Discussing the question of creating effective content marketing

With content consumption expanding at unprecedented rates, the idea that everyone is a publisher is not far from the truth.


People are constantly communicating their stories via social media networks, increasing competition for your brand’s voice every day. After all, what would consumers rather read, a sweet, heart-warming story about a dog mother raising a littler of cats, or some spiel about why your vacuum is better than anyone else’s? Even visual marketing, which previously could catch customers’ eyes with some visually interesting picture or design, has lost its pep as the web has been inundated with Facebook uploads and Instagram feeds.

More money pouring into marketing

Despite this vast network of competition, however, it is clearly better to have some web presence than to neglect it entirely. In fact, the Guardian Media Network recently conducted a survey which showed that “almost two-thirds of respondents planned to increase their investment in [content marketing] during 2014 and beyond.” Nevertheless, many companies expressed “uncertainty as to how to overcome some of the challenges of this new media dynamic and develop effective content marketing strategies.”

9 media experts enter the debate

Hoping to address these challenges, digital marketing titan Adobe recently sponsored a roundtable discussion on content marketing, inviting nine industry experts to weigh in under Chatham House rule, which means their comments could be “reported without attribution to encourage free debate.”

Utilize analytics

One thing the group decided on right away was the importance of tracking the success of various content marketing formats. Only with the results of data and analytics can companies hope to focus their investments on formats that appeal to their audience. To illustrate, one attendee said, “If your customers aren’t on Google+ is there any point in pouring loads of money into it?”

Avoid SEO tailoring

Another danger of SEO is tailoring your content too closely to high-yielding search terms. Just because a certain term gets a customer to click-through to your site doesn’t mean that visit will result in a sale. If you try to push content that the customer wants, rather than what actually describes your service or product, you’ll just be wasting your money on unqualified clicks.

One attendee explained it this way: “When an organization falls in the rankings for a search term, there will be a demand for more content, but when this happens it’s important to push back and say: ‘No, that’s not best practice—we need to create on-topic content for the customer.’”

Source: The Guardian

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