A basic problem which businesses are facing these days which is aggravating faster is fragmented and highly reduced attention span of prospective buyers. Don the buyer cap for a while and you would understand what I mean. You don’t like the email subject or even the sender’s stupid name – click! It goes to the trash bin. You don’t like the color of the email, or just the font size – trash. You click through the email and land on a page which takes a lot of time to load – click! The page is gone. You don’t like the popups on the page.. click! You don’t like the very ‘salesy’ page. Click! You don’t .. Click! You don’t .. Click! Click!! Click!!!
And these clicks are dreaded by businesses worldwide. Marketing has hence evolved to put increased emphasis on informative content sharing. This content marketing employs various tactics to engross the reader while subtly sharing the information about the business. Of the many tactics, Featured Article writing, Blogging, Photos, Interactive media, Rich content including Videos, Whitepapers, Infographics and Illustrations, Sales copy and so on rule prime.
Compelling content which rests on story telling is not only hard to create but also is time taking. And that makes a marketer’s job much more arduous yet imperative to measure the ROI from these different content marketing strategies. A study by Copypress, a software development company specializing in Content marketing tools, analyzed the responses of marketing decision makers worldwide in 2013 puts this in a right perspective. Thanks to eMarketer, which helped us get a peek at the survey results.
A majority (62%) of marketers surveyed shared that Featured Articles gave them the best ROI of all tactics, followed by Video (51%), Whitepapers (45%), Photos (37%), Infographics (28%) and so on in dwindling spiral order.
Videos were labelled as content types which are difficult to create. The easiest ones were articles and whitepapers which had challenges of their own. Not all articles/whitepapers were being consumed by readers equally. With that the survey also tested the consumption of these hot favorite content types. Did readers value ‘Authorship’ of the content they consumed? The survey responses were clearly tilted to a rhetoric ‘Yes’ from over 65% of respondents. Authorship refers to the byline which goes just below the article/blog post /whitepaper name. People were more hooked to content which they knew came from influential people or people who were known as information sources of their specific domains.
There rationale behind this is clear. First, readers or prospects have a fragmented attention span and second, they quickly filter articles which share reliable information they are looking for. And in the sea of content, when Content Marketing is killing Content Marketing, they are looking at established information sources and people.
For your Content Marketing strategy to get executed right and get you the greatest ROI, here is what businesses can do.
1. Comfortable Content – Invest in content tactics which you find are easy to create. The content which comes out naturally is most often the content which strikes the right note with your prospects.
2. Establish Thought leadership – Know your buyers well and know your area well. Know what your buyers need and share that information. It does not matter if you are selling all what you share in your featured article. What prospects are looking for is more than what you are selling – Transparency of thoughts. When you shared informative content, your prospects would love to be informed by you and eventually end up buying from you.
What are your experiences with Content marketing tactics? What works for you? What Content marketing tactics give you the best ROI?
Let us hear them all and learn from your experiences.