Currently Content Marketing is being described as the Holy Grail as Outbound marketing (email – and direct mail campaigns, online- and print advertising) are getting less effective.
While marketers have been using targeted Outbound Marketing to specific target segments of their markets, Content Marketing fails quite often and is in most cases rather very generic: the content should attract interested parties and then generate enough interest from them in order to contact you.
However the latter is failing as only up to 3 percent of all people reading your content will ever contact you. In most cases this will be even less. Hence you will need very compelling, interesting and to the point content for each target marketing segment in order to bring down the walls of not contacting you or your company. Your Content Marketing should present a situation that is fully recognizable to each of our target segments. Your audience should feel you completely understand their problem, issues or situation.
Moreover your Content Marketing should bring you, your editor or your company forward as an authority in the matters related to the business or industry you sell to. People should no longer think you are working for a vendor or supplier company, but get the perception of a knowledgeable party with authority in the business or industry. As industry and business have multiple target market segments with slightly different issues, problems and challenges, each of them should be addressed by your Content Marketing.
Creating and measuring content
Thus use the business cases of your sales successes for a start, additionally study and analyze the industry and business you are selling to for creating interesting content by target market segment.
Once your content has been published its’ effectiveness should be measured in order to know its’ effectiveness.
How effective is your Content marketing?