Content marketing is getting even more complicated, thanks to exponentially rising consumer awareness.
Content marketing has evolved a long way beyond its earlier definition. As new ideas are taking the foreground, today’s content marketers need to be very experimental with their approach. It is first necessary to be trustworthy and then be persuasive to make the target audience invest time reading the content. This is precisely why influencer marketing is getting much better responses. It is a misconception that marketers need to prioritize on persuading their customers to buy their brand. In reality, once persuaded, the real winner of the race usually becomes the most famous and trusted brand. Consumers typically prefer the brand that they remember, and content marketing, especially influencer marketing, is the best way to do that.
Consumers are waiting to be wooed by smartly presented content that resonates with them, motivates them, and shows a problem-solving capacity. Once the brand has created the market trust, the right content inevitably moves the consumers to invest in a product or service. But, it’s impossible to leverage content marketing without experimentation. Marketers find it challenging to allocate resources and invest the time needed for experimentation and market research. Experimentation has high chances of failure in the short term, but in the long run, it is always beneficial. This is most relevant for B2B markets, where clients take risks and look for partners that mirror similar sentiments.
In B2B, typically, brands look for long-term relationships. After the first transaction, personalized content marketing is needed to create brand loyalty and long term relationship. One more vital factor to consider is that the screens have now shifted from desktops to mobile phones, restricting communication to a six-inch screen leading to a constant shift in audience attention. With endless content formats available in the market, it’s difficult for brands to zoom into one that resonates with its designated audience. Consumers process information faster due to lesser attention span on mobile phones; marketers need to focus on content that lands faster and stays longer in the minds of the consumers. This is only possible when the content is centered on consumer insights, accurately measuring the impact of content based on the overall marketing and business objectives.
The importance of influencer and personalization marketing can’t be denied in this respect, and personalizing communication for new consumers is tricky. Firms need to be innovative enough to tackle this and look for strategies like partnering with channels already serving the targeted customer segment.
For influencer content marketing, brands shouldn’t care about how many likes an influencer posts received; but they should care about what they got out of it. To define the success of a marketing campaign, firms need to answer critical questions like – Did they gain any new followers or shares? Was there any increase in website traffic? Were there any leads or revenue? These are the most crucial questions to consider rather than relying on other metrics.