Marketing Content sends us straight into the wall! Content, Content Marketing
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Marketing Content sends us straight into the wall! Content, Content Marketing
Marketing Content
Content, content marketing, content marketing. Well, it's time to say things. To really tell it. Content marketing as practiced today is not sustainable.
We produce too much. Agencies, consultants, contractors, we are all responsible. Marketing Content here, content marketing there. This is too much! The same ticket is too !!
When supply is greater than demand, prices fall. Everyone knows that. In the content marketing world, prices may not fall as the content is offered. Its price is zero. The cost of its production, however, It is far from zero. It even increases considerably.
And this is where things get complicated!
Content Marketing: 5 challenges launched by busniesss
Content marketing is a challenge
The content is the best marketing tool in the world.
I wish I was the author of that quote. This is unfortunately not the case. These are the words of Marcus Sheridan, author of a famous American blog, The Sales Lion. Marcus is a strong supporter of marketing content. I am also. Actually, I even consider the notion of content as a pillar of any marketing strategy should be seen as a universal law. Interplanetary?
Content, content marketing, content marketing. Well, it's time to say things. To really tell it. Content marketing as practiced today is not sustainable.
We produce too much. Agencies, consultants, contractors, we are all responsible. Marketing Content here, content marketing there. This is too much! The same ticket is too !!
When supply is greater than demand, prices fall. Everyone knows that. In the content marketing world, prices may not fall as the content is offered. Its price is zero. The cost of its production, however, It is far from zero. It even increases considerably.
And this is where things get complicated!
Content Marketing: 5 challenges launched by busniesss
Content marketing is a challenge
The content is the best marketing tool in the world.
I wish I was the author of that quote. This is unfortunately not the case. These are the words of Marcus Sheridan, author of a famous American blog, The Sales Lion. Marcus is a strong supporter of marketing content. I am also. Actually, I even consider the notion of content as a pillar of any marketing strategy should be seen as a universal law. Interplanetary?
Content marketing fits all objectives: generate traffic, collect leads or cause sales. It attracts, captures, entertains, educates and builds confidence.
Yes but now .. If content marketing was so easy, it certainly would not be as effective. Indeed resource substantive work and needs to raise some challenges.
CHALLENGE 1 - CONTENT PRODUCTION COMMITTED
What is really great about content marketing is that it works. What is not so great is that many brands, agencies and bloggers are glued to it and causing a flood of content including sometimes found the best and sometimes the worst and most often something in between two.
To emerge from the ground, so it is not surprising that the first challenge this year will produce useful content, compelling and engaging. And here are 5 tips to get there!
A fully oriented thinking to the target
It is vital that your content is a true value for your audience. This really is the content marketing challenge. I know you've heard and read many times this rhetoric. But sometimes it's quite surprising to see as the most easily understood things are also the most difficult things to achieve.
Do not just understand, act and give yourself the means to act. The first exercise is to clearly identify its core target, the famous personas. The second exercise falls within the role play. Put yourself in the shoes of your readers and try and identify their questions of the moment and to understand their everyday problems. It is in this way that you will be able to bring to your audience what it really needs.
And as you can not guess everything, meet your readers and engage the conversation as often as possible!
Just not much for attractive content
Rarity, exclusivity, timing, are examples of levers that you can play in order to generate more interest in your content. Find always a little something extra that will make your content noticed a rare and therefore object.
Never forget the context
Prospects you have recently identified and which are positioned at the beginning of the buying cycle are probably not ready to receive a message such as "Buy now!".
Your content should offer value but must also be delivered at the right time to the right person and possibly through the right channel. This is called context. ‘’Context’’ that should also be considered and decided well before creating your content.
Do what your competitors are not doing
If it rains white papers in your industry, why create another white paper? It is tempting to repeat what the competition is doing and say "hey, I'll do the same thing better!".
Do not be tempted, do something completely different.
Be careful not to bore your audience
Gone are the days when it was first necessary to look serious and carry the tie in good standing with the highly formatted and boring speech that goes with it.
Let this mode of communication to our baby boomer leaders and move on. Your content must show personality. It should provoke emotions. He must speak like you and me, not as an institution would.
CHALLENGE 2 - ENOUGH CONTENT PRODUCTION
The content takes time. Quality content nibbles more. And our days are already quite loaded as .. Yet a minimum of 3 blog posts a week is really just the beginning ..
