Content marketing has become the key that companies are more than willing to use to reach the consumer. Content is the new king and the tool that has become a constant bet (and with very good results almost guaranteed) to reach the consumer. The content offers everything they are looking for. It provides information about the products, manages to reach consumers in a much more solid way than traditional advertising and also serves to give that added value that users have made an almost mandatory question. But in the content marketing strategy, not everything must be content. Or not only, we could say, it should focus on the content. Success is marked by many more elements and is influenced by issues that go far beyond simply information. To succeed you also have to think about everything around you. “Content effectiveness is a cocktail of geography, platform, industry and device,” as Waggener Edstrom Communications’ Henry Wood explains to Warc.
The example of the Asia Pacific region is one of the best to understand how cultural changes and how, therefore, the context can modify the perception that one has of one or another content and make the messages that the brand is sending can be or not succeed. The region cannot be seen as a whole and cannot be conquered with a single content Jordan phone number list marketing strategy. Even in those countries that are geographically close, there are great differences that make the realities of each determine what brands should do. Thus, there are markets in which consumers want to access discounts while in others what they are really interested in is brand information.
To change, they even change the media in which it is necessary to communicate with consumers. And although Facebook is the great general favorite, in the following positions the social networks in which to establish contact points vary according to the idiosyncrasies of each population group. And although what happens in Australia or Singapore seems a long way off, the truth is that the data from this market serves to understand that content marketing cannot simply be a matter of content. There is much more to consider.
As they point out in a column in CMSWire, it is not enough just to have the tools to automate the content or to adapt it to what interests you. That’s just one piece of the content marketing puzzle.The context has an impact that goes on many levels. On the one hand, there is the question that each population group expects different things and that cultural differences have an impact not only at the level of interests but also in matters of referents. In Spain, soccer could be used to create content with a pull, but that would not work in the United States, where soccer is a minority sport. And, to take another closer example, what sense would it make to mention the death of Chanquete in a content marketing campaign in Europe if only in Spain do you really know what you are talking about?
But not only do you have to take into account who is going to receive that content, you also have to understand the context on a much more prosaic level. Where will that content be released and who will see it? A study by Acrolinx pointed out that only 31% of brands have achieved a quality impact with their content. The others have trouble making their content of the right quality and consistency to draw attention to what is on offer around them. Brands therefore have to think much more than the general elements when they think of a content marketing strategy. It is not worth just creating exceptional content and thinking that you are offering added value. It is also necessary to know what is being done and especially how that content fits into its context.
First of all, the brand has to study its consumer. You have to understand who you are and therefore what you are expecting from the brand so that it can draw up content according to your expectations. On the other hand, and secondly, it is very important to discover in what stage the consumer is. The content that you may need varies greatly depending on where you are in the costumer journey. And, finally, the company has to take into account how the consumer accesses the information to make the experience in the channel they use as correct as possible.