Content marketing has become that key tool that everyone sings their praises about. It provides added value to the user, it is not particularly expensive, and it also works: it achieves better recall ratio, engagement and brand recognition than other actions. It is logical, therefore, that all brands have joined enthusiastically in the creation of content. What is sometimes forgotten is that it is not enough to do it, you have to do it well: and more than half of marketers seem to be developing their strategy by leapfrog. According to data from Smart Insights, 56% of marketers who create content do so without a defined plan or strategy, as we discovered in a comprehensive infographic on the current state of content marketing.
What there is no doubt is that, today, everyone is aware of the importance of content. In fact, it is the digital marketing trend considered the most important during this year 2015 (by 29% of those surveyed), far ahead of big data, marketing automation or mobile marketing. A recent CMI survey revealed some of the problems marketers are facing – the main one being the lack of metrics to measure results, something more than half of CMOs complain about.
6 out of 10 marketers evaluate the effectiveness of content marketing based on web traffic, a metric that is not really the most relevant indicator, since it does not have to directly influence conversions or sales. Another 54% do take sales into account to qualify the content strategy as success (or failure), while others measure the conversion rate, SEO Albania phone number list positioning or the time the user spends on the web. Beyond the lack of appropriate metrics, other challenges frequently cited by respondents are the inability to produce truly attractive content, lack of budget, the inability to create content regularly and consistently, or to produce varied content.
Regarding the objectives, they do not focus on leads and sales, but rather on developing long-term relationships with the user and possible consumer. Thus, 88% consider that encouraging customer loyalty and generating engagement are the main objectives, closely followed by brand recognition. Below would be sales, getting users to become brand advocates, or lead generation.
We have already seen the confidence of marketers in content to achieve ambitious objectives, but … through what tools or tactics do they try to provide that added value? The vast majority, through content on social networks, something that 93% of those surveyed point to. The efficiency ratio, around 58%, is quite positive, although it is below (in this order) newsletters, photos and illustrations or physical events. The least useful tools for effective content marketing would be mobile apps, web articles, blogs, and interestingly, videos.
As for the most common tactics, beyond social content, are newsletters, articles on the website itself, photos and videos, events and blogs. 73% of marketers have increased their investment in content for this year, but the truth is that, even so, most of the content does not fulfill the function for which it was created. And marketers aren’t even able to identify this as their main problem.
According to a study by SiriusDecisions, around 60% of the content went unnoticed, something to which the lack of a specific strategy or plan undoubtedly contributes. As if that weren’t enough, most consumers distrust the content they find on branded websites. Although the effectiveness of the content is undoubted, only if resources and attention are dedicated to them will they attract the interest of a customer who is bombarded, day after day, by hundreds of online messages.