In short, producing a minimum of content is a real challenge! Here are a few tips to get there.
Make content creation a priority
Arrange all your marketing service around content creation. Despite the upheaval it can cause in your service and for your business, do not hesitate to fully commit yourself to a content strategy.
The direction of your company can see this proposal as too great a risk to take and too abrupt a change that could come undermine the entire enterprise. Trust me and go for it.
Make recovery
A very simple way to create more content is to take over and transform previously published content. Take a webinar and make a video, podcast or even a white paper.
A mercatik ticket offers just more reuse techniques and transcription of a white paper.
Try marketplaces
Maybe you do not have the resources in your organization to produce your own content. It may be better to go through a content provider or a market place.
Do a Google search, you will find some marketplaces for Fresh new content.
Interviewing experts
Screw your journalist's cap on your head and go interview the people who best know your target and your industry. They are in your company or not.
These interviews are content sources that require little writing work as simply the words of your audience.
Content from creation
We all know that the proxy is a great way to provide content specific to an industry, domain or any theme.
A simple technique is to take 5-10 Recent content from your competitor. These contents have to deal with the same subject. Keep only the items constituting the posts you have written, that is to say, for each post title, chap and personal reflection. Integrate these posts them one after the other in a blog post. Add an introduction to the ticket, remember redirect links to the original content. And voila!
CHALLENGE 3 - FINDING THE BUDGETS
A study by MarketingProfs and Content Marketing Institute tells us that North American companies dedicate 25% of their marketing budget in the creation and distribution of content. Imagine the results if the study had been conducted among French companies.
There are several reasons why it is still difficult to unlock budgets for content marketing.
Many companies are still dependent on marketing levers that require significant and recurrent budgets as programs sponsored links, for example. Reduce spending on these channels to assign to the content marketing strategy can directly undermine the results of the company.
Our baby boomer managers do not understand the value today is content. They think also that their customers do not rely on the information available on the web to determine their purchasing actions. Some think even have any prospects of their market in their database.
Content marketing tends to resonate policymakers heads as a major cost source despite the feedback that does not stop to highlight the good performance of the content in terms of return on investment.
Well, as you say that this third challenge is raised, very tough. When it comes to asking new budgets, things are always complicated. But it is a tent! And I will certainly try to give you some balls.
Start humbly and meanly
If the content marketing concept is still unknown in your organization, it will always be better to attempt a gentle approach.
Therefore Submit your management to implement a test program. Introduce meaningful goals, achievable and measurable. And above all, above .. think to anticipate the next step. Get confirmation that your direction, if the test is satisfactory, budgets will be released to go further.
Come with numbers
All studies and statistics are almost unanimous: marketing content, it works.
Avoid American studies, however numerous, they will have little impact to our French leaders who consider, sometimes rightly, that marketing practices that work across the Atlantic are not adapted to our region.
And with a roadmap
Specify the resources, offer a schedule, who does what. Integrate the test period and any actions that may follow.
This roadmap is a reassuring and practical step that will help your management to make the right decision, that is to say, give the green light for additional budgets.
CHALLENGE 4 - GENERATE MORE CONTENT TYPES
Content can take any form. It can be written, visual, interactive and audio. It can be long or short. It can be fixed or animated. All these forms of content marketers give great freedom in the choice of marketing channels can be activated. They also allow, in their diversity, maintain the interest of a hearing on the long term.
Here is an example of some types of content that you can meet today: web site, paper, blog post, ebook, video, checklist, slideshare, post, animation, image graphics, case studies, reports, comics, newsletter, podcast, webinar, presentation, micro-site.
This list could be much longer. But rather than trying to make an exhaustive list, I now offer you a few tips that will help you produce the right types of content based on your context.
Set your content on the buying cycle
If you still have doubts and you do not know what types of content occur tomorrow, use the buying cycle of your target market and try to position the content that you are already familiar with each stage of the cycle.
In case your buying cycle is not completely identified, start with the basics: awareness, evaluation and purchase. These are the three basic steps of the buying cycle.
Content marketing and buying cycle
Once you have positioned your various content on the buying cycle of your target market, you will be able to view the steps you eventually run out of material.
