Not even $out of 10 marketers think their content marketing is effective. Yet, 86% of B2B marketers use content to attract and retain customers, according to the same report (CMI’s B2B Content Marketing Benchmarks, Budgets, & Trends).
What are the 38% of marketers who say they ARE effective doing differently from the rest of us?
Much has been written about the importance of brands embracing storytelling — or, at the very least, becoming better at creating more dynamic audience-facing narratives. The goal of advanced content marketing is to enhance a brand’s ability to influence behavior through sustained content creation, fundamentally changing how audiences perceive that brand.
Fast, dramatic changes in the digital space have given brand marketers new opportunities to earn and sustain the consumer’s attention without paid media. Social platforms such as Facebook, Twitter, and Pinterest, to name just three, empower brands to communicate directly with an audience.
42 Rules for Applying Google Analytics by Rob Sanders (downloadable pdf)
It is becoming obvious that the goal is not simply more traffic (which is fairly easy to generate) — but more traffic of a particular kind. And that particular kind is your targeted audience that can be drawn by skillfully crafted content to convert.
How do we know if that is happening? In the Mad Men days, the effectiveness was judged by anecdote, by hunch, by gut, by word of mouth. Here in his latest book, Rob Sanders offers a basic approach to understanding the effectiveness of the user jouney you have created for potential customers.
In some places QRCs have thrived — Starbucks is the foremost example. Some people show their tickets with QRCodes on their phone. But the system has revealed problems. Often advertising is too far away for smartphones to capture their QRCodes. Somes photo angles don’t capture the information correctly and you don’t know until you get home.