It takes precision to achieve content marketing success


by Jodi Harris (Google+)
Posted on January 11, 2016 in content-marketing.

 

Content marketing is a hot buzzword, and one of the most popular emerging trends in marketing — particularly for B2B businesses. So when we came across a controversially titled article, "Content Marketing Doesn't Work," that Forbes recently published, it immediately piqued our curiosity.

Once we read it, we started to understand the author's point. Content marketing requires three fundamental components to be successful: a long-term commitment, high-quality content, and a focus on the right target audience. Your message also needs to be delivered on the appropriate channels to engage that audience at the precise time they need it most. In contrast, many companies are just pumping out endless streams of self-promotional noise that doesn't add value to their customers' lives. Or, they are publishing at random times, through too many channels to sustain, without a clue as to what those efforts might accomplish.

Businesses that don't have a strategy for consistent, targeted content creation, or that aren't prepared to speak to their customers' needs — rather than their own interests — will never realize the full benefits content marketing can provide.

What’s the Solution?

At Prove, content marketing fuels every strategy we develop. We don't believe in one-size-fits-all efforts, so we customize each and every program — from persona development, to topic selection, to determining the right channels and formats for communicating with your target audience on their terms.

In Conclusion….

If you are looking to navigate the waters of content marketing, don't set sail without a solid plan for keeping your audience engaged and achieving your goals. Let us help you steer your ship in the right direction, right from the start.


What's Up Next?

Is Data Enough to Close the Loop on Social Media Measurement? - Facebook Global Business Solutions has just announced some exciting enhancements to the Conversion Lift Measurement program it unveiled earlier this year. →


About Prove

Prove is a new kind of customer acquisition, retention, technology and analytics agency. We are redefining the way marketing works, by having a single-minded focus on results. Our approach minimizes marketing risk and maximizes short-term and long-term results through a disciplined process. Our philosophy is to leverage the power of Mass Personalization to increase ROI while reducing marketing costs.

We call it Acqretention™, the process of converting an anonymous audience that is always just a click away from the competition into Connected Prospects. In this way, we support direct response results, but we retain the engagement of prospective customers who are earlier in the buying cycle.

Our approach involves a framework that ensures marketing success we call Little Bets. We get into market quickly and generate learnings through extensive testing, then go big with the winning ideas, messages, offers, channels and technologies. We'd like to do that for you.


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