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Content marketing: Right content for right audience

Content marketing is defined on Wikipedia as – “any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers.” This information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc.

The key is to create content that consumers find engaging, informative and insightful. Consumers are looking to become more knowledgeable in their areas of work and other interests. They are constantly looking for content that can help them acquire new skills and better understand the world that they live in. Research is therefore becoming a very important part of the purchasing cycle. This provides brands a great opportunity to create content that attracts customers and takes them through the marketing funnel.

With the help of massive distribution platforms such as Google, Facebook, Twitter, LinkedIn, Engageya (content discovery and advertising platform), Blogs, etc. it is now easier than ever to reach highly targeted communities of users, at scale, that would be interested in the content that is being created.

Creating great content is just one part of the puzzle. A marketer’s job however doesn’t end at creating great content. The key is to get the content in front of the right audience and measuring how this is performing in the context of overall marketing initiatives such as display, mobile, offline, etc. It’s important that content marketing doesn’t happen in a silo.

Marketers need to be able to measure ROI across all channels and strategies. They need to be able to optimise spends based on performing better attribution analysis, etc.

This is where campaign management solutions such as Sizmek can play a role. Campaign management platforms keep a track of how campaigns are performing across channels. They provide insights into the effect of one channel on another and can provide data and insights into what is working and what isn’t.

Even within content marketing a campaign management platform can provide information such as what types of content is driving conversions, the role that specific content is playing in the conversion cycle, etc.

Campaign management platforms provide a neutral measurement and data infrastructure. They can provide insights into what is working for a specific KPI – are how-to-guides working for me or should I be investing in whitepapers and ebooks, etc.

It needs to be remembered that advertisers work on limited budgets and need to be able to measure ROI. No matter how great the content is, advertisers still need to be able to measure performance and make investment decisions based on that.

To recap:
– Content marketing is here to stay.
– Research is becoming a big part of the purchasing cycle.
– Advertisers who can create great content, content that consumers are looking for, become a key part of the decision making cycle and work towards positive results for themselves.
– Content is one part of the puzzle. Identifying what type of content is working and what isn’t, what media channels are working, what role is content playing in the conversion cycle, etc. requires a solid data platform and methodology.
– Happy content marketing!

Raghu Seelamsetty

Raghu Seelamsetty is a seasoned new media executive having extensive experience in working with online media and businesses. Focused on aligning business strategy with new technologies and opportunities thrown open by online media.