Look around
Be aware of different formats of content you encounter every day when connected. During your daily watch, have the reflex to ask if a content type that you are experiencing is not also suitable for your strategy.
Evernote can be a good way to keep track of all the content you see and how you can inspire you.
CHALLENGE 5 - MEASURING EFFECTIVENESS OF CONTENT STRATEGY
Another real challenge and one true complexity. Measure the effectiveness of more traditional marketing campaigns is already not an easy task. The course of our marketing targets until the deed of purchase are becoming more complex and tortuous. When it comes to content marketing, the task seems even more complicated. I will again try to help you with some valuable tips.
Set the indicators before they occur
If you are tempted to produce content so you do not have the means to measure the effectiveness of the operation: do not do anything.
How many page views? How many downloads? What cost per lead? Decide the key performance indicator for each future content then give you the means to measure before producing.
Use the right technology
If you get into content marketing and you finally plan to place the content inside your business, equip yourself with the right tools.
There are now tailored marketing platforms for all business sizes and for all budgets. These platforms are used to track the effectiveness of published content and facilitate the management of leads.
Yes but now .. If content marketing was so easy, it certainly would not be as effective. Indeed resource substantive work and needs to raise some challenges.
CHALLENGE 1 - CONTENT PRODUCTION COMMITTED
What is really great about content marketing is that it works. What is not so great is that many brands, agencies and bloggers are glued to it and causing a flood of content including sometimes found the best and sometimes the worst and most often something in between two.
To emerge from the ground, so it is not surprising that the first challenge this year will produce useful content, compelling and engaging. And here are 5 tips to get there!
A fully oriented thinking to the target
It is vital that your content is a true value for your audience. This really is the content marketing challenge. I know you've heard and read many times this rhetoric. But sometimes it's quite surprising to see as the most easily understood things are also the most difficult things to achieve.
Do not just understand, act and give yourself the means to act. The first exercise is to clearly identify its core target, the famous personas. The second exercise falls within the role play. Put yourself in the shoes of your readers and try and identify their questions of the moment and to understand their everyday problems. It is in this way that you will be able to bring to your audience what it really needs.
And as you can not guess everything, meet your readers and engage the conversation as often as possible!
Just not much for attractive content
Rarity, exclusivity, timing, are examples of levers that you can play in order to generate more interest in your content. Find always a little something extra that will make your content noticed a rare and therefore object.
Never forget the context
Prospects you have recently identified and which are positioned at the beginning of the buying cycle are probably not ready to receive a message such as "Buy now!".
Your content should offer value but must also be delivered at the right time to the right person and possibly through the right channel. This is called context. ‘’Context’’ that should also be considered and decided well before creating your content.
Do what your competitors are not doing
If it rains white papers in your industry, why create another white paper? It is tempting to repeat what the competition is doing and say "hey, I'll do the same thing better!".
Do not be tempted, do something completely different.
Be careful not to bore your audience
Gone are the days when it was first necessary to look serious and carry the tie in good standing with the highly formatted and boring speech that goes with it.
Let this mode of communication to our baby boomer leaders and move on. Your content must show personality. It should provoke emotions. He must speak like you and me, not as an institution would.
CHALLENGE 2 - ENOUGH CONTENT PRODUCTION
The content takes time. Quality content nibbles more. And our days are already quite loaded as .. Yet a minimum of 3 blog posts a week is really just the beginning ..
In short, producing a minimum of content is a real challenge! Here are a few tips to get there.
Make content creation a priority
Arrange all your marketing service around content creation. Despite the upheaval it can cause in your service and for your business, do not hesitate to fully commit yourself to a content strategy.
The direction of your company can see this proposal as too great a risk to take and too abrupt a change that could come undermine the entire enterprise. Trust me and go for it.
Make recovery
A very simple way to create more content is to take over and transform previously published content. Take a webinar and make a video, podcast or even a white paper.
A mercatik ticket offers just more reuse techniques and transcription of a white paper.
Try marketplaces
Maybe you do not have the resources in your organization to produce your own content. It may be better to go through a content provider or a market place.
Do a Google search, you will find some marketplaces for Fresh new content.
Interviewing experts
Screw your journalist's cap on your head and go interview the people who best know your target and your industry. They are in your company or not.
These interviews are content sources that require little writing work as simply the words of your audience.
