Content marketing can mean different things to different people. For some, it means blog posts or webcasts; for others, slickly produced videos designed to take social by storm. But there’s one thing everyone can agree on: If you’re not measuring the results of your content efforts, then you’re not ensuring that you’re getting the full value of its ability to attract, engage, and retain customers.
Unfortunately, there’s no magic bullet. But strategy (versus “random acts of content”) is essential—which makes sense if you subscribe to Accenture Interactive Managing Director Donna Tuths’ definition: “Simply put, content marketing is using content to attract and retain a customer’s connection to a brand, and, ultimately, drive purchase behavior.”
Here are five tips to help marketers make their content pay off:
1. Know the who: Engagement isn’t possible without a clear idea of who you’re trying to engage. “Start by identifying your intended audience, their objectives, and their goals at the moment of interaction,” says Karen Helweg, VP of user engagement at WebMetro. “Data from media and competitive tools, as well as surveys, provide great insights.” If user intent doesn’t align with the content you’re producing, you won’t see results.
Read the entire article at www.dmnnews.com.