It’s Not Just Content Marketing, It’s Value Addition

- Mansi Priya, Marketing, Trivone Digital

Today’s audience can spot inauthenticity a mile away. Content Marketing is about adding value to consumers, not advertising to them. Do that ~ Allie Klien

Modern CMOs know that growth and fragmentation of digital marketing is creating new juncture to reach the target audience across different demographics, locations, devices etc. However, the same trends are increasing the personalisation, complexity and volume of content and data their organisations must manage. We can analyse that, today’s marketing trends are changing the role and responsibilities of the existing CMOs. The modern CMO knows that all companies are digital companies and has to keep pace with complexity of modernised marketing tactics.

Content Marketing

The role of the modern CMO is not only to focus on content marketing but much more than that. According to a survey, B2B companies are spending most of the budgets on curation, delivery and promotion of their content in order to drive business, influence customers and grow their brand presence. Despite increasing expenditure on content, too many campaigns are failing to connect with customer needs and concerns. Many fail to understand that it is not just about content anymore, having an engagement and connectivity with customer is vital.

New channels of engagement are increasing the complexity and cost of content marketing. Reaching the right audience on the right platform is essential. CMO should be in process to plan content marketing to reach the target audience on multiple platforms through multiple devices. It is no longer putting thought leadership piece in a mail or blog, there has to be a go-to-market plan as well. A plan to address various audience around digital. The content strategy has to be comprehensive with an integrated marketing program.

The CMO today should be in process to create content strategy involving the right people, processes and technology. There is a need to keep pace with rapid changing technologies, understanding about customer sentiments and knowledge of competitive threats. Since online content significantly influences buying behavior, customer relevant and engaging content is one of the most essential need that should be worked on.

Apart from creating the right content, its placement is equally important. It should reach the target audience in the most user friendly manner. According to a survey majority of the people access B2B content through smartphones. The second major half access the same through tablets. It is critically important to have mobile content that reaches majority of the target audience. 

Online content is imperative in influencing and shaping strategic dicussions to help marketers and sales teams to automate the process of customer acquisition, nurturing and retention. Apart from curation of content, delivery and reach of content is also critically important. Best practices must be developed to add value to all aspects of content marketing.

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