Content from creation
We all know that the proxy is a great way to provide content specific to an industry, domain or any theme.
A simple technique is to take 5-10 Recent content from your competitor. These contents have to deal with the same subject. Keep only the items constituting the posts you have written, that is to say, for each post title, chap and personal reflection. Integrate these posts them one after the other in a blog post. Add an introduction to the ticket, remember redirect links to the original content. And voila!
CHALLENGE 3 - FINDING THE BUDGETS
A study by MarketingProfs and Content Marketing Institute tells us that North American companies dedicate 25% of their marketing budget in the creation and distribution of content. Imagine the results if the study had been conducted among French companies.
There are several reasons why it is still difficult to unlock budgets for content marketing.
Many companies are still dependent on marketing levers that require significant and recurrent budgets as programs sponsored links, for example. Reduce spending on these channels to assign to the content marketing strategy can directly undermine the results of the company.
Our baby boomer managers do not understand the value today is content. They think also that their customers do not rely on the information available on the web to determine their purchasing actions. Some think even have any prospects of their market in their database.
Content marketing tends to resonate policymakers heads as a major cost source despite the feedback that does not stop to highlight the good performance of the content in terms of return on investment.
Well, as you say that this third challenge is raised, very tough. When it comes to asking new budgets, things are always complicated. But it is a tent! And I will certainly try to give you some balls.
Start humbly and meanly
If the content marketing concept is still unknown in your organization, it will always be better to attempt a gentle approach.
Therefore Submit your management to implement a test program. Introduce meaningful goals, achievable and measurable. And above all, above .. think to anticipate the next step. Get confirmation that your direction, if the test is satisfactory, budgets will be released to go further.
Come with numbers
All studies and statistics are almost unanimous: marketing content, it works.
Avoid American studies, however numerous, they will have little impact to our French leaders who consider, sometimes rightly, that marketing practices that work across the Atlantic are not adapted to our region.
And with a roadmap
Specify the resources, offer a schedule, who does what. Integrate the test period and any actions that may follow.
This roadmap is a reassuring and practical step that will help your management to make the right decision, that is to say, give the green light for additional budgets.
CHALLENGE 4 - GENERATE MORE CONTENT TYPES
Content can take any form. It can be written, visual, interactive and audio. It can be long or short. It can be fixed or animated. All these forms of content marketers give great freedom in the choice of marketing channels can be activated. They also allow, in their diversity, maintain the interest of a hearing on the long term.
Here is an example of some types of content that you can meet today: web site, paper, blog post, ebook, video, checklist, slideshare, post, animation, image graphics, case studies, reports, comics, newsletter, podcast, webinar, presentation, micro-site.
This list could be much longer. But rather than trying to make an exhaustive list, I now offer you a few tips that will help you produce the right types of content based on your context.
Set your content on the buying cycle
If you still have doubts and you do not know what types of content occur tomorrow, use the buying cycle of your target market and try to position the content that you are already familiar with each stage of the cycle.
In case your buying cycle is not completely identified, start with the basics: awareness, evaluation and purchase. These are the three basic steps of the buying cycle.
Content marketing and buying cycle
Once you have positioned your various content on the buying cycle of your target market, you will be able to view the steps you eventually run out of material.
Look around
Be aware of different formats of content you encounter every day when connected. During your daily watch, have the reflex to ask if a content type that you are experiencing is not also suitable for your strategy.
Evernote can be a good way to keep track of all the content you see and how you can inspire you.
CHALLENGE 5 - MEASURING EFFECTIVENESS OF CONTENT STRATEGY
Another real challenge and one true complexity. Measure the effectiveness of more traditional marketing campaigns is already not an easy task. The course of our marketing targets until the deed of purchase are becoming more complex and tortuous. When it comes to content marketing, the task seems even more complicated. I will again try to help you with some valuable tips.
Set the indicators before they occur
If you are tempted to produce content so you do not have the means to measure the effectiveness of the operation: do not do anything.
How many page views? How many downloads? What cost per lead? Decide the key performance indicator for each future content then give you the means to measure before producing.
Use the right technology
If you get into content marketing and you finally plan to place the content inside your business, equip yourself with the right tools.
There are now tailored marketing platforms for all business sizes and for all budgets. These platforms are used to track the effectiveness of published content and facilitate the management of leads.