, determine the goal of your organization, and create meaningful content by researching what your audience is influenced by.
References for Information Sources
Jefferson, S., Tanton, S., & Ebrary, I. (2013). Valuable content marketing: Why quality content is key business success. London;Philadelphia;: Kogan Page.
References for Media
Graphic of magnet retrieved from:https://www.flickr.com/photos/ralphpaglia/8316453283
Graphic of crown retrieved from:https://pixabay.com/en/content-is-king-online-marketing-1132259/