Let’s look at the value exchange. For a brand, content is the currency. For the audience, personal information is the currency. The value exchange happens when the content a brand continuously delivers establishes its worth to its audience and in turn the audience trusts the brand enough to identify themselves and provide permission to the brand to establish a relationship with them, to invite them to take an action.
Content must be mapped to business objectives – whether you are simply looking to position yourself as a thought leader or you are looking to drive more tangible results, your content strategy must support your business objectives so that you are driving results that will have an impact on your organization.
Content must be appealing – If your content isn’t interesting, engaging, useful or appealing to your audience, they won’t care. They won’t read it; they won’t share it; they won’t act on it. It will just be more noise.
Content should include specific ‘Calls to Action’ – Whether the “Calls to Action” are focused on sharing the content or asking the audience to provide you with information in exchange for the content or lead to an immediate sales opportunity, CTAs are critical to measuring the results of your content marketing efforts. If you have a benchmark like State Farm did, you can measure against that.
Visual Storytelling: Where We Are & Where We’re Headed in 2014
The value exchange BRAND AUDIENCE
Currency = Content Currency = Personal Info The brand continuously delivers relevant content & establishes its worth to the audience The audience trusts the brand enough to identify themselves & grant permission for engagement @mpranikoff Jane Smith firstname.lastname@example.org 555-555-5555 CEO, XYZ Corp.
What Form of Advertising /
Marketing Content Do You Trust? – Recommendation from People I Know 89% 90% Global Average – 92% 92% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff 94%
What Form of Advertising /
Marketing Content Do You Trust? – Editorial Content Such As News Articles 58% 64% Global Average – 62% 69% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff 60%
PR Is A Strong Component
In The Marketing Mix 90% Consumer Rates Method More Effective 80% Own Sites Email 70% PR Own Social Consumer Exhibitions Search Ads on Social Nets 60% Conferences Own Events Custom Print Direct Mail Print Magazines Print Newspaper 50% General Sites 40% B2B Rates Method More Effective Virtual Exhibitions Smartphones Collateral Print Directories Sponsorship Tablets Webinars 30% Topic Specific Sites Vertical Search 20% Blue = Digital, Orange = Traditional 10% 10% 20% 30% 40% 50% 60% 70% 80% 90% B2B @mpranikoff Source: Outsell 2013 Advertising and Marketing Study