Tag Archives: content distribution

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.

Content Marketing: Asking the Right Questions

- Ruchika Narang – Marketing Program Director, Trivone Digital (@Ruchika_N)


Step by Step Guide to Content Marketing

I’ve often had our clients ask us if Content Marketing is ‘right’ for their business. The answer is a resounding Yes! According to Content Marketing Institute, 90% of B2B marketers use Content Marketing to grow their business. There’s no reason why you shouldn’t! In fact, to ensure success of your business in today’s digital age, it is not sufficient to just create products; you need to create great content as well. Content Marketing is nothing but telling your story, be it around your brand, services, products or industry expertise in an effective and optimized manner to reach and communicate with your audience.

The better question to ask is ‘What is the best way to get started with Content Marketing?’  Here’s a step-by-step guide to get started on your Content Marketing strategy:

Step 1: Define your goals.

Whether it is lead generation, visibility, brand awareness, reach and recall, defining your goals and end objectives is the first step to start marketing your product.

Step 2: Define your target audience.

Understand and segment your target market. You will need to highlight the demographic and psychographic behaviour of this audience. Understand their interests, needs and infuencers.

Step 3: Tell your story.

Keeping your consumer’s interests in mind, start telling your story. Create content that is both relevant as well as informative to your audience. The tone and voice of the content should be aligned to the content format, for instance an article has a more ‘scholarly’ tone while a blog usually has a ‘helpful’ tone.

Step 4: Get Creative

Explore various formats of content such as articles, infographics, videos, blogs, whitepapers etc. Visual content is often more attractive and engaging compared to text. Consider video blogs, interview snippets, product demo videos, review videos as part of your content mix.

Step 5: Distribute your Content

Write content that is shareable! Content that is both fun to read yet informative has good potential to be shared by readers. Keep an eye out for ongoing trends in the Content field – ex. Listicles and Slideshows have become quite popular, and might I add, quite shareable. Use your website platform along with your social media platforms to distribute and cross-promote your content.

Step 6: Track and Analyse

Tracking your content pieces will give you a fair idea of what’s clicking and what’s not! Identify metrics before hand that you need to measure, such as number of visits, links of your content shared, social shares, likes, comments etc. Ensure that you track regularly and analyse the data collected to better your content / content strategy in the long term.