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BizReport : Blogs & Content archives : October 30, 2015

How to make the most of your content marketing

According to one expert content marketing must be a significant part of brands' marketing strategies in the new year. Here's how to make the most of your content.

by Kristina Knight

Kristina: How often and for how long should a brand marketer run a content marketing campaign?

Adam Weinroth, CMO, OneSpot: Content marketing should be ongoing endeavor that can be supplemented by campaigns that may bring greater attention to or focus on specific initiatives, the duration of which depends on the end goal. Digital marketers should ensure that the key performance indicators and metrics tied to these objectives are always top-of-mind in the planning process. Is it to build brand awareness or drive purchase intent? Is it to engage with consumers across platforms or drive engagement on a brand's website?

Kristina: Regarding personalization, should brands focus only on demographic or interests or is it a whole picture strategy?

Adam: Personalization needs to go deeper than grouping profiles together based on personas or demographics, and instead be based on individual customer content profiles that clearly track what they've shown interest in over time, and how they interact with that content across channels. Brands that get to know the consumer in this way can tailor their content as needed, predict what's going to be compelling to them and learn and grow with their audience.

Kristina: As we look forward to 2016, do you anticipate a shift in how marketers will incorporate content marketing in the overall conversation?

Adam: Content marketing is still evolving and many advertisers are learning the powerful ongoing business results that can be achieved from a highly targeted and structured content marketing program. With consumer continuing to demand choice, control and relevance in their online experiences content marketing is becoming central to all marketing. We expect to continue to see growing emphasis on how to effectively plan and drive content marketing initiatives that have a strong results focus and that are centered on building relationships with consumers.

Tags: advertising, content marketing, content strategy, OneSpot

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