Remember when the marketing funnel looked like a simple cone and the end goal was just purchase? With the dawn of Digital Marketing, it started to look like a ribbon wherein after purchases meant consumer reviews and word of mouth advertising. But today, influential research firm Forrester has shed some light into a new kind of funnel – one involving shares, building trust, cultivating influencers, and encouraging evangelizers.
But to conquer the latter part of this new funnel, it would require relevant and quality content. Here are 4 things every marketer must remember when managing their digital content:
1. Not all platforms are created equal.
Each social media platform has its own unique strength. Facebook can accomplish marketing objectives that may not be properly executed on Pinterest; Instagram might have an edge compared to Twitter when it comes to launching a photo contest.
Before creating any digital campaign, ensure your marketing mix (channels) are cut out for what you want to achieve. Otherwise, you might as well be talking to a wall.
2. Content is king and it has to connect.
Quality content ensures you’re building credibility with your audience. Without proper planning, execution, and publication, consumers might doubt just how reliable your brand is. Keep in mind that everything you do online can affect your reputation offline. Think before you post!
3. Know your digital assets.
There are many digital tools available to help marketers achieve their objectives. From new and improved social platforms to measuring campaigns with Google analytics; knowing what you can work with will definitely do wonders for your brand.
Don’t be discouraged to explore innovative ways to improve branding & communication efforts with your audience. Based on an article published by B2Bmarketing, the National Center for Biotechnology Information found in a study that says, “The average attention span of humans has dropped from 12 seconds to 8 due to external stimulations like all that content marketing we’re producing.”
4. Count your metrics.
Always make it count. You can use tools like Google Analytics or Facebook Insights to gauge how well your content is doing.
Content Marketing is turning into a big competition. Producing relevant and quality content is how you win over the market.
Interested to learn how to ideate, create, and publish relevant content? Join the Content Marketing Summit 2015 on May 21 to 29.
To register, log on to imadigitalmarketer.com