Adding value add to help drive commerce journey

Content marketing can be a vehicle for improved financial KPIs (average order value, conversion rate and revenue) and it can drive sales but it’s also an enabler of other business KPIs like brand engagement and satisfaction.

Having a focus on understanding customers’ product and lifestyle needs (different age categories etc.) and sculpting a content programme that matches will be an integral part of the user experience.

Developing a content experience

Content is about inspiring consumers. It helps build trust with stakeholders; it provides context for the brand and ranges they engage with on the website and for the products they are interested in. Nowadays customers expect an experience beyond shopping.

Business 'knowledge' can help a company achieve its marketing goals. Today markets are dominated by search/information gathering by prospects. Content marketing activity complements the complexities of this providing information needed for all forms of marketing communication - web, social media, PR etc.

Any content marketing campaign needs to be anchored around moving the brand metrics for example awareness, perception, favourability to maximise effect and get it running in the right direction.

Brand terms need defining which seems obvious but is often overlooked. You know what to look for (brand name, product names, key people, and if you label your content in a unique way then perhaps that too). Your brand terms must be backed up by monitoring and analytics to see how many people engage with you using these branded search terms, how things change over time and if there are any spikes to see if a piece of content helped to influence visits.

Ongoing monitoring (alerts for news/trends - Google, Twitter) will help identify breaking news relevant to the brand.

Content Strategy

All marketing activity needs content. Organising a marketing plan around a central umbrella of themes and a timetable will focus activity and make it work hard (and together) rather than be a random approach based on what is commonly done in the industry or what is required under time pressure.

A coherent over-arching strategy that is aligned with the core business plan and coordinated across the business a good content marketing strategy can:

  • Satisfy a need by providing the end user (consumer or professional) with the much-needed information needed for clue gathering;
  • Position you as a thought leader;
  • Offer a person-centric approach
  • Be evidence-based
  • Encourage teamwork/communications
  • Promote brand awareness, customer retention and help develop, nurture and direct relationships towards lead conversion/purchase;
  • Build trust among customers;
  • Engage stakeholders;
  • Provide a user experience
  • Provide a vehicle for improving financial and other business KPIs;
  • Improve search rankings and inbound links.

For help developing your strategy and content contact: Corporact