As a branding digital agency, we’ve seen how rapid the rise of digital marketing has been, and know how important it is to have the right number of available tools to measure and track a business’s marketing performance for long-term success.
Consumers are a lot savvier than they used to be, with the Information Age enabling greater empowerment of the consumer’s buying process, and engaging, tailored content (marketed to different buyer personas) paramount to influencing their purchase decision.
Content is King, but how do you measure it?
Content marketing is a long game that any branding digital agency must understand before offering it as a core service. There are no hard sells or quick wins, with long-term value found in the creation of what are essentially company assets (white papers, blogs, articles, infographs, video content) opposed to money spent on advertising that has no long-term value other than the ‘probability’ of acquiring prospects.
One tool a branding digital agency should consider implementing is a content scoring model – a data-driven content measurement tool that helps measure content throughout the different stages of the sales funnel. It highlights a buyer’s journey and how they engage with content through online conversations, offering insight into possible content improvements to optimise results. It’s not
Getting content right before measuring it
The success of content marketing can’t be gauged by the name of Facebook ‘Likes’ or ‘Shares’ a brand receives – it goes deeper than that. A reputable branding digital agency understands that content marketing is people marketing – it’s about real engagement via authentic brand storytelling and the creation of relevant and original content in order to build brand trust and loyalty.
Content marketing is essential to targeting different people throughout the sales funnel, as it recognises that they have different requirements at each stage of the buying process – but it must be tailored. While some may be ready to be ‘sold’ on a product or service (note: content marketing is NOT hard selling) those in the investigative, or ‘research’ phase of the buying process have no interest in being ‘hard sold’ a thing – marketers beware.