Planning content marketing is all about having the will to experiment and succeed
Content marketers and marketing experts have confirmed that successful content marketing is about changing attitudes. It is all about using technology correctly, making it more data-driven, and looking for differentiation and experimentation.
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Using data to find the niche
Content may be king, but ‘context’ is queen. For content to continue having an impact, marketers need to smartly utilize data to understand the expected context in which the target audiences wish to consume it. Data will help marketers to understand their customers better and focus on delivering better content marketing strategies.
Data will also help marketers to identify the right channels for marketing, finding the ‘niche’ which both interests the customer and delivers the brand message correctly. Additionally, marketers need to learn to evaluate and predict the effects of brand content on their target market before they start with one-to-one personal marketing.
Once marketers identify the context of their customer’s demands and expectations, they can establish themselves in a well-defined niche.
Measuring emotional engagement
Conversion data cannot be the only focus – content marketers must consider customer awareness, emotional engagement, and brand identity also as crucial factors in laying out a strategy.
Content marketers need to ensure that the brand messaging is also delivered to the customers on an emotional level. They should also evaluate their content qualitatively, to judge whether the campaign has successfully created an impact on the consumers’ hearts and their minds as well.
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Be brave to explore new marketing channels
Content marketing is almost under-resourced. Marketers producing content are typically overwhelmed by merely managing their existing channels. But, to be successful, content marketers need to try out new trending marketing channels like –Instagram, TikTok, and Google Voice. Rather than sticking to the existing channels which deliver high conversions and clicks, gambling on these new trends could pay off big in the future.
Pushing for new types of content
Content marketers also need to expand the types of content they promote. Marketers tend to favor content focused on offers and discounts. This type of content may drive only short-term business results, but may, over time, decrease the brand equity.
So, instead of just pushing out promotions, the focus should be on using inbound marketing to lure potential customers into the marketing funnel with more impactful content.
Inbound marketing content is much more interactive than blog posts and includes formats such as surveys, quizzes, and gamified videos. These are various where they need to branch out to- marketers cannot win the race if they play with the common marketing tools used by all other marketers.
Avoid perfection – and keep experimenting
Content Marketers focus on their ‘content comfort zone,’ continuously aiming for perfection and hence missing out on exploring new possibilities. Continually working on the improvement of the existing types of content makes the content ‘die in perfection’ as it often fails to remain authentic or exciting. Instead, marketers should focus on being more impactful to trigger emotions and test new types of content.
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Experimentation might be riskier and time-consuming, but it no doubt creates more impact on the consumers. For content marketing to remain relevant in today’s data-driven environment, marketers needed to come out of their comfort zone and be brave enough to push their limits on what content will trigger the most.
