One of the main advantages of content marketing is the ability to create and distribute content simultaneously in multiple channels. It does not have to be a single article, these can be supplementary materials in the form of graphics, infographics, videos, or reports. To keep your audience interested, it is important to provide them with a variety of content at all touchpoints with the brand. How does content diversification actually affect sales?
The basic mistake in content marketing is providing recipients with content that does not match their interests and needs. Rather than creating a video and hoping your potential customers will see it, the first thing you need to do is to find out what they expect and whether they’ll be willing to see it. Only based on this knowledge can you create content and distribute it in various communication channels. The marketing strategy should assume not only providing the recipients with substantive content, but also the quality of the message. For example, users can quickly get discouraged by watching low-quality videos – even the best-told story may not be found interesting if we use poor recording equipment. In this case, it is not worth saving money, because it is not only the content that counts, but also the setting.
Content marketing offers great opportunities to build your reach, brand awareness, or audience engagement. However, it should be remembered that not every solution will work in all cases. The fact that a given article or video has been a great success on social media does not necessarily mean that we will get the same reach on another channel. It is worth testing different media and making sure which content engages the audience the most.
The target group should receive diversified content, which includes not only articles and graphics. Diversification of content also means providing valuable videos, podcasts, tutorials, charts, reports, and analyses. Equally good solution is a free trial period, which gives the opportunity to test the service before buying it. It is also worth organising all kinds of competitions that engage the audience and allow you to build brand awareness. The distribution of content is significantly improved by the marketing automation tool. Thanks to the automation rules, we can plan long-term activities – even several months in advance, and optimise sales and image campaigns, if necessary.
Multichannel marketing helps to increase the effectiveness of image and sales activities. A communication strategy based on building the network of relationships between various media intensifies the process of brand discovery and increases audience awareness. Customers should receive valuable content at all touchpoints with the brand. However, in order to achieve the assumed goals, high-quality content is not enough – it must also be customised. Before we start creating and distributing content, it is necessary to analyse the audience needs and trace the communication channels in which we have the best chance to engage them. Marketing automation might be helpful here, as it allows for collecting and analysing data provided by users. Marketing automation helps you create personalised offers according to predefined scenarios and distribute content in selected communication channels.