In recent years, Content Marketing has become a key element in the implementation of digital strategies for brands. Companies have begun to become aware of its importance and to include it in their communication plans. We have gone through different stages of exploration, acceptance and a path towards its maturity. Therefore, and due to the experience of users and advertisers, it could be said that today it is a format as or more effective than other advertising formats.
There is still a long way to go and many tools to discover, some strategies to propose and, above all, a lot of research to be done on the subject.
This question has not yet been resolved, but the truth is that companies will continue to look for ways to bring Content Marketing to its maximum realization.
Here we present a series of elements that companies use and must continue to improve…
Keep in mind that the content must be omnipresent:
What you publish must be in the same places where your target audience is present. The brand must be everywhere, visible and accessible, in order to build audiences and position itself in a competitive arena.
It makes no sense for an end-of-year promotion to be developed on social media profiles if the website is talking about mid-year vacations. You have to generate consistency and coherence in the content. This way there is more reach to potential customers and more chances to sell.
In a hyper-connected world through PC’s, smartphones, tablets, televisions, websites, social networks, YouTube, apps, email marketing among others, the challenge will always be that the content is adapted correctly for all devices and types of content. Therefore, brands will have to make decisions regarding the resources they are going to allocate.
Brands need to focus not only on generating content, but on making it really reach the consumer.
Content creation from data: Brands can rely on different data analysis tools (see the article Web analytics is not just numbers) such as Google Analytics or Hotjar.
In this way, they have the possibility to study what happens in real time in the navigation and behavior of their visitors in order to rethink their content and service generation strategy, as well as the user experience.
Developing a strategy of this type correctly in all media implies more dedication from the work team (if you have one) or investment in an external supplier.
The question is: Do we do it very well in a few channels or do we do it mediocrely in all